text: A Canadian adultery website which boasts 'life is short, have an affair' is targeting British investors because of the UK's supposed 'laissez faire' attitude to extra-marital affairs. Ashley Madison, an online dating agency, is betting on Europe's relaxed attitude to boost its investment when it lists shares on the stock market in London later this year. It's founder Noel Biderman, 43, who came up with the idea for the site in the 1990s when he worked as a sports attorney, wants to raise money from investors to fund a launch of its services in Russia, Ukraine and the Baltic states. Scroll down for video . Noel Biderman, 43, (pictured) who is the founder of Ashley Madison - a Canadian dating website for married people - wants to raise money from British investors to fund a launch of its services elsewhere in the world . Ashley Madison, a Canadian online dating agency which boasts 'life is short, have an affair', is targeting British investors for stock shares because of the UK's supposed 'laissez faire' attitude to extra-marital affairs . With more than 34 million members worldwide, Ashley Madison claims to be the world's second-largest dating website. Only Match.com is bigger. Despite being happily married himself, father-of-two Mr Biderman, who was born in Canada, claims infidelity can actually save relationships and believes people 'use affairs to preserve their marriage'. He is a self-made multi-millionaire having successfully launched the company in Toronto before rolling it out in other major nations. Avid Life Media, the parent company of Ashley Madison, values itself at £669million ($1 billion) and had a reported revenue of £77million ($115 million) in 2014 alone - up 45 percent from the preceding year. Mr Biderman believes the website is such a success because it gives members the 'perfect affair' - helping them cheat on their partner with like-minded people and reducing their chances of getting caught in the act. He now wants to raise up to £135million ($200 million) by listing shares for Ashley Madison in London this year, to help continue its growth worldwide. It comes five years after a lack of investor appetite caused it to pull an attempt to list in Canada. Avid Life Media has 1.2million customers in the UK and 35million worldwide but was forced to scrap a flotation in Toronto in 2010 after investors weren't convinced to buy in. Mr Biderman came up with the idea for Ashley Madison in the 1990s when he was working as a sports attorney. He said he realised there was a space in the market for the site after watching stars arrange affairs . Mr Biderman claims to have been happily married to his wife Amanda for 10 years and the pair have two sons . The company hopes success in London will help it fund a launch of its services in Russia, Ukraine and the Baltic states in late May or June. Membership is growing quickest in India, South Korea and Japan. Ashley Madison's website allows members to sign up without disclosing personal information such as their name, telephone number or home address. Visitors to the site are greeted by a brunette woman, who is extending her finger across her lips in a shushing gesture. She is wearing what appears to be a wedding ring. Christoph Kraemer, director of international relations for Ashley Madison said: 'It is for people who are married, who are seeking an affair and want to do so in a discreet environment. 'In Europe, we have simply got a more laissez faire attitude towards a business such as ours.' Mr Kraemer also believes the website can actually help married couples, by 'igniting a spark in their marriage'. He said: 'The response we get from our members who have actually had an affair via the website is that they feel happier, invigorated and transmit that happiness, which actually reinforces and ignites a spark in their marriage and relationships.' Avid Life Media, which is backed financially by a number of anonymous investors, owns also various other similar websites including Cougarlife.com and EstablishedMen.com. Ashley Madison's website allows members to sign up without disclosing personal information such as their name, telephone number or home address. Visitors are greeted by a brunette woman with a finger to her lips . Married father-of-two Neil Biderman, 43, (pictured) is the man behind dating website Ashley Madison . The founder of the world’s largest online dating agency for extra-marital activity which boasts ‘life is short, have an affair’ is a multi-millionaire father-of-two who claims to have been happily married for 10 years. Neil Biderman, 43, the man behind dating website Ashley Madison, has made millions from his unique website which offers married partners the chance to have an affair with other spouses. However, despite his hugely successful business, Canadian-born Mr Biderman – who is often referred to as ‘the king of infidelity’ claims he has never cheated on his wife Amanda and remains happily married. The couple have two sons. Despite his loyalty claims, Mr Biderman did once reveal that he wouldn’t hesitate to cheat if the sexual relationship with his wife dried up. Speaking to the Evening Standard last year, he said: ‘We’re incredibly communicative about our sexual needs. ‘But if I woke up beside my wife and it was the 200th day we hadn’t been intimate with one another and it looked like nothing would change, I would cheat so fast. ‘I would cheat long before I would get a divorce. If you have children that you love and a home that you built together and a future that you planned — why would you give that up just for sex?’ Mr Biderman came up with the idea for the extra-marital dating site in the 1990s, after a career as a sports attorney apparently made him realise how much time and money his clients spent on mistresses while they were away on tour. The site has made him a self-made multi-millionaire and he claims it is worth at least £669million ($1 billion). Despite its risqué nature, Mr Biderman’s wife doesn’t appear to mind because she agrees it is a ‘sound business idea’. The pair insist the social network is just a tool and no one can force anyone to betray a spouse and even believe the dating website can actually help save marriages. M Biderman said previously: ‘The reason people have affairs is that they want to stay married. ‘What I get is a lot of people who come back to me and say: 'Listen, this has made me a better partner.' ‘They were angry and taking things out on their family. The sexual frustration they were feeling, they start having the affair and all of a sudden, that stress is removed. It's very cathartic for those people. ‘If you come home and you've had an affair earlier in the day, it might be easier not to be frustrated with your partner. The conversation could take a different directional tone and that can lead to intimacy. He also has previously said: ‘My belief is that people use affairs to preserve their marriage.’
target: Canadian adultery website to list shares in London in bid to boost revenue .
  Ashley Madison claims to be second-largest dating website in the world .
  Online dating site allows married people to sign up and find affair partner .
  Firm hopes Europe's supposed 'laissez faire' attitude to cheating will help .