An apparatus for servicing personalized information based on user interest includes: a communication device that performs communication with a vehicle terminal of a vehicle; storage that stores context information for respective fields of interest of users; and a processor that extracts a field of interest of the user of the vehicle based on similarity obtained by matching context information received from the vehicle terminal at time of interest and the stored context information for the respective fields of interest. In particular, the processor provides a cluster of similar interest information to the vehicle terminal, based on the extracted field of interest.