That’ s the conclusion of a Northwestern Mutual survey of 4,375 U. S. adults who said risky financial behavior is a deal-breaker in a budding romance.

Northwestern Mutual’ s 2026“ Planning & Progress Study” found that a majority of couples in a serious relationship feel financial compatibility is more important than emotional chemistry, physical attractiveness, intellectual connection, shared hobbies or spiritual harmony.

Those looking for a mate have high expectations in the financial department. Single women said their ideal partner will earn $ 172,000 a year, while single men want their partner to earn $ 101,000 annually.

“ While most singles don’ t think income matters, a substantial number, 41 %, do,” Northwestern Mutual’ s chief strategy officer, Jeff Sippel, said in a statement.“ 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.”

Those who put that stability at risk with irresponsible behavior are also risking the relationship.

“ With online prediction markets, sports betting, and cryptocurrencies, high-risk financial assets are now accessible in just a few clicks,” Sippel said.“ Done in excess, people risk losing more than money— they can lose their partner’ s trust.”

Almost half of participants said high-risk financial behavior and lying about purchases are red flags that cannot be ignored.

The time to iron out any differences in opinions is early in the relationship,

according to the survey. Nearly three-quarters of Americans think couples should talk about finances before major milestones like getting married.

The largest group of survey participants, 37 %, said they had the financial discussion“ after we were serious but well ahead of marriage or living together.”

“ 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.

Disagreement about money can put substantial strains on a couple. Gen Z in particular reported facing challenges, with 41 % saying money arguments are putting a serious strain on their relationships.“ These dollar-and-cent disagreements tend to fade over time— with just 12 % of boomers and above indicating strain,” the report said.

“ 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,” he said.“ Every day, our advisors are talking with couples about their shared and individual goals in life. These transparent talks replace anxiety with understanding, and often bring people even closer together. Without these conversations, there’ s a greater risk of driving each other apart.”

— Karen DeMasters

Morgan Stanley’ s Wilson: Final Leg Of Bull Market Likely To End In 2029

Continued from page 10 wondered whether investors might someday look back on the hyperscalers as similar to the“ telecoms of the 1990s,” companies that built an information superhighway that others were able to use at minimal expense for decades afterwards.

Eighteen months ago, investors were shunning the shares of Apple, reasoning that it was being left behind in the AI race. Now,“ Apple is looking pretty smart.”

Over the first two months of the summer as the S & P 500 moved sideways, the median stock improved. In July, Wilson liked transportation, consumer discretionary and biotech stocks. Financial stocks, which he had liked, had run too far too fast. And he was telling investors to avoid semiconductors, staples and other high-flying stocks.

He also predicted a global surge in oil and gas drilling over the next year as nations around the world tire of disruptions from the ongoing conflict in the Persian Gulf.

— Evan Simonoff

12 | FINANCIAL ADVISOR MAGAZINE | SEPTEMBER / OCTOBER 2026 WWW. FA-MAG. COM