A data profile of the people who buy, follow and care about Personal finance in Switzerland — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 3,172,628 people in Switzerland.
The average Personal finance fan in Switzerland is 44.0 years old, balanced, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Canton of Bern, Vaud.
Top brand affinities include Insurance, Investment, Financial services, with strongest over-indexing on Insurance (1.91× the country average).
Demographically, the Personal finance audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Urban Lifestyle, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Personal finance fan in Switzerland is balanced, around 44.0 years old, with strong Urban Lifestyle tendencies and a notable affinity for Insurance.
The key figures that characterise the Personal finance profile in Switzerland.
49.1% are female, 50.9% are male, average age 44.0.
| Metric | Value |
|---|---|
| Female | 49.1% |
| Male | 50.9% |
| Average age | 44.0 |
| Estimated audience size | 3,172,628 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 21% | |
| 40-49 | 25% | |
| 50+ | 29% |
of the worldwide Personal finance audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 19.6% |
| Japan | 5.0% |
| India | 4.7% |
Where the Personal finance audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zug | ~50K | 1.19× | |
| 02 | Schwyz | ~50K | 1.18× | |
| 03 | Graubünden | ~80K | 1.08× | |
| 04 | Neuchatel | ~70K | 1.07× | |
| 05 | Ticino | ~100K | 1.05× | |
| 06 | Thurgau | ~90K | 1.04× | |
| 07 | Solothurn | ~90K | 1.03× | |
| 08 | Basel-Landschaft | ~80K | 1.02× | |
| 09 | Basel-City | ~100K | 1.01× | |
| 10 | Fribourg | ~100K | 1.01× | |
| 11 | Valais | ~100K | 0.99× | |
| 12 | Canton of Geneva | ~200K | 0.95× | |
| 13 | Luzern | ~100K | 0.95× | |
| 14 | Canton of St. Gallen | ~100K | 0.94× | |
| 15 | Aargau | ~200K | 0.91× | |
| 16 | Canton of Bern | ~300K | 0.87× | |
| 17 | Vaud | ~300K | 0.86× | |
| 18 | Canton of Zürich | ~400K | 0.76× |
The strongest cross-interests of the Personal finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Zurich Insurance Group | Business & Career | 1.92× | ||
| 02 | Insurance | Business & Career | 1.91× | ||
| 03 | Cascading Style Sheets | Internet & Social Media | 1.88× | ||
| 04 | Life insurance | Business & Career | 1.83× | ||
| 05 | Mortgage calculator | Home & Garden | 1.70× | ||
| 06 | Property finder | Home & Garden | 1.64× | ||
| 07 | Investment strategy | Business & Career | 1.64× | ||
| 08 | Investment | Business & Career | 1.63× | ||
| 09 | Investor | Business & Career | 1.63× | ||
| 10 | Mortgage loans | Business & Career | 1.62× | ||
| 11 | Financial plan | Movies & TV | 1.61× | ||
| 12 | Credit cards | Business & Career | 1.59× | ||
| 13 | Financial services | Business & Career | 1.58× | ||
| 14 | Revolut | Business & Career | 1.57× | ||
| 15 | Evian | Food & Beverages | 1.57× | ||
| 16 | Stock market | Business & Career | 1.55× | ||
| 17 | Real estate investing | Business & Career | 1.55× | ||
| 18 | Vehicle insurance | Cars & Mobility | 1.52× | ||
| 19 | Swissquote | Business & Career | 1.51× | ||
| 20 | Investment management | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 1.06× | |
| Patriotism | CONSERVATISM | 0.94× | |
| Social Media Usage | JOY | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.32× | |
| Travelling | THRILL | 0.70× | |
| Early Adopter Mentality | POWER | 0.78× |
Personal finance has an estimated audience of 3,172,628 people in Switzerland, concentrated in Canton of Zürich and Canton of Bern.
49.1% of Personal finance fans are female, 50.9% are male, with an average age of 44.0 years.
Personal finance fans show strongest brand affinity for Insurance (1.91×), Investment (1.63×), and Financial services (1.58×) over the country average.
Personal finance fans in Switzerland are most concentrated in Canton of Zürich (reach ~400K), Canton of Bern (reach ~300K), and Vaud (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Personal finance itself, the audience over-indexes on Investment (1.63×), Financial services (1.58×), Credit cards (1.59×), and Swissquote (1.51×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland who actively search for Personal finance. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Switzerland. 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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