India, February 25, 2026 – After two decades of being synonymous with “married-dating,” Ashley Madison is officially turning the page. Today, the company announces a fundamental shift in its business model and brand identity, moving the platform away from married dating to embrace its new position as the premier destination for discreet dating. To mark this evolution, Ashley Madison also has revealed its new tagline – Where Desire Meets DiscretionTM.
The new direction reflects the company’s changing membership, along with a cultural shift prioritizing discretion. Internal signup data reveals that, in 2025, more than half (57%) of all new members identified as single, signaling that the community already has transformed the platform into a place for those who value privacy, regardless of their dating status.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” says Paul Keable, chief strategy officer, Ashley Madison. “We are offering ethical discretion to our millions of members. Whether they are single, separated, divorced or non-monogamous, our community is united by a desire to keep their private lives exactly that – private.”
A Pivot Toward Privacy
This internal shift mirrors a broader cultural exhaustion with the social media era. According to new global data from a YouGov study commissioned by Ashley Madison, there is a rising trend of valuing discretion after twenty years of curated, public living posted across the internet. As the oversharing age hits a wall, Ashley Madison is positioning itself as the antidote to the digital fishbowl for discreet daters.
Constant swiping and messaging (30%), feeling pressure to curate a public-facing profile (24%), and too much personal disclosure too early (24%) are contributing to a growing sense of dating app fatigue among adults. New global data shows that:
- 27% of dating app users report that worrying about screenshots or information being shared has contributed to this dating app fatigue
- 27% say the same about receiving unwanted attention or messages on dating platforms
This shift is reflected in how people now manage their online presence overall, with a significant move away from public-first behavior:
- 46% of adults say they actively try to keep most aspects of their life private online
- Only 8% feel comfortable sharing most aspects of their life publicly
- 35% say they are becoming more selective about what they share online
As people become more selective about what they share online, discretion is emerging as a gateway to more intentional connection, giving people the confidence and control to explore relationships on their own terms.
Ashley Madison is leaning into its heritage of discretion to become the gold standard for anyone who believes that what happens in their dating life is nobody’s business but their own.
