Auto · Metro area · Illinois
Insurance agencies in the Rockford, IL metro area
The insurance agencies in the Rockford, IL metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 16 out of 100: Low
Ranked #378 of 387 scored metro areas
#4 of 8 scored metro areas based in Illinois
- Listings
- 270
- 56 chain locations (21%)
- Official establishments
- 143
- −5.3% since 2019
- Household spending a year
- $208M
- On vehicle insurance · $1,535 a household
- Spending per listing
- $770K
- 39% below the U.S.
- Listings per 10k households
- 19.9
- 28% above the U.S.
- Population, 2025
- 337,242
- −0.3% since 2020
See the insurance agencies around any address in the Rockford metro 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 Rockford metro 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
For insurance agencies, the Rockford metro area has a Groundwork market score of 16 (low): #378 of 387 scored metro areas and #4 of 8 scored metro areas based in Illinois. That puts it in the bottom quarter of metro areas.
As of September 2026, map listings count 270 insurance agencies in the Rockford metro area. Of those, 56 are chain locations, or 21%, against 21% across the U.S. Per 10,000 households, that is 19.9, 28% above the U.S. rate of 15.6.
At $1,535 per household (22% below the U.S. average), households in the Rockford metro area spend about $208M a year on vehicle insurance. That works out to $770K per agency, 39% below the U.S. figure of $1.3M.
Official counts show 143 businesses with payroll classed as insurance agencies and brokerages in the Rockford metro area in 2023, down 5.3% from 2019. That is one for every 947 households, against one for every 966 across the U.S. Between 2020 and 2025, the population of the Rockford metro area declined 0.3%, against +3.1% for the U.S.
How the Rockford metro 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 | Rockford metro area | Illinois | U.S. |
|---|---|---|---|
| Listings per 10k households | 19.9 | 18.2 | 15.6 |
| Spending per listing | $770K | $795K | $1.3M |
| Households per official establishment | 947 | 887 | 966 |
| Official establishment growth, 2019–2023 | −5.3% | −7.0% | −1.0% |
| Population growth, 2020–2025 | −0.3% | −0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,535 | $1,450 | $1,957 |
| Median household income | $68,033 | $83,390 | $80,734 |
| Groundwork market score | 16 | 11 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 143−5.3% over the period
- Employees, 2023
- 553
- Annual payroll, 2023
- $31.2M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 27056 chain locations
- Listings at the U.S. rate for this spending
- 166The 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 Rockford metro 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 Rockford metro area
- Population, 2025 estimate
- 337,242−0.3% since 2020
- Households
- 135,474
- Median age
- 40.5
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.7
- Land area
- 794 sq. mi.
- People per square mile
- 424
- Median household income
- $68,033+21.4% vs. 2015–2019, before inflation
- Average household income
- $89,321
- Median home value
- $171,300
- Jobs located here
- 135,218
- Daytime population
- 319,715Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rockford metro area?
These figures cover the whole metro area. 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 Rockford metro 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 metro areas in Illinois for insurance agencies, numbered among those based in Illinois (a market based in another state is listed without a number), with the Rockford metro area marked.
Top metro areas in Illinois
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| Paducah, KY-IL | 42 | 73 | 17.5 | $1.4M | −1.2% | #238 of 387 |
| 1Bloomington, IL | 22 | 123 | 17.5 | $875K | +0.1% | #355 of 387 |
| 2Kankakee, IL | 21 | 71 | 17.3 | $943K | −1.7% | #360 of 387 |
| 3Champaign-Urbana, IL | 19 | 144 | 14.7 | $953K | +1.5% | #367 of 387 |
| Davenport-Moline-Rock Island, IA-IL | 18 | 265 | 16.4 | $969K | −0.9% | #370 of 387 |
| 4Rockford, IL | 16 | 270 | 19.9 | $770K | −0.3% | #378 of 387 |
| 5Decatur, IL | 16 | 84 | 19.3 | $753K | −4.3% | #379 of 387 |
| 6Chicago-Naperville-Elgin, IL-IN | 14 | 6,470 | 17.8 | $789K | 0.0% | #382 of 387 |
| Cape Girardeau, MO-IL | 14 | 104 | 27.2 | $617K | +1.7% | #383 of 387 |
| 7Peoria, IL | 13 | 307 | 20.0 | $785K | −1.3% | #384 of 387 |
Other business types in the Rockford metro 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 Rockford, IL metro area?
The Rockford metro area has 270 insurance agencies on map listings as of September 2026. 56 of them (21%) are chain locations. The listings count insurance agencies. Official counts show 143 businesses with payroll classed as insurance agencies and brokerages in 2023, down 5.3% from 2019.
How much do households in the Rockford, IL metro area spend on vehicle insurance?
About $208M a year, or $1,535 per household. That is 22% below the U.S. average (an index of 78, where 100 is the U.S. average). Spread across the 270 insurance agencies on map listings, it comes to $770K per agency. It is estimated from the incomes of the 135,474 households in the Rockford metro area and national spending patterns by income.
How does the Rockford, IL metro area compare with the U.S. for insurance agencies?
The Rockford metro area has 19.9 insurance agencies per 10,000 households, 28% above the U.S. rate of 15.6. Spending per agency is $770K, 39% below the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the Rockford metro area would have about 166, against 270 on map listings. There is one business with payroll in the industry for every 947 households, against one for every 966 across the U.S. The official count fell 5.3% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Rockford, IL metro area growing?
Population estimates put the Rockford metro area at 337,242 people in 2025, down 0.3% since 2020, against +3.1% for the U.S. It has 135,474 households. The median household income in the Rockford metro area is $68,033 a year, 16% below the U.S. median of $80,734. That rose 21.4% from the 2015–2019 survey, 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. 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 Rockford metro area scores 16 for insurance agencies (low), #378 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Rockford metro 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 Rockford metro area
Screening a site or an acquisition in the Rockford metro 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 Rockford metro 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.