DatingDirect is introducing psychometric testing as part of new service that aims to help users find more compatible matches. DatingDirectAffinity will offer relationship counselling to users in a bid to help new relationships bloom. The service will match both existing and new members with potential partners based on the results of the tests. It will run on a separate tariff to the main DatingDirect homepage.

Users will be asked to take an “Affinity Test” when they join the new website. The test will analyse what users believe in and what matters to them most. It will also match users based on their views on relationships and love and their personal traits. Members will be able to choose their own compatibility settings.
The launch follows calls from users to display more accurate matches in weekly emails.

Alistair Shrimpton, DatingDirect.com's managing director, says: "Thousands of our members asked us to develop a new online service whereby only highly compatible singles are presented to them. DatingDirectAffinity.com will make it easier for our members to find that one-in-a-million partner."

DatingDirect will promote the new website in-house, by e-mailing its existing 5 million members and advertising the service on its main website.
As well as more accurate matching based on the psychometric tests, DatingDirect says users will also benefit from online coaching from leading psychologists and relationship experts, and access to a dedicated relationships hotline.

A year's membership to DatingDirectAffinity.com will cost $14 a month, with three month and six month passes available at
higher prices.