Auto · Small-town market · Illinois
Insurance agencies in the Lincoln, IL area
Competitor counts, household spending and official business counts for insurance agencies in the Lincoln, IL area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 12 out of 100: Low
Ranked #524 of 537 scored small-town markets
#15 of 20 scored small-town markets based in Illinois
- Listings
- 22
- 5 chain locations (23%)
- Official establishments
- 15
- −37.5% since 2019
- Household spending a year
- $17.8M
- On vehicle insurance · $1,581 a household
- Spending per listing
- $810K
- 36% below the U.S.
- Listings per 10k households
- 19.5
- 25% above the U.S.
- Population, 2025
- 27,182
- −2.5% since 2020
See the insurance agencies around any address in the Lincoln area
The site report maps the insurance agencies on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Lincoln area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
The Groundwork market score for insurance agencies in the Lincoln area is 12 (low), #524 of 537 scored small-town markets and #15 of 20 scored small-town markets based in Illinois. That puts it in the bottom quarter of small-town markets.
Households in the Lincoln area spend about $17.8M a year on vehicle insurance, or $1,581 per household, 19% below the U.S. average. Spread across 22 insurance agencies, that is $810K per agency, 36% below the U.S. figure of $1.3M.
The Lincoln area has 22 insurance agencies on map listings as of September 2026. Of those, 5 are chain locations, or 23%, against 21% across the U.S. That comes to 19.5 for every 10,000 households, 25% above the U.S. rate of 15.6.
The official count of businesses with payroll classed as insurance agencies and brokerages in the Lincoln area was 15 in 2023, down 37.5% from 2019. That is one for every 751 households, against one for every 966 across the U.S. Population estimates put the population change in the Lincoln area from 2020 to 2025 at −2.5%, against +3.1% for the U.S.
How the Lincoln area compares
The same measures for Illinois and the whole U.S. Spending per listing divides a year of household spending on all vehicle insurance by the insurance agencies counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Lincoln area | Illinois | U.S. |
|---|---|---|---|
| Listings per 10k households | 19.5 | 18.2 | 15.6 |
| Spending per listing | $810K | $795K | $1.3M |
| Households per official establishment | 751 | 887 | 966 |
| Official establishment growth, 2019–2023 | −37.5% | −7.0% | −1.0% |
| Population growth, 2020–2025 | −2.5% | −0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,581 | $1,450 | $1,957 |
| Median household income | $66,358 | $83,390 | $80,734 |
| Groundwork market score | 12 | 11 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 15−37.5% over the period
- Employees, 2023
- 43
- Annual payroll, 2023
- $2.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 225 chain locations
- Listings at the U.S. rate for this spending
- 14The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as insurance agencies and brokerages in the Lincoln area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Lincoln area
- Population, 2025 estimate
- 27,182−2.5% since 2020
- Households
- 11,266
- Median age
- 41.6
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.8
- Land area
- 618 sq. mi.
- People per square mile
- 45
- Median household income
- $66,358+15.8% vs. 2015–2019, before inflation
- Average household income
- $84,267
- Median home value
- $134,400
- Jobs located here
- 7,887
- Daytime population
- 25,386Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lincoln area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the insurance agencies on map listings by name and distance.
Or open the report at the center of the Lincoln area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardInsurance agencies across Illinois
Every Illinois market ranked →The highest-scoring small-town markets in Illinois for insurance agencies, numbered among those based in Illinois, with the Lincoln area marked.
Top small-town markets in Illinois
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Canton, IL | 27 | 18 | 13.0 | $1.3M | −2.0% | #448 of 537 |
| 2Danville, IL | 26 | 44 | 14.6 | $994K | −3.7% | #458 of 537 |
| 3Ottawa, IL | 25 | 96 | 15.5 | $1.1M | −1.6% | #463 of 537 |
| 4Charleston-Mattoon, IL | 25 | 30 | 14.4 | $997K | −1.0% | #464 of 537 |
| 5Rochelle, IL | 24 | 33 | 15.8 | $1.1M | −0.7% | #470 of 537 |
| 6Macomb, IL | 20 | 17 | 14.3 | $1M | −4.5% | #484 of 537 |
| 7Carbondale, IL | 19 | 43 | 18.7 | $756K | −1.5% | #498 of 537 |
| 8Taylorville, IL | 18 | 24 | 17.7 | $924K | −1.5% | #500 of 537 |
| 9Marion-Herrin, IL | 18 | 62 | 21.4 | $743K | +0.2% | #504 of 537 |
| 10Effingham, IL | 16 | 47 | 25.9 | $696K | −0.9% | #511 of 537 |
| 15Lincoln, IL | 12 | 22 | 19.5 | $810K | −2.5% | #524 of 537 |
Other business types in the Lincoln area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many insurance agencies are in the Lincoln, IL area?
Map listings as of September 2026 show 22 insurance agencies in the Lincoln area. 5 of them (23%) are chain locations. The listings count insurance agencies. Official counts show 15 businesses with payroll classed as insurance agencies and brokerages in 2023, down 37.5% from 2019.
How much do households in the Lincoln, IL area spend on vehicle insurance?
About $17.8M a year, or $1,581 per household. That is 19% below the U.S. average (an index of 81, where 100 is the U.S. average). Spread across the 22 insurance agencies on map listings, it comes to $810K per agency. It is estimated from the incomes of the 11,266 households in the Lincoln area and national spending patterns by income.
How does the Lincoln, IL area compare with the U.S. for insurance agencies?
The Lincoln area has 19.5 insurance agencies per 10,000 households, 25% above the U.S. rate of 15.6. Spending per agency is $810K, 36% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Lincoln area would have about 14, against 22 on map listings. There is one business with payroll in the industry for every 751 households, against one for every 966 across the U.S. The official count fell 37.5% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Lincoln, IL area growing?
Population estimates put the Lincoln area at 27,182 people in 2025, down 2.5% since 2020, against +3.1% for the U.S. It has 11,266 households. Median household income in the Lincoln area is $66,358, 18% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 15.8%, before inflation.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. The Lincoln area scores 12 for insurance agencies (low), #524 of 537 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Lincoln area. It maps the insurance agencies on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
How the score works · Top markets for insurance agencies · All 56 business types in the Lincoln area
Screening a site or an acquisition in the Lincoln area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Lincoln area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.