Bank of Montreal
Bank of Montreal research indicates that the rising cost of dating affects market participation and presents a challenge for dating operators.
Maintained by the High Intent newsroom. Last updated July 31, 2026. Led by founder and CEO Bill Alena, backed by a team of industry experts with over 100 years of online dating experience between them.
Bank of Montreal: key facts
- Website
- bmo.com
What Bank of Montreal does
Bank of Montreal, also known as BMO, is a Canadian multinational financial services company. Founded in Montreal, it is one of Canada's Big Five banks. The institution provides a broad range of personal and commercial banking, wealth management, and investment banking products and services. BMO's economic research department produces various reports and analyses on consumer spending, market trends, and economic indicators. One such report highlighted the increasing cost of dating in the United States. This research noted that the average cost of a date reached $189, representing a significant year-on-year increase. The report also indicated that this financial burden is causing a substantial portion of singles, specifically 47%, to view dating as financially unviable. The findings from Bank of Montreal's research are relevant to the online dating industry. They suggest that the escalating expenses associated with traditional dating activities are impacting the addressable market for dating platforms, potentially leading to reduced user engagement as financial barriers grow.
Questions operators ask about Bank of Montreal
Bank of Montreal's research found that the average cost of a date in the US is $189, an increase from the previous year. This cost is perceived as financially unviable by 47% of singles, suggesting a significant economic barrier to dating participation.
Our coverage of Bank of Montreal
1 story
The $189 Date Is Pricing Half of America Out of the Dating MarketThe average US date now costs $189, up 12.5% year-on-year, leading 47% of singles to view dating as financially unviable. For dating app operators, this is a structural demand crisis, not just a sentiment problem. Platforms need to redesign the offline experience to offer lower-cost meeting formats or risk their addressable market shrinking as users opt out due to financial barriers.
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