Auto · Small-town market · Michigan
Insurance agencies in the Owosso, MI area
Competitor counts, household spending and official business counts for insurance agencies in the Owosso, MI area, set against other small-town markets and the U.S.
Groundwork market score · out of 100
Score 39 out of 100: Lower middle
Ranked #362 of 537 scored small-town markets
#11 of 18 scored small-town markets based in Michigan
- Listings
- 39
- 12 chain locations (31%)
- Official establishments
- 26
- +13.0% since 2019
- Household spending a year
- $48.6M
- On vehicle insurance · $1,727 a household
- Spending per listing
- $1.2M
- In line with the U.S.
- Listings per 10k households
- 13.9
- 11% below the U.S.
- Population, 2025
- 67,681
- −0.4% since 2020
See the insurance agencies around any address in the Owosso 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 Owosso 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 39 insurance agencies in the Owosso area. Chain locations make up 31% of them, against 21% across the U.S. That comes to 13.9 for every 10,000 households, 11% below the U.S. rate of 15.6.
At $1,727 per household (12% below the U.S. average), households in the Owosso area spend about $48.6M a year on vehicle insurance. That works out to $1.2M per agency, in line with the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in the Owosso area was 26 in 2023, up 13.0% from 2019. That is one for every 1,082 households, against one for every 966 across the U.S.
Population estimates show the Owosso area declined 0.4% from 2020 to 2025, against +3.1% for the U.S. The Owosso area scores 39 (lower middle) on the Groundwork market score for insurance agencies, ranking #362 of 537 scored small-town markets and #11 of 18 scored small-town markets based in Michigan.
How the Owosso 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 | Owosso area | Michigan | U.S. |
|---|---|---|---|
| Listings per 10k households | 13.9 | 13.5 | 15.6 |
| Spending per listing | $1.2M | $1.2M | $1.3M |
| Households per official establishment | 1,082 | 1,108 | 966 |
| Official establishment growth, 2019–2023 | +13.0% | −3.9% | −1.0% |
| Population growth, 2020–2025 | −0.4% | +0.6% | +3.1% |
| Spending per household on vehicle insurance | $1,727 | $1,558 | $1,957 |
| Median household income | $67,404 | $72,875 | $80,734 |
| Groundwork market score | 39 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 26+13.0% over the period
- Employees, 2023
- 101
- Annual payroll, 2023
- $5.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 3912 chain locations
- Listings at the U.S. rate for this spending
- 39The 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 Owosso 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 Owosso area
- Population, 2025 estimate
- 67,681−0.4% since 2020
- Households
- 28,126
- Median age
- 43.7
- Homes lived in by their owners
- 80%
- Vehicles per household
- 2.0
- Land area
- 531 sq. mi.
- People per square mile
- 128
- Median household income
- $67,404
- Average household income
- $84,758
- Median home value
- $171,600
- Jobs located here
- 14,880
- Daytime population
- 55,429Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Owosso 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 Owosso 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 Owosso 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 |
| 11Owosso, MI | 39 | 39 | 13.9 | $1.2M | −0.4% | #362 of 537 |
Other business types in the Owosso 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 Owosso, MI area?
There are 39 insurance agencies on map listings in the Owosso area as of September 2026. 12 of them (31%) are chain locations. The listings count insurance agencies. Official counts show 26 businesses with payroll classed as insurance agencies and brokerages in 2023, up 13.0% from 2019.
How much do households in the Owosso, MI area spend on vehicle insurance?
About $48.6M a year, or $1,727 per household. That is 12% below the U.S. average (an index of 88, where 100 is the U.S. average). Spread across the 39 insurance agencies on map listings, it comes to $1.2M per agency. It is estimated from the incomes of the 28,126 households in the Owosso area and national spending patterns by income.
How does the Owosso, MI area compare with the U.S. for insurance agencies?
The Owosso area has 13.9 insurance agencies per 10,000 households, 11% below the U.S. rate of 15.6. Spending per agency is $1.2M, in line with the U.S. figure of $1.3M. The count on map listings matches the U.S. ratio of insurance agencies to household spending. There is one business with payroll in the industry for every 1,082 households, against one for every 966 across the U.S. The official count rose 13.0% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Owosso, MI area growing?
Population estimates put the Owosso area at 67,681 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 28,126 households. The median household income in the Owosso area is $67,404 a year, 17% 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. 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 Owosso area scores 39 for insurance agencies (lower middle), #362 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 Owosso 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 Owosso area
Screening a site or an acquisition in the Owosso 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 Owosso 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.