A majority of Americans, 60%, now consider poor money habits an automatic dealbreaker when starting a new relationship.
Northwestern Mutual’s 2026 Planning & Progress Study, conducted by The Harris Poll among 4,375 US adults between January 5 and January 21, found that excessive gambling and risk-taking topped the list of financial red flags, cited by 49% of respondents.
Hiding or lying about purchases followed closely at 47%, with high credit card debt named by 41%. Frequent impulse spending and expecting a partner to cover all expenses rounded out the top five concerns, at 32% and 28% respectively.
"With online prediction markets, sports betting, and cryptocurrencies, high-risk financial assets are now accessible in just a few clicks," said Jeff Sippel, Northwestern Mutual's chief strategy officer. "Done in excess, people risk losing more than money – they can lose their partner's trust."
The findings land as engagement with prediction markets and sports betting climbs, particularly among younger adults.
Some 17% of US adults are currently invested in, or weighing investment in, sports betting or prediction markets, but that figure jumps to 32% among Gen Z and 24% among millennials, compared with just 10% of Gen X and 3% of those in the Boomer-plus cohort.
A sense of falling behind financially appears to be fueling much of that risk appetite. Among those already invested in or considering speculative assets, 73% said they were doing so because they feel financially behind and believe these investments could get them to their goals faster than conventional approaches. That figure reached 80% among Gen Z and 75% among millennials, versus 51% of Boomers-plus.
For single adults who consider a partner's income important, the average desired income for a future life partner sits at $139,000 a year, though the study found a wide gender gap in expectations.
Women who say income matters put the ideal figure at $172,000, some 70% above the $101,000 men reported. Millennials had the highest income expectations among generational groups, at $160,000, while Gen Z came in at $135,000, Gen X at $123,000, and Boomers-plus at $125,000.
Still, most singles said a partner's paycheck isn't a priority: 59% said income doesn't factor into their view of an ideal partner.
"While most singles don't think income matters, a substantial number do," Sippel said. "After years of volatility, many singles are looking for a partner who can manage money well, provide financial stability, and put them on a path to financial security."
Financial fit outweighs chemistry
Among people who are married or living with a partner, financial compatibility ranked above several other measures of relationship health.
Seventy-two percent said shared financial values mattered more than emotional chemistry, and the same share ranked it above shared lifestyle and interests. Physical compatibility trailed at 63%, intellectual compatibility at 62%, and spiritual compatibility at 56%. The pattern held steady across both gender and generational lines.
"Couples who share financial values and goals are often better equipped to move forward together, building a life that reflects what matters most to both of them," Sippel said.
Financial tension shows up most acutely among younger couples. Among Gen Z respondents in a marriage or live-in partnership, 41% said money disagreements have created serious strain in their relationship, compared with 33% of millennials, 25% of Gen X, and just 12% of Boomers-plus.
Among couples together for more than five years, half said their financial compatibility has grown stronger since the relationship began, while only 12% said it had gotten worse.
"Many couples don't start on the same page financially – but they get there by talking," Sippel said. "Money conversations don't just build wealth; they create stronger relationships. Moreover, they can often lead to important discoveries about each other: about kids, career goals, bucket lists, and more. It's often not easy to navigate these delicate conversations, and that's another moment when a financial advisor can provide a great deal of value."
Most Americans, 72%, believe money should be discussed well before a couple marries or moves in together. In practice, roughly one in five married or cohabiting couples, 19%, admit they put off that conversation until after one of those milestones.
Generational data suggests younger couples are closing that gap. Among Gen Z respondents, 23% said their first honest money conversation with a partner happened right before marriage or moving in together, compared with 13% of Boomers-plus. Meanwhile, 16% of Boomers-plus said the conversation didn't happen until well after marriage or moving in, more than triple the 4% share among Gen Z.
"Most couples are doing the right thing by talking openly about money, their plans, and their goals," Sippel said. "The challenge is that some are still waiting too long to have those conversations. When financial compatibility ranks so highly in what people want from a partner, delaying the discussion can put couples at a disadvantage from the start."
Investment banking fees rose 30% on a wave of IPOs and megadeals, led by the largest public listing on record.
Series A funding from Portage, Bain Capital, and other investors will fuel data tools designed to speed advisor transitions and cut onboarding delays across wealth firms.
The Minneapolis-based RIA aggregator is adding two North Carolina practices managing nearly $1 billion, pushing its total client assets past $158.2 billion.
As markets disintegrate, the value of on-the-ground, first-hand research through "intimate knowledge acquisition" is skyrocketing.
Deal brings 10 advisors and deeper family office reach to Austin market.
Northern Trust’s Ken Lassner shows advisors how to convert volatility into after-tax portfolio gains
Dan Biagini of American Equity says the steady decline of pensions, longer lifespans and a reset in interest rates are rewriting how advisors build retirement income
