Rascasse Audience Intelligence

Swiss Life Target Market in Germany

A data profile of the people who buy, follow and care about Swiss Life in Germany — modelled from more than twelve digital signal sources. Swiss Life has an estimated audience of 283,942 people in Germany.

#27among Insurances in Germany#2294among Brand in Germany#1221in Business & Career

The average Swiss Life fan in Germany is 38.1 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern.

Top brand affinities include c't magazin, CHECK24, ImmobilienScout24, with strongest over-indexing on c't magazin (512.66× the country average).

Demographically, the Swiss Life audience skews balanced with an average age of 38.1, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Swiss Life fan in Germany is balanced, around 38.1 years old, with strong Need for Security tendencies and a notable affinity for c't magazin.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 Swiss Life profile in Germany.

Audience size
284K
in Germany
Gender
51.2%♀
48.8% male
Age
38.1
average years
Country rank
#18051
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Swiss Life

51.2% are female, 48.8% are male, average age 38.1.

Fig. 02

Gender split

51.2%
Female
48.8%
Male
Demographic split for Swiss Life audience in Germany
MetricValue
Female51.2%
Male48.8%
Average age38.1
Estimated audience size283,942
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the Swiss Life audience in Germany
Age bracketShare%
16-1912%
20-2926%
30-3933%
40-4919%
50+10%
Fig. 04

Worldwide distribution

25.0%

of the worldwide Swiss Life audience comes from Germany.

Worldwide audience distribution share by country for Swiss Life
CountryShare
Switzerland36.5%
France27.2%
Germany25.0%
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 Swiss Life audience in Germany is strongest.

Fig. 05

Top regions by affinity

Swiss Life customers by region in Germany
#RegionReachAffinity×
01Niedersachsen~60K2.23×
02Nordrhein-Westfalen~80K1.27×
03Bayern~60K1.22×
04Hessen~30K1.19×
05Hamburg~8K1.18×
06Sachsen~20K1.09×
07Rheinland-Pfalz~10K1.02×
08Baden-Württemberg~40K0.95×
09Berlin~10K0.88×
10Bremen~2K0.88×
11Saarland~3K0.81×
12Thüringen~5K0.76×
13Sachsen-Anhalt~6K0.75×
14Schleswig-Holstein~7K0.74×
15Brandenburg~6K0.73×
16Mecklenburg-Vorpommern~4K0.65×
Fig. 06

Affinity by region

Affinity by region — Swiss Life, Germany
0.65×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Swiss Life audience
#·InterestCategoryAffinity×
01c't magazinTechnology & Electronics512.66×
02FunnelBusiness & Career42.32×
03Monty Python's The Meaning of LifeMovies & TV27.89×
04The-DreamMusic & Radio20.00×
05ImmobilienScout24Home & Garden12.60×
06CHECK24Business & Career12.51×
07Deutsche VermögensberatungBusiness & Career5.79×
08LycamobileTechnology & Electronics5.55×
09KaufDaShopping5.09×
10toom BaumarktShopping4.87×
11VerivoxBusiness & Career4.41×
12BauhausShopping2.66×
13Aral AGCars & Mobility2.36×
14Aldi TalkTechnology & Electronics2.30×
15In aller FreundschaftMovies & TV2.28×
16RossmannShopping2.18×
17ImmoScout24Home & Garden2.15×
18InsuranceBusiness & Career2.11×
19AutoScout24Cars & Mobility2.02×
20REWEShopping1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Swiss Life 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 Swiss Life audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.28×
PatriotismCONSERVATISM1.26×
Career OrientationPOWER1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Swiss Life audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.79×
Early Adopter MentalityPOWER0.85×
Community OrientationOPEN0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Swiss Life's target market in Germany?

Swiss Life's target market in Germany covers an estimated 283,942 people, concentrated in Nordrhein-Westfalen and Niedersachsen.

02

What is the gender split and age of Swiss Life customers?

51.2% of the Swiss Life audience are female, 48.8% are male, with an average age of 38.1 years.

03

Which brands do Swiss Life fans like most?

Swiss Life fans show strongest brand affinity for c't magazin (512.66×), CHECK24 (12.51×), and ImmobilienScout24 (12.6×) over the country average.

04

Where do Swiss Life fans live in Germany?

Swiss Life fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Niedersachsen (reach ~60K), and Bayern (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Swiss Life fans also like?

Beyond Swiss Life itself, the audience over-indexes on CHECK24 (12.51×), ImmobilienScout24 (12.6×), Funnel (42.32×), and toom Baumarkt (4.87×) compared to the Germany average.

Appendix

Explore more audiences

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

More Insurances audiences in Germany

See Swiss Life audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Swiss Life. 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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