CAMPAIGN.I: BEHIND THE HYPE - Straight-talking from Queercompany. A new site offers financial advice to gay consumers

Queercompany.com is a new lifestyle site for the gay community offering a wide variety of facilities including financial services such as mortgages, insurance and car hire, all from blue-chip companies. Friendly and helpful information on health issues, travel, hotels and entertainment is also on the site.

Site characteristics: The site is quite contemporary in style although it could be a little more exciting. There are lots of greys and pastel colours which are pretty dull.

Target demographics: The site is aimed at the gay community, with expected visitors aged between 25 and 40 years old. Sixty five per cent of site visitors are likely to be men and 35 per cent women.

Principals: Queercompany.com was founded by Dominic Richards and Henrietta Morrison.

Backing: Queercompany has secured pounds 3.5 million in funding from Smedvig Capital, the venture capital company. According to Queercompany, this sum is the largest ever invested in a European gay or lesbian venture.

Other new backers are believed to be in the pipeline.

Marketing: A press and poster campaign is being run through Anti-Corp and a PR campaign is being handled by Sputnik Communications. Brunswick is taking care of the financial PR.

Competition: The site's major competitors are Gay-com, which launched earlier this year, and the Rainbow Network, launched in 1999. Other websites aimed at the gay community are little more than online versions of existing print media.

THE YEAR AHEAD - Excellent prospects

An exciting idea which has already secured funding and seems likely to be successful among its target market if it sees off stiff competition.

This article was first published on Campaign