A data profile of the people who buy, follow and care about Financial services in United Kingdom — modelled from more than twelve digital signal sources. Financial services has an estimated audience of 13,787,300 people in United Kingdom.
The average Financial services fan in United Kingdom is 46.0 years old, balanced, and lives primarily in England.
The audience is concentrated in England, Greater London, South East.
Top brand affinities include Halifax (United Kingdom bank), Personal finance, Business, with strongest over-indexing on Halifax (United Kingdom bank) (2.5× the country average).
Demographically, the Financial services audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as Quality Awareness, Career Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Financial services fan in United Kingdom is balanced, around 46.0 years old, with strong Quality Awareness tendencies and a notable affinity for Halifax (United Kingdom bank).
The key figures that characterise the Financial services profile in United Kingdom.
50.4% are female, 49.6% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 50.4% |
| Male | 49.6% |
| Average age | 46.0 |
| Estimated audience size | 13,787,300 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 5% | |
| 20-29 | 15% | |
| 30-39 | 20% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Financial services audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| India | 6.7% |
| Brazil | 5.3% |
Where the Financial services audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~3M | 1.57× | |
| 02 | England | ~10M | 1.49× | |
| 03 | North West | ~2M | 1.25× | |
| 04 | South East | ~2M | 1.08× | |
| 05 | East of England | ~1.5M | 1.06× | |
| 06 | South West | ~1M | 1.00× | |
| 07 | Scotland | ~1M | 0.95× | |
| 08 | East Midlands | ~900K | 0.93× | |
| 09 | Northern Ireland | ~400K | 0.93× | |
| 10 | Wales | ~700K | 0.87× | |
| 11 | West Midlands | ~500K | 0.82× | |
| 12 | North East | ~400K | 0.81× | |
| 13 | Yorkshire and the Humber | ~800K | 0.73× |
The strongest cross-interests of the Financial services audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Santander Bank | Business & Career | 3.19× | ||
| 02 | Halifax (United Kingdom bank) | Business & Career | 2.50× | ||
| 03 | Government | Politics & Society | 2.36× | ||
| 04 | Moneysupermarket.com | Business & Career | 2.34× | ||
| 05 | HSBC | Business & Career | 2.27× | ||
| 06 | TopCashBack | Shopping | 2.02× | ||
| 07 | Screwfix | Home & Garden | 1.82× | ||
| 08 | Betfred | Games | 1.79× | ||
| 09 | Autotrader | Cars & Mobility | 1.75× | ||
| 10 | Betfair | Games | 1.75× | ||
| 11 | Halfords | Cars & Mobility | 1.72× | ||
| 12 | We Buy Any Car | Cars & Mobility | 1.71× | ||
| 13 | Personal finance | Business & Career | 1.62× | ||
| 14 | Ladbrokes | Games | 1.58× | ||
| 15 | Engine | Cars & Mobility | 1.58× | ||
| 16 | Sky Bet | Games | 1.54× | ||
| 17 | Barclays | Business & Career | 1.51× | ||
| 18 | Casino | Games | 1.51× | ||
| 19 | Business | Business & Career | 1.50× | ||
| 20 | Used car | Cars & Mobility | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.34× | |
| Career Orientation | POWER | 1.22× | |
| Patriotism | CONSERVATISM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.82× | |
| Mindfulness | BALANCE | 0.83× | |
| Creativity | OPEN | 0.83× |
Financial services has an estimated audience of 13,787,300 people in United Kingdom, concentrated in England and Greater London.
50.4% of Financial services fans are female, 49.6% are male, with an average age of 46.0 years.
Financial services fans show strongest brand affinity for Halifax (United Kingdom bank) (2.5×), Personal finance (1.62×), and Business (1.5×) over the country average.
Financial services fans in United Kingdom are most concentrated in England (reach ~10M), Greater London (reach ~3M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Financial services itself, the audience over-indexes on Personal finance (1.62×), Business (1.5×), Screwfix (1.82×), and Betfred (1.79×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Financial services. 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 United Kingdom. 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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