Rascasse Audience Intelligence

Insurance Audience in Brazil

A data profile of the people who buy, follow and care about Insurance in Brazil — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 12,248,293 people in Brazil.

#266among Topic in Brazil#60in Business & Career

The average Insurance fan in Brazil is 43.5 years old, more female, and lives primarily in São Paulo.

The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.

Top brand affinities include Credit cards, Financial services, Localiza, with strongest over-indexing on Credit cards (1.67× the country average).

Demographically, the Insurance audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Need for Security, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.

The typical Insurance fan in Brazil is more female, around 43.5 years old, with strong Need for Security tendencies and a notable affinity for Credit cards.

Category: Business & Career · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Insurance profile in Brazil.

Audience size
12.2M
in Brazil
Gender
57.0%♀
43.0% male
Age
43.5
average years
Country rank
#405
Topic in Brazil
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Insurance fans

57.0% are female, 43.0% are male, average age 43.5.

Fig. 02

Gender split

57.0%
Female
43.0%
Male
Demographic split for Insurance audience in Brazil
MetricValue
Female57.0%
Male43.0%
Average age43.5
Estimated audience size12,248,293
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Insurance audience in Brazil
Age bracketShare%
16-1910%
20-2917%
30-3920%
40-4923%
50+29%
Fig. 04

Worldwide distribution

4.1%

of the worldwide Insurance audience comes from Brazil.

Worldwide audience distribution share by country for Insurance
CountryShare
United States23.0%
Japan4.5%
United Kingdom4.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Brazil average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Insurance audience in Brazil is strongest.

Fig. 05

Top regions by affinity

Insurance fans by region: top regions in Brazil
#RegionReachAffinity×
01São Paulo~4.5M1.49×
02Federal District~300K1.33×
03Paraná~1M1.31×
04Pernambuco~700K1.23×
05Mato Grosso do Sul~200K1.21×
06Rio de Janeiro~1.5M1.19×
07Alagoas~200K1.09×
08Goiás~500K1.04×
09Espírito Santo~300K1.04×
10Paraíba~200K1.01×
11Bahia~800K1.00×
12Ceará~500K1.00×
13Maranhão~300K1.00×
14Mato Grosso~200K0.99×
15Minas Gerais~1M0.98×
16Sergipe~100K0.98×
17Rio Grande do Sul~700K0.97×
18Tocantins~80K0.97×
19Roraima~30K0.97×
20Rio Grande do Norte~200K0.96×
21Amapá~40K0.94×
22Acre~40K0.94×
23Piauí~200K0.91×
24Rondônia~90K0.91×
25Amazonas~200K0.90×
26Santa Catarina~500K0.89×
27Pará~300K0.84×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Insurance audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Insurance audience
#·InterestCategoryAffinity×
01Tokio MarineBusiness & Career3.41×
02Bradesco SegurosBusiness & Career2.43×
03Health insuranceBusiness & Career2.17×
04Line of creditBusiness & Career2.01×
05Online bankingBusiness & Career1.99×
06Porto SeguroTravel & Leisure1.90×
07LoanBusiness & Career1.82×
08Ney MatogrossoMusic & Radio1.78×
09Sampler (musical instrument)Music & Radio1.75×
10Financial servicesBusiness & Career1.71×
11Banco BradescoBusiness & Career1.69×
12LocalizaCars & Mobility1.68×
13Credit cardsBusiness & Career1.67×
14EnelHome & Garden1.66×
15Itaú UnibancoBusiness & Career1.63×
16Roberto Carlos (singer)Music & Radio1.61×
17ElectroluxHome & Garden1.60×
18Banco do BrasilBusiness & Career1.56×
19LindåsTravel & Leisure1.54×
20Saúde (district of São Paulo)Travel & Leisure1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Insurance audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Insurance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.07×
SpiritualityBALANCE1.04×
CreativityOPEN0.96×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Insurance audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.56×
ExtroversionTHRILL0.60×
IndividualismJOY0.64×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Insurance have in Brazil?

Insurance has an estimated audience of 12,248,293 people in Brazil, concentrated in São Paulo and Rio de Janeiro.

02

What is the gender split and age of Insurance fans?

57.0% of Insurance fans are female, 43.0% are male, with an average age of 43.5 years.

03

Which brands do Insurance fans like most?

Insurance fans show strongest brand affinity for Credit cards (1.67×), Financial services (1.71×), and Localiza (1.68×) over the country average.

04

Where do Insurance fans live in Brazil?

Insurance fans in Brazil are most concentrated in São Paulo (reach ~4.5M), Rio de Janeiro (reach ~1.5M), and Minas Gerais (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Insurance fans also like?

Beyond Insurance itself, the audience over-indexes on Financial services (1.71×), Localiza (1.68×), Banco do Brasil (1.56×), and Enel (1.66×) compared to the Brazil average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Business & Career audiences in Brazil

See Insurance audiences in other countries

How to read this data

Audience size is the estimated number of people in Brazil who actively search for Insurance. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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