A new start-up is making money by betting your relationship won't last

Around 42 per cent of all marriages in the UK end in divorce - but would you bet on yours failing, even if the odds are that short?

Probably not, since romance trumps reason for most of us. But Seattle-based start-up SwanLuv isn't emotionally invested in whether you consciously uncouple, and is willing to lay down cold hard cash your love is doomed.

The company isn't quite up and running yet, but it works by inviting couples to apply for free money for their nuptials - up to $10,000. The company makes some money from recommending caterers and florists etc at this point by way of advertising.

So far, so good.

But if you get divorced, your free ride becomes a loan - and the interest accrued on money gained from betting correctly your marriage will fail will go on to fund another few newlywed couples.

The company gets its name 'Swan Luv' from the lifelong partnerships of swans - co-founder Scott Avy told the Washington Post that it's designed to encourage couples to stay together and work it out, rather than profit from emotional misery.

Swans, they mate for life. That's what we're trying to get behind, everlasting marriage... We're not forcing anyone to sign up. The feedback has been overwhelmingly positive. I've gotten hundreds of emails telling me how meaningful this is.

The company's FAQ section does say that it will be funding marriage counselling for couples who are having trouble making things work. Which is nice of them, we suppose.

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