A data profile of the people who buy, follow and care about Personal finance in Finland — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 1,990,633 people in Finland.
Personal finance has an estimated audience of 1,990,633 people in Finland. 54.5% are female, 45.5% are male, average age 46.4. Top brand affinities: Mortgage loans, Credit cards, Insurance, Digital wallet, Mobile payment.
Top brand affinities include Mortgage loans, Credit cards, Insurance, with strongest over-indexing on Mortgage loans (1.59× the country average).
Demographically, the Personal finance audience skews balanced with an average age of 46.4, and over-indexes on personality traits such as Need for Security, Urban Lifestyle.
The typical Personal finance fan in Finland is balanced, around 46.4 years old, with strong Need for Security tendencies and a notable affinity for Mortgage loans.
The key figures that characterise the Personal finance profile in Finland.
54.5% are female, 45.5% are male, average age 46.4.
| Metric | Value |
|---|---|
| Female | 54.5% |
| Male | 45.5% |
| Average age | 46.4 |
| Estimated audience size | 1,990,633 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 22% | |
| 50+ | 40% |
of the worldwide Personal finance audience comes from Finland.
| Country | Share |
|---|---|
| United States | 19.6% |
| Japan | 5.0% |
| India | 4.7% |
The strongest cross-interests of the Personal finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Digital wallet | Internet & Social Media | 1.79× | ||
| 02 | Mortgage loans | Business & Career | 1.59× | ||
| 03 | Kereis | Business & Career | 1.59× | ||
| 04 | Comparehero | Business & Career | 1.56× | ||
| 05 | Insurance | Business & Career | 1.54× | ||
| 06 | Mobile payment | Business & Career | 1.54× | ||
| 07 | WTW | Business & Career | 1.54× | ||
| 08 | WorldFirst | Business & Career | 1.54× | ||
| 09 | Maxcare | Health | 1.54× | ||
| 10 | Wertgarantie | Business & Career | 1.54× | ||
| 11 | Etiqa | Business & Career | 1.54× | ||
| 12 | Legal expenses insurance | Business & Career | 1.54× | ||
| 13 | Finanzguru | Business & Career | 1.54× | ||
| 14 | Finanztip | Business & Career | 1.54× | ||
| 15 | Reale Mutua Assicurazioni | Business & Career | 1.54× | ||
| 16 | Wiener Städtische Versicherung | Business & Career | 1.54× | ||
| 17 | Credit cards | Business & Career | 1.53× | ||
| 18 | Mortgage law | Home & Garden | 1.52× | ||
| 19 | Rudaw | Movies & TV | 1.52× | ||
| 20 | Belfius | Business & Career | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.28× | |
| Urban Lifestyle | OPEN | 1.04× | |
| Travelling | THRILL | 0.90× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.58× | |
| Patriotism | CONSERVATISM | 0.62× | |
| Social Media Usage | JOY | 0.79× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Finland 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 Finland. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.