Auto · Small-town market · Iowa
Insurance agencies in the Marshalltown, IA area
Competitor counts, household spending and official business counts for insurance agencies in the Marshalltown, IA area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 32 out of 100: Lower middle
Ranked #426 of 537 scored small-town markets
#5 of 15 scored small-town markets based in Iowa
- Listings
- 24
- 6 chain locations (25%)
- Official establishments
- 20
- −4.8% since 2019
- Household spending a year
- $28.6M
- On vehicle insurance · $1,847 a household
- Spending per listing
- $1.2M
- 5% below the U.S.
- Listings per 10k households
- 15.5
- In line with the U.S.
- Population, 2025
- 39,890
- −0.5% since 2020
See the insurance agencies around any address in the Marshalltown 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 Marshalltown 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 Marshalltown area has a Groundwork market score of 32 (lower middle): #426 of 537 scored small-town markets and #5 of 15 scored small-town markets based in Iowa. That puts it in the bottom quarter of small-town markets.
Households in the Marshalltown area spend about $28.6M a year on vehicle insurance, or $1,847 per household, 6% below the U.S. average. That works out to $1.2M per agency, 5% below the U.S. figure of $1.3M.
There are 24 insurance agencies on map listings in the Marshalltown area as of September 2026. Of those, 6 are chain locations, or 25%, against 21% across the U.S. That comes to 15.5 for every 10,000 households, in line with the U.S. rate of 15.6.
In 2023, official counts showed 20 businesses with payroll in the Marshalltown area classed as insurance agencies and brokerages, down 4.8% from 2019. That is one for every 775 households, against one for every 966 across the U.S. Population estimates put the population change in the Marshalltown area from 2020 to 2025 at −0.5%, against +3.1% for the U.S.
How the Marshalltown area compares
The same measures for Iowa 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 | Marshalltown area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.5 | 17.7 | 15.6 |
| Spending per listing | $1.2M | $984K | $1.3M |
| Households per official establishment | 775 | 660 | 966 |
| Official establishment growth, 2019–2023 | −4.8% | −5.7% | −1.0% |
| Population growth, 2020–2025 | −0.5% | +1.5% | +3.1% |
| Spending per household on vehicle insurance | $1,847 | $1,738 | $1,957 |
| Median household income | $73,315 | $75,059 | $80,734 |
| Groundwork market score | 32 | 20 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 20−4.8% over the period
- Employees, 2023
- 83
- Annual payroll, 2023
- $5.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 246 chain locations
- Listings at the U.S. rate for this spending
- 23The 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 Marshalltown 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 Marshalltown area
- Population, 2025 estimate
- 39,890−0.5% since 2020
- Households
- 15,496
- Median age
- 39.9
- Homes lived in by their owners
- 75%
- Vehicles per household
- 2.1
- Land area
- 573 sq. mi.
- People per square mile
- 70
- Median household income
- $73,315+29.9% vs. 2015–2019, before inflation
- Average household income
- $85,510
- Median home value
- $145,500
- Jobs located here
- 15,779
- Daytime population
- 36,753Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Marshalltown 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 Marshalltown 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 Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for insurance agencies, numbered among those based in Iowa, with the Marshalltown area marked.
Top small-town markets in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Pella, IA | 59 | 20 | 15.0 | $1.3M | +2.3% | #197 of 537 |
| 2Spirit Lake, IA | 34 | 13 | 14.7 | $1.2M | +1.7% | #406 of 537 |
| 3Fort Madison, IA | 33 | 19 | 13.3 | $1.3M | −3.6% | #415 of 537 |
| 4Ottumwa, IA | 33 | 18 | 12.9 | $1.3M | −0.3% | #416 of 537 |
| 5Marshalltown, IA | 32 | 24 | 15.5 | $1.2M | −0.5% | #426 of 537 |
| 6Muscatine, IA | 26 | 28 | 16.1 | $1.1M | −3.0% | #456 of 537 |
| 7Le Mars, IA | 26 | 21 | 20.4 | $943K | 0.0% | #459 of 537 |
| 8Clinton, IA | 21 | 35 | 17.9 | $971K | −0.9% | #481 of 537 |
| 9Fort Dodge, IA | 19 | 27 | 17.6 | $975K | −0.4% | #492 of 537 |
| 10Oskaloosa, IA | 18 | 21 | 24.0 | $785K | −1.2% | #503 of 537 |
Other business types in the Marshalltown 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 Marshalltown, IA area?
As of September 2026, map listings count 24 insurance agencies in the Marshalltown area. 6 of them (25%) are chain locations. The listings count insurance agencies. Official counts show 20 businesses with payroll classed as insurance agencies and brokerages in 2023, down 4.8% from 2019.
How much do households in the Marshalltown, IA area spend on vehicle insurance?
About $28.6M a year, or $1,847 per household. That is 6% below the U.S. average (an index of 94, where 100 is the U.S. average). Spread across the 24 insurance agencies on map listings, it comes to $1.2M per agency. It is estimated from the incomes of the 15,496 households in the Marshalltown area and national spending patterns by income.
How does the Marshalltown, IA area compare with the U.S. for insurance agencies?
The Marshalltown area has 15.5 insurance agencies per 10,000 households, in line with the U.S. rate of 15.6. Spending per agency is $1.2M, 5% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Marshalltown area would have about 23, against 24 on map listings. There is one business with payroll in the industry for every 775 households, against one for every 966 across the U.S. The official count fell 4.8% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Marshalltown, IA area growing?
Population estimates put the Marshalltown area at 39,890 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 15,496 households. Median household income in the Marshalltown area is $73,315, 9% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.9%, 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 Marshalltown area scores 32 for insurance agencies (lower middle), #426 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 Marshalltown 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 Marshalltown area
Screening a site or an acquisition in the Marshalltown 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 Marshalltown 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.