Love Island contestants will spend their winnings on bills and loans because $100K just doesn’t go that far anymore

The post-villa financial path for Love Island USA winners tends to follow a similar, seemingly glamorous trajectory. Take home $100,000 in the final—shared dutifully with your newfound flame—and sign a series of brand deals, while raking in cash in content creation programs.

Viewers don’t usually hear contestants discussing budgeting.

And yet, the economy of 2026 is proving so challenging that the winners of this year’s series have said they will use their bounty to strengthen their personal finances.

Bryce Alakai and Trinity Tatum won the 2026 series of the reality TV show, in which strangers enter a villa in the hopes of finding a romantic match. The couple who has proved most popular with audiences wins via a public vote.

Alakai and Tatum decided to split the winnings of $100,000 (individuals in winning couples can, in theory, choose to steal the entire amount and keep it for themselves, though this has never happened) and shared their practical plans for the windfall.

Tatum said her funds were going “straight to my student loans,” while Alakai added: “I have some bills I’ve got to pay.” The duo, speaking to People, added that if they had any money left over, they might have a “little shopping spree.”

While $50,000 would be better than a poke in the eye with a sharp stick for many U.S. households, the sum isn’t nearly as valuable in 2026 as it was for previous contestants. Those who won the first season of Love Island USA in 2019 also took home $100,000 in winnings—though in today’s currency that’s equivalent to more than $130,000.

Inflation has eroded the value of money significantly in the U.S. Over the past decade, consumer prices have compounded upward 30.6%, between 2019 and 2026, according to the Bureau of Labor Statistics (BLS).

A $50,000 sum is also unlikely to leave much change after paying off the average U.S. student loan. Per New York Federal Reserve data, the average graduate has an outstanding balance of $36,491. In some states, like the District of Columbia, this balance is near $60,000 on average, while some states, like North Dakota, are lower at a little over $28,000.

While Tatum and Alakai are using their funds to immediately improve their financial health amid the affordability crisis, previous Love Island winners have also used the cash to do remarkably sensible things.

Season six winners Serena Page and Kordell Beckham said they planned to save and invest their winnings. Beckham said he wouldn’t buy anything “materialistic” and would instead spend the money on growing his career.

Last year’s winners, Amaya Espinal and Bryan Arenales, suggested they wanted to be philanthropic with their winnings: Espinal suggested she wanted to donate it to community projects, while Arenales said he’d like to contribute to mental health causes.

Some reality TV stars have leveraged their platforms and grown huge sums of wealth—just look at Kim Kardashian, an entrepreneur and investor on UnHerd’s Most Powerful Women list. Kardashian, alongside her bevy of famous sisters, are now worth billions.

Previous Love Island winners have used brand deals to launch their own successful businesses. Molly Mae Hague was a contestant on Love Island UK in 2019, signing some of the most lucrative deals in the TV show’s history across the fashion and beauty industry. Hague then became creative director of PrettyLittleThing, a global fast fashion brand.

Hague has since launched her own fashion brand, Maebe, with her ventures generating $26 million in revenue in 2025, per Forbes.

But the reality is often not so lucrative. Heidi Montag, who appeared on TV show The Hills alongside her husband Spencer Pratt, told media in 2012 that the couple had lost around $1 million after leaving the show. Montag reportedly blamed expenses to maintain their lifestyle, such as spending on clothes, hair and makeup, as well as spending on managers, publicists and lawyers.

Elsewhere, fellow Love Island star Ikenna Ekwonna told a documentary he was “demoralized” at not being approached for brand deals following his appearance on the show in 2022.  The documentary reported his earnings of £3,000 and £4,000 ($4,000 to $5,350) were around half of his salary as a former pharmaceutical sales rep.