Single Brits could be missing out on lasting love - not because they lack charm, wit, or personality, but because they're too modest to admit it.

According to new research, nearly a million singles in the UK are underselling themselves on dating apps to avoid seeming arrogant.

Nearly two-thirds struggle to write about themselves (62%), with 52% admitting they're unsure what to include in their bio as they fear coming across as boring (35%) or boastful (28%).

But far from being off-putting, the study conducted by Match, the dating app for real relationships, found that being positive about your own personality is exactly what people are looking for.

Traits such as a great sense of humour or a close circle of friends were green flags for 45%. People generally view these as encouraging signs that someone was emotionally intelligent, self-aware, and relationship-ready.

Psychotherapist and dating coach David Waters, who works with Match's Dating Lab (https://uk.match.com/p/dating-lab/#experts), said the reluctance to self-promote is a classic British trait.

"Detailing our positive traits isn't boastfulness, it's honesty and self-respect," he said. "And it will make such a difference in how you connect with others."

"Think of how your best friend would describe you. Someone who has known you pretty much all your life, someone who is kind, encouraging, and has a profound connection and respect for you.

"If you can channel that inner friend when crafting a profile, you will describe yourself in a far more favourable light - one which shows you to your best advantage to a potential partner and invites deeper, more genuine connections."

The study found that we may be modest when writing about ourselves, but are happy to compose glowing profiles for our best friends.

Women mentioned an average of seven glowing qualities, including humour, intelligence, and beauty. Men were similarly generous, listing six stand-out traits for their close friends.

From bland to brilliant - how to write a great dating bio: Match expert David Waters' top tips

1. Borrow your best friend's voice. They'd be kind, generous and real - so step into their shoes and see yourself through their eyes.

2. Lead with love: Passion is magnetic - so use the words "I love" to describe your favourite things.

3. Get specific: Skip vague lines like "I love weekends away" and opt for colour instead, like "I love a cosy pub fire in the Cotswolds."

4. Be direct: Be clear about what you're looking for. People who express their intentions confidently tend to attract those who are like-minded.

5. Let your inner comedian shine. Don't just say you're funny - show it. Use humour in your bio to bring your personality to life.

6. Drop the disclaimers: Phrases like "just", "maybe", or "not sure if this sounds silly" can undercut your confidence. Leave them out.

7. Stay playful: Dating isn't a job interview. Keep your tone warm, open, and true to your personality.