As prices climb and wages strain to keep pace, Americans are bringing a colder eye to romance, weighing love against balance sheets in ways that once might have felt unspoken.
“Fair or not, people can see those things as indicators of whether someone generally has it together in life,” said Matt Schulz, LendingTree’s chief consumer finance analyst, referring to debt levels, credit scores, and financial stability. “While that’s often unfair to the person who is financially struggling, it’s not unfair to expect them to discuss their finances with you as you progress in your relationship.”
A new LendingTree survey conducted in January found that 90% of Americans say financial security is at least somewhat important in a romantic relationship, with 60% calling it very important. Among unmarried adults, 26% said they would consider marrying someone primarily for financial security. That figure rises to 32% among Gen Z adults ages 18 to 29 and 35 % among parents with children under 18.
Nearly half of Americans, 49%, said the current economic climate has made a partner’s finances more important to them than before. The number climbs to 60% among Gen Z respondents and 59% among millennials ages 30 to 45.
Preferences around income also reveal quiet pressures. While two-thirds of Americans said they do not care who earns more in a relationship, 29% said they prefer a partner who earns more than they do. Women were more likely than men to say this, at 35% compared with 22% . Among those already in relationships, 46% said they wish their spouse or partner were more financially secure, including 60% of parents with young children.
Financial imbalance can carry consequences beyond preference. The survey found that 28% of Americans said they stayed in a relationship longer than they wanted because of money, citing shared rent, bills, or lifestyle. Schulz said money often determines whether people can leave.
“In many ways, financial stability is freedom,” Schulz said. “It gives you the ability to take action to get yourself out of an unsatisfying or even unsafe relationship.”
Money also shapes attraction itself. More than one in four Americans, 27%, said having a lot of money makes someone more romantically attractive. Among Gen Z respondents, that number reached 44%. At the same time, 23% of Americans said they have gone on a date mainly to receive something of value, such as a free meal or gift, rather than out of genuine interest.
The report also examined sugar relationships, defined as arrangements involving financial support in exchange for companionship or romance. While 81% of Americans said they have never been in such a relationship, 35% of Gen Z respondents said they have. Most Americans, 54%, said these arrangements can be a respectable decision, even as 32% said they are socially unacceptable.
The findings suggest that in an economy defined by high costs and limited security, romance is no longer sheltered from financial reality. For many Americans, love now arrives with questions attached, and the answers often come with numbers.
“As appealing as a sugar relationship might be, it’s still just a relationship, and relationships often don’t end well,” Schulz said. “Having some funds that are just yours can give you peace of mind that if the relationship suddenly goes bad, you’d be OK.”