Auto · Small-town market · Kansas
Insurance agencies in the Salina, KS area
How the Salina, KS area compares with other small-town markets and the U.S. for insurance agencies: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 13 out of 100: Low
Ranked #523 of 537 scored small-town markets
#11 of 13 scored small-town markets based in Kansas
- Listings
- 61
- 14 chain locations (23%)
- Official establishments
- 36
- −7.7% since 2019
- Household spending a year
- $41.9M
- On vehicle insurance · $1,679 a household
- Spending per listing
- $686K
- 45% below the U.S.
- Listings per 10k households
- 24.5
- 57% above the U.S.
- Population, 2025
- 59,121
- −1.4% since 2020
See the insurance agencies around any address in the Salina 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 Salina 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 Salina area is 13 (low), #523 of 537 scored small-town markets and #11 of 13 scored small-town markets based in Kansas. That puts it in the bottom quarter of small-town markets.
Household spending on vehicle insurance in the Salina area comes to about $41.9M a year: $1,679 per household, 14% below the U.S. average. That is about $686K of household spending for each agency on map listings, 45% below the U.S. figure of $1.3M.
There are 61 insurance agencies on map listings in the Salina area as of September 2026. Chain locations make up 23% of them, against 21% across the U.S. That comes to 24.5 for every 10,000 households, 57% above the U.S. rate of 15.6.
Official counts show 36 businesses with payroll classed as insurance agencies and brokerages in the Salina area in 2023, down 7.7% from 2019. That is one for every 693 households, against one for every 966 across the U.S. Population estimates put the population change in the Salina area from 2020 to 2025 at −1.4%, against +3.1% for the U.S.
How the Salina area compares
The same measures for Kansas 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 | Salina area | Kansas | U.S. |
|---|---|---|---|
| Listings per 10k households | 24.5 | 21.8 | 15.6 |
| Spending per listing | $686K | $798K | $1.3M |
| Households per official establishment | 693 | 603 | 966 |
| Official establishment growth, 2019–2023 | −7.7% | −3.0% | −1.0% |
| Population growth, 2020–2025 | −1.4% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,679 | $1,741 | $1,957 |
| Median household income | $65,745 | $74,275 | $80,734 |
| Groundwork market score | 13 | 15 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 36−7.7% over the period
- Employees, 2023
- 173
- Annual payroll, 2023
- $11.8M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 6114 chain locations
- Listings at the U.S. rate for this spending
- 33The 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 Salina 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 Salina area
- Population, 2025 estimate
- 59,121−1.4% since 2020
- Households
- 24,931
- Median age
- 42.1
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.9
- Land area
- 1,441 sq. mi.
- People per square mile
- 41
- Median household income
- $65,745+25.5% vs. 2015–2019, before inflation
- Average household income
- $87,150
- Median home value
- $178,200
- Jobs located here
- 30,161
- Daytime population
- 61,857Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Salina 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 Salina 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 Kansas
Every Kansas market ranked →The highest-scoring small-town markets in Kansas for insurance agencies, numbered among those based in Kansas, with the Salina area marked.
Top small-town markets in Kansas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Ottawa, KS | 51 | 19 | 18.3 | $1.1M | +1.1% | #260 of 537 |
| 2Pittsburg, KS | 28 | 31 | 19.6 | $860K | +0.1% | #446 of 537 |
| 3McPherson, KS | 23 | 24 | 19.7 | $946K | −0.4% | #475 of 537 |
| 4Dodge City, KS | 20 | 25 | 21.2 | $866K | −0.6% | #486 of 537 |
| 5Arkansas City-Winfield, KS | 20 | 30 | 22.4 | $785K | −0.4% | #488 of 537 |
| 6Hays, KS | 20 | 38 | 31.0 | $614K | +0.4% | #491 of 537 |
| 7Emporia, KS | 19 | 30 | 20.5 | $838K | +0.4% | #495 of 537 |
| 8Hutchinson, KS | 19 | 55 | 21.5 | $820K | −0.6% | #497 of 537 |
| 9Garden City, KS | 18 | 28 | 21.2 | $858K | −2.1% | #502 of 537 |
| 10Atchison, KS | 14 | 15 | 26.2 | $680K | −0.9% | #520 of 537 |
| 11Salina, KS | 13 | 61 | 24.5 | $686K | −1.4% | #523 of 537 |
Other business types in the Salina 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 Salina, KS area?
As of September 2026, map listings count 61 insurance agencies in the Salina area. 14 of them (23%) are chain locations. The listings count insurance agencies. Official counts show 36 businesses with payroll classed as insurance agencies and brokerages in 2023, down 7.7% from 2019.
How much do households in the Salina, KS area spend on vehicle insurance?
About $41.9M a year, or $1,679 per household. That is 14% below the U.S. average (an index of 86, where 100 is the U.S. average). Spread across the 61 insurance agencies on map listings, it comes to $686K per agency. It is estimated from the incomes of the 24,931 households in the Salina area and national spending patterns by income.
How does the Salina, KS area compare with the U.S. for insurance agencies?
The Salina area has 24.5 insurance agencies per 10,000 households, 57% above the U.S. rate of 15.6. Spending per agency is $686K, 45% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Salina area would have about 33, against 61 on map listings. There is one business with payroll in the industry for every 693 households, against one for every 966 across the U.S. The official count fell 7.7% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Salina, KS area growing?
Population estimates put the Salina area at 59,121 people in 2025, down 1.4% since 2020, against +3.1% for the U.S. It has 24,931 households. Median household income in the Salina area is $65,745, 19% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 25.5%, 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 Salina area scores 13 for insurance agencies (low), #523 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 Salina 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 Salina area
Screening a site or an acquisition in the Salina 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 Salina 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.