Rascasse Audience Intelligence

Financial services Audience in United States

A data profile of the people who buy, follow and care about Financial services in United States — modelled from more than twelve digital signal sources. Financial services has an estimated audience of 50,545,426 people in United States.

#289among Topic in United States#65in Business & Career

The average Financial services fan in United States is 44.0 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Personal finance, Wells Fargo, Western Union, with strongest over-indexing on Personal finance (1.69× the country average).

Demographically, the Financial services audience skews balanced with an average age of 44.0, and over-indexes on personality traits such as Risk Appetite, Career Orientation.

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

The typical Financial services fan in United States is balanced, around 44.0 years old, with strong Risk Appetite tendencies and a notable affinity for Personal finance.

Category: Business & Career · 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 Financial services profile in United States.

Audience size
50.5M
in United States
Gender
48.4%♀
51.6% male
Age
44.0
average years
Country rank
#394
Topic in United States
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Financial services fans

48.4% are female, 51.6% are male, average age 44.0.

Fig. 02

Gender split

48.4%
Female
51.6%
Male
Demographic split for Financial services audience in United States
MetricValue
Female48.4%
Male51.6%
Average age44.0
Estimated audience size50,545,426
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Financial services audience in United States
Age bracketShare%
16-1910%
20-2916%
30-3920%
40-4923%
50+32%
Fig. 04

Worldwide distribution

18.3%

of the worldwide Financial services audience comes from United States.

Worldwide audience distribution share by country for Financial services
CountryShare
United States18.3%
India6.7%
Brazil5.3%
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 Financial services audience in United States is strongest.

Fig. 05

Top regions by affinity

Financial services fans by region: top regions in United States
#RegionReachAffinity×
01Arkansas~1M2.37×
02Washington, District of Columbia~300K1.79×
03Oklahoma~1M1.74×
04Mississippi~600K1.53×
05Tennessee~1.5M1.39×
06Louisiana~900K1.39×
07Kansas~500K1.33×
08Texas~5.5M1.31×
09California~7M1.26×
10Florida~4M1.22×
11Missouri~1M1.22×
12Ohio~2M1.21×
13Wyoming~90K1.21×
14Colorado~1M1.19×
15New York~3.5M1.18×
16Georgia~2M1.16×
17South Carolina~900K1.15×
18North Carolina~1.5M1.06×
19Indiana~900K1.01×
20Alabama~700K1.01×
21Nevada~500K1.01×
22Arizona~1M1.00×
23Illinois~1.5M0.99×
24Rhode Island~200K0.99×
25New Jersey~1.5M0.98×
26Maryland~900K0.98×
27Kentucky~600K0.98×
28Delaware~100K0.97×
29Alaska~100K0.93×
30Iowa~400K0.92×
31Virginia~1M0.91×
32Michigan~1M0.90×
33Nebraska~200K0.86×
34Pennsylvania~1.5M0.85×
35Connecticut~400K0.85×
36Massachusetts~800K0.84×
37Oregon~500K0.84×
38Idaho~200K0.84×
39New Mexico~200K0.83×
40Utah~400K0.82×
41New Hampshire~200K0.82×
42Wisconsin~600K0.81×
43Minnesota~600K0.81×
44South Dakota~90K0.81×
45North Dakota~80K0.80×
46Hawaii~200K0.79×
47Montana~100K0.77×
48West Virginia~200K0.76×
49Maine~100K0.74×
50Washington~700K0.68×
Fig. 06

Affinity by region

Affinity by region — Financial services, United States
0.68×1.00×2.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Financial services audience
#·InterestCategoryAffinity×
01Western UnionBusiness & Career5.02×
02Toronto-Dominion BankBusiness & Career3.67×
03Investment managementBusiness & Career3.15×
04O'Reilly Auto PartsCars & Mobility3.03×
05Advance Auto PartsCars & Mobility2.93×
06Papa John's PizzaFood & Beverages2.43×
07CarMaxCars & Mobility2.37×
08Wells FargoBusiness & Career2.36×
09AutoZoneCars & Mobility2.34×
10Little CaesarsFood & Beverages2.19×
11Popeyes Louisiana KitchenFood & Beverages1.97×
12Pizza HutFood & Beverages1.78×
13BankingBusiness & Career1.74×
14InsuranceBusiness & Career1.73×
15Local newsNews1.73×
16Personal financeBusiness & Career1.69×
17Bank of AmericaBusiness & Career1.69×
18Breaking newsMovies & TV1.56×
19FinanceBusiness & Career1.52×
20Motor vehicleCars & Mobility1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Financial services 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 Financial services audience · What stands out
TraitClusterDeviationScore
Risk AppetiteTHRILL1.67×
Career OrientationPOWER1.65×
Quality AwarenessPREMIUM1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Financial services audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.87×
SustainabilityBALANCE0.88×
Design AffinityPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Financial services have in United States?

Financial services has an estimated audience of 50,545,426 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Financial services fans?

48.4% of Financial services fans are female, 51.6% are male, with an average age of 44.0 years.

03

Which brands do Financial services fans like most?

Financial services fans show strongest brand affinity for Personal finance (1.69×), Wells Fargo (2.36×), and Western Union (5.02×) over the country average.

04

Where do Financial services fans live in United States?

Financial services fans in United States are most concentrated in California (reach ~7M), Texas (reach ~5.5M), and Florida (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Financial services fans also like?

Beyond Financial services itself, the audience over-indexes on Wells Fargo (2.36×), Western Union (5.02×), AutoZone (2.34×), and O'Reilly Auto Parts (3.03×) compared to the United States average.

Appendix

Explore more audiences

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

More Business & Career audiences in United States

See Financial services audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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.

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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