Rascasse Audience Intelligence

Securian Financial Group Target Market in United States

A data profile of the people who buy, follow and care about Securian Financial Group in United States — modelled from more than twelve digital signal sources. Securian Financial Group has an estimated audience of 499,691 people in United States.

#3773among Brand in United States

The average Securian Financial Group fan in United States is 40.5 years old, more male, and lives primarily in Minnesota.

The audience is concentrated in Minnesota, California, Texas.

Top brand affinities include GameStop, Holiday Inn Express, Oral-B, with strongest over-indexing on GameStop (10.83× the country average).

Demographically, the Securian Financial Group audience skews more male with an average age of 40.5, and over-indexes on personality traits such as Convenience Orientation, Career Orientation.

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

The typical Securian Financial Group fan in United States is more male, around 40.5 years old, with strong Convenience Orientation tendencies and a notable affinity for GameStop.

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 Securian Financial Group profile in United States.

Audience size
500K
in United States
Gender
17.1%♀
82.9% male
Age
40.5
average years
Country rank
#36663
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 Securian Financial Group

17.1% are female, 82.9% are male, average age 40.5.

Fig. 02

Gender split

17.1%
Female
82.9%
Male
Demographic split for Securian Financial Group audience in United States
MetricValue
Female17.1%
Male82.9%
Average age40.5
Estimated audience size499,691
Fig. 03

Age distribution

Ø 40.5
average years
Age distribution of the Securian Financial Group audience in United States
Age bracketShare%
16-192%
20-2925%
30-3931%
40-4939%
50+3%
Fig. 04

Worldwide distribution

99.5%

of the worldwide Securian Financial Group audience comes from United States.

Worldwide audience distribution share by country for Securian Financial Group
CountryShare
United States99.5%
Germany0.3%
Italy0.1%
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 Securian Financial Group audience in United States is strongest.

Fig. 05

Top regions by affinity

Securian Financial Group customers by region in United States
#RegionReachAffinity×
01Minnesota~40K6.13×
02Delaware~3K2.11×
03Wisconsin~10K1.81×
04Iowa~6K1.37×
05Nebraska~3K1.30×
06North Dakota~1K1.30×
07South Dakota~1K1.17×
08Virginia~10K1.13×
09Missouri~9K1.12×
10Alaska~1K1.07×
11Hawaii~2K1.05×
12West Virginia~2K1.03×
13Illinois~20K1.02×
14Colorado~8K1.02×
15Kansas~4K1.02×
16Arizona~10K1.01×
17South Carolina~7K0.98×
18Mississippi~4K0.96×
19Vermont<1K0.95×
20Indiana~9K0.93×
21Montana~1K0.93×
22Oklahoma~5K0.92×
23Rhode Island~1K0.92×
24Tennessee~9K0.88×
25Idaho~2K0.88×
26New Hampshire~2K0.86×
27Pennsylvania~10K0.85×
28Utah~4K0.85×
29Arkansas~3K0.85×
30Maine~2K0.84×
31New Mexico~2K0.83×
32Florida~30K0.82×
33Michigan~10K0.81×
34Louisiana~5K0.81×
35Connecticut~4K0.80×
36North Carolina~10K0.79×
37Kentucky~5K0.79×
38Washington, District of Columbia~1K0.79×
39Georgia~10K0.77×
40Oregon~4K0.75×
41New Jersey~9K0.74×
42Alabama~5K0.73×
43Ohio~10K0.71×
44Maryland~6K0.70×
45Washington~7K0.69×
46Texas~30K0.68×
47Massachusetts~7K0.67×
48Nevada~3K0.67×
49New York~20K0.63×
50California~30K0.55×
Fig. 06

Affinity by region

Affinity by region — Securian Financial Group, United States
0.55×1.00×6.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Securian Financial Group audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Securian Financial Group audience
#·InterestCategoryAffinity×
01Oral-BBeauty & Wellness34.70×
02Holiday Inn ExpressTravel & Leisure25.88×
03Holiday InnTravel & Leisure19.64×
04MakitaHome & Garden11.32×
05GameStopGames10.83×
06Online food orderingFood & Beverages9.86×
07ProseccoFood & Beverages9.03×
08Air pollutionHealth6.01×
09Lawn mowerHome & Garden5.23×
10Discount TireShopping3.74×
11United Parcel ServiceBusiness & Career3.57×
12Used carCars & Mobility3.11×
13Credit (finance)Business & Career2.82×
14Hardware storeHome & Garden2.76×
15InsuranceBusiness & Career2.62×
16BankingBusiness & Career2.56×
17Hair careBeauty & Wellness2.47×
18Breaking newsMovies & TV2.11×
19Credit cardsBusiness & Career2.08×
20Home AppliancesHome & Garden2.06×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Securian Financial Group 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 Securian Financial Group audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.93×
Career OrientationPOWER1.84×
DIY MentalityTHRILL1.75×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Securian Financial Group audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.73×
SustainabilityBALANCE0.76×
Design AffinityPREMIUM0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Securian Financial Group's target market in United States?

Securian Financial Group's target market in United States covers an estimated 499,691 people, concentrated in Minnesota and California.

02

What is the gender split and age of Securian Financial Group customers?

17.1% of the Securian Financial Group audience are female, 82.9% are male, with an average age of 40.5 years.

03

Which brands do Securian Financial Group fans like most?

Securian Financial Group fans show strongest brand affinity for GameStop (10.83×), Holiday Inn Express (25.88×), and Oral-B (34.7×) over the country average.

04

Where do Securian Financial Group fans live in United States?

Securian Financial Group fans in United States are most concentrated in Minnesota (reach ~40K), California (reach ~30K), and Texas (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do Securian Financial Group fans also like?

Beyond Securian Financial Group itself, the audience over-indexes on Holiday Inn Express (25.88×), Oral-B (34.7×), Holiday Inn (19.64×), and Online food ordering (9.86×) 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 Securian Financial Group audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Securian Financial Group. 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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