Sarah Beeny announces bold relaunch of My Single Friend dating app

Television property guru Sarah Beeny has announced a last-ditch attempt to save her struggling dating business by relaunching it as the "world’s first" video dating app.

Taking to her official Instagram account on Friday, the fifty-four-year-old entrepreneur revealed that her long-standing website, My Single Friend, will undergo a complete digital overhaul next week.

Acknowledging that the platform is currently "empty," Beeny issued an appeal to her followers, stating: "I’m looking for the first 50 people who would like to be on the app when we launch, so if you have a single friend you’d like to pop on or are single yourself, send me a DM."

The bold move comes as the latest financial filings from Companies House show the firm is in a precarious position, reportedly owing £1.5 million and recording zero equity for the 2023 financial year.

The company, founded by Beeny in 2004, has also faced a wave of critical feedback on Trustpilot, with users complaining of inactive profiles and poor-quality matches.

By pivoting to a video-centric model, Beeny hopes to inject "new energy" into the brand and move away from the static profiles that have drawn criticism.

She admitted to her audience that she is "so excited" to finally unveil the new interface, which aims to make the matchmaking process more transparent and interactive.

Sarah Beeny remains a household name in Britain, having shot to fame in 2001 as the face of Property Ladder. After successfully overcoming a high-profile battle with breast cancer in 2023, she has continued to front various property and lifestyle programmes.

While her expertise in the housing market is undisputed, this latest venture represents a significant gamble to prove she can wield "Cupid’s bow" as effectively as she does a property portfolio.