Rascasse Audience Intelligence

Personal finance Audience in United States

A data profile of the people who buy, follow and care about Personal finance in United States — modelled from more than twelve digital signal sources. Personal finance has an estimated audience of 126,602,518 people in United States.

#27among Lifestyle cluster in United States#35among Topic in United States#4in Business & Career

The average Personal finance fan in United States is 42.3 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Georgia.

Top brand affinities include Medicare (United States), Social Security (United States), Discount card, with strongest over-indexing on Medicare (United States) (1.54× the country average).

Demographically, the Personal finance audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as Price Sensitivity, Luxury Orientation.

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

The typical Personal finance fan in United States is balanced, around 42.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Medicare (United States).

Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster

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 Personal finance profile in United States.

Audience size
126.6M
in United States
Gender
50.5%♀
49.5% male
Age
42.3
average years
Country rank
#45
Topic in United States
Fig. 01

Search interest · 12-month trend

+31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Personal finance fans

50.5% are female, 49.5% are male, average age 42.3.

Fig. 02

Gender split

50.5%
Female
49.5%
Male
Demographic split for Personal finance audience in United States
MetricValue
Female50.5%
Male49.5%
Average age42.3
Estimated audience size126,602,518
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Personal finance audience in United States
Age bracketShare%
16-1914%
20-2917%
30-3919%
40-4922%
50+28%
Fig. 04

Worldwide distribution

19.6%

of the worldwide Personal finance audience comes from United States.

Worldwide audience distribution share by country for Personal finance
CountryShare
United States19.6%
Japan5.0%
India4.7%
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 Personal finance audience in United States is strongest.

Fig. 05

Top regions by affinity

Personal finance fans by region: top regions in United States
#RegionReachAffinity×
01Mississippi~2M2.53×
02Georgia~7.5M2.44×
03Washington, District of Columbia~600K1.62×
04South Carolina~3M1.48×
05Tennessee~3.5M1.37×
06Indiana~3M1.28×
07Missouri~2.5M1.28×
08Kentucky~2M1.12×
09Nebraska~700K1.10×
10Maine~500K1.07×
11Connecticut~1.5M1.06×
12Wisconsin~2M1.05×
13Alaska~300K1.03×
14Virginia~3M1.02×
15Louisiana~1.5M1.02×
16South Dakota~300K1.02×
17Alabama~2M1.01×
18North Carolina~3.5M0.98×
19Minnesota~2M0.98×
20Oregon~1.5M0.98×
21Kansas~1M0.98×
22Arkansas~1M0.97×
23Michigan~3M0.96×
24North Dakota~200K0.96×
25Pennsylvania~4M0.94×
26Massachusetts~2.5M0.94×
27Montana~300K0.91×
28Colorado~2M0.90×
29Idaho~600K0.90×
30New Hampshire~400K0.90×
31West Virginia~500K0.89×
32Illinois~3.5M0.88×
33New Mexico~600K0.88×
34Texas~9.5M0.87×
35Vermont~200K0.87×
36New Jersey~3M0.86×
37Maryland~2M0.86×
38Rhode Island~300K0.86×
39Ohio~3.5M0.84×
40Washington~2M0.84×
41Delaware~300K0.84×
42New York~6M0.83×
43Hawaii~500K0.83×
44California~11M0.82×
45Florida~7M0.82×
46Iowa~900K0.82×
47Utah~900K0.80×
48Arizona~2M0.79×
49Oklahoma~1M0.77×
50Nevada~900K0.71×
Fig. 06

Affinity by region

Affinity by region — Personal finance, United States
0.71×1.00×2.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Personal finance audience
#·InterestCategoryAffinity×
01Electronic tradingBusiness & Career2.21×
02Bitcoin ATMBusiness & Career1.97×
03StockbrokerBusiness & Career1.91×
04Algorithmic tradingBusiness & Career1.89×
05Online Clothes ShoppingShopping1.82×
06Discount cardShopping1.77×
07Smart ShoppingShopping1.74×
08Ali BabaPolitics & Society1.73×
09Cash on deliveryBusiness & Career1.71×
10Cash advanceBusiness & Career1.66×
11Interactive BrokersBusiness & Career1.65×
12ZomatoFood & Beverages1.62×
13Social Security (United States)Politics & Society1.55×
14Forex signalsBusiness & Career1.55×
15Auto-Owners InsuranceBusiness & Career1.55×
16Medicare (United States)Health1.54×
17Buy to letHome & Garden1.54×
18The ApartmentMovies & TV1.54×
19OLXShopping1.53×
20Electronic trading platformBusiness & Career1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Personal finance 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 Personal finance audience · What stands out
TraitClusterDeviationScore
Price SensitivityPREMIUM1.12×
Luxury OrientationPREMIUM1.01×
Quality AwarenessPREMIUM1.00×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Personal finance audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.72×
TravellingTHRILL0.79×
MindfulnessBALANCE0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Personal finance have in United States?

Personal finance has an estimated audience of 126,602,518 people in United States, concentrated in California and Texas.

02

What is the gender split and age of Personal finance fans?

50.5% of Personal finance fans are female, 49.5% are male, with an average age of 42.3 years.

03

Which brands do Personal finance fans like most?

Personal finance fans show strongest brand affinity for Medicare (United States) (1.54×), Social Security (United States) (1.55×), and Discount card (1.77×) over the country average.

04

Where do Personal finance fans live in United States?

Personal finance fans in United States are most concentrated in California (reach ~11M), Texas (reach ~9.5M), and Georgia (reach ~7.5M). These three regions account for the largest share of the active audience.

05

What other brands do Personal finance fans also like?

Beyond Personal finance itself, the audience over-indexes on Social Security (United States) (1.55×), Discount card (1.77×), Stockbroker (1.91×), and Electronic trading platform (1.51×) compared to the United States average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in United States

See Personal finance audiences in other countries

How to read this data

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