Seeking.com Launches Julia Fox-Fronted Anti 50/50 Campaign With $50K Fund for Singles Asked to Split the Bill

New data highlights the growing normalization of splitting the bill on first dates. Seeking is challenging a dating culture that seems to have forgotten the art of courtship.

LAS VEGAS--(BUSINESS WIRE)--Seeking, the premier dating platform for the world's most sought after singles, today announced the launch of the Anti 50/50 Campaign, fronted by Julia Fox. The campaign introduces a $50,000 fund to reimburse singles who have been asked to split the bill on a date, offering up to $50 per person.

Against a backdrop of rising dating costs and growing frustration with the modern dating experience, Seeking is challenging what it sees as a decline in generosity and effort. New research from Seeking reveals that 61% of Gen Z women have been asked to split on a first date, more than double the rate of Boomer women (27%), a stark reminder of how normalized this dating dynamic has become in recent years. Yet 75% of women prefer that men take the lead on dates, like planning and paying, highlighting a disconnect between today's dating norms and women's stated preferences. The Anti 50/50 Campaign offers the solution to the growing frustration with modern dating expectations, inviting singles to join a dating platform where generosity remains central to courtship.

A bold campaign needs a bold voice. Known for speaking openly about dating and challenging societal expectations, Julia Fox joins the campaign to address the judgment women face for wanting more from their dating lives. Her message reinforces Seeking's core stance that women shouldn't have to defend their preferences or apologize for expecting generosity from a partner.

“I’ve been on Seeking, my friends have been on Seeking, and I think we need to get over the idea that women should have to justify what they want out of dating,” said Fox. “I’m all for women being independent, but that doesn’t mean we have to entertain low-effort men who think splitting a check is the height of romance. If you’re going to court somebody, COURT THEM. That’s why the Anti 50/50 Fund is so important. Seeking is about being clear on what matters to you in a relationship.”

To apply for reimbursement, participants must create an account at seeking.com/bad-date-fund, share details about their date and upload a receipt showing they were asked to split the bill. The campaign will also feature an exclusive merch collection, with all proceeds from purchases going directly back into the fund.

“We’re giving women their money back while encouraging men to lead with generosity,” said Dana Rosewell, co-CEO of Seeking. “Somewhere along the way, the patriarchy convinced women that splitting the bill was empowerment, when really it just made being cheap socially acceptable.”

“People love to say money doesn’t matter in dating, but the people saying that usually aren't the ones paying the price,” said Brandon Wade, founder and co-CEO of Seeking. “Love may be priceless, but dating has never been free. At Seeking, we believe people should be unapologetic about what they want in a partner, including generosity.”

The fund will remain open until all $50,000 has been claimed or until Feb. 10, 2027.

To access additional assets, including hi-res images and media materials, visit the press kit here.

About Seeking

Founded in 2006, Seeking is the leading premium dating platform connecting more than 56 million members across 130+ countries. Designed for singles who expect more from dating, Seeking brings together people who value success, attraction, and generosity. For two decades, Seeking has challenged conventional dating by championing relationships where generosity meets appreciation.