The Lovebug package comes with dating advice to attract a wider pool of respondents, and generates more leads.
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"But if you promote it from your own Facebook page, your ads are likely to appear on friends' and family's pages," says James.
"We create a new Facebook page for each user, and have a specific methodology to target the ads from that page, so that you're not wasting leads on your relatives." The potential for Lovebook is vast, claims James.
"We also target interests, which means there's more potential for a long-term relationship than with a site that's purely based on looks, such as Tinder." James hopes his firm will be adding "2,000 new users a month" by the end of the year.