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The FTC is still investigating its business practices, though the agency has declined further comment to journalists.(The FTC did not respond to our request.) Its reputational damage is even apparent on the front page of Google search, which doesn't even surface Ashley Madison's home page on the first results page.Around March 2016, a corporate headhunter reached out to Rob Segal, a marketer by trade.Others from Avid's board approached him and asked him if he'd take over as CEO.But its new leadership team — on the job for just four months — thinks it can turn all of that negativity around, regain the trust of old users while bringing more into the fold, and revamp the much-criticized brand.

The parent company of the infamous dating web site Ashley Madison, which made its name as a place for married people to find partners for affairs, is trying to recover from a terrible year. (the "ruby" is intentionally lower case), the company formerly known as Avid Life Media is currently under investigation by the Federal Trade Commission."I think we let the data lead that decision," said Segal, who previously ran a communications firm that handled brands such as Sony, Virgin, and Party Poker."It really is a global business operating in 46 countries with cash flow and a really strong team. We grew comfortable with the fact that there could be a resolution." Since July, Ashley Madison has undergone a number of changes to win users back.So one of the first things they did was hire Deloitte to beef up their cybersecurity posture."This is an ongoing effort to win back the trust of our customers," Millership said.

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They even hinted to Business Insider there were plans to rebrand ruby's other properties of Cougar Life and Established Men.

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