Market rankings · Michigan
Insurance agencies in Michigan
Every metro area, small-town market and county in Michigan, ranked by the Groundwork market score for insurance agencies, with competitor counts and household spending for each.
- Listings
- 5,508
- 1,068 chain locations (19%)
- Official establishments
- 3,680
- −3.9% since 2019
- Household spending a year
- $6.4B
- On vehicle insurance
- Listings per 10k households
- 13.5
- 13% below the U.S.
- Spending per listing
- $1.2M
- 8% below the U.S.
- Rank among states
- #40 of 51
- Market score 33 · Lower middle
A site report maps the insurance agencies on map listings around any address in Michigan by name and distance, and the spending within reach.
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
Michigan has 5,508 insurance agencies on map listings as of September 2026. Of those, 1,068 are chain locations, or 19%, against 21% across the U.S. That comes to 13.5 for every 10,000 households, 13% below the U.S. rate of 15.6.
At $1,558 per household (20% below the U.S. average), households in Michigan spend about $6.4B a year on vehicle insurance. That works out to $1.2M per agency, 8% below the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in Michigan was 3,680 in 2023, down 3.9% from 2019. That is one for every 1,108 households, against one for every 966 across the U.S. Across the U.S., the count fell 1.0% over the same years. Since fiscal 2022, 121 SBA-backed loans worth $46.3M have gone to businesses classed as insurance agencies and brokerages in Michigan.
Among the 50 states and DC, Michigan ranks #40 for insurance agencies, with a Groundwork market score of 33 (lower middle). Of the 16 scored metro areas in or partly in Michigan, the Monroe metro area scores highest (59). Of the 19 scored small-town markets in or partly in Michigan, the Holland area scores highest (71).
Every market in Michigan for insurance agencies
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Michigan, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Monroe, MI | 59 | 65 | 10.3 | $1.7M | +0.7% | #131 of 387 |
| 2Midland, MI | 58 | 38 | 10.9 | $1.5M | +0.3% | #138 of 387 |
| 3Jackson, MI | 56 | 57 | 9.1 | $1.7M | −0.4% | #149 of 387 |
| 4Muskegon-Norton Shores, MI | 55 | 79 | 11.7 | $1.4M | +1.8% | #160 of 387 |
| 5Ann Arbor, MI | 48 | 155 | 10.3 | $1.5M | −0.4% | #194 of 387 |
| 6Flint, MI | 43 | 188 | 11.2 | $1.4M | −1.1% | #231 of 387 |
| 7Traverse City, MI | 35 | 96 | 14.7 | $1.1M | +2.2% | #275 of 387 |
| 8Niles, MI | 34 | 85 | 13.3 | $1.2M | −1.3% | #278 of 387 |
| 9Bay City, MI | 33 | 63 | 14.0 | $1.1M | −1.6% | #287 of 387 |
| 10Detroit-Warren-Dearborn, MI | 33 | 2,359 | 13.3 | $1.1M | +0.1% | #288 of 387 |
| 11Kalamazoo-Portage, MI | 31 | 148 | 13.8 | $1.1M | +0.8% | #302 of 387 |
| 12Saginaw, MI | 30 | 112 | 14.4 | $1.1M | −1.1% | #310 of 387 |
| South Bend-Mishawaka, IN-MI | 27 | 194 | 15.1 | $1M | +0.1% | #324 of 387 |
| 13Grand Rapids-Wyoming-Kentwood, MI | 26 | 762 | 17.3 | $960K | +2.8% | #333 of 387 |
| 14Battle Creek, MI | 23 | 90 | 16.9 | $906K | −0.6% | #348 of 387 |
| 15Lansing-East Lansing, MI | 18 | 363 | 18.7 | $823K | +1.4% | #373 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Holland, MI | 71 | 42 | 9.2 | $2M | +2.1% | #93 of 537 |
| 2Marquette, MI | 62 | 25 | 8.8 | $1.8M | +2.3% | #163 of 537 |
