A data profile of the people who buy, follow and care about Life insurance in United Kingdom — modelled from more than twelve digital signal sources. Life insurance has an estimated audience of 8,599,884 people in United Kingdom.
The average Life insurance fan in United Kingdom is 45.2 years old, more female, and lives primarily in England.
The audience is concentrated in England, Greater London, North West.
Top brand affinities include Toolstation, Scottish Widows, National Lottery (Ireland), with strongest over-indexing on Toolstation (4× the country average).
Demographically, the Life insurance audience skews more female with an average age of 45.2, and over-indexes on personality traits such as Family Orientation, Need for Security.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Life insurance fan in United Kingdom is more female, around 45.2 years old, with strong Family Orientation tendencies and a notable affinity for Toolstation.
The key figures that characterise the Life insurance profile in United Kingdom.
55.3% are female, 44.7% are male, average age 45.2.
| Metric | Value |
|---|---|
| Female | 55.3% |
| Male | 44.7% |
| Average age | 45.2 |
| Estimated audience size | 8,599,884 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 16% | |
| 30-39 | 18% | |
| 40-49 | 23% | |
| 50+ | 35% |
of the worldwide Life insurance audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 27.1% |
| United Kingdom | 8.8% |
| India | 7.3% |
Where the Life insurance audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Greater London | ~2.5M | 2.45× | |
| 02 | England | ~6.5M | 1.50× | |
| 03 | North West | ~1M | 1.08× | |
| 04 | East Midlands | ~600K | 0.98× | |
| 05 | Wales | ~500K | 0.94× | |
| 06 | South West | ~600K | 0.89× | |
| 07 | Scotland | ~700K | 0.84× | |
| 08 | East of England | ~600K | 0.82× | |
| 09 | North East | ~300K | 0.78× | |
| 10 | South East | ~900K | 0.76× | |
| 11 | Northern Ireland | ~200K | 0.75× | |
| 12 | Yorkshire and the Humber | ~500K | 0.66× | |
| 13 | West Midlands | ~200K | 0.61× |
The strongest cross-interests of the Life insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Aviva | Business & Career | 4.43× | ||
| 02 | Ovo Energy | Home & Garden | 4.42× | ||
| 03 | Toolstation | Home & Garden | 4.00× | ||
| 04 | Martin Lewis | Movies & TV | 3.97× | ||
| 05 | Scottish Widows | Business & Career | 3.58× | ||
| 06 | Postcode lottery | Games | 3.53× | ||
| 07 | Gala Bingo | Games | 3.43× | ||
| 08 | National Lottery (Ireland) | Games | 3.13× | ||
| 09 | Sporting Life (British newspaper) | Sports | 3.13× | ||
| 10 | Racing Post | Sports | 2.97× | ||
| 11 | Ricky Hatton | Sports | 2.93× | ||
| 12 | Mecca Bingo | Games | 2.91× | ||
| 13 | Halfords | Cars & Mobility | 2.88× | ||
| 14 | Travelodge | Travel & Leisure | 2.75× | ||
| 15 | Companies House | Politics & Society | 2.63× | ||
| 16 | Autotrader | Cars & Mobility | 2.20× | ||
| 17 | Halifax (United Kingdom bank) | Business & Career | 2.14× | ||
| 18 | Transport | Cars & Mobility | 2.03× | ||
| 19 | Personal finance | Business & Career | 1.68× | ||
| 20 | Business | Business & Career | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.79× | |
| Need for Security | CONSERVATISM | 1.64× | |
| Career Orientation | POWER | 1.32× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.67× | |
| Early Adopter Mentality | POWER | 0.72× | |
| Mindfulness | BALANCE | 0.80× |
Life insurance has an estimated audience of 8,599,884 people in United Kingdom, concentrated in England and Greater London.
55.3% of Life insurance fans are female, 44.7% are male, with an average age of 45.2 years.
Life insurance fans show strongest brand affinity for Toolstation (4×), Scottish Widows (3.58×), and National Lottery (Ireland) (3.13×) over the country average.
Life insurance fans in United Kingdom are most concentrated in England (reach ~6.5M), Greater London (reach ~2.5M), and North West (reach ~1M). These three regions account for the largest share of the active audience.
Beyond Life insurance itself, the audience over-indexes on Scottish Widows (3.58×), National Lottery (Ireland) (3.13×), Halfords (2.88×), and Gala Bingo (3.43×) 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 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.
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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