Rascasse Audience Intelligence

TIAA–CREF Target Market in United States

A data profile of the people who buy, follow and care about TIAA–CREF in United States — modelled from more than twelve digital signal sources. TIAA–CREF has an estimated audience of 648,858 people in United States.

#26among Insurances in United States#3220among Brand in United States#1967in Business & Career

The average TIAA–CREF fan in United States is 38.7 years old, balanced, and lives primarily in New York.

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

Top brand affinities include Jean Reno, LPL Financial, Northern Trust, with strongest over-indexing on Jean Reno (569.74× the country average).

Demographically, the TIAA–CREF audience skews balanced with an average age of 38.7, and over-indexes on personality traits such as Career Orientation, Risk Appetite.

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

The typical TIAA–CREF fan in United States is balanced, around 38.7 years old, with strong Career Orientation tendencies and a notable affinity for Jean Reno.

Category: Business & Career · Type: Brand · Subtype: Insurances

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 TIAA–CREF profile in United States.

Audience size
649K
in United States
Gender
45.8%♀
54.2% male
Age
38.7
average years
Country rank
#31318
Brand in United States
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of TIAA–CREF

45.8% are female, 54.2% are male, average age 38.7.

Fig. 02

Gender split

45.8%
Female
54.2%
Male
Demographic split for TIAA–CREF audience in United States
MetricValue
Female45.8%
Male54.2%
Average age38.7
Estimated audience size648,858
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the TIAA–CREF audience in United States
Age bracketShare%
16-1921%
20-2915%
30-3926%
40-4923%
50+15%
Fig. 04

Worldwide distribution

86.7%

of the worldwide TIAA–CREF audience comes from United States.

Worldwide audience distribution share by country for TIAA–CREF
CountryShare
United States86.7%
China2.9%
Germany2.1%
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 TIAA–CREF audience in United States is strongest.

Fig. 05

Top regions by affinity

TIAA–CREF customers by region in United States
#RegionReachAffinity×
01Rhode Island~6K2.85×
02Vermont~3K2.46×
03New York~70K1.88×
04Iowa~10K1.85×
05Pennsylvania~40K1.78×
06Connecticut~10K1.73×
07Massachusetts~20K1.60×
08Washington, District of Columbia~3K1.54×
09Arkansas~8K1.50×
10Maine~3K1.48×
11North Dakota~2K1.45×
12North Carolina~30K1.40×
13West Virginia~4K1.37×
14New Jersey~20K1.36×
15Maryland~10K1.31×
16New Hampshire~3K1.22×
17Michigan~20K1.13×
18Nebraska~3K1.06×
19Colorado~10K1.04×
20Delaware~2K0.94×
21Virginia~10K0.92×
22Kentucky~7K0.89×
23Montana~2K0.88×
24Kansas~5K0.87×
25Alabama~8K0.83×
26Washington~10K0.81×
27Utah~5K0.81×
28Hawaii~2K0.81×
29South Carolina~8K0.78×
30Missouri~8K0.77×
31Illinois~20K0.74×
32Minnesota~7K0.74×
33Alaska~1K0.72×
34New Mexico~2K0.71×
35Ohio~10K0.68×
36Oregon~5K0.68×
37Indiana~8K0.65×
38South Dakota<1K0.63×
39Idaho~2K0.61×
40Wisconsin~6K0.60×
41Georgia~10K0.56×
42Tennessee~7K0.56×
43Oklahoma~4K0.56×
44Nevada~3K0.53×
45Louisiana~4K0.52×
46Florida~20K0.49×
47Mississippi~2K0.44×
48California~30K0.43×
49Arizona~5K0.41×
50Texas~20K0.36×
Fig. 06

Affinity by region

Affinity by region — TIAA–CREF, United States
0.36×1.00×2.85×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the TIAA–CREF audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for TIAA–CREF audience
#·InterestCategoryAffinity×
01Jean RenoMovies & TV569.74×
02Northern TrustBusiness & Career303.40×
03PIMCOBusiness & Career287.32×
04State Street Global AdvisorsBusiness & Career258.71×
05LPL FinancialBusiness & Career199.05×
06MorningstarBusiness & Career189.31×
07CitigroupBusiness & Career167.37×
08American FundsBusiness & Career165.25×
09Thomson ReutersBusiness & Career139.60×
10PNC Financial ServicesBusiness & Career121.88×
11EverBankBusiness & Career117.39×
12HSBCBusiness & Career104.33×
13T. Rowe PriceBusiness & Career100.28×
14StockTwitsBusiness & Career97.42×
15UBSBusiness & Career91.22×
16KiplingerBusiness & Career82.71×
17BlackRockBusiness & Career58.65×
18Merrill LynchBusiness & Career51.25×
19Charles Schwab CorporationBusiness & Career26.62×
20Yahoo! FinanceBusiness & Career17.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the TIAA–CREF 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 TIAA–CREF audience · What stands out
TraitClusterDeviationScore
Career OrientationPOWER4.99×
Risk AppetiteTHRILL4.30×
TraditionCONSERVATISM1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by TIAA–CREF audience · Rather not
TraitClusterDeviationScore
CreativityOPEN0.93×
Design AffinityPREMIUM0.94×
MindfulnessBALANCE0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is TIAA–CREF's target market in United States?

TIAA–CREF's target market in United States covers an estimated 648,858 people, concentrated in New York and Pennsylvania.

02

What is the gender split and age of TIAA–CREF customers?

45.8% of the TIAA–CREF audience are female, 54.2% are male, with an average age of 38.7 years.

03

Which brands do TIAA–CREF fans like most?

TIAA–CREF fans show strongest brand affinity for Jean Reno (569.74×), LPL Financial (199.05×), and Northern Trust (303.4×) over the country average.

04

Where do TIAA–CREF fans live in United States?

TIAA–CREF fans in United States are most concentrated in New York (reach ~70K), Pennsylvania (reach ~40K), and California (reach ~30K). These three regions account for the largest share of the active audience.

05

What other brands do TIAA–CREF fans also like?

Beyond TIAA–CREF itself, the audience over-indexes on LPL Financial (199.05×), Northern Trust (303.4×), American Funds (165.25×), and T. Rowe Price (100.28×) 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 TIAA–CREF audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for TIAA–CREF. 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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