Location-Aware Dating Site Lovestruck Attracts £285k First-Round Funds

Online dating site Lovestruck.com has raised £285,000 ($460,000) in Series A funding from a group of private investors and UK VC firm E-Synergy Ltd.

Lovestruck is one of the many dating sites out there that wants to capitalise on mobile location-based services to expand its functionality. Online, it already lets people search its database for people that work or live in particular areas of a city. Now the plan is for that to go mobile in apps, initially for Apple (NSDQ: AAPL) and Android. Brett Harding, the MD of the site, tells paidContent that the iPhone and Android apps will both be live in February.

It will be joining a crowded, if still emerging, market for mobile dating. Big online names that have also waded into the mobile market include Plentyoffish and Match.com.

Other recent funding rounds for online dating sites include $30 million in December for Zoosk, which is accessed via apps on other social networks. Harding says that his site’s biggest competitors also include DatingDirect; MySingleFriend, which has a heavy London presence; as well as Guardian Soulmates for its similar target audience to Lovestruck’s.

Lovestruck currently has 35,000 users and dating databases for 14 cities worldwide, with London accounting for 90 percent of its traffic to date.