Auto · County · Michigan
Insurance agencies in Kent County, MI
The insurance agencies in Kent County, MI, the household spending behind them and how the market ranks against other counties.
Groundwork market score · out of 100
Score 19 out of 100: Low
Ranked #2,106 of 2,272 scored counties
#69 of 73 scored counties in Michigan
- Listings
- 541
- 94 chain locations (17%)
- Official establishments
- 364
- −2.7% since 2019
- Household spending a year
- $406.2M
- On vehicle insurance · $1,583 a household
- Spending per listing
- $751K
- 40% below the U.S.
- Listings per 10k households
- 21.1
- 35% above the U.S.
- Population, 2025
- 675,232
- +2.5% since 2020
See the insurance agencies around any address in Kent County
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 Kent County. 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
Kent County scores 19 (low) on the Groundwork market score for insurance agencies, ranking #2,106 of 2,272 scored counties and #69 of 73 scored counties in Michigan. That puts it in the bottom quarter of counties.
Map listings as of September 2026 show 541 insurance agencies in Kent County. Of those, 94 are chain locations, or 17%, against 21% across the U.S. That is 21.1 per 10,000 households, 35% above the U.S. rate of 15.6.
Household spending on vehicle insurance in Kent County comes to about $406.2M a year: $1,583 per household, 19% below the U.S. average. Spread across 541 insurance agencies, that is $751K per agency, 40% below the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in Kent County was 364 in 2023, down 2.7% from 2019. That is one for every 705 households, against one for every 966 across the U.S. Since fiscal 2022, 8 SBA-backed loans worth $3.2M have gone to businesses classed as insurance agencies and brokerages in Kent County. Population estimates put the population change in Kent County from 2020 to 2025 at +2.5%, slower than the U.S. (+3.1%).
How Kent County 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 | Kent County | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 21.1 | 13.5 | 15.6 |
| Spending per listing | $751K | $1.2M | $1.3M |
| Households per official establishment | 705 | 1,108 | 966 |
| Official establishment growth, 2019–2023 | −2.7% | −3.9% | −1.0% |
| Population growth, 2020–2025 | +2.5% | +0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,583 | $1,558 | $1,957 |
| Median household income | $82,631 | $72,875 | $80,734 |
| Groundwork market score | 19 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 374 → 364−2.7% over the period
- Employees, 2023
- 3,557
- Annual payroll, 2023
- $314M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 54194 chain locations
- Listings at the U.S. rate for this spending
- 324The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 8
- Amount
- $3.2M
SBA-backed loans to businesses classed as insurance agencies and brokerages in Kent County, 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 Kent County
- Population, 2025 estimate
- 675,232+2.5% since 2020
- Households
- 256,648
- Median age
- 37.4
- Homes lived in by their owners
- 70%
- Vehicles per household
- 1.8
- Land area
- 850 sq. mi.
- People per square mile
- 781
- Median household income
- $82,631+31.1% vs. 2015–2019, before inflation
- Average household income
- $109,612
- Median home value
- $289,900
- Jobs located here
- 399,575
- Daytime population
- 767,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Kent County?
These figures cover the whole county. 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 Kent County. 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 counties in Michigan for insurance agencies, numbered among those based in Michigan, with Kent County marked.
Top counties in Michigan
| 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 |
| 69Kent County, MI | 19 | 541 | 21.1 | $751K | +2.5% | #2,106 of 2,272 |
Other business types in Kent County
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 Kent County, MI?
There are 541 insurance agencies on map listings in Kent County as of September 2026. 94 of them (17%) are chain locations. The listings count insurance agencies. Official counts show 364 businesses with payroll classed as insurance agencies and brokerages in 2023, down 2.7% from 2019.
How much do households in Kent County, MI spend on vehicle insurance?
About $406.2M a year, or $1,583 per household. That is 19% below the U.S. average (an index of 81, where 100 is the U.S. average). Spread across the 541 insurance agencies on map listings, it comes to $751K per agency. It is estimated from the incomes of the 256,648 households in Kent County and national spending patterns by income.
How does Kent County, MI compare with the U.S. for insurance agencies?
Kent County has 21.1 insurance agencies per 10,000 households, 35% above the U.S. rate of 15.6. Spending per agency is $751K, 40% below the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, Kent County would have about 324, against 541 on map listings. There is one business with payroll in the industry for every 705 households, against one for every 966 across the U.S. The official count fell 2.7% from 2019 to 2023, against −1.0% for the U.S.
How fast is Kent County, MI growing?
Population estimates put Kent County at 675,232 people in 2025, up 2.5% since 2020, slower than the U.S. (+3.1%). It has 256,648 households. The median household income in Kent County is $82,631 a year, 2% above the U.S. median of $80,734. That rose 31.1% 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. Kent County scores 19 for insurance agencies (low), #2,106 of 2,272 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Kent County. 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 Kent County
Screening a site or an acquisition in Kent County?
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 Kent County. 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.