Barclays and Born Social Tackle Money Taboos with new Statement Dating Series

Oct. 27, 2026

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.

The series will launch on YouTube on 26 October, with paid and social-first assets supporting.

Indy Bassi, Chief Marketing & Design Officer, Barclays UK, said:

“Money is one of the most important parts of our lives, yet it remains one of the things we find hardest to talk about - particularly when it comes to relationships. Our research shows just how uncomfortable these conversations can be, with many people avoiding them entirely, or even hiding financial information from their partners. Statement Dating is about making the topic of money feel less daunting, and creating opportunities for open, judgement-free conversations about finances."

 

Saff Kelly, Creative Director, Born Social, added:

"Whether it’s who pays on the first date or whether you get a joint account when you move in together -  Money can often be make-or-break in a relationship because it feels too awkward to talk about. We wanted to tackle this by destigmatising money conversations, breaking that taboo by creating something that’s a bit of a Trojan horse - it’s entertainment first, but we ultimately want people to learn something too.”

 

Ellie Jane Taylor concluded:

"Dating is awkward enough and I think money is one of those tricky conversations people usually skirt around for a while. Putting it at the centre of a dating show felt like a really fun way to get people talking about something that can otherwise feel quite uncomfortable or serious. Dating is all about finding someone you're compatible with, learning about each other, and how they could fit into your life. How someone thinks about money can actually tell you a lot about their values, their priorities and what a future together might look like. I loved that we could explore that through real people, keeping the fun of a dating show while tackling a tough subject."

 

This series builds on Barclays and Born Social’s existing YouTube strategy, following previous formats including Working Lunch and Counter Argument.