Being financially savvy is the new sexy, according to a study that shows Brits now value good money management over physical appearance when seeking a partner. The research, conducted among 2,000 adults, found that 30% consider strong financial skills one of the most attractive traits in a partner, ranking it above being outgoing, family-oriented, or ambitious.
Millennials Lead the Shift
The trend is most pronounced among Millennials, with 35% saying financial responsibility is a major plus—the highest of any generation. Moreover, 56% of Millennials admitted they would end a relationship due to poor money management. The study, commissioned by investment app XTB, identified the top relationship traits as trustworthiness, humour, and kindness.
Joshua Raymond, UK managing director at XTB, commented: "Attitudes towards money have shifted, with financial responsibility increasingly seen as a sign of maturity rather than something dull or restrictive. As the cost of living continues to shape everyday decisions, it's not surprising younger people are finding financial responsibility a more significant trait. For many, being good with money signals reliability and forward-thinking, which are qualities people want in a lasting relationship."
Age and Openness
The average age at which people start seeking a financially astute partner is 26, and 51% of adults said they focus on this more now than a decade ago. Overall, 78% agreed that good money management is attractive, as it indicates responsibility, reduces financial stress, and provides future security. Only 12% preferred a partner who spends generously, compared with 56% who would rather be with someone focused on saving and financial security.
At the start of a relationship, 59% said they are open about money, with Gen Z and Millennials being the most upfront. According to data from OnePoll.co.uk, 34% expect a potential partner to be financially responsible, and 14% find it appealing if someone invests in stocks and shares.
Raymond added: "Openness around money is also becoming more common, suggesting couples are recognising its role in building trust early on. It's interesting how financial behaviours—from saving to investing—are increasingly seen as everyday habits and as indicators of long-term compatibility."
