Affinity
In short: Affinity is a white-label dating platform operated by HubPeople, a provider based in Douglas, Isle of Man. It is aimed at mainstream dating brands and runs alongside HubPeople's Excite platform for casual dating. Operators such as Digital Dudes, which moved 29 UK regional brands onto it in 2025, show why it matters as dating businesses give up in-house technology.
Key facts
| Type | Dating app |
|---|---|
| Headquarters | Douglas, Isle of Man |
| Status | Active |
| Website | hubpeople.com |
| Operator | Affinity is a platform run by HubPeople, which describes it as the platform for mainstream dating brands, alongside Excite for casual dating. [Next-Gen Platform - HubStars, 2021] |
| Launch | The Next-Gen Affinity and Excite platforms were announced for a summer 2021 launch. [Next-Gen Platform - HubStars, 2021] |
| Headquarters | HubPeople Ltd lists its address as Third Floor, Rose House, 51-59 Circular Road, Douglas, Isle of Man. [Brand Builder, October 2026] |
| Customer migration | Digital Dudes moved 29 UK regional dating brands onto Affinity's content management system, and reported visitor-to-registration conversion up by over 80 per cent (company claim). [Digital Dudes Selects HubPeople to Power Its UK Regional Dat, 20 November 2025] |
| Customer migration | HubPeople says it migrated Unpack'd Technologies' Say Allo and DiHola, with 100K+ profiles and media assets, onto the Affinity platform. [Brand Builder, 2026] |
| Venntro partner migration | In May 2024 HubPeople partnered with Venntro Media Group to migrate its B2B partners to HubPeople's Excite and Affinity platforms. [WhiteLabelDating (Online Personals Watch), May 2024] |
| Leadership | Michael O'Sullivan is owner and managing director of HubPeople, and is named as CEO in the Digital Dudes announcement. [HubPeople careers page, 20 November 2025] |
| Product update | HubPeople introduced a VIPPlus subscription tier across both the Affinity and Excite platforms. [HubPeople news] |
About Affinity
Affinity is one of two dating platforms run by HubPeople, a white-label provider whose published address is in Douglas, Isle of Man. HubPeople describes Affinity as the platform for mainstream dating brands, with Excite as its counterpart for casual dating. Both were presented as a "Next-Gen" platform with a planned launch in summer 2021. Operators run their own branded sites on the platform while HubPeople supplies the technology, billing and moderation.
Affinity has been used in several migrations. In May 2024, HubPeople helped move partner brands from Venntro Media Group's WhiteLabelDating.com to its Excite and Affinity platforms. In November 2025, HubPeople said Digital Dudes had moved 29 UK regional dating brands, including a Yorkshire singles site, onto Affinity's content management system, and reported that visitor-to-registration conversion rose by more than 80 per cent. That figure comes from the company announcement and Digital Dudes, not from independent measurement. HubPeople also lists Say Allo and DiHola, two apps from Unpack'd Technologies, as brands it migrated onto Affinity.
HubPeople's owner and managing director is Michael O'Sullivan, who is named as CEO in the Digital Dudes announcement. The company says it is a member of the Online Dating & Discovery Association. Affinity is a product of HubPeople, so wider company coverage belongs on the HubPeople profile.
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Questions about Affinity
What is Affinity?
Affinity is a white-label dating platform run by HubPeople. HubPeople describes it as the platform for mainstream dating brands, with Excite as its counterpart for casual dating.
Who owns Affinity?
Affinity is operated by HubPeople, whose published address is in Douglas, Isle of Man. Michael O'Sullivan is its owner and managing director.
Who uses Affinity?
HubPeople names Digital Dudes, which moved 29 UK regional dating brands onto it in 2025, and Unpack'd Technologies, whose Say Allo and DiHola apps run on it.
Is the 80 per cent conversion rise verified?
No. It is a figure from the HubPeople announcement and Digital Dudes. DII noted that the measurement period and scope were not disclosed.
Where is Affinity based?
Affinity is based in Douglas, Isle of Man.
Also known as: Affinity platform, HubPeople Affinity, Next-Gen Affinity.