Market rankings · Wisconsin
Insurance agencies in Wisconsin
Every metro area, small-town market and county in Wisconsin, ranked by the Groundwork market score for insurance agencies, with competitor counts and household spending for each.
- Listings
- 3,395
- 665 chain locations (20%)
- Official establishments
- 2,587
- −3.5% since 2019
- Household spending a year
- $4B
- On vehicle insurance
- Listings per 10k households
- 13.7
- 12% below the U.S.
- Spending per listing
- $1.2M
- 6% below the U.S.
- Rank among states
- #39 of 51
- Market score 33 · Lower middle
A site report maps the insurance agencies on map listings around any address in Wisconsin by name and distance, and the spending within reach.
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
There are 3,395 insurance agencies on map listings in Wisconsin as of September 2026. Of those, 665 are chain locations, or 20%, against 21% across the U.S. That is 13.7 per 10,000 households, 12% below the U.S. rate of 15.6.
Households in Wisconsin spend about $4B a year on vehicle insurance, or $1,617 per household, 17% below the U.S. average. That works out to $1.2M per agency, 6% below the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in Wisconsin was 2,587 in 2023, down 3.5% from 2019. That is one for every 958 households, against one for every 966 across the U.S. Across the U.S., the count fell 1.0% over the same years. Since fiscal 2022, 31 SBA-backed loans worth $8.3M have gone to businesses classed as insurance agencies and brokerages in Wisconsin.
Among the 50 states and DC, Wisconsin ranks #39 for insurance agencies, with a Groundwork market score of 33 (lower middle). Of the 15 scored metro areas in or partly in Wisconsin, the Kenosha metro area scores highest (65). Of the 14 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest (60).
Every market in Wisconsin for insurance agencies
Download the ranking (CSV)Numbered by Groundwork market score among the markets based in Wisconsin, highest first; the U.S. rank compares each market with every other of its kind. A metro area that crosses a state line is listed in each state it reaches, and numbered only in the state its page is under. How the score works.
Metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Kenosha, WI | 65 | 56 | 8.1 | $2M | −0.4% | #102 of 387 |
| 2Racine-Mount Pleasant, WI | 54 | 85 | 10.6 | $1.5M | +0.4% | #162 of 387 |
| 3Janesville-Beloit, WI | 47 | 90 | 13.4 | $1.2M | +1.7% | #206 of 387 |
| 4Fond du Lac, WI | 43 | 53 | 12.3 | $1.4M | +0.5% | #229 of 387 |
| 5Oshkosh-Neenah, WI | 38 | 102 | 14.0 | $1.1M | +1.4% | #263 of 387 |
| 6Eau Claire, WI | 34 | 108 | 15.0 | $1.1M | +2.6% | #279 of 387 |
| 7Green Bay, WI | 33 | 206 | 15.1 | $1.1M | +2.5% | #290 of 387 |
| 8Madison, WI | 33 | 445 | 14.8 | $1M | +4.1% | #293 of 387 |
| Duluth, MN-WI | 32 | 182 | 15.1 | $1.1M | +0.2% | #299 of 387 |
| 9Sheboygan, WI | 30 | 68 | 13.7 | $1.2M | 0.0% | #309 of 387 |
| 10Appleton, WI | 26 | 168 | 16.8 | $1M | +2.7% | #331 of 387 |
| 11Wausau, WI | 24 | 102 | 17.6 | $983K | +1.0% | #342 of 387 |
| 12Milwaukee-Waukesha, WI | 21 | 875 | 13.3 | $1.1M | 0.0% | #358 of 387 |
| 13La Crosse-Onalaska, WI-MN | 21 | 116 | 16.1 | $1M | +0.4% | #359 of 387 |
| Minneapolis-St. Paul-Bloomington, MN-WI | 21 | 2,498 | 16.9 | $940K | +2.6% | #361 of 387 |
Small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Beaver Dam, WI | 60 | 31 | 8.6 | $2M | −0.3% | #188 of 537 |
| 2Menomonie, WI | 55 | 19 | 10.9 | $1.7M | +1.7% | #218 of 537 |
| 3Sparta, WI | 51 | 17 | 9.3 | $1.9M | +0.6% | #253 of 537 |
| 4Platteville, WI | 50 | 20 | 10.0 | $1.7M | +0.9% | #262 of 537 |
| 5Shawano, WI | 45 | 26 | 13.9 | $1.3M | +1.4% | #307 of 537 |
| 6Manitowoc, WI | 42 | 44 | 12.5 | $1.4M | +0.4% | #333 of 537 |
| 7Wisconsin Rapids-Marshfield, WI | 41 | 38 | 11.8 | $1.4M | −0.2% | #341 of 537 |
| 8Baraboo, WI | 41 | 43 | 15.4 | $1.1M | +1.3% | #346 of 537 |
