Rascasse Audience Intelligence

Life insurance Audience in Germany

A data profile of the people who buy, follow and care about Life insurance in Germany — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 1,745,844 people in Germany.

#2155among Topic in Germany#361in Business & Career

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 Risk Appetite, Need for Security.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Life insurance fan in Germany is balanced, around 38.7 years old, with strong Risk Appetite tendencies and a notable affinity for Home insurance.

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 Life insurance profile in Germany.

Audience size
1.7M
in Germany
Gender
49.4%♀
50.6% male
Age
38.7
average years
Country rank
#3850
Topic in Germany
Fig. 01

Search interest · 12-month trend

+35%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Life insurance fans

49.4% are female, 50.6% are male, average age 38.7.

Fig. 02

Gender split

49.4%
Female
50.6%
Male
Demographic split for Life insurance audience in Germany
MetricValue
Female49.4%
Male50.6%
Average age38.7
Estimated audience size1,745,844
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Life insurance audience in Germany
Age bracketShare%
16-1922%
20-2918%
30-3920%
40-4923%
50+18%
Fig. 04

Worldwide distribution

1.8%

of the worldwide Life insurance audience comes from Germany.

Worldwide audience distribution share by country for Life insurance
CountryShare
United States27.1%
United Kingdom8.8%
India7.3%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Life insurance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Life insurance fans by region: top regions in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~400K1.16×
02Bayern~300K1.16×
03Rheinland-Pfalz~100K1.10×
04Baden-Württemberg~300K1.08×
05Niedersachsen~200K1.08×
06Saarland~20K1.08×
07Hessen~100K1.05×
08Schleswig-Holstein~60K1.01×
09Brandenburg~50K0.97×
10Bremen~10K0.96×
11Thüringen~40K0.94×
12Hamburg~40K0.94×
13Sachsen-Anhalt~40K0.91×
14Mecklenburg-Vorpommern~30K0.91×
15Berlin~70K0.86×
16Sachsen~70K0.84×
Fig. 06

Affinity by region

Affinity by region — Life insurance, Germany
0.84×1.00×1.16×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Life insurance audience
#·InterestCategoryAffinity×
01General insuranceBusiness & Career34.14×
02Zurich Insurance GroupBusiness & Career34.08×
03Home insuranceBusiness & Career30.67×
04GeneraliBusiness & Career25.44×
05CosmosdirektBusiness & Career22.81×
06HanseMerkurBusiness & Career22.75×
07Europa VersicherungenBusiness & Career22.67×
08HDI VersicherungenBusiness & Career15.31×
09KKHBusiness & Career13.64×
10Techniker KrankenkasseBusiness & Career12.87×
11BarmerBusiness & Career12.87×
12IKK classicBusiness & Career12.87×
13Nürnberger VersicherungBusiness & Career12.63×
14Payment systemShopping12.44×
15Insurance policyBusiness & Career12.15×
16AOKBusiness & Career10.60×
17HUK-CoburgBusiness & Career10.08×
18Digital currencyBusiness & Career10.03×
19Financial planMovies & TV9.48×
20CommerzbankBusiness & Career2.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Life 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 Life insurance audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL2.23×
Need for SecurityCONSERVATISM2.02×
Career OrientationPOWER1.80×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Life insurance audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.86×
ExtroversionTHRILL0.94×
Healthy LifestyleBALANCE0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Life insurance fans live in Germany?

Life insurance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~400K), Bayern (reach ~300K), and Baden-Württemberg (reach ~300K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See Life insurance audiences in other countries

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.

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