It’s often said that money can’t buy love, but it sure can buy a lot of other things. For some, love is of little consequence. They’d rather be financially secure. Don’t be judgmental. It’s a person’s right to feel that way.

With that in mind, the love or money debate provides advisors with valuable insights into the psyches of Gen Z prospects and clients. Yes, it bears noting that many members of this generation aren’t yet in the workforce and those that are contending with myriad financial headwinds.

There’s also no getting around the facts that many Gen Zers are already active investors, financially inquisitive and committed to bolstering their long-term financial outlooks. So much so that members of this demographic are prioritizing money over love.

Cut Gen Zers some slack. This isn’t the 1950s through 1970s when it was possible to afford a home on a mid-level salary and student loan debt was a rare topic of conversation. The specters of elevated student loan obligations and potentially never owning a home, among other factors, are top-of-mind for many Gen Zers so it’s understandable that they’d trade love for money.

Inside the Love/Money Divide

A June survey by matchmaking service Tawkify indicates that young people are nearly evenly divided in the love/money. Fifty-four percent of respondents said they’d prefer love over money, but 46% said they’d take financial security over success in their personal lives. What’s interesting is that millennials, the closest generation to the oldest Gen Zers, has a different point of view.

“Millennials are likeliest to choose love over money: 59% would prioritize a ‘broke and magical’ relationship over financial security compared to 54% of Gen Z, 48% of baby boomers, and 46% of Gen X,” notes Tawkify. “Gen X is the most financially pragmatic, with 52% choosing security over romance. ”

Advisors should also take note of that commentary on Gen X – a generation long associated with financial strife and retirement insecurity. It looks like they’re finally committed to getting their financial houses in order and advisors could be the missing pieces in that puzzle because data indicate many Gen Xers aren’t advised investors.

Another compelling finding in the Tawkify survey is that women (58%) are more likely to embrace a “broke and magical” relationship over financial sturdiness than men (51%). However, lack of financial resources can keep people in floundering personal relationships.

“Nearly 7 in 10 Americans (69%) have stayed in a relationship longer than they should have due to shared finances; 44% of these situations were temporary, and 25% were long-term,” adds Tawkify.

It’s Not Always About Money

For all the emphasis society places on financial success, it’s not the end all and be all of personal relationships. In fact, an array of responses to Tawkify’s question “What would make you not date someone, even if you were attracted to them? ” appeared more frequently than the “prospect” not making enough money.

Those include diverging political beliefs, one person having kids while the other doesn’t, unappealing living situations, poor physical health and even bad sense of style. However, the top reason for not dating someone even if physical attraction is established is that person not being employed (48%).

So while there’s hope for love, those hoping to find it likely need to be employed and making some financial strides.