Statement Dating

Barclays has teamed up with global social-first creative agency Born Social to launch ‘Statement Dating’, a new social-first entertainment series on YouTube that uses the familiar format of a dating show to encourage more open conversations about money. Created as part of Barclays’ wider financial confidence platform, the series is built around the idea that talking openly about money is an important first step towards building financial confidence.

‘Statement Dating’ tackles one of the more uncomfortable subjects in modern relationships: money. While people are comfortable talking about almost everything on a date, finances remain a taboo. Inspired by classic dating shows such as Blind Date, the series puts financial compatibility at the heart of the dating process, exploring whether someone's spending habits, savings goals and financial ambitions might reveal more about a potential relationship than first impressions alone.

Barclays’ proprietary research shows that 32% would be uncomfortable talking about money with someone they'd recently started dating - making money a bigger taboo than sex (27%) and mental health (23%). Separately, 40% admit they'd find bringing up money with someone they're dating awkward, despite 47% believing it's important to find a partner with similar financial goals.

Rather than approaching the subject through traditional financial education, Barclays and Born Social have adopted an entertainment-first approach, using the familiar conventions of dating shows to make financial conversations feel more accessible, relatable and engaging.

Across the series, genuine singles explore their potential compatibility through three rounds of questions, financial reveals and relationship scenarios. In the first round, contestants get to know each other through a classic blind-date-style Q&A. The second round reveals a snapshot of their spending behaviour, giving the dater a preview of their matches’ recent transactions, offering an insight into how their potential partners actually manage their money. The final round explores what life together could look like, from future ambitions to financial priorities, before the dater makes their choice.

Ultimately, the series aims to encourage more open and honest conversations about money in relationships. It’s hosted by comedian and presenter Ellie Jane Taylor, alongside Ollie, a Barclays representative who offers the brand's perspective on financial matters throughout the show, shedding light on how to navigate different financial habits and attitudes towards money.

‘Statement Dating’ takes inspiration from familiar dating show conventions, reimagining them as a contemporary, social-first entertainment format. Heart motifs, bright cyan palettes and playful set design create a distinctive visual identity, while physical dramatisations of the Barclays app bring otherwise private financial behaviours into the dating experience.

Alongside the main YouTube episodes, the campaign will include organic and paid social content, short-form cutdowns, behind-the-scenes content and creator-led activity featuring Mia McGrath, Connor & Yvonne and Axel Blake, helping extend the conversations beyond the series itself.