On July 12, 2016, Ashley Madison’s owner, Avid Life Media, announced that it was changing its name to ruby Corp. and replacing the dating site’s “Life is Short. Have an Affair.” slogan with “Find Your Moment.” The company said the changes were part of a rebuild and a broader way to describe the connections members sought. That was its stated rationale, not proof that the rebrand improved trust or changed user behavior.
What changed in 2016?
The announcement made two related but distinct changes: the parent company adopted a new corporate name, and Ashley Madison received a new advertising line and visual identity.
- Parent company: Avid Life Media, which the announcement identified as Ashley Madison’s owner and operator, said it was rebranding as ruby Corp.
- Ashley Madison slogan: “Life is Short. Have an Affair.” was replaced by “Find Your Moment.” The company said the new line was live on AshleyMadison.com on July 12, 2016.
- Visual identity: The company described a refresh that replaced the wedding-ring icon and “hush” imagery with a more understated wordmark.
The company presented the corporate rename and the site’s campaign refresh as parts of an effort to rebuild the business as a digital dating company. The announcement does not establish that the corporate name change altered Ashley Madison’s ownership.
Why did the company drop “Have an Affair”?
Company leaders said the old slogan was too narrow for the range of connections they believed members sought. CEO Rob Segal called it “a limiting label that’s out-dated and doesn’t speak to the wide variety of connections people find on Ashley Madison.” President James Millership said the name ruby was chosen to suggest value and a fresh start, adding: “Modern relationships are multi-faceted and that’s why we chose ruby as our new name.”
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Those comments explain the company’s own positioning: “Find Your Moment” was intended to broaden the public framing beyond the explicit affair-focused message. They are statements of intent, not independent evidence that the repositioning succeeded.
What did the company say about its members?
In the 2016 press release, Segal reported that close to 45% of Ashley Madison members were single and over 50% were attached. These were approximate figures reported by the company, not independently verified estimates. They should not be treated as a precise, complete breakdown: the categories are approximate and do not provide a mutually exclusive account of all members.
How has Ashley Madison’s public positioning changed since then?
Fox Business reported on February 24, 2026, that Ashley Madison was presenting itself as a discreet dating service, with a new tagline and a move away from its former “married dating” emphasis. That report indicates another shift in public positioning; it does not establish the effectiveness or outcome of the 2016 rebrand.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the rebrand does—and does not—show
The 2016 announcement documents a corporate-name change, a new slogan, and a visual refresh, along with the company’s explanation for them. The sources cited here do not provide an independent measure of whether those changes affected user trust or behavior. In short, Ruby was the parent-company rebrand; “Find Your Moment” was Ashley Madison’s replacement slogan.
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