Rascasse Audience Intelligence

Personal finance Audience in Germany

A data profile of the people who buy, follow and care about Personal finance in Germany — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 19,990,125 people in Germany.

#33among Lifestyle cluster in Germany#44among Topic in Germany#4in Business & Career

The average Personal finance fan in Germany is 41.1 years old, balanced, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg.

Top brand affinities include Investment, Barbie, Insurance, with strongest over-indexing on Investment (1.94× the country average).

Demographically, the Personal finance audience skews balanced with an average age of 41.1, and over-indexes on personality traits such as Need for Security, Career Orientation.

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

The typical Personal finance fan in Germany is balanced, around 41.1 years old, with strong Need for Security tendencies and a notable affinity for Investment.

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

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 Personal finance profile in Germany.

Audience size
20M
in Germany
Gender
46.7%♀
53.3% male
Age
41.1
average years
Country rank
#70
Topic in Germany
Fig. 01

Search interest · 12-month trend

-51%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Personal finance fans

46.7% are female, 53.3% are male, average age 41.1.

Fig. 02

Gender split

46.7%
Female
53.3%
Male
Demographic split for Personal finance audience in Germany
MetricValue
Female46.7%
Male53.3%
Average age41.1
Estimated audience size19,990,125
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Personal finance audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

3.1%

of the worldwide Personal finance audience comes from Germany.

Worldwide audience distribution share by country for Personal finance
CountryShare
United States19.6%
Japan5.0%
India4.7%
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 Personal finance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Personal finance fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~200K1.34×
02Saarland~300K1.17×
03Mecklenburg-Vorpommern~400K1.10×
04Thüringen~600K1.09×
05Sachsen-Anhalt~500K1.04×
06Bayern~3.5M1.01×
07Brandenburg~600K0.98×
08Hessen~1.5M0.97×
09Hamburg~400K0.97×
10Rheinland-Pfalz~900K0.92×
11Schleswig-Holstein~700K0.92×
12Sachsen~900K0.91×
13Baden-Württemberg~2.5M0.88×
14Niedersachsen~1.5M0.83×
15Berlin~700K0.83×
16Nordrhein-Westfalen~3M0.73×
Fig. 06

Affinity by region

Affinity by region — Personal finance, Germany
0.73×1.00×1.34×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Personal finance audience
#·InterestCategoryAffinity×
01Mortgage calculatorHome & Garden2.66×
02For sale by ownerHome & Garden2.43×
03Starter homeHome & Garden2.12×
04First-time buyerShopping2.02×
05Property finderHome & Garden1.98×
06Real propertyHome & Garden1.97×
07InvestmentBusiness & Career1.94×
08Real estate developmentBusiness & Career1.92×
09Solar panelHome & Garden1.91×
10InsuranceBusiness & Career1.90×
11ImmobilienBusiness & Career1.81×
12Credit cardsBusiness & Career1.72×
13Western UnionBusiness & Career1.69×
14FRITZ!BoxTechnology & Electronics1.67×
15Techniker KrankenkasseBusiness & Career1.67×
16BarbieMovies & TV1.63×
17Financial servicesBusiness & Career1.57×
18Home constructionHome & Garden1.55×
19Solar powerHome & Garden1.53×
20Deutsche BankBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Personal finance 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 Personal finance audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.47×
Career OrientationPOWER1.44×
Risk AppetiteTHRILL1.39×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Personal finance audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.87×
MindfulnessBALANCE0.88×
CreativityOPEN0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Personal finance have in Germany?

Personal finance has an estimated audience of 19,990,125 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Personal finance fans?

46.7% of Personal finance fans are female, 53.3% are male, with an average age of 41.1 years.

03

Which brands do Personal finance fans like most?

Personal finance fans show strongest brand affinity for Investment (1.94×), Barbie (1.63×), and Insurance (1.9×) over the country average.

04

Where do Personal finance fans live in Germany?

Personal finance fans in Germany are most concentrated in Bayern (reach ~3.5M), Nordrhein-Westfalen (reach ~3M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Personal finance fans also like?

Beyond Personal finance itself, the audience over-indexes on Barbie (1.63×), Insurance (1.9×), Real estate development (1.92×), and FRITZ!Box (1.67×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Personal finance audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany 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.

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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