Megan Boni, known online as Girl On Couch, posted a video on TikTok in April in which she posted the message: “I’m looking for a man who is into finance, with a trust fund, who is 1.95m tall and has blue eyes.” Accompanying the video, Boni added: “Can someone make this into a song?” She didn’t have to wait long. Her words have ended up becoming the lyrics of different remixes (David Guetta has also released his own) that have made the profile of the man known as finance bro, the “macho of finances”, become one of the most acclaimed (or parodied) this summer. Of course, the Microsoft 365 team has been quick to remind the world of one advantage of dating these types of men. “What we really know is that they handle Excel perfectly,” they say from their official TikTok account when commenting on one of the videos that immortalize a street number in which dancers dressed as aspiring wolves of Wall Street dance to the rhythm of the song. The person responsible for what is already known in the United States as “the song of the summer” (although that title is always subjective and highly disputed), has clarified that in reality her words were a satire about how complicated it is to find a partner in the era of dating apps and the feeling of fatigue that has arisen around them, but the spell of men in suits, powerful appearance and classic masculinity, despite many media outlets claiming that men with a rodent appearance are the sexiest, still has its audience. “A man in a good suit is like a man in a good uniform. These are garments that generally denote power, status and control of the situation. When a suit is well made and fits perfectly, it is created to sublimate that person and to enhance their best forms. “There is an almost biological attraction towards these men with a strong and protective appearance,” says Anitta Ruiz, a public image consultant. She says that, as a rebellion against the established order, the new generations are trying to go against this image of the neat gentleman, but the triumph of the finance bros indicates that the tie is still magnetic, that perhaps there is something aesthetic that can overcome the ethical.A businessman makes a phone call in Tokyo in 2008.- (AFP via Getty Images)After launching The Green Flag Study, Tinder claims that chivalry in the new era has changed, as women surveyed say that although they still appreciate chivalrous gestures, this is no longer the main point. “As much as men still think of classic concepts such as paying on a date or giving up their seat, women value full attention and quality time more. Despite this, men still seem to cling to older notions of chivalry inherited from previous generations. And this is where we are stagnating,” warns the study on the clash of generations to which Ruiz alluded.But neither the aesthetics nor the behavior of businessmen have always been applauded, as indicated in the New York Post by the journalist specialized in business Miska Salemann. “This generation of privileged and overworked bankers does not have the best reputation. While they’re not a homogenous group, many are known for their self-righteous smirks, obsessive protein intake, semi-functional alcoholism, lack of sleep, and frequent flaunting of their six-figure salaries. Of course, one of the worst facets of the finance bro aesthetic can’t be ignored: their style,” he explains. The catwalks don’t seem to agree with Salesman, and this may well be the summer of the financially savvy male, as we saw at Miu Miu’s spring/summer 2024 show, where singer Troye Sivan walked the runway as a finance bro in tune with the times (shirt and hair gel, yes, but with Bermuda shorts).
Troye Sivan walks for Miu Miu this past spring dressed as a young 'finance bro'. WWD (WWD via Getty Images)
Financial stability is the new flowers
But beyond the outfits, it is striking that, even if it is in an ironic tone, the message that the ideal man is a wealthy businessman is the one that has taken hold at a time when the struggle to achieve economic independence for many women is key, as revealed by the latest Women and Finance study by Mastercard, which indicates that 74% of Spanish women surveyed consider that being financially independent is a priority goal in their life. Precisely now, the hashtag #girlmath is triumphing on social networks, a trend with which many content creators justify in an ironic tone unnecessary expenses and their financial carelessness, but at the same time, these digital jokes reinforce certain stereotypes about women, including that finances are their great enemy. Let’s not forget that when Cher’s mother told her it was time for her to settle down and marry a rich man, she replied: “Mom, I’m already a rich man.”“Relying solely on a partner for financial support can be dangerous, especially given the high divorce rates in Spain, which are around 57%, according to data from the National Institute of Statistics. Many scenarios illustrate this vulnerability, such as when a woman sacrifices her career to care for her children. If the relationship dissolves years later and returning to the workforce with a competitive salary becomes daunting,” warns Sam Dogen, known in the digital world as Financial Samurai and former Goldman Sachs analyst. “A more prudent approach involves both partners saving and investing for their respective futures and together, simultaneously. Maintaining joint and separate financial accounts gives women greater spending autonomy while offering protection to both parties in the event of a separation,” he adds. The truth is that money is a topic that has finally come out of the closet on dates. Dating app Bumble predicts that loud budgeting, which involves openly discussing one’s money, will be a key trend for singles this year as financial sensitivity increases. They say that for 95% of Spaniards, talking about money is no longer taboo. “The resurgence of interest in men working in finance perhaps reflects a broader shift towards valuing financial stability amid economic instability. However, while financial stability is important, it should not come at the expense of a healthy work-life balance. For more than one in 10 single people, a demanding job is a deal-breaker when you’re meeting someone, underlining the current nuanced approach to dating, where both financial stability and a balanced lifestyle are highly valued,” says Alba Durán, Marketing Director at Bumble Spain.
The New York Stock Exchange in 2014, with Jack Ma of Chinese giant Alibaba surrounded by young achievers.Andrew Burton (Getty Images)
A businessman returns home (or to someone else's) in 1955.Harold M. Lambert (Getty Images)But the woman responsible for the summer's interest in men in finance doesn't have time for dating these days. Since her words became the lyrics of summer remixes, she's quit her job, got a manager, and performed in Las Vegas alongside David Guetta. She's done better by making it on social media alone than by finding a Wolf of Wall Street. Her initial joke has become a phenomenon with nearly seven million monthly listeners on Spotify. If she plays her cards right, she could be the rich man, like Cher. You can follow ICON on Facebook, XInstagram, or subscribe to the Newsletter here.