Auto · Small-town market · Minnesota
Insurance agencies in the Willmar, MN area
The insurance agencies in the Willmar, MN area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 25 out of 100: Lower middle
Ranked #466 of 537 scored small-town markets
#12 of 18 scored small-town markets based in Minnesota
- Listings
- 36
- 11 chain locations (31%)
- Official establishments
- 36
- +9.1% since 2019
- Household spending a year
- $31.4M
- On vehicle insurance · $1,783 a household
- Spending per listing
- $872K
- 31% below the U.S.
- Listings per 10k households
- 20.5
- 31% above the U.S.
- Population, 2025
- 44,720
- +2.3% since 2020
See the insurance agencies around any address in the Willmar 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 Willmar 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
The Willmar area scores 25 (lower middle) on the Groundwork market score for insurance agencies, ranking #466 of 537 scored small-town markets and #12 of 18 scored small-town markets based in Minnesota. That puts it in the bottom quarter of small-town markets.
As of September 2026, map listings count 36 insurance agencies in the Willmar area. Of those, 11 are chain locations, or 31%, against 21% across the U.S. That comes to 20.5 for every 10,000 households, 31% above the U.S. rate of 15.6.
Household spending on vehicle insurance in the Willmar area comes to about $31.4M a year: $1,783 per household, 9% below the U.S. average. That works out to $872K per agency, 31% below the U.S. figure of $1.3M.
Official counts show 36 businesses with payroll classed as insurance agencies and brokerages in the Willmar area in 2023, up 9.1% from 2019. That is one for every 489 households, against one for every 966 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $460K have gone to businesses classed as insurance agencies and brokerages in the Willmar area. Population estimates put the population change in the Willmar area from 2020 to 2025 at +2.3%, slower than the U.S. (+3.1%).
How the Willmar area compares
The same measures for Minnesota 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 | Willmar area | Minnesota | U.S. |
|---|---|---|---|
| Listings per 10k households | 20.5 | 17.3 | 15.6 |
| Spending per listing | $872K | $951K | $1.3M |
| Households per official establishment | 489 | 737 | 966 |
| Official establishment growth, 2019–2023 | +9.1% | −2.3% | −1.0% |
| Population growth, 2020–2025 | +2.3% | +2.1% | +3.1% |
| Spending per household on vehicle insurance | $1,783 | $1,649 | $1,957 |
| Median household income | $76,592 | $89,062 | $80,734 |
| Groundwork market score | 25 | 22 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 36+9.1% over the period
- Employees, 2023
- 107
- Annual payroll, 2023
- $6.1M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 3611 chain locations
- Listings at the U.S. rate for this spending
- 25The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $460K
SBA-backed loans to businesses classed as insurance agencies and brokerages in the Willmar 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 Willmar area
- Population, 2025 estimate
- 44,720+2.3% since 2020
- Households
- 17,603
- Median age
- 39.7
- Homes lived in by their owners
- 73%
- Vehicles per household
- 2.0
- Land area
- 797 sq. mi.
- People per square mile
- 55
- Median household income
- $76,592+27.0% vs. 2015–2019, before inflation
- Average household income
- $96,382
- Median home value
- $243,200
- Jobs located here
- 24,957
- Daytime population
- 46,873Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Willmar 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 Willmar 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 Minnesota
Every Minnesota market ranked →The highest-scoring small-town markets in Minnesota for insurance agencies, numbered among those based in Minnesota, with the Willmar area marked.
Top small-town markets in Minnesota
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Grand Rapids, MN | 51 | 22 | 11.9 | $1.5M | +0.9% | #255 of 537 |
| 2Brainerd, MN | 45 | 60 | 14.2 | $1.3M | +4.3% | #308 of 537 |
| 3Austin, MN | 45 | 23 | 14.6 | $1.2M | +2.3% | #309 of 537 |
| 4Detroit Lakes, MN | 39 | 20 | 13.9 | $1.4M | +0.9% | #360 of 537 |
| 5Albert Lea, MN | 38 | 16 | 12.5 | $1.4M | −1.5% | #365 of 537 |
| 6Faribault-Northfield, MN | 38 | 35 | 14.9 | $1.2M | +4.2% | #369 of 537 |
| 7Winona, MN | 37 | 32 | 15.8 | $1.1M | +1.8% | #385 of 537 |
| 8Bemidji, MN | 35 | 32 | 17.6 | $990K | +1.8% | #402 of 537 |
| 9Worthington, MN | 32 | 11 | 14.3 | $1.2M | +0.6% | #423 of 537 |
| 10Alexandria, MN | 28 | 39 | 22.3 | $797K | +2.6% | #447 of 537 |
| 12Willmar, MN | 25 | 36 | 20.5 | $872K | +2.3% | #466 of 537 |
Other business types in the Willmar 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 Willmar, MN area?
The Willmar area has 36 insurance agencies on map listings as of September 2026. 11 of them (31%) are chain locations. The listings count insurance agencies. Official counts show 36 businesses with payroll classed as insurance agencies and brokerages in 2023, up 9.1% from 2019.
How much do households in the Willmar, MN area spend on vehicle insurance?
About $31.4M a year, or $1,783 per household. That is 9% below the U.S. average (an index of 91, where 100 is the U.S. average). Spread across the 36 insurance agencies on map listings, it comes to $872K per agency. It is estimated from the incomes of the 17,603 households in the Willmar area and national spending patterns by income.
How does the Willmar, MN area compare with the U.S. for insurance agencies?
The Willmar area has 20.5 insurance agencies per 10,000 households, 31% above the U.S. rate of 15.6. Spending per agency is $872K, 31% below the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the Willmar area would have about 25, against 36 on map listings. There is one business with payroll in the industry for every 489 households, against one for every 966 across the U.S. The official count rose 9.1% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Willmar, MN area growing?
Population estimates put the Willmar area at 44,720 people in 2025, up 2.3% since 2020, slower than the U.S. (+3.1%). It has 17,603 households. The median household income in the Willmar area is $76,592 a year, 5% below the U.S. median of $80,734. That rose 27.0% 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 Willmar area scores 25 for insurance agencies (lower middle), #466 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 Willmar 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 Willmar area
Screening a site or an acquisition in the Willmar 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 Willmar 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.