Rascasse Audience Intelligence

Estate planning Audience in United States

A data profile of the people who buy, follow and care about Estate planning in United States — modelled from more than twelve digital signal sources. Estate planning has an estimated audience of 3,749,748 people in United States.

#4479among Topic in United States#217in Kids & Family

The average Estate planning fan in United States is 49.9 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Retirement planning, Elderly care, Life insurance, with strongest over-indexing on Retirement planning (11.35× the country average).

Demographically, the Estate planning audience skews more female with an average age of 49.9, and over-indexes on personality traits such as Family Orientation, Career Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Estate planning fan in United States is more female, around 49.9 years old, with strong Family Orientation tendencies and a notable affinity for Retirement planning.

Category: Kids & Family · Type: Topic

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 Estate planning profile in United States.

Audience size
3.7M
in United States
Gender
55.1%♀
44.9% male
Age
49.9
average years
Country rank
#8491
Topic in United States
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Estate planning fans

55.1% are female, 44.9% are male, average age 49.9.

Fig. 02

Gender split

55.1%
Female
44.9%
Male
Demographic split for Estate planning audience in United States
MetricValue
Female55.1%
Male44.9%
Average age49.9
Estimated audience size3,749,748
Fig. 03

Age distribution

Ø 49.9
average years
Age distribution of the Estate planning audience in United States
Age bracketShare%
16-197%
20-297%
30-3912%
40-4919%
50+55%
Fig. 04

Worldwide distribution

54.4%

of the worldwide Estate planning audience comes from United States.

Worldwide audience distribution share by country for Estate planning
CountryShare
United States54.4%
United Kingdom12.6%
Canada4.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Estate planning audience in United States is strongest.

Fig. 05

Top regions by affinity

Estate planning fans by region: top regions in United States
#RegionReachAffinity×
01Oregon~50K1.25×
02Virginia~100K1.20×
03Kansas~40K1.19×
04New Hampshire~20K1.18×
05Hawaii~20K1.17×
06Colorado~70K1.13×
07Washington~80K1.12×
08Massachusetts~80K1.09×
09Arizona~80K1.07×
10Montana~10K1.07×
11Wisconsin~60K1.06×
12Florida~300K1.05×
13Maryland~70K1.05×
14Missouri~60K1.05×
15Tennessee~80K1.04×
16Minnesota~60K1.04×
17New Mexico~20K1.04×
18Maine~10K1.04×
19Delaware~10K1.04×
20California~400K1.03×
21Idaho~20K1.03×
22Illinois~100K1.02×
23Georgia~100K1.02×
24Michigan~100K1.02×
25South Carolina~60K1.02×
26South Dakota~9K1.02×
27Vermont~7K1.01×
28North Carolina~100K1.00×
29New York~200K0.99×
30New Jersey~90K0.98×
31Ohio~100K0.97×
32Connecticut~40K0.97×
33Oklahoma~40K0.96×
34Nebraska~20K0.96×
35Washington, District of Columbia~10K0.95×
36North Dakota~7K0.95×
37Alabama~50K0.94×
38Pennsylvania~100K0.93×
39Arkansas~30K0.93×
40Alaska~7K0.93×
41Texas~300K0.92×
42Iowa~30K0.92×
43Nevada~30K0.91×
44Indiana~60K0.90×
45Mississippi~30K0.90×
46Rhode Island~10K0.90×
47Kentucky~40K0.88×
48Utah~30K0.88×
49Louisiana~40K0.86×
50West Virginia~10K0.82×
Fig. 06

Affinity by region

Affinity by region — Estate planning, United States
0.82×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Estate planning audience
#·InterestCategoryAffinity×
01Elderly careHealth11.50×
02Retirement planningBusiness & Career11.35×
03Merrill LynchBusiness & Career10.52×
04Retail bankingBusiness & Career5.30×
05PensionBusiness & Career5.07×
06RetirementBusiness & Career4.53×
07Home insuranceBusiness & Career4.53×
08Wealth managementBusiness & Career4.47×
09Sustainable energyHome & Garden4.36×
10Retirement communityKids & Family4.30×
11Life insuranceBusiness & Career4.19×
12CitibankBusiness & Career4.19×
13Health insuranceBusiness & Career3.91×
14Political scienceBusiness & Career3.50×
15Renewable energyBusiness & Career3.46×
16PharmacyBusiness & Career3.00×
17Charitable organizationPolitics & Society2.91×
18Nonprofit organizationPolitics & Society2.22×
19Mortgage loansBusiness & Career2.20×
20Health careBusiness & Career1.81×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Estate planning 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 Estate planning audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM3.11×
Career OrientationPOWER2.76×
Need for SecurityCONSERVATISM2.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Estate planning audience · Rather not
TraitClusterDeviationScore
Luxury OrientationPREMIUM0.72×
Pet OwnershipJOY0.82×
ExtroversionTHRILL0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Estate planning have in United States?

Estate planning has an estimated audience of 3,749,748 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Estate planning fans?

55.1% of Estate planning fans are female, 44.9% are male, with an average age of 49.9 years.

03

Which brands do Estate planning fans like most?

Estate planning fans show strongest brand affinity for Retirement planning (11.35×), Elderly care (11.5×), and Life insurance (4.19×) over the country average.

04

Where do Estate planning fans live in United States?

Estate planning fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Estate planning fans also like?

Beyond Estate planning itself, the audience over-indexes on Elderly care (11.5×), Life insurance (4.19×), Retirement (4.53×), and Home insurance (4.53×) compared to the United States average.

Appendix

Explore more audiences

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

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See Estate planning audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Estate planning. 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 United States. 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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