BUSINESS INSIDER - Oct 26 - The parent company of Ashley Madison is trying to recover from a terrible year. Now rebranded as ruby Corp., the company formerly known as Avid Life Media is currently under investigation by the Federal Trade Commission. Its new leadership team thinks it can turn all of that negativity around. It took nearly a year for the company to find a new CEO. In March 2016, a corporate headhunter reached out to Rob Segal, a marketer by trade. Since July, Ashley Madison has undergone a number of changes to win users back. One of the most notable is its pivot away from infidelity. Instead of the tagline "Life's short. Have an affair," it's website says simply: "Find your moment." "In the past it was very male-targeted," Segal said, adding that the rebrand was meant to make it more inclusive and "open-minded." The company also implemented Level 1 PCI Compliance for credit card processing, which means it has to undergo annual internal audits onsite and have its network scanned by an outside vendor. Female chat bots are also gone, according to the company.