Rascasse Audience Intelligence

Northern Trust Target Market in United States

A data profile of the people who buy, follow and care about Northern Trust in United States — modelled from more than twelve digital signal sources. Northern Trust has an estimated audience of 404,452 people in United States.

#5among Financial services company in United States#4288among Brand in United States#2546in Business & Career

The average Northern Trust fan in United States is 44.3 years old, more male, and lives primarily in Illinois.

The audience is concentrated in Illinois, Florida, California.

Top brand affinities include TIAA–CREF, American Funds, Citigroup, with strongest over-indexing on TIAA–CREF (303.4× the country average).

Demographically, the Northern Trust audience skews more male with an average age of 44.3, and over-indexes on personality traits such as Patriotism, Career Orientation.

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

The typical Northern Trust fan in United States is more male, around 44.3 years old, with strong Patriotism tendencies and a notable affinity for TIAA–CREF.

Category: Business & Career · Type: Brand · Subtype: Financial services 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 Northern Trust profile in United States.

Audience size
404K
in United States
Gender
29.8%♀
70.2% male
Age
44.3
average years
Country rank
#41370
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Northern Trust

29.8% are female, 70.2% are male, average age 44.3.

Fig. 02

Gender split

29.8%
Female
70.2%
Male
Demographic split for Northern Trust audience in United States
MetricValue
Female29.8%
Male70.2%
Average age44.3
Estimated audience size404,452
Fig. 03

Age distribution

Ø 44.3
average years
Age distribution of the Northern Trust audience in United States
Age bracketShare%
16-197%
20-2916%
30-3925%
40-4922%
50+30%
Fig. 04

Worldwide distribution

48.6%

of the worldwide Northern Trust audience comes from United States.

Worldwide audience distribution share by country for Northern Trust
CountryShare
United States48.6%
India22.2%
United Kingdom9.3%
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 Northern Trust audience in United States is strongest.

Fig. 05

Top regions by affinity

Northern Trust customers by region in United States
#RegionReachAffinity×
01Illinois~100K9.57×
02Arizona~20K2.90×
03Florida~80K2.74×
04Washington, District of Columbia~2K1.54×
05Connecticut~6K1.42×
06Massachusetts~10K1.31×
07New York~30K1.30×
08Wisconsin~8K1.30×
09Michigan~10K1.22×
10Colorado~7K1.12×
11Texas~40K1.08×
12Indiana~7K0.97×
13Vermont<1K0.92×
14New Jersey~9K0.90×
15Missouri~6K0.89×
16California~40K0.87×
17Minnesota~5K0.87×
18Virginia~9K0.86×
19Delaware<1K0.85×
20New Hampshire~1K0.82×
21Alaska<1K0.82×
22Georgia~10K0.81×
23Montana<1K0.79×
24Rhode Island~1K0.78×
25North Dakota<1K0.78×
26Maine~1K0.77×
27Idaho~2K0.76×
28South Dakota<1K0.76×
29Washington~6K0.75×
30Nevada~3K0.75×
31Iowa~3K0.75×
32New Mexico~2K0.75×
33Hawaii~1K0.72×
34Ohio~9K0.71×
35North Carolina~9K0.71×
36Maryland~5K0.71×
37Kentucky~4K0.71×
38South Carolina~4K0.69×
39Utah~3K0.69×
40Kansas~2K0.69×
41Pennsylvania~9K0.67×
42West Virginia~1K0.67×
43Nebraska~1K0.65×
44Tennessee~5K0.60×
45Oregon~3K0.60×
46Mississippi~2K0.60×
47Arkansas~2K0.60×
48Oklahoma~2K0.54×
49Louisiana~3K0.53×
50Alabama~3K0.52×
Fig. 06

Affinity by region

Affinity by region — Northern Trust, United States
0.52×1.00×9.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Northern Trust audience
#·InterestCategoryAffinity×
01TIAA–CREFBusiness & Career303.40×
02CitigroupBusiness & Career122.16×
03MorningstarBusiness & Career117.20×
04American FundsBusiness & Career105.96×
05World Economic ForumPolitics & Society101.53×
06T. Rowe PriceBusiness & Career61.39×
07Prudential FinancialBusiness & Career53.98×
08StockTwitsBusiness & Career50.27×
09BlackRockBusiness & Career48.19×
10HalliburtonBusiness & Career33.25×
11Merrill LynchBusiness & Career22.27×
12Boston BruinsSports17.88×
13Fidelity InvestmentsBusiness & Career15.10×
14Masters TournamentSports13.02×
15The Motley FoolBusiness & Career11.96×
16FlightAwareTravel & Leisure10.49×
17ExxonCars & Mobility9.56×
18FedExBusiness & Career8.17×
19Natural gasCars & Mobility7.67×
20PGA TourSports6.77×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Northern Trust 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 Northern Trust audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.08×
Career OrientationPOWER1.93×
Quality AwarenessPREMIUM1.90×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Northern Trust audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.65×
CreativityOPEN0.67×
Healthy LifestyleBALANCE0.81×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Northern Trust's target market in United States?

Northern Trust's target market in United States covers an estimated 404,452 people, concentrated in Illinois and Florida.

02

What is the gender split and age of Northern Trust customers?

29.8% of the Northern Trust audience are female, 70.2% are male, with an average age of 44.3 years.

03

Which brands do Northern Trust fans like most?

Northern Trust fans show strongest brand affinity for TIAA–CREF (303.4×), American Funds (105.96×), and Citigroup (122.16×) over the country average.

04

Where do Northern Trust fans live in United States?

Northern Trust fans in United States are most concentrated in Illinois (reach ~100K), Florida (reach ~80K), and California (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Northern Trust fans also like?

Beyond Northern Trust itself, the audience over-indexes on American Funds (105.96×), Citigroup (122.16×), T. Rowe Price (61.39×), and World Economic Forum (101.53×) compared to the United States average.

Appendix

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How to read this data

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