| 3Alpena, MI | 53 | 11 | 8.4 | $1.7M | −0.1% | #229 of 537 |
| 4Big Rapids, MI | 52 | 18 | 10.8 | $1.5M | +4.7% | #247 of 537 |
| 5Hillsdale, MI | 46 | 21 | 11.8 | $1.5M | 0.0% | #294 of 537 |
| 6Mount Pleasant, MI | 46 | 29 | 11.6 | $1.4M | +0.3% | #295 of 537 |
| 7Escanaba, MI | 44 | 14 | 8.8 | $1.7M | −0.8% | #311 of 537 |
| 8Houghton, MI | 42 | 16 | 10.4 | $1.5M | +1.8% | #330 of 537 |
| 9Ludington, MI | 40 | 17 | 13.3 | $1.2M | 0.0% | #354 of 537 |
| 10Alma, MI | 39 | 18 | 12.2 | $1.4M | −1.1% | #358 of 537 |
| 11Owosso, MI | 39 | 39 | 13.9 | $1.2M | −0.4% | #362 of 537 |
| Marinette, WI-MI | 38 | 39 | 13.3 | $1.3M | +0.3% | #366 of 537 |
| 12Iron Mountain, MI-WI | 37 | 17 | 12.1 | $1.3M | +0.4% | #379 of 537 |
| 13Cadillac, MI | 37 | 29 | 14.8 | $1.1M | +2.0% | #383 of 537 |
| 14Sturgis, MI | 34 | 35 | 14.8 | $1.1M | +0.1% | #410 of 537 |
| 15Coldwater, MI | 30 | 33 | 19.5 | $827K | +2.5% | #438 of 537 |
| 16Adrian, MI | 27 | 58 | 14.9 | $1.1M | −1.6% | #450 of 537 |
| 17Sault Ste. Marie, MI | 26 | 21 | 14.9 | $1M | −1.9% | #457 of 537 |
| 18Petoskey, MI | 24 | 26 | 17.1 | $973K | −1.0% | #471 of 537 |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Oceana County, MI | 73 | 6 | 5.8 | $3.1M | +1.7% | #374 of 2,272 |
| 2Antrim County, MI | 69 | 9 | 8.1 | $2.1M | +5.3% | #498 of 2,272 |
| 3Manistee County, MI | 68 | 6 | 5.7 | $3M | +2.3% | #516 of 2,272 |
| 4Kalkaska County, MI | 67 | 5 | 6.4 | $2.7M | +4.3% | #541 of 2,272 |
| 5Gladwin County, MI | 67 | 8 | 7.1 | $2.3M | +2.8% | #553 of 2,272 |
| 6Allegan County, MI | 63 | 42 | 9.2 | $2M | +2.1% | #686 of 2,272 |
| 7Newaygo County, MI | 63 | 20 | 10.2 | $1.7M | +3.1% | #699 of 2,272 |
| 8Barry County, MI | 61 | 24 | 9.8 | $1.9M | +2.2% | #755 of 2,272 |
| 9Missaukee County, MI | 60 | 5 | 8.5 | $2M | +1.4% | #774 of 2,272 |
| 10Cass County, MI | 58 | 18 | 8.5 | $2.1M | +0.2% | #831 of 2,272 |
| 11Van Buren County, MI | 57 | 26 | 8.5 | $2M | +0.7% | #868 of 2,272 |
| 12Marquette County, MI | 56 | 25 | 8.8 | $1.8M | +2.3% | #904 of 2,272 |
| 13Mackinac County, MI | 56 | 5 | 9.6 | $1.5M | +3.8% | #921 of 2,272 |
| 14Leelanau County, MI | 54 | 9 | 9.3 | $1.9M | +3.0% | #978 of 2,272 |
| 15Benzie County, MI | 53 | 9 | 11.7 | $1.5M | +3.1% | #1,018 of 2,272 |
| 16Lapeer County, MI | 52 | 36 | 10.3 | $1.8M | +1.0% | #1,036 of 2,272 |
| 17Monroe County, MI | 51 | 65 | 10.3 | $1.7M | +0.7% | #1,064 of 2,272 |
| 18Midland County, MI | 51 | 38 | 10.9 | $1.5M | +0.3% | #1,078 of 2,272 |
| 19Ottawa County, MI | 50 | 134 | 12.0 | $1.5M | +3.9% | #1,114 of 2,272 |
| 20Jackson County, MI | 49 | 57 | 9.1 | $1.7M | −0.4% | #1,130 of 2,272 |
| 21Ogemaw County, MI | 49 | 9 | 9.6 | $1.7M | +1.6% | #1,131 of 2,272 |
| 22Muskegon County, MI | 49 | 79 | 11.7 | $1.4M | +1.8% | #1,146 of 2,272 |
| 23Crawford County, MI | 49 | 8 | 12.8 | $1.2M | +5.7% | #1,159 of 2,272 |
| 24Arenac County, MI | 48 | 5 | 7.6 | $2.2M | +0.5% | #1,163 of 2,272 |
| 25Alpena County, MI | 48 | 11 | 8.4 | $1.7M | −0.1% | #1,167 of 2,272 |
Show all 83 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Wayne County, MI | 48 | 587 | 8.4 | $1.6M | −1.1% | #1,173 of 2,272 |
| 27Mecosta County, MI | 47 | 18 | 10.8 | $1.5M | +4.7% | #1,216 of 2,272 |
| 28Presque Isle County, MI | 46 | 6 | 9.0 | $1.9M | +1.0% | #1,239 of 2,272 |
