Research from EDF reveals ‘flexy’ beats flirty when it comes to finding ‘the one’
- Over two-thirds (67%) of Brits say knowing how to save money on household bills is one of the top qualities they look for in a partner, ahead of physical attraction (65%)
- Half (50%) of Brits say they have grown more attracted to a partner simply for being organised and handling the household admin
- 63% of millennials say using loyalty schemes to earn rewards and access exclusive offers makes someone look like they’ve got their life together
- To celebrate the launch of its new Flextras loyalty programme, EDF is calling on the nation to ‘Be More Flexy’ - a way to be smart, savvy and irresistible at home
- EDF has partnered with Joe Swash to show the nation how sharpening your flex appeal by using electricity more flexibly can unlock extra perks and rewards.
Forget trying to impress with grand gestures or looks; it turns out the way to a Brit’s heart runs straight through their wallet.
New research from EDF reveals that knowing how to save money on household bills is one of the top qualities more than two-thirds (67%) of Brits look for in a partner - ranking above physical attraction (65%), being a great cook (54%) and a shared taste in music or hobbies (44%).
In fact, being financially switched on is officially having a glow up, with over half (53%) saying it is a more important trait in a partner now than 5 years ago. The savvy qualities Brits find most attractive include finding ways to save money without compromising on the things they enjoy (44%), knowing when and how to make small changes that save cash (35%) and taking advantage of loyalty schemes and rewards (23%).
The research follows the launch of EDF’s new loyalty programme, Flextras, which offers customers rewards for being more flexible with their electricity use, alongside exclusive offers and benefits. Upon sign up, customers automatically receive four hours of free electricity as a welcome gift. So far, EDF has gifted almost 450,000 hours of free electricity, which will be available for customers to use in October.
And it seems the idea of rewarding smart behaviour is a hit, with almost half (43%) of Brits admitting if their partner regularly used such loyalty schemes, they would view them as practical, while 39% would see their other half as a savvy shopper.
For some, practicality has proven surprisingly seductive. Half (50%) of Brits say they have grown more attracted to a partner simply for being organised and handling the household admin. In comparison, 64% appreciate when their other half takes the initiative to manage these tasks and makes the most of discounts. A quarter (25%) go further still, admitting they would stay with a partner longer than they should purely for the offers, rewards and subscriptions that come with them.
And these everyday habits can earn more than just admiration, they can inspire long-term commitment, too. 61% of Brits say they are more likely to settle down with a partner who is savvy with money, while 59% say a partner who saves them money is more likely to be ‘the one’, highlighting that these acts of service can go a long way when it comes to building a lasting relationship.
Ultimately, almost three-quarters (73%) of Brits say having a partner who helps manage their finances makes them feel more secure about their future together and, on the flip side, nearly half (47%) say a partner who regularly wastes money unnecessarily would give them the ‘ick’ - further proof that good habits ensure loyalty.
Getting Savvy at Home
Lavish gifts aren’t the only things that win hearts; small acts of savviness around the home create a big impression on our better halves. These include doing household chores without being asked (41%), offering to cook dinner (32%) and offering to make a cup of tea or coffee (25%). While candlelit meals are nice, nothing says “I’ve got my life together” quite like paying bills on time (79%), finding discounts and the best deals (60%) and running appliances at the best time of the day to save money (58%).
Millennials are especially plugged into this savvy mindset. Almost two-thirds (63%) say using loyalty schemes to earn rewards and access exclusive offers makes someone look like they’ve got their life together - with 68% saying they find using these schemes themselves rewarding.
Be More Flexy
To celebrate the launch of their brand new Flextras loyalty programme, EDF is calling on the nation to ‘Be More Flexy’, an irresistible blend of practicality and money-saving skills that highlight a person’s flex appeal. Flex symbol Joe Swash discovers that being a good catch takes more than cheeky chappy charm - it requires a bit of household know-how too. Now, he’s putting his new skills to work, showing how being more flexy and shifting electricity use can help save on bills and earn rewards.
