Brits find financial knowhow more attractive than good looks, new survey reveals

Published September 29, 2026 11:55am Updated September 29, 2026 11:55am Joe Swash is showing the nation how to ‘Be More Flexy’ (Picture: EDF) When it comes to lasting love, beauty really is only skin deep. The way to someone’s heart may actually be their electricity bill. New research has revealed that Brits find financial knowhow more attractive than good looks, while a partner regularly wasting money gives them the ‘ick’. More than two-thirds (67%) said knowing how to save on household bills is one of the top qualities they look for in a partner – edging ahead of physical attraction (65%), according to the Flextras survey by EDF. Being on top of the mental load can also boost someone’s appeal, with 50% becoming more attracted to their other half if they take care of household admin. Joe says: ‘Apparently, the real heartthrob these days is the person who knows when’s the best time to whack the dishwasher on to earn rewards’ (Picture: EDF) Sign up for all of the latest stories Start your day informed with Metro's News Updates newsletter or get Breaking News alerts the moment it happens. Money habits may matter for longer-term relationships too. Almost three-quarters (73%) say being with someone who helps manage their finances makes them feel more secure about their future together. The findings come as EDF launches Flextras, a new loyalty programme that rewards customers for being more flexible about when they use electricity, as well as offering other benefits and exclusive offers. Customers receive four hours of free electricity when they sign up. EDF says it has so far provided almost 450,000 hours of free electricity for customers to use in October. Being on top of the mental load of a household is an increasingly desirable trait in a partner (Picture: EDF) EDF has teamed up with TV presenter Joe Swash for the launch, encouraging people to ‘Be More Flexy’ by making small changes to how and when they use electricity to access rewards. Joe said: ‘Forget six-packs and pearly whites – apparently, the real heartthrob these days is the person who knows when’s the best time to whack the dishwasher on to earn rewards. ‘And the biggest flex is knowing how to make the most of the benefits and perks you can get for free. Turns out those little money-saving wins might not just be good for your everyday life – they could make you more of a catch, too.’ Customers who flex their electricity use to off-peak hours can unlock exclusive perks and rewards (Picture: EDF) Joe Souto, Director of Retail at EDF, added: ‘Flextras is packed with perks, giving customers extra rewards for sticking with EDF and even more for being flexible with their electricity use. ‘Let’s be honest, remembering anniversaries and making a decent cup of tea will always help your cause. But being smart with your energy isn’t a bad look either.’ To find out more about EDF’s Flextras loyalty scheme, visit the website. Being smart with your energy use could snag you a partner (Picture: EDF) The qualities Brits look for in a partner Being incredibly loyal (85%) Having a good sense of humour (85%) Being a good communicator (81%) Being fun and spontaneous (74%) Being playful and a bit cheeky (70%) Knowing how to save money on household bills (67%) Being financially savvy (66%) Being organised and good at household admin (65%) Being physically attractive (65%) Being open to having a pet (59%) Arrow MORE: Taylor Swift’s Patient Zero video sparks a key question for everyone with a toxic ex Arrow MORE: I’m a private detective — these are the professions most likely to cheat Arrow MORE: My ex-husband called me crazy for keying a car – but it’s his fault News Updates Stay on top of the headlines with daily email updates.