It turns out money, or at least the appearance of it is the way to a woman’s heart or at least to a first date, according to a recent Tinder experiment run by online finance broker.
It was found that a man with a seemingly more lavish lifestyle on his Tinder profile received 64% more matches than one for the same man without the money.
Niall, 22, a recent university graduate, set up two identical profiles to start a career with a leading UK employer. One profile showed Niall living the life of a normal young man. The other contained the same images with subtle differences, including expensive watches, exclusive brand names on clothing, visible car keys for a Mercedes, Parisian hotel rooms, and sportscars in the background.
Wealthy Niall received 292 matches, compared to just 179 for his everyday appearance.
Tinder matches users based on location, showing each user a list of profiles for potential matches within a defined area. If a user is interested in another user, they swipe right on a profile picture. If that user, in turn, swipes right on them, then the two profiles will be matched, allowing them to send messages to each other. Whilst not technically a dating app, Tinder is used almost exclusively as such. As of 2018, Tinder had over 3.7 million paid subscribers, though many more subscribers use a reduced version of Tinder for free that limits the number of matches a user can have in a 24 hour period.
Niall received four super likes when flaunting his wealth, compared to zero when not. Twenty women matched with “Rich Niall” also sent him direct messages, compared to 14 that sent messages to his normal profile.
Amanda Gillam, from Solution Loans, the company that carried out the experiment, said: “Unfortunately, we live in a materialistic world where money and wealth can impact on how attractive we find the opposite sex. The rise of swiping dating apps like Tinder has made some of us more judgemental, quickly evaluating people in an instant.
“We wanted to test out how much the appearance of wealth changed perceptions and made that person appear more attractive. If you’re evaluating someone with one swipe, you look for things you like in their profile pictures. In this case, we can clearly see that money and wealth is one of those deciding factors.
“Unfortunately, this isn’t just limited to appearances in the online world. Unfortunately, we’ve seen a worrying trend of people getting into financial difficulties, trying to project a lifestyle they can’t afford. Whilst people always want to look their best on dating profiles, we advise being very careful about how this is financed”.
The identical profiles were set up across a 24 hour period, expressing their interest in 1,000 women using the platform. Matches were recorded when those women also swiped right for Niall.
Unfortunately, those women were left disappointed in their quest for a new man and a date with either Rich or Normal Niall.
For the full details of the study, visit
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About Solution Loan
is a leading UK no-fee technology-led finance broker that aims to provide:
- A broad range of personal finance products
- The information and tools necessary to help customers identify the most suitable types of credit for their personal circumstances