Rascasse Audience Intelligence

Reverse mortgage Audience in United States

A data profile of the people who buy, follow and care about Reverse mortgage in United States — modelled from more than twelve digital signal sources. Reverse mortgage has an estimated audience of 1,791,888 people in United States.

#6692among Topic in United States#1140in Business & Career

The average Reverse mortgage fan in United States is 42.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Home equity, Home equity loan, Home equity line of credit, with strongest over-indexing on Home equity (18.11× the country average).

Demographically, the Reverse mortgage audience skews more male with an average age of 42.1, and over-indexes on personality traits such as Patriotism, Quality Awareness.

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

The typical Reverse mortgage fan in United States is more male, around 42.1 years old, with strong Patriotism tendencies and a notable affinity for Home equity.

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 Reverse mortgage profile in United States.

Audience size
1.8M
in United States
Gender
36.9%♀
63.1% male
Age
42.1
average years
Country rank
#15515
Topic in United States
Fig. 01

Search interest · 12-month trend

-48%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Reverse mortgage fans

36.9% are female, 63.1% are male, average age 42.1.

Fig. 02

Gender split

36.9%
Female
63.1%
Male
Demographic split for Reverse mortgage audience in United States
MetricValue
Female36.9%
Male63.1%
Average age42.1
Estimated audience size1,791,888
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the Reverse mortgage audience in United States
Age bracketShare%
16-1920%
20-2913%
30-3915%
40-4918%
50+33%
Fig. 04

Worldwide distribution

49.3%

of the worldwide Reverse mortgage audience comes from United States.

Worldwide audience distribution share by country for Reverse mortgage
CountryShare
United States49.3%
Canada6.5%
India4.6%
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 Reverse mortgage audience in United States is strongest.

Fig. 05

Top regions by affinity

Reverse mortgage fans by region: top regions in United States
#RegionReachAffinity×
01New York~200K1.76×
02Idaho~10K1.26×
03Florida~100K1.20×
04Maryland~40K1.17×
05Colorado~30K1.16×
06California~200K1.14×
07Georgia~60K1.12×
08North Carolina~60K1.11×
09South Carolina~30K1.11×
10Connecticut~20K1.11×
11Washington~40K1.10×
12Mississippi~20K1.10×
13Hawaii~8K1.10×
14Arizona~40K1.09×
15Oregon~20K1.09×
16Virginia~50K1.06×
17Tennessee~40K1.06×
18Louisiana~20K1.06×
19Utah~20K1.06×
20Rhode Island~6K1.06×
21Texas~200K1.05×
22New Jersey~50K1.04×
23Nevada~20K1.04×
24New Hampshire~7K1.04×
25Montana~5K1.03×
26Maine~7K1.02×
27Michigan~50K1.01×
28Massachusetts~40K1.00×
29Arkansas~10K1.00×
30Delaware~5K1.00×
31Alabama~20K0.96×
32West Virginia~8K0.96×
33Pennsylvania~60K0.95×
34Oklahoma~20K0.94×
35Washington, District of Columbia~5K0.93×
36Indiana~30K0.91×
37Kentucky~20K0.91×
38Ohio~50K0.90×
39Missouri~30K0.90×
40Vermont~3K0.90×
41Illinois~50K0.89×
42New Mexico~8K0.89×
43Minnesota~20K0.84×
44Kansas~10K0.84×
45Alaska~3K0.82×
46Iowa~10K0.80×
47South Dakota~3K0.80×
48Nebraska~7K0.79×
49Wisconsin~20K0.78×
50North Dakota~3K0.76×
Fig. 06

Affinity by region

Affinity by region — Reverse mortgage, United States
0.76×1.00×1.76×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Reverse mortgage audience
#·InterestCategoryAffinity×
01Home equity loanBusiness & Career21.46×
02Home equity line of creditBusiness & Career19.72×
03Home equityHome & Garden18.11×
04Mortgage insuranceBusiness & Career15.41×
05Cash out refinancingBusiness & Career14.15×
06Google ImagesInternet & Social Media8.98×
07MedigapPolitics & Society8.39×
08Insurance policyBusiness & Career7.22×
09Retirement planningBusiness & Career6.99×
10RefinancingBusiness & Career6.32×
11Home insuranceBusiness & Career5.76×
12Mortgage calculatorHome & Garden4.95×
13RetirementBusiness & Career4.79×
14Charles Schwab CorporationBusiness & Career4.70×
15Buffalo BillsSports4.55×
16Mortgage loansBusiness & Career4.03×
17Melania TrumpPolitics & Society3.13×
18Mitch McConnellPolitics & Society3.00×
19HouseHome & Garden2.69×
20InsuranceBusiness & Career2.68×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Reverse mortgage 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 Reverse mortgage audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.40×
Quality AwarenessPREMIUM1.95×
Career OrientationPOWER1.93×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Reverse mortgage audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.47×
Early Adopter MentalityPOWER0.68×
Luxury OrientationPREMIUM0.74×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Reverse mortgage have in United States?

Reverse mortgage has an estimated audience of 1,791,888 people in United States, concentrated in California and New York.

02

What is the gender split and age of Reverse mortgage fans?

36.9% of Reverse mortgage fans are female, 63.1% are male, with an average age of 42.1 years.

03

Which brands do Reverse mortgage fans like most?

Reverse mortgage fans show strongest brand affinity for Home equity (18.11×), Home equity loan (21.46×), and Home equity line of credit (19.72×) over the country average.

04

Where do Reverse mortgage fans live in United States?

Reverse mortgage fans in United States are most concentrated in California (reach ~200K), New York (reach ~200K), and Texas (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Reverse mortgage fans also like?

Beyond Reverse mortgage itself, the audience over-indexes on Home equity loan (21.46×), Home equity line of credit (19.72×), Cash out refinancing (14.15×), and Mortgage insurance (15.41×) 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 Reverse mortgage audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →