Valentine’s Day is not just a big day for couples – millions of singles are expected to fire up dating apps today in search of romance.

Tinder leads the market in the UK, boasting 26 million “matches” per day globally. The company says it broke its own records last Valentine’s Day as people flocked to the app looking for love.

Behind the app is dating giant Match, which also owns other big names including match.com, OKCupid and Plenty of Fish – but there are plenty of start-ups hoping to charm singles and top the app store charts.

“Whatever competitors do, they will need to be cash rich and able to support the business to stand a chance of success,” says Paolo Pescatore, director of Multiplay and Media at CCS Insight.

“But there is scope for new players to emerge that focus on a specific niche