| 29Clare County, MI | 46 | 14 | 11.2 | $1.3M | +2.3% | #1,254 of 2,272 |
| 30Montcalm County, MI | 46 | 34 | 13.9 | $1.2M | +4.1% | #1,259 of 2,272 |
| 31St. Clair County, MI | 45 | 72 | 10.6 | $1.6M | +0.1% | #1,275 of 2,272 |
| 32Roscommon County, MI | 44 | 10 | 8.6 | $1.8M | +1.9% | #1,303 of 2,272 |
| 33Clinton County, MI | 43 | 36 | 11.4 | $1.6M | +1.6% | #1,349 of 2,272 |
| 34Washtenaw County, MI | 43 | 155 | 10.3 | $1.5M | −0.4% | #1,354 of 2,272 |
| 35Cheboygan County, MI | 42 | 12 | 10.8 | $1.5M | +0.9% | #1,384 of 2,272 |
| 36Charlevoix County, MI | 42 | 14 | 11.4 | $1.5M | 0.0% | #1,390 of 2,272 |
| 37Isabella County, MI | 42 | 29 | 11.6 | $1.4M | +0.3% | #1,396 of 2,272 |
| 38Menominee County, MI | 40 | 11 | 10.6 | $1.5M | −2.2% | #1,441 of 2,272 |
| 39Hillsdale County, MI | 40 | 21 | 11.8 | $1.5M | 0.0% | #1,445 of 2,272 |
| 40Otsego County, MI | 40 | 16 | 14.2 | $1.2M | +3.8% | #1,466 of 2,272 |
| 41Delta County, MI | 39 | 14 | 8.8 | $1.7M | −0.8% | #1,480 of 2,272 |
| 42Ionia County, MI | 39 | 29 | 12.4 | $1.4M | −0.5% | #1,491 of 2,272 |
| 43Genesee County, MI | 38 | 188 | 11.2 | $1.4M | −1.1% | #1,525 of 2,272 |
| 44Osceola County, MI | 38 | 13 | 13.9 | $1.2M | +2.7% | #1,537 of 2,272 |
| 45Mason County, MI | 37 | 17 | 13.3 | $1.2M | 0.0% | #1,572 of 2,272 |
| 46Houghton County, MI | 36 | 15 | 10.5 | $1.5M | +1.6% | #1,592 of 2,272 |
| 47Macomb County, MI | 36 | 484 | 13.5 | $1.2M | +0.7% | #1,611 of 2,272 |
| 48Gratiot County, MI | 35 | 18 | 12.2 | $1.4M | −1.1% | #1,635 of 2,272 |
| 49Shiawassee County, MI | 35 | 39 | 13.9 | $1.2M | −0.4% | #1,640 of 2,272 |
| 50Livingston County, MI | 32 | 125 | 16.4 | $1.1M | +1.7% | #1,745 of 2,272 |
| 51Berrien County, MI | 31 | 85 | 13.3 | $1.2M | −1.3% | #1,771 of 2,272 |
| 52St. Joseph County, MI | 31 | 35 | 14.8 | $1.1M | +0.1% | #1,773 of 2,272 |
| 53Bay County, MI | 31 | 63 | 14.0 | $1.1M | −1.6% | #1,775 of 2,272 |
| 54Kalamazoo County, MI | 30 | 148 | 13.8 | $1.1M | +0.8% | #1,809 of 2,272 |
| 55Saginaw County, MI | 29 | 112 | 14.4 | $1.1M | −1.1% | #1,836 of 2,272 |
| 56Sanilac County, MI | 27 | 22 | 12.6 | $1.3M | −1.0% | #1,886 of 2,272 |
| 57Dickinson County, MI | 27 | 15 | 12.6 | $1.2M | −0.3% | #1,888 of 2,272 |
| 58Eaton County, MI | 27 | 87 | 19.2 | $858K | +0.4% | #1,907 of 2,272 |
| 59Branch County, MI | 27 | 33 | 19.5 | $827K | +2.5% | #1,909 of 2,272 |
| 60Wexford County, MI | 26 | 24 | 17.5 | $920K | +2.3% | #1,930 of 2,272 |
| 61Lenawee County, MI | 25 | 58 | 14.9 | $1.1M | −1.6% | #1,940 of 2,272 |
| 62Chippewa County, MI | 24 | 21 | 14.9 | $1M | −1.9% | #1,976 of 2,272 |
| 63Calhoun County, MI | 24 | 90 | 16.9 | $906K | −0.6% | #1,984 of 2,272 |
| 64Gogebic County, MI | 23 | 9 | 12.9 | $1.1M | −0.4% | #1,996 of 2,272 |
| 65Emmet County, MI | 22 | 26 | 17.1 | $973K | −1.0% | #2,031 of 2,272 |
| 66Grand Traverse County, MI | 22 | 73 | 18.1 | $902K | +1.4% | #2,038 of 2,272 |
| 67Iosco County, MI | 22 | 22 | 18.8 | $760K | +0.3% | #2,046 of 2,272 |
| 68Tuscola County, MI | 21 | 39 | 18.1 | $956K | −1.2% | #2,053 of 2,272 |
| 69Kent County, MI | 19 | 541 | 21.1 | $751K | +2.5% | #2,106 of 2,272 |
| 70Ingham County, MI | 19 | 240 | 20.5 | $696K | +1.7% | #2,109 of 2,272 |
| 71Iron County, MI | 18 | 8 | 14.4 | $1.1M | +1.1% | #2,112 of 2,272 |
| 72Oakland County, MI | 18 | 1,055 | 19.9 | $781K | +1.2% | #2,122 of 2,272 |
