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The release of the Sunday Times Rich List 2012 led to an increase in 200% traffic for website Sugardaddy. The company was still getting to grips with the increase in traffic and the motivation for searchers, but site founder Simon Anderson thinks it made people have a think about their own lifestyle – “The Sunday Times Rich List is an inspiring read" he said "and it is only natural that it would prompt people to think about their own lives and finances. Maybe the girls were checking out some of the rich guys and thinking they would like a piece of the action for themselves".

The website, founded only last year, has recently released the its very own dating portal, having been a destination for Sugardaddy gossip and tips. "we want sugar babes and sugar daddies to get together in a safe environment" Anderson said, "and our new site allows for that".

Anderson also states that savvy girls have been using the Rich List to hunt for a Sugardaddy for years. “I know women who get the list at 7am on a Sunday morning and by lunchtime have already emailed the top 100 guys in that list to try and arrange a date. In this connected world we live in, it’s pretty easy to get in touch, use your imagination with sites like Facebook, Linked In and Twitter".

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