A data profile of the people who buy, follow and care about Personal finance in Portugal — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 4,992,874 people in Portugal.
The average Personal finance fan in Portugal is 46.0 years old, balanced, and lives primarily in Lisbon District.
The audience is concentrated in Lisbon District, Porto District, Setúbal District.
Top brand affinities include Commercial mortgage, LearnEnglish – British Council, Breaking the Taboo, with strongest over-indexing on Commercial mortgage (1.58× the country average).
Demographically, the Personal finance audience skews balanced with an average age of 46.0, and over-indexes on personality traits such as Pet Ownership, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 5 brand affinities and 13 regions tracked by Rascasse.
The typical Personal finance fan in Portugal is balanced, around 46.0 years old, with strong Pet Ownership tendencies and a notable affinity for Commercial mortgage.
The key figures that characterise the Personal finance profile in Portugal.
52.9% are female, 47.1% are male, average age 46.0.
| Metric | Value |
|---|---|
| Female | 52.9% |
| Male | 47.1% |
| Average age | 46.0 |
| Estimated audience size | 4,992,874 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 13% | |
| 30-39 | 18% | |
| 40-49 | 26% | |
| 50+ | 36% |
of the worldwide Personal finance audience comes from Portugal.
| Country | Share |
|---|---|
| United States | 19.6% |
| Japan | 5.0% |
| India | 4.7% |
Where the Personal finance audience in Portugal is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Beja District | ~90K | 1.15× | |
| 02 | Évora District | ~100K | 1.11× | |
| 03 | Castelo Branco District | ~100K | 1.09× | |
| 04 | Viseu District | ~200K | 1.03× | |
| 05 | Madeira | ~100K | 1.01× | |
| 06 | Coimbra District | ~200K | 0.99× | |
| 07 | Leiria District | ~300K | 0.97× | |
| 08 | Aveiro District | ~400K | 0.96× | |
| 09 | Faro District | ~300K | 0.94× | |
| 10 | Setúbal District | ~500K | 0.93× | |
| 11 | Porto District | ~1M | 0.90× | |
| 12 | Santarém District | ~200K | 0.90× | |
| 13 | Lisbon District | ~1M | 0.82× |
The strongest cross-interests of the Personal finance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Commercial mortgage | Business & Career | 1.58× | ||
| 02 | LearnEnglish – British Council | Business & Career | 1.56× | ||
| 03 | Breaking the Taboo | Movies & TV | 1.54× | ||
| 04 | TeachingEnglish - British Council | Business & Career | 1.54× | ||
| 05 | Kclau | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Pet Ownership | JOY | 1.20× | |
| Creativity | OPEN | 1.17× | |
| DIY Mentality | THRILL | 1.14× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Urban Lifestyle | OPEN | 0.79× | |
| Early Adopter Mentality | POWER | 0.81× | |
| Travelling | THRILL | 0.83× |
Personal finance has an estimated audience of 4,992,874 people in Portugal, concentrated in Lisbon District and Porto District.
52.9% of Personal finance fans are female, 47.1% are male, with an average age of 46.0 years.
Personal finance fans show strongest brand affinity for Commercial mortgage (1.58×), LearnEnglish – British Council (1.56×), and Breaking the Taboo (1.54×) over the country average.
Personal finance fans in Portugal are most concentrated in Lisbon District (reach ~1M), Porto District (reach ~1M), and Setúbal District (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Personal finance itself, the audience over-indexes on LearnEnglish – British Council (1.56×), Breaking the Taboo (1.54×), TeachingEnglish - British Council (1.54×), and Kclau (1.53×) compared to the Portugal average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Portugal 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 Portugal. 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.