ADVFN is an innovative company and has continually striven to expand its financial offering by reaching out to a broader audience. As part of this expansion, the company has diversified by launching two non-financial websites:

Dating website CupidBay.com was purchased for a small consideration on an opportunistic basis with the aim of using the site to explore other content formats - in addition to generating additional advertising revenue. Since then, CupidBay.com has grown significantly and is now of material value to ADVFN. This strategy is being replicated with the more recent purchase of the photo blogging site Fotothing.com. This site has also grown significantly since becoming part of the ADVFN group.