Rascasse Audience Intelligence

Northwestern Mutual Target Market in United States

A data profile of the people who buy, follow and care about Northwestern Mutual in United States — modelled from more than twelve digital signal sources. Northwestern Mutual has an estimated audience of 1,835,730 people in United States.

#1562among Brand in United States#1129in Business & Career

The average Northwestern Mutual fan in United States is 38.6 years old, more male, and lives primarily in California.

The audience is concentrated in California, Wisconsin, Florida.

Top brand affinities include Transamerica Corporation, T. Rowe Price, Choice Hotels, with strongest over-indexing on Transamerica Corporation (27.69× the country average).

Demographically, the Northwestern Mutual audience skews more male with an average age of 38.6, and over-indexes on personality traits such as Tradition, Need for Security.

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

The typical Northwestern Mutual fan in United States is more male, around 38.6 years old, with strong Tradition tendencies and a notable affinity for Transamerica Corporation.

Category: Business & Career · Type: Brand

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 Northwestern Mutual profile in United States.

Audience size
1.8M
in United States
Gender
36.5%♀
63.5% male
Age
38.6
average years
Country rank
#15233
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 Northwestern Mutual

36.5% are female, 63.5% are male, average age 38.6.

Fig. 02

Gender split

36.5%
Female
63.5%
Male
Demographic split for Northwestern Mutual audience in United States
MetricValue
Female36.5%
Male63.5%
Average age38.6
Estimated audience size1,835,730
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Northwestern Mutual audience in United States
Age bracketShare%
16-195%
20-2931%
30-3937%
40-4916%
50+11%
Fig. 04

Worldwide distribution

92.9%

of the worldwide Northwestern Mutual audience comes from United States.

Worldwide audience distribution share by country for Northwestern Mutual
CountryShare
United States92.9%
China1.1%
United Kingdom1.1%
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 Northwestern Mutual audience in United States is strongest.

Fig. 05

Top regions by affinity

Northwestern Mutual customers by region in United States
#RegionReachAffinity×
01Wisconsin~100K4.22×
02Minnesota~50K2.04×
03Iowa~30K2.04×
04South Dakota~7K1.60×
05North Dakota~6K1.58×
06Nebraska~10K1.51×
07Connecticut~30K1.45×
08Colorado~40K1.37×
09Illinois~80K1.31×
10Idaho~10K1.29×
11Missouri~40K1.19×
12Indiana~40K1.16×
13Montana~6K1.15×
14New York~100K1.05×
15Massachusetts~40K1.04×
16West Virginia~9K1.04×
17Ohio~60K0.98×
18Louisiana~20K0.98×
19Tennessee~30K0.93×
20New Hampshire~7K0.93×
21Kansas~10K0.92×
22Virginia~40K0.89×
23Rhode Island~5K0.89×
24Florida~100K0.87×
25North Carolina~50K0.87×
26Pennsylvania~50K0.86×
27New Jersey~40K0.86×
28South Carolina~20K0.85×
29Wyoming~2K0.85×
30Washington, District of Columbia~5K0.84×
31Utah~10K0.83×
32Georgia~50K0.80×
33Kentucky~20K0.79×
34Michigan~40K0.78×
35Maryland~20K0.77×
36Hawaii~6K0.74×
37Arkansas~10K0.73×
38Washington~30K0.70×
39Alabama~20K0.70×
40Oregon~10K0.65×
41Vermont~2K0.65×
42Texas~100K0.62×
43New Mexico~6K0.61×
44Delaware~3K0.61×
45California~100K0.59×
46Maine~4K0.56×
47Arizona~20K0.53×
48Oklahoma~10K0.53×
49Mississippi~8K0.51×
50Nevada~8K0.47×
Fig. 06

Affinity by region

Affinity by region — Northwestern Mutual, United States
0.47×1.00×4.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Northwestern Mutual audience
#·InterestCategoryAffinity×
01Trails End CampgroundTravel & Leisure144.13×
02SotograndeTravel & Leisure79.62×
03State Street CorporationBusiness & Career28.51×
04Transamerica CorporationBusiness & Career27.69×
05The Impossible (2012 film)Movies & TV25.27×
06T. Rowe PriceBusiness & Career18.90×
07Choice HotelsTravel & Leisure15.09×
08Safelite AutoGlassCars & Mobility13.28×
09MailChimpInternet & Social Media8.68×
10CanvaTechnology & Electronics7.86×
11Indiana Hoosiers footballSports6.44×
12Progressive CorporationBusiness & Career6.12×
13Financial planMovies & TV4.73×
14verizonTechnology & Electronics4.09×
15Dunkin' DonutsFood & Beverages3.68×
16AudienceBusiness & Career3.61×
17Bad BunnyMusic & Radio3.32×
18Staples (Canada)Business & Career3.18×
19FIFA World CupSports2.17×
20FIFA World Cup 2026Sports1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Northwestern Mutual 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 Northwestern Mutual audience · What stands out
TraitClusterDeviationScore
TraditionCONSERVATISM1.90×
Need for SecurityCONSERVATISM1.27×
Risk AppetiteTHRILL1.26×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Northwestern Mutual audience · Rather not
TraitClusterDeviationScore
Design AffinityPREMIUM0.71×
Pet OwnershipJOY0.79×
Community OrientationOPEN0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Northwestern Mutual's target market in United States?

Northwestern Mutual's target market in United States covers an estimated 1,835,730 people, concentrated in California and Wisconsin.

02

What is the gender split and age of Northwestern Mutual customers?

36.5% of the Northwestern Mutual audience are female, 63.5% are male, with an average age of 38.6 years.

03

Which brands do Northwestern Mutual fans like most?

Northwestern Mutual fans show strongest brand affinity for Transamerica Corporation (27.69×), T. Rowe Price (18.9×), and Choice Hotels (15.09×) over the country average.

04

Where do Northwestern Mutual fans live in United States?

Northwestern Mutual fans in United States are most concentrated in California (reach ~100K), Wisconsin (reach ~100K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Northwestern Mutual fans also like?

Beyond Northwestern Mutual itself, the audience over-indexes on T. Rowe Price (18.9×), Choice Hotels (15.09×), Progressive Corporation (6.12×), and The Impossible (2012 film) (25.27×) 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 Northwestern Mutual audiences in other countries

How to read this data

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