Auto · Metro area · Michigan
Insurance agencies in the Muskegon-Norton Shores, MI metro area
How the Muskegon-Norton Shores, MI metro area compares with other metro areas and the U.S. for insurance agencies: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 55 out of 100: Upper middle
Ranked #160 of 387 scored metro areas
#4 of 15 scored metro areas based in Michigan
- Listings
- 79
- 25 chain locations (32%)
- Official establishments
- 41
- −8.9% since 2019
- Household spending a year
- $107.6M
- On vehicle insurance · $1,589 a household
- Spending per listing
- $1.4M
- 9% above the U.S.
- Listings per 10k households
- 11.7
- 25% below the U.S.
- Population, 2025
- 177,901
- +1.8% since 2020
See the insurance agencies around any address in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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
Map listings as of September 2026 show 79 insurance agencies in the Muskegon-Norton Shores metro area. 25 of them (32%) are chain locations, against 21% across the U.S. That is 11.7 per 10,000 households, 25% below the U.S. rate of 15.6.
At $1,589 per household (19% below the U.S. average), households in the Muskegon-Norton Shores metro area spend about $107.6M a year on vehicle insurance. That works out to $1.4M per agency, 9% above the U.S. figure of $1.3M.
In 2023, official counts showed 41 businesses with payroll in the Muskegon-Norton Shores metro area classed as insurance agencies and brokerages, down 8.9% from 2019. That is one for every 1,652 households, against one for every 966 across the U.S.
Population estimates put the population change in the Muskegon-Norton Shores metro area from 2020 to 2025 at +1.8%, slower than the U.S. (+3.1%). For insurance agencies, the Muskegon-Norton Shores metro area has a Groundwork market score of 55 (upper middle): #160 of 387 scored metro areas and #4 of 15 scored metro areas based in Michigan.
How the Muskegon-Norton Shores 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 | Muskegon-Norton Shores metro area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 11.7 | 13.5 | 15.6 |
| Spending per listing | $1.4M | $1.2M | $1.3M |
| Households per official establishment | 1,652 | 1,108 | 966 |
| Official establishment growth, 2019–2023 | −8.9% | −3.9% | −1.0% |
| Population growth, 2020–2025 | +1.8% | +0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,589 | $1,558 | $1,957 |
| Median household income | $65,024 | $72,875 | $80,734 |
| Groundwork market score | 55 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 41−8.9% over the period
- Employees, 2023
- 198
- Annual payroll, 2023
- $14.2M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 7925 chain locations
- Listings at the U.S. rate for this spending
- 86The 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 Muskegon-Norton Shores 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 Muskegon-Norton Shores metro area
- Population, 2025 estimate
- 177,901+1.8% since 2020
- Households
- 67,732
- Median age
- 40.6
- Homes lived in by their owners
- 78%
- Vehicles per household
- 1.8
- Land area
- 504 sq. mi.
- People per square mile
- 349
- Median household income
- $65,024+27.9% vs. 2015–2019, before inflation
- Average household income
- $81,950
- Median home value
- $198,300
- Jobs located here
- 56,600
- Daytime population
- 160,507Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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 Muskegon-Norton Shores 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 |
Other business types in the Muskegon-Norton Shores 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 Muskegon-Norton Shores, MI metro area?
There are 79 insurance agencies on map listings in the Muskegon-Norton Shores metro area as of September 2026. 25 of them (32%) are chain locations. The listings count insurance agencies. Official counts show 41 businesses with payroll classed as insurance agencies and brokerages in 2023, down 8.9% from 2019.
How much do households in the Muskegon-Norton Shores, MI metro area spend on vehicle insurance?
About $107.6M a year, or $1,589 per household. That is 19% below the U.S. average (an index of 81, where 100 is the U.S. average). Spread across the 79 insurance agencies on map listings, it comes to $1.4M per agency. It is estimated from the incomes of the 67,732 households in the Muskegon-Norton Shores metro area and national spending patterns by income.
How does the Muskegon-Norton Shores, MI metro area compare with the U.S. for insurance agencies?
The Muskegon-Norton Shores metro area has 11.7 insurance agencies per 10,000 households, 25% below the U.S. rate of 15.6. Spending per agency is $1.4M, 9% above the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the Muskegon-Norton Shores metro area would have about 86, against 79 on map listings. There is one business with payroll in the industry for every 1,652 households, against one for every 966 across the U.S. The official count fell 8.9% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Muskegon-Norton Shores, MI metro area growing?
Population estimates put the Muskegon-Norton Shores metro area at 177,901 people in 2025, up 1.8% since 2020, slower than the U.S. (+3.1%). It has 67,732 households. The median household income in the Muskegon-Norton Shores metro area is $65,024 a year, 19% below the U.S. median of $80,734. That rose 27.9% 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. The Muskegon-Norton Shores metro area scores 55 for insurance agencies (upper middle), #160 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 Muskegon-Norton Shores 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 Muskegon-Norton Shores metro area
Screening a site or an acquisition in the Muskegon-Norton Shores 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 Muskegon-Norton Shores 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.