- Honesty about finances now rated #1 dating ‘green flag’
- Over a third of active daters surveyed (37%) bring up money on the very first date, rising to 85% by date five
- Half (48%) would share money details on their dating profile
- Millennials are the most brutally honest, over half say full openness on money from day one is essential
LONDON, 22nd October 2025 – Radical transparency is the defining dating trend of 2025 and now money is firmly on the table. New research* from trading and investing platform eToro, conducted by Appinio, shows daters are breaking the taboo and talking money early on.
For today’s daters, honesty about money is the ultimate “green flag”. Almost half (46%) say financial openness – even if it’s not perfect – beats thoughtful gestures (35%) or even picking up the bill (27%).
This explains why money talk now comes up so fast. Over a third (37%) bring up money on the very first date, rising to nearly three-quarters (73%) by date three and a huge 85% by date five. And it’s not just who pays for the wine. By the fifth date, three in ten (29%) have already talked about investing, while just as many have opened up about salaries (28%) and debt (28%). What once felt like awkward oversharing is now an early compatibility check.
“What stands out is how quickly honesty about money has become shorthand for honesty in general. If you can talk openly about finances, you can probably talk openly about anything, and that’s exactly what people are really looking for”, stated Sam North, Market Analyst at eToro. “We see the same dynamic in investing: once people stop treating money as a private burden and start treating it as something to learn and talk about together, they grow more confident. That shift towards openness is one of the most powerful changes we’re seeing, both in relationships and in finance.” he added.
Cash confessions creep into dating profiles
Openness isn’t confined to date nights, it’s showing up online too. Nearly half (48%) of daters say they’ve listed or would consider listing financial details on their profiles.
Nearly one in four would share their income. A similar number (25%) would advertise their investing habits, while a third (32%) are willing to broadcast their financial goals, like saving for a home or retiring early.
Younger daters get candid
Millennials are the most brutally honest about money. Over half (55%) of 25 to 34 year-olds say complete honesty from the get-go is very important, the highest of any age group, whereas just 35% of those in their late 30s and early 40s agree. Gen Z are not far behind. Only 7% say they would never discuss personal or financial issues with a partner, versus 26% of over-55s.
Men spill first
When it comes to disclosure, men tend to talk about money first. Just over half (51%) of men say being upfront from the start is very important, compared with 43% of women. One in five men (20%) would mention their salary by the third date, almost double the number of women (12%), and men are nearly twice as likely to raise debt that early.
That difference shows up on dating profiles too. 30% of men would list their salary on a dating profile versus 20% of women, and 40% of men would share financial goals compared with 26% of women.
Matt McNeil-Love, Co- Founder at Thursday, stated: “At Thursday, we’ve always believed transparency and honesty are the foundation of meaningful connections. That’s why we built Thursday, to create a space where singles can meet face-to-face, no filters, no judgment. The findings from eToro only reinforce what we already know: honesty in dating is not just important, it’s essential. It’s time we make talking about money in relationships less of a taboo and more of a standard.”
-ENDS-
*Survey conducted by Appinio amongst a national representative sample of 2,000 UK adults from 12th-14th August 2025
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