Rascasse Audience Intelligence

Guaranteed Rate Target Market in United States

A data profile of the people who buy, follow and care about Guaranteed Rate in United States — modelled from more than twelve digital signal sources. Guaranteed Rate has an estimated audience of 517,357 people in United States.

#2among Mortgage company in United States
#3686among Brand in United States#2223in Business & Career

The average Guaranteed Rate fan in United States is 44.0 years old, more male, and lives primarily in Illinois.

The audience is concentrated in Illinois, California, Texas.

Top brand affinities include Illinois, Jewel-Osco, Chicago White Sox, with strongest over-indexing on Illinois (6.89× the country average).

Demographically, the Guaranteed Rate audience skews more male with an average age of 44.0, and over-indexes on personality traits such as Career Orientation, Patriotism.

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

The typical Guaranteed Rate fan in United States is more male, around 44.0 years old, with strong Career Orientation tendencies and a notable affinity for Illinois.

Category: Business & Career · Type: Brand · Subtype: Mortgage company

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 Guaranteed Rate profile in United States.

Audience size
517K
in United States
Gender
33.7%♀
66.3% male
Age
44.0
average years
Country rank
#35902
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Guaranteed Rate

33.7% are female, 66.3% are male, average age 44.0.

Fig. 02

Gender split

33.7%
Female
66.3%
Male
Demographic split for Guaranteed Rate audience in United States
MetricValue
Female33.7%
Male66.3%
Average age44.0
Estimated audience size517,357
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Guaranteed Rate audience in United States
Age bracketShare%
16-199%
20-2915%
30-3922%
40-4926%
50+28%
Fig. 04

Worldwide distribution

94.3%

of the worldwide Guaranteed Rate audience comes from United States.

Worldwide audience distribution share by country for Guaranteed Rate
CountryShare
United States94.3%
China1.1%
United Kingdom0.7%
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 Guaranteed Rate audience in United States is strongest.

Fig. 05

Top regions by affinity

Guaranteed Rate customers by region in United States
#RegionReachAffinity×
01Illinois~90K5.27×
02Massachusetts~30K2.69×
03New Jersey~20K1.68×
04Connecticut~7K1.36×
05Colorado~10K1.33×
06Montana~2K1.32×
07Ohio~20K1.20×
08Minnesota~9K1.20×
09Hawaii~3K1.18×
10Pennsylvania~20K1.13×
11New Hampshire~2K1.11×
12Nevada~5K1.09×
13Rhode Island~2K1.08×
14Alaska~1K1.07×
15Wisconsin~8K1.06×
16Arizona~10K1.03×
17Indiana~10K1.03×
18Idaho~3K1.02×
19North Carolina~20K0.98×
20North Dakota~1K0.98×
21Tennessee~10K0.96×
22Washington, District of Columbia~1K0.92×
23South Dakota~1K0.90×
24Michigan~10K0.89×
25Iowa~4K0.89×
26Nebraska~2K0.89×
27California~50K0.88×
28Virginia~10K0.88×
29South Carolina~7K0.87×
30Delaware~1K0.85×
31Washington~9K0.84×
32Florida~30K0.83×
33Vermont<1K0.83×
34Georgia~10K0.81×
35Utah~4K0.81×
36West Virginia~2K0.81×
37Maine~1K0.81×
38Missouri~7K0.80×
39Texas~30K0.77×
40New York~20K0.76×
41Oregon~4K0.75×
42Maryland~7K0.74×
43New Mexico~2K0.71×
44Kentucky~5K0.69×
45Arkansas~3K0.69×
46Kansas~3K0.69×
47Oklahoma~4K0.67×
48Mississippi~3K0.67×
49Alabama~4K0.61×
50Louisiana~4K0.57×
Fig. 06

Affinity by region

Affinity by region — Guaranteed Rate, United States
0.57×1.00×5.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Guaranteed Rate audience
#·InterestCategoryAffinity×
01Chicago White SoxSports7.45×
02Jewel-OscoShopping7.21×
03Cash out refinancingBusiness & Career6.90×
04IllinoisTravel & Leisure6.89×
05Home equity line of creditBusiness & Career6.29×
06RefinancingBusiness & Career4.82×
07Chicago CubsSports3.83×
08Mortgage calculatorHome & Garden3.64×
09First-time home buyer grantHome & Garden3.55×
10Home equityHome & Garden3.40×
11ChicagoTravel & Leisure2.84×
12Staples (Canada)Business & Career2.46×
13Mortgage loansBusiness & Career2.27×
14Midwestern United StatesTravel & Leisure2.19×
15HouseholdHome & Garden1.95×
16Bank of AmericaBusiness & Career1.89×
17AutoZoneCars & Mobility1.87×
18FIFA World CupSports1.86×
19United States Postal ServiceBusiness & Career1.72×
20HouseHome & Garden1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Guaranteed Rate 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 Guaranteed Rate audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER1.62×
PatriotismCONSERVATISM1.50×
Need for SecurityCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Guaranteed Rate audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY1.00×
Luxury OrientationPREMIUM1.00×
Design AffinityPREMIUM1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Guaranteed Rate's target market in United States?

Guaranteed Rate's target market in United States covers an estimated 517,357 people, concentrated in Illinois and California.

02

What is the gender split and age of Guaranteed Rate customers?

33.7% of the Guaranteed Rate audience are female, 66.3% are male, with an average age of 44.0 years.

03

Which brands do Guaranteed Rate fans like most?

Guaranteed Rate fans show strongest brand affinity for Illinois (6.89×), Jewel-Osco (7.21×), and Chicago White Sox (7.45×) over the country average.

04

Where do Guaranteed Rate fans live in United States?

Guaranteed Rate fans in United States are most concentrated in Illinois (reach ~90K), California (reach ~50K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Guaranteed Rate fans also like?

Beyond Guaranteed Rate itself, the audience over-indexes on Jewel-Osco (7.21×), Chicago White Sox (7.45×), Chicago (2.84×), and Chicago Cubs (3.83×) compared to the United States average.

Appendix

Explore more audiences

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

More Mortgage company audiences in United States

See Guaranteed Rate audiences in other countries

How to read this data

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