Miami-based Avalanche LLC has consolidated more than 20 of its affiliate websites and has re-launched as one single entity.

The business, which is headed up by chief executive officer, Meir Stralhberg, operates a network of general and niche dating websites, such as; its flagship brand,, and more.

The self professed ‘pioneer of online dating’ now offers one centralised portal,, for the thousands of affiliates who promote its sites.

Improving Marketing Strategy 

Stralhberg said consolidating all of its niche and general brands into one centralised site is an important step in the company’s overall marketing strategy.

“Affiliate marketing is a large and growing part of our business. We currently receive 40% of our website traffic from affiliates, and consider them to be our most important media buying channel,” Stralhberg said.

He said the creation of Online Dating Cash has accomplished three major functions: “First, with each new site that we launch we are able to quickly and easily offer an affiliate programme, second, after acquiring a dating site, we can then integrate our affiliate technology, and roll this out to our thousands of affiliate marketers who have joined Online Dating Cash and finally, this centralised affiliate infrastructure gives us a greater ability to recruit new affiliates,” he said.

Niche Dating 

Stralhberg, who has been at the company since 1997, said the new venture offers multiple options for affiliates, including CPA, CPL, and revenue-share programmes.

Last year the company acquired, the largest online dating community for military singles. It also recently entered the sports niche online dating space, with the acquisition of –  a leading dating website for single golf enthusiasts.  

Just last month US-founded MediaWhiz also decided to consolidated some if its sub-brands, following a ‘comprehensive brand restructure’. Is company integration and consolidation the way forward? Is becoming a distinct, more unified brand more appealing than having disparate sub-brands and websites?