"Love, Inc." was developed with the working title "Wing Woman" and promoted as a new 'Hitch'-esque comedy". The show's concept was based on an article in "The New York Times" that discussed dating services. Production was handled by Chase TV, the Littlefield Company, Burg/Koules Television, and Paramount Television. The Littlefield Company suggested that the show's creator, Andrew Secunda, collaborate with executive producer Adam Chase, who had previously worked on "Friends". Marta Kauffman, Liz Tuccillo, Mark Burg and Oren Koules also contributed to the series as executive producers. On April 12, 2005, United Paramount Network (UPN) announced that Doherty was in talks for the lead role while Reagan Gomez-Preston was being considered for the role of the lead character's "longtime friend, co-worker and roommate" and Ion Overman for an unspecified part. Overman said that she was attracted to the part since she was searching for a job and viewed the series as a "very cool concept". On April 18, Holly Robinson Peete was confirmed to have joined the cast as the boss to Doherty's character.