Still Up to Date

A dating site for the 50-plus crowd
Magazine Contributor
2 min read

This story appears in the June 2006 issue of Entrepreneurs StartUps Magazine. Subscribe »

What: Online dating service for people age 50 and up
Who: Miriam Hipsh, founder of
Where: New York City
When: Started in March 2005

After reading an article about internet dating, Miriam Hipsh decided she wanted to find out more. But when she attempted to create a profile on one site, Hipsh, 59, got to a question about body art and realized the site was clearly not targeting a mature audience.

"It wasn't speaking to me," says Hipsh. Instead of discouraging her, this realization piqued her entrepreneurial interest.

After some research, Hipsh discovered that there weren't many dating sites targeting her age group, and she knew from talking with friends that there was a market for such a site. In March 2005, after a year of researching and developing her idea, she launched, a dating website tailored to the over-50 demographic.

"I don't want people to feel that by the time they hit a certain age, it's over," says Hipsh, who became a single mother at 48 when she adopted a 6-month-old baby.

Hipsh financed the startup costs of her business--approximately $30,000--using personal investments and the help of friends and family. She gave up her job as a reading tutor to work full time on the website from home. She also hired a webmaster, who built and designed the site, and now maintains it. Hipsh describes as a "quiet site," mean-ing it's inviting and warm, not flashy or busy. With large fonts and soothing colors such as beige and blue, the site's design is simple and user-friendly.

By early 2006, over 5,000 people had joined at no cost. In March, Hipsh started charging $18 a month for a subscription to the site and projects 2006 sales to reach the low six figures. In the future, she plans to add reader content, diversify the chat rooms and possibly retail items.

Most important, Hipsh wants to continue encouraging people to seek out love and happiness at any age. "I embrace my age, and I embrace experience," says Hipsh. "I love life."

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.