TV Presenter Joe Swash 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!”
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. So, whether you're hoping to earn some serious brownie points at home or just fancy getting more for your money, there's never been a better excuse to join Flextras.”
Top 10 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%)
EDF’s new loyalty programme, Flextras, is free to all EDF customers via the EDF app, and offers rewards and perks for more flexible electricity usage.
Members can earn hours of free electricity through Weekend Saver by flexing their electricity usage away from peak times (weekdays 4 – 7pm), helping customers to save money, while supporting a more balanced electricity grid. Other perks include free electricity events, rewards for referring family and friends, and other exclusive offers to help their money go further.
To find out more about EDF’s Flextras loyalty scheme, visit the website.
Watch here as Joe Swash shows off his flex appeal, discovering that loyalty pays, and the best kind of relationship is one that gives back.
Frequently Asked Questions
How do customers join Flextras?
Flextras can be accessed through the EDF app. To start unlocking rewards, customers need to sign in to their EDF account, follow the Flextras sign-up journey in the app and accept the terms and conditions.
When will members receive their benefits and rewards?
Upon sign up, customers will automatically receive four hours of free electricity as a welcome gift8 and access to their tastecard membership. Bonus hours will be automatically received in the Flextras Wallet and can be redeemed from 1 October. Rewards from Weekend Saver and free electricity events will be applied monthly. Some offers may require customers to sign up or opt in separately, and some may have additional eligibility criteria, outlined in the app.
How do customers take part in Weekend Saver?
To be eligible for Weekend Saver, customers must be signed up to Flextras, use the EDF app, have a compatible smart meter providing half-hourly readings and be on an eligible tariff. Time of Use tariffs are excluded.
When are free electricity hours applied?
Free electricity hours are awarded based on monthly performance and are redeemed the following month. The value of the free electricity used is credited to the customer's EDF energy account following redemption.
*Research among a nationally representative survey of 2,000 UK adults conducted by 3Gem 26th August - 1st September 2026.
About EDF
EDF is driving the transition towards An Electric Britain – a secure, affordable, low-carbon future for everyone. As Britain’s biggest generator of zero carbon electricity, we are investing more than £100 million weekly in Britain’s electricity infrastructure. We supply millions of customers with electricity and help homes and businesses switch to electricity for heating, transport and industrial processes.
We operate five nuclear power stations and more than 35 onshore wind farms and three offshore wind farms. Since 2009, EDF has invested almost £9 billion in the nuclear fleet to improve reliability and extend station lifetimes. The five generating stations currently supply about 12% of the UK’s electricity demand.
EDF is building the UK's nuclear renaissance with the construction of a new nuclear power station at Hinkley Point C. We are a minority investor (12.5%) in and major supplier to a replica plant at Sizewell C in Suffolk. Hinkley Point C and Sizewell C will provide low carbon electricity to meet 14% of UK demand and power around 12 million homes. EDF Group companies Framatome and Arabelle Solutions have a presence in the UK and manufacture critical equipment such as reactor pressure vessels and turbines.
EDF is enabling its 5 million customers, both in business and at home, to choose electric solutions that save cash and carbon, whether it is buying an electric car, generating and storing electricity, selling energy back to the grid or installing solar panels or a heat pump. In 2025, EDF’s Customers business was ranked as one of the Sunday Times’s Best Place to Work.
It is also one of the UK’s leading developers of renewable energy through EDF power solutions UK and Ireland. We have more than 2GW of renewable generation in operation and over 10GW in construction, planning and development across a range of technologies including onshore and offshore wind, solar and battery storage.
We are one of the largest suppliers to British business and a leading supplier of innovative energy solutions that are helping businesses become more energy independent. In addition, the company’s energy services business, Dalkia, is one of the UK and Ireland’s largest technical service providers.
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