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Single Americans who say income matters in a relationship expect a potential lifelong partner to earn an average of $139,000 a year, according to a new survey highlighting the growing role finances play in modern dating.
The finding comes from Northwestern Mutual’s 2026 Planning & Progress Study, which surveyed 4,375 U.S. adults. Among single individuals who said a partner’s income is important, respondents answered that they ideally wanted someone earning a six-figure salary. Expectations differed sharply by gender and generation.
Single women said their ideal partner would earn an average of $172,000 annually, while single men said $101,000 was enough. Millennials, ages 30 to 45, reported the highest expectations at $160,000, followed by Gen Z at $135,000, Gen X at $123,000 and baby boomers at $125,000.
The survey, released on July 13, also found income isn’t a priority for everyone. Nearly six in 10 singles, or 59%, said a potential partner’s earnings are not important when looking for a long-term relationship.
Survey comes as Americans report dating less
The findings come as other research suggests young Americans are dating less than in previous years. According to the Institute for Family Studies, 31% of Americans ages 22 to 35 said they were actively dating at least once a month in 2026.
Meanwhile, a 2025 Credit One Bank survey found more than half of Gen Z and millennial respondents admitted they had lied about or exaggerated their financial situation while dating.
Northwestern Mutual Chief Strategy Officer Jeff Sippel said that while most singles don’t consider income a deciding factor, many are looking for financial stability in a long-term partner after years of economic uncertainty.
Poor financial habits can be relationship dealbreakers
The survey found money habits may matter just as much as income.
Six in 10 Americans said poor financial habits are a dealbreaker in a new relationship. Excessive gambling and risk-taking topped the list of financial red flags, cited by 49% of respondents, followed by hiding purchases or lying about spending (47%), high credit card debt (41%), frequent impulse spending (32%) and expecting a partner to pay for everything (28%).
Couples rank finances above chemistry
Among married or cohabiting Americans, a majority said financial compatibility is more important to a successful long-term relationship than emotional chemistry, physical attraction, intellectual connection, shared hobbies or spiritual compatibility, according to the study.
Money also remains a source of tension for younger couples. About 41% of Gen Z couples said financial arguments are putting a serious strain on their relationship, compared with 12% of baby boomers.
Nearly three-quarters of Americans, 72%, said couples should discuss finances before getting married or moving in together. Even so, nearly one in five married or cohabiting respondents said they waited until after reaching one of those milestones before having that conversation.
Reporter Anthony Thompson can be reached at ajthompson@usatodayco.com or on X @athompsonUSAT