| 73Huron County, MI | 9 | 36 | 25.4 | $630K | −2.7% | #2,254 of 2,272 |
| Lake County, MI | Not scored | 3 | 5.8 | $2.6M | +9.1% | |
| Alcona County, MI | Not scored | 1 | 1.9 | $8.5M | +3.7% | |
| Montmorency County, MI | Not scored | 2 | 4.1 | $3.9M | +7.3% | |
| Alger County, MI | Not scored | 6 | 17.0 | $922K | −2.3% | |
| Oscoda County, MI | Not scored | 3 | 7.9 | $1.8M | +6.0% | |
| Baraga County, MI | Not scored | 4 | 11.7 | $1.4M | +0.3% | |
| Schoolcraft County, MI | Not scored | 3 | 7.7 | $2M | +1.7% | |
| Luce County, MI | Not scored | 5 | 20.4 | $781K | −1.1% | |
| Ontonagon County, MI | Not scored | 2 | 6.4 | $2.6M | +0.4% | |
| Keweenaw County, MI | Not scored | 1 | 8.8 | $1.7M | +6.2% |
Markets with fewer than 5 insurance agencies on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many insurance agencies are in Michigan?
Map listings as of September 2026 show 5,508 insurance agencies in Michigan. 1,068 of them (19%) are chain locations. The listings count insurance agencies. Official counts show 3,680 businesses with payroll classed as insurance agencies and brokerages in 2023, down 3.9% from 2019.
How much do households in Michigan spend on vehicle insurance?
About $6.4B a year, or $1,558 per household. That is 20% below the U.S. average (an index of 80, where 100 is the U.S. average). Spread across the 5,508 insurance agencies on map listings, it comes to $1.2M per agency. It is estimated from the incomes of the 4,076,369 households in Michigan and national spending patterns by income.
How does Michigan compare with the U.S. for insurance agencies?
Michigan has 13.5 insurance agencies per 10,000 households, 13% below the U.S. rate of 15.6. Spending per agency is $1.2M, 8% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, Michigan would have about 5,058, against 5,508 on map listings. There is one business with payroll in the industry for every 1,108 households, against one for every 966 across the U.S. The official count fell 3.9% from 2019 to 2023, against −1.0% for the U.S.
Which market in Michigan has the highest market score for insurance agencies?
Among 16 scored metro areas in or partly in Michigan, the Monroe metro area scores highest, at 59 (upper middle). Among 19 scored small-town markets in or partly in Michigan, the Holland area scores highest, at 71 (upper middle). Among 73 scored counties in Michigan, Oceana County scores highest, at 73 (upper middle). Scores compare each market with others of its kind across the U.S.
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. Michigan scores 33 for insurance agencies (lower middle), #40 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Michigan. 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.
Insurance agencies in other states
All 51 states
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Top markets for insurance agencies across the U.S. · All business types in Michigan
Related business types in Michigan
- Auto repair and car care14,563 listings
- Auto repair shops8,132 listings
- Collision repair and body shops1,178 listings
- Car washes and detailing1,885 listings
- Tire shops1,223 listings
- Oil change and quick lube535 listings
- Gas stations5,561 listings
Screening a site or an acquisition in Michigan?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.