When it comes to love and money, San Diego couples report the highest level of financial strain among markets included in Northwestern Mutual's 2026 Planning & Progress Study. Forty percent of San Diego residents in relationships say financial disagreements are causing significant strain – the highest rate among the markets analyzed in the study, and well above the national average of 26%.
These are among the findings from Northwestern Mutual's proprietary research series that explores Americans' attitudes, behaviors, and beliefs toward money, financial decision-making, and the broader issues impacting long-term financial security.
"Money disagreements rarely start with the numbers. They usually start when couples have not had a clear conversation about what money means to each person, what they are working toward together and how they want to make decisions," said Chantel Bonneau Stewart, a San Diego-based wealth management advisor with Northwestern Mutual and founder of WiseFit Wealth Management & Insurance Solutions. "The encouraging part is that financial compatibility is something couples can build. When partners are transparent about their income, debt, savings and goals, they can turn a source of stress into a shared plan."
Financial compatibility reigns supreme in San Diego
An overwhelming 81% of San Diego residents in serious relationships say financial compatibility is more important than emotional chemistry – ranking #1 among the study's reported markets and above the national figure of 72%. San Diegans similarly ranked financial compatibility above lifestyle and interests, compatibility, intellectual compatibility, and spiritual compatibility.
In one notable contrast to the rest of the country, however, [only 50% of San Diegans] say financial compatibility is more important than physical compatibility, compared to 63% nationally, making San Diegans less likely than Americans overall to prioritize financial compatibility over physical compatibility
San Diegans set a high bar for a partner's earning power
Among singles who say income is important, the average ideal partner earns $159k per year – notably above the national average of $139k – which may reflect the realities of one of the country's most expensive housing markets.
There is a silver lining for singles worried about hitting that high income threshold: 61% of San Diego singles say "income doesn't matter to me." At the same time, 59% of San Diegans say poor financial habits are "a dealbreaker." In other words, for most people, love is less about how much a partner earns and more about whether that partner brings healthy financial behaviors to the relationship.
"The data shows that San Diegans are not simply looking for a partner with a certain paycheck," said Bonneau Stewart. "For many singles, strong financial habits matter more than income alone. Being honest, spending within your means, saving consistently and talking openly about financial priorities can go a long way toward building trust in a relationship."
Turning financial compatibility into action
To help couples turn financial compatibility from an abstract ideal into a plan, Northwestern Mutual advisors suggest starting with a few clear conversations and habits:
About the 2026 Northwestern Mutual Planning & Progress Study
The 2026 Planning & Progress Study was conducted by The Harris Poll on behalf of Northwestern Mutual among 4,375 U.S. adults aged 18 or older. The survey was conducted online between January 5 and January 21, 2026. Data are weighted where necessary by age, gender, race/ethnicity, region, education, marital status, household size, household income, and propensity to be online to bring them in line with their actual proportions in the population. A complete survey methodology is available.
About Northwestern Mutual
Northwestern Mutual has been helping people and businesses achieve financial security for more than 165 years. Through a comprehensive planning approach, Northwestern Mutual combines the expertise of its financial professionals with a personalized digital experience and industry-leading products to help its clients plan for what's most important. With more than $780 billion of total assets1 managed across the company's institutional portfolio as well as retail investment client portfolios, more than $40 billion in revenues, and $2.5 trillion worth of life insurance protection in force, Northwestern Mutual delivers financial security to more than five million people with life insurance, disability income insurance, long-term care insurance, annuities, and brokerage and advisory services. Northwestern Mutual ranked 109 on the 2026 FORTUNE 500 and was recognized by FORTUNE® as one of the "World's Most Admired" life insurance companies in 2026.
Northwestern Mutual is the marketing name for The Northwestern Mutual Life Insurance Company (NM), Milwaukee, WI (life and disability insurance, annuities, and life insurance with long-term care benefits) and its subsidiaries. Subsidiaries include Northwestern Mutual Investment Services, LLC (NMIS) (investment brokerage services), broker-dealer, registered investment adviser, member FINRA and SIPC; the Northwestern Mutual Wealth Management Company® (NMWMC) (investment advisory and services), federal savings bank; and Northwestern Long Term Care Insurance Company (NLTC) (long-term care insurance). Not all Northwestern Mutual representatives are advisors. Only those representatives with "Advisor" in their title or who otherwise disclose their status as an advisor of NMWMC are credentialed as NMWMC representatives to provide investment advisory services.
1 Includes investments and separate account assets of Northwestern Mutual as well as retail investment assets held or managed for clients.
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