Life insurance Audience in Germany
Life insurance has an estimated audience of 1,745,844 people in Germany. 49.4% are female, 50.6% are male, average age 38.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Home insurance, Techniker Krankenkasse, HanseMerkur, Barmer, Cosmosdirekt.
The average Life insurance fan in Germany is 38.7 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Home insurance, Techniker Krankenkasse, HanseMerkur, with strongest over-indexing on Home insurance (30.67× the country average). Demographically, the Life insurance audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Need for Security, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic
Demographics of Life insurance fans
| Metric | Value |
|---|---|
| Female | 49.4% |
| Male | 50.6% |
| Average age | 38.7 |
| Estimated audience size | 1,745,844 |
Audience persona
The typical Life insurance fan in Germany is balanced, around 38.7 years old, with strong Need for Security tendencies and a notable affinity for Home insurance.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 457,027 | 1.2× |
| Bayern | 349,154 | 1.24× |
| Baden-Württemberg | 268,554 | 1.13× |
| Niedersachsen | 186,373 | 1.1× |
| Hessen | 144,082 | 1.08× |
| Rheinland-Pfalz | 95,158 | 1.09× |
| Sachsen | 71,576 | 0.84× |
| Berlin | 70,278 | 0.9× |
| Schleswig-Holstein | 63,066 | 1.01× |
| Brandenburg | 51,785 | 0.96× |
| Thüringen | 38,113 | 0.86× |
| Hamburg | 38,009 | 0.96× |
| Sachsen-Anhalt | 37,983 | 0.84× |
| Mecklenburg-Vorpommern | 28,563 | 0.86× |
| Saarland | 21,916 | 1.02× |
| Bremen | 13,803 | 0.92× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Home insurance | 30.67× | Business & Career |
| Techniker Krankenkasse | 12.87× | Business & Career |
| HanseMerkur | 22.75× | Business & Career |
| Barmer | 12.87× | Business & Career |
| Cosmosdirekt | 22.81× | Business & Career |
| AOK | 10.6× | Business & Career |
| Zurich Insurance Group | 34.08× | Business & Career |
| Payment system | 12.44× | Shopping |
| General insurance | 34.14× | Business & Career |
| Generali | 25.44× | Business & Career |
| IKK classic | 12.87× | Business & Career |
| HUK-Coburg | 10.08× | Business & Career |
| Financial plan | 9.48× | Movies & TV |
| KKH | 13.64× | Business & Career |
| Digital currency | 10.03× | Business & Career |
| Insurance policy | 12.15× | Business & Career |
| Europa Versicherungen | 22.67× | Business & Career |
| HDI Versicherungen | 15.31× | Business & Career |
| Nürnberger Versicherung | 12.63× | Business & Career |
| Commerzbank | 2.79× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Need for Security | CONSERVATISM | 1.71 |
| Family Orientation | CONSERVATISM | 1.3 |
| Sports Activity | POWER | 1.29 |
| Career Orientation | POWER | 1.27 |
| DIY Mentality | THRILL | 1.24 |
| Luxury Orientation | PREMIUM | 1.21 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 27.1% |
| United Kingdom | 8.8% |
| India | 7.3% |
See Life insurance audiences in other countries
More Business & Career audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Life insurance have in Germany?
Life insurance has an estimated audience of 1,745,844 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Life insurance fans?
49.4% of Life insurance fans are female, 50.6% are male, with an average age of 38.7 years.
Which brands do Life insurance fans like most?
Life insurance fans show strongest brand affinity for Home insurance (30.67×), Techniker Krankenkasse (12.87×), and HanseMerkur (22.75×) over the country average.
Where do Life insurance fans live in Germany?
Life insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach 457,027), Bayern (reach 349,154), and Baden-Württemberg (reach 268,554). These three regions account for the largest share of the active audience.
What other brands do Life insurance fans also like?
Beyond Life insurance itself, the audience over-indexes on Techniker Krankenkasse (12.87×), HanseMerkur (22.75×), Barmer (12.87×), and Cosmosdirekt (22.81×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Life 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.