Auto · Small-town market · Michigan
Insurance agencies in the Big Rapids, MI area
The insurance agencies in the Big Rapids, MI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 52 out of 100: Upper middle
Ranked #247 of 537 scored small-town markets
#4 of 18 scored small-town markets based in Michigan
- Listings
- 18
- 1 chain location (6%)
- Official establishments
- 18
- Businesses with payroll, 2023
- Household spending a year
- $27.9M
- On vehicle insurance · $1,669 a household
- Spending per listing
- $1.5M
- 23% above the U.S.
- Listings per 10k households
- 10.8
- 31% below the U.S.
- Population, 2025
- 42,320
- +4.7% since 2020
See the insurance agencies around any address in the Big Rapids 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 Big Rapids 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
Map listings as of September 2026 show 18 insurance agencies in the Big Rapids area. One of them (6%) is a chain location, against 21% across the U.S. Per 10,000 households, that is 10.8, 31% below the U.S. rate of 15.6.
Households in the Big Rapids area spend about $27.9M a year on vehicle insurance, or $1,669 per household, 15% below the U.S. average. Spread across 18 insurance agencies, that is $1.5M per agency, 23% above the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in the Big Rapids area was 18 in 2023. That is one for every 928 households, against one for every 966 across the U.S.
Population estimates show the Big Rapids area grew 4.7% from 2020 to 2025, faster than the U.S. (+3.1%). For insurance agencies, the Big Rapids area has a Groundwork market score of 52 (upper middle): #247 of 537 scored small-town markets and #4 of 18 scored small-town markets based in Michigan.
How the Big Rapids area compares
The same measures for Michigan 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 | Big Rapids area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 10.8 | 13.5 | 15.6 |
| Spending per listing | $1.5M | $1.2M | $1.3M |
| Households per official establishment | 928 | 1,108 | 966 |
| Official establishment growth, 2019–2023 | n/a | −3.9% | −1.0% |
| Population growth, 2020–2025 | +4.7% | +0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,669 | $1,558 | $1,957 |
| Median household income | $60,951 | $72,875 | $80,734 |
| Groundwork market score | 52 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 18
- Employees, 2023
- 70
- Annual payroll, 2023
- $4M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 181 chain location
- Listings at the U.S. rate for this spending
- 22The 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 Big Rapids 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 Big Rapids area
- Population, 2025 estimate
- 42,320+4.7% since 2020
- Households
- 16,708
- Median age
- 41.6
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.9
- Land area
- 555 sq. mi.
- People per square mile
- 74
- Median household income
- $60,951+35.4% vs. 2015–2019, before inflation
- Average household income
- $74,230
- Median home value
- $178,900
- Jobs located here
- 11,143
- Daytime population
- 38,247Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Big Rapids 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 Big Rapids 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 Michigan
Every Michigan market ranked →The highest-scoring small-town markets in Michigan for insurance agencies, numbered among those based in Michigan, with the Big Rapids area marked.
Top small-town markets in Michigan
| 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 |
Other business types in the Big Rapids 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 Big Rapids, MI area?
There are 18 insurance agencies on map listings in the Big Rapids area as of September 2026. One of them (6%) is a chain location. The listings count insurance agencies. Official counts show 18 businesses with payroll classed as insurance agencies and brokerages in 2023.
How much do households in the Big Rapids, MI area spend on vehicle insurance?
About $27.9M a year, or $1,669 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 18 insurance agencies on map listings, it comes to $1.5M per agency. It is estimated from the incomes of the 16,708 households in the Big Rapids area and national spending patterns by income.
How does the Big Rapids, MI area compare with the U.S. for insurance agencies?
The Big Rapids area has 10.8 insurance agencies per 10,000 households, 31% below the U.S. rate of 15.6. Spending per agency is $1.5M, 23% above the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the Big Rapids area would have about 22, against 18 on map listings. There is one business with payroll in the industry for every 928 households, against one for every 966 across the U.S.
How fast is the Big Rapids, MI area growing?
Population estimates put the Big Rapids area at 42,320 people in 2025, up 4.7% since 2020, faster than the U.S. (+3.1%). It has 16,708 households. The median household income in the Big Rapids area is $60,951 a year, 25% below the U.S. median of $80,734. That rose 35.4% 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. 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 Big Rapids area scores 52 for insurance agencies (upper middle), #247 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 Big Rapids 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 Big Rapids area
Screening a site or an acquisition in the Big Rapids 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 Big Rapids 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.