Auto · Metro area · Michigan
Insurance agencies in the Lansing-East Lansing, MI metro area
Competitor counts, household spending and official business counts for insurance agencies in the Lansing-East Lansing, MI metro area, set against other metro areas and the U.S.
Groundwork market score · out of 100
Score 18 out of 100: Low
Ranked #373 of 387 scored metro areas
#15 of 15 scored metro areas based in Michigan
- Listings
- 363
- 63 chain locations (17%)
- Official establishments
- 216
- +2.4% since 2019
- Household spending a year
- $298.6M
- On vehicle insurance · $1,538 a household
- Spending per listing
- $823K
- 34% below the U.S.
- Listings per 10k households
- 18.7
- 20% above the U.S.
- Population, 2025
- 479,722
- +1.4% since 2020
See the insurance agencies around any address in the Lansing-East Lansing metro 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 Lansing-East Lansing metro 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 Lansing-East Lansing metro area has a Groundwork market score of 18 (low): #373 of 387 scored metro areas and #15 of 15 scored metro areas based in Michigan. That puts it in the bottom quarter of metro areas.
Households in the Lansing-East Lansing metro area spend about $298.6M a year on vehicle insurance, or $1,538 per household, 21% below the U.S. average. Spread across 363 insurance agencies, that is $823K per agency, 34% below the U.S. figure of $1.3M.
There are 363 insurance agencies on map listings in the Lansing-East Lansing metro area as of September 2026. Of those, 63 are chain locations, or 17%, against 21% across the U.S. That comes to 18.7 for every 10,000 households, 20% above the U.S. rate of 15.6.
The official count of businesses with payroll classed as insurance agencies and brokerages in the Lansing-East Lansing metro area was 216 in 2023, up 2.4% from 2019. That is one for every 899 households, against one for every 966 across the U.S. Since fiscal 2022, 7 SBA-backed loans worth $3M have gone to businesses classed as insurance agencies and brokerages in the Lansing-East Lansing metro area. Between 2020 and 2025, the population of the Lansing-East Lansing metro area grew 1.4%, slower than the U.S. (+3.1%).
How the Lansing-East Lansing metro 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 | Lansing-East Lansing metro area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 18.7 | 13.5 | 15.6 |
| Spending per listing | $823K | $1.2M | $1.3M |
| Households per official establishment | 899 | 1,108 | 966 |
| Official establishment growth, 2019–2023 | +2.4% | −3.9% | −1.0% |
| Population growth, 2020–2025 | +1.4% | +0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,538 | $1,558 | $1,957 |
| Median household income | $72,550 | $72,875 | $80,734 |
| Groundwork market score | 18 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 216+2.4% over the period
- Employees, 2023
- 1,207
- Annual payroll, 2023
- $77.3M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 36363 chain locations
- Listings at the U.S. rate for this spending
- 238The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 7
- Amount
- $3M
SBA-backed loans to businesses classed as insurance agencies and brokerages in the Lansing-East Lansing metro 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 Lansing-East Lansing metro area
- Population, 2025 estimate
- 479,722+1.4% since 2020
- Households
- 194,163
- Median age
- 38.6
- Homes lived in by their owners
- 67%
- Vehicles per household
- 1.7
- Land area
- 1,699 sq. mi.
- People per square mile
- 278
- Median household income
- $72,550
- Average household income
- $94,775
- Median home value
- $216,700
- Jobs located here
- 232,664
- Daytime population
- 512,361Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Lansing-East Lansing metro area?
These figures cover the whole metro area. 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 Lansing-East Lansing metro 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 metro areas in Michigan for insurance agencies, numbered among those based in Michigan, with the Lansing-East Lansing metro area marked.
Top metro areas in Michigan
| 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 |
| 15Lansing-East Lansing, MI | 18 | 363 | 18.7 | $823K | +1.4% | #373 of 387 |
Other business types in the Lansing-East Lansing metro 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 Lansing-East Lansing, MI metro area?
As of September 2026, map listings count 363 insurance agencies in the Lansing-East Lansing metro area. 63 of them (17%) are chain locations. The listings count insurance agencies. Official counts show 216 businesses with payroll classed as insurance agencies and brokerages in 2023, up 2.4% from 2019.
How much do households in the Lansing-East Lansing, MI metro area spend on vehicle insurance?
About $298.6M a year, or $1,538 per household. That is 21% below the U.S. average (an index of 79, where 100 is the U.S. average). Spread across the 363 insurance agencies on map listings, it comes to $823K per agency. It is estimated from the incomes of the 194,163 households in the Lansing-East Lansing metro area and national spending patterns by income.
How does the Lansing-East Lansing, MI metro area compare with the U.S. for insurance agencies?
The Lansing-East Lansing metro area has 18.7 insurance agencies per 10,000 households, 20% above the U.S. rate of 15.6. Spending per agency is $823K, 34% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Lansing-East Lansing metro area would have about 238, against 363 on map listings. There is one business with payroll in the industry for every 899 households, against one for every 966 across the U.S. The official count rose 2.4% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Lansing-East Lansing, MI metro area growing?
Population estimates put the Lansing-East Lansing metro area at 479,722 people in 2025, up 1.4% since 2020, slower than the U.S. (+3.1%). It has 194,163 households. Median household income in the Lansing-East Lansing metro area is $72,550, 10% below the U.S. median of $80,734.
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. The Lansing-East Lansing metro area scores 18 for insurance agencies (low), #373 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Lansing-East Lansing metro 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 Lansing-East Lansing metro area
Screening a site or an acquisition in the Lansing-East Lansing metro 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 Lansing-East Lansing metro 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.