| 9Stevens Point-Plover, WI | 41 | 46 | 15.5 | $1.1M | +2.2% | #347 of 537 |
| 10Watertown-Fort Atkinson, WI | 40 | 57 | 16.3 | $1.1M | +0.3% | #355 of 537 |
| 11Marinette, WI-MI | 38 | 39 | 13.3 | $1.3M | +0.3% | #366 of 537 |
| Iron Mountain, MI-WI | 37 | 17 | 12.1 | $1.3M | +0.4% | #379 of 537 |
| 12Whitewater-Elkhorn, WI | 37 | 66 | 15.3 | $1.2M | +0.8% | #381 of 537 |
| 13Rice Lake, WI | 27 | 35 | 17.5 | $1M | −0.5% | #451 of 537 |
Counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Waushara County, WI | 65 | 11 | 10.4 | $1.8M | +2.8% | #626 of 2,272 |
| 2Clark County, WI | 64 | 10 | 7.8 | $2.3M | +1.2% | #644 of 2,272 |
| 3Adams County, WI | 63 | 9 | 9.5 | $1.9M | +5.2% | #693 of 2,272 |
| 4Oconto County, WI | 62 | 21 | 12.5 | $1.6M | +2.9% | #732 of 2,272 |
| 5Vilas County, WI | 59 | 5 | 4.5 | $3.7M | +2.9% | #791 of 2,272 |
| 6Polk County, WI | 59 | 19 | 9.7 | $2M | +1.7% | #799 of 2,272 |
| 7Kenosha County, WI | 57 | 56 | 8.1 | $2M | −0.4% | #865 of 2,272 |
| 8Trempealeau County, WI | 56 | 11 | 8.8 | $2.1M | +1.1% | #895 of 2,272 |
| 9Dodge County, WI | 54 | 31 | 8.6 | $2M | −0.3% | #975 of 2,272 |
| 10Pierce County, WI | 51 | 20 | 12.6 | $1.6M | +3.1% | #1,075 of 2,272 |
| 11Calumet County, WI | 49 | 23 | 10.8 | $1.7M | +2.9% | #1,132 of 2,272 |
| 12Dunn County, WI | 48 | 19 | 10.9 | $1.7M | +1.7% | #1,170 of 2,272 |
| 13St. Croix County, WI | 48 | 50 | 13.3 | $1.4M | +4.7% | #1,183 of 2,272 |
| 14Vernon County, WI | 48 | 17 | 13.7 | $1.2M | +2.4% | #1,200 of 2,272 |
| 15Jackson County, WI | 47 | 8 | 9.7 | $1.9M | −0.5% | #1,205 of 2,272 |
| 16Racine County, WI | 47 | 85 | 10.6 | $1.5M | +0.4% | #1,217 of 2,272 |
| 17Chippewa County, WI | 47 | 33 | 12.2 | $1.5M | +1.9% | #1,218 of 2,272 |
| 18Door County, WI | 46 | 18 | 12.0 | $1.5M | +1.6% | #1,246 of 2,272 |
| 19Monroe County, WI | 45 | 17 | 9.3 | $1.9M | +0.6% | #1,267 of 2,272 |
| 20Marquette County, WI | 45 | 8 | 11.4 | $1.6M | +2.1% | #1,272 of 2,272 |
| 21Juneau County, WI | 45 | 14 | 12.8 | $1.4M | −0.5% | #1,285 of 2,272 |
| 22Grant County, WI | 44 | 20 | 10.0 | $1.7M | +0.9% | #1,304 of 2,272 |
| 23Kewaunee County, WI | 44 | 10 | 12.0 | $1.7M | +1.0% | #1,307 of 2,272 |
| 24Burnett County, WI | 44 | 14 | 19.5 | $917K | +3.9% | #1,340 of 2,272 |
| 25Crawford County, WI | 43 | 6 | 8.9 | $1.9M | −1.1% | #1,342 of 2,272 |
Show all 72 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 26Rock County, WI | 42 | 90 | 13.4 | $1.2M | +1.7% | #1,404 of 2,272 |
| 27Washington County, WI | 39 | 66 | 11.6 | $1.5M | +1.8% | #1,488 of 2,272 |
| 28Fond du Lac County, WI | 38 | 53 | 12.3 | $1.4M | +0.5% | #1,523 of 2,272 |
| 29Manitowoc County, WI | 38 | 44 | 12.5 | $1.4M | +0.4% | #1,526 of 2,272 |
| 30Washburn County, WI | 38 | 10 | 13.2 | $1.3M | +2.8% | #1,527 of 2,272 |
| 31Lafayette County, WI | 38 | 12 | 17.7 | $1.1M | +5.2% | #1,553 of 2,272 |
| 32Wood County, WI | 37 | 38 | 11.8 | $1.4M | −0.2% | #1,564 of 2,272 |
| 33Shawano County, WI | 37 | 26 | 15.1 | $1.2M | +1.7% | #1,575 of 2,272 |
| 34Milwaukee County, WI | 36 | 373 | 9.5 | $1.3M | −1.5% | #1,599 of 2,272 |
| 35Sauk County, WI | 36 | 43 | 15.4 | $1.1M | +1.3% | #1,613 of 2,272 |
| 36Portage County, WI | 36 | 46 | 15.5 | $1.1M | +2.2% | #1,614 of 2,272 |
| 37Buffalo County, WI | 35 | 7 | 12.2 | $1.6M | −0.1% | #1,631 of 2,272 |
| 38Winnebago County, WI | 35 | 102 | 14.0 | $1.1M | +1.4% | #1,648 of 2,272 |
| 39Jefferson County, WI | 35 | 57 | 16.3 | $1.1M | +0.3% | #1,656 of 2,272 |
| 40Dane County, WI | 35 | 370 | 14.7 | $989K | +4.9% | #1,661 of 2,272 |
| 41Green County, WI | 33 | 22 | 13.9 | $1.3M | +0.5% | #1,702 of 2,272 |
| 42Walworth County, WI | 33 | 66 | 15.3 | $1.2M | +0.8% | #1,713 of 2,272 |
| 43Sawyer County, WI | 33 | 13 | 14.8 | $1.1M | +4.0% | #1,719 of 2,272 |
| 44Price County, WI | 33 | 11 | 16.8 | $996K | −0.3% | #1,725 of 2,272 |
| 45Green Lake County, WI | 32 | 11 | 13.3 | $1.3M | +1.5% | #1,736 of 2,272 |
| 46Marinette County, WI | 32 | 28 | 14.7 | $1.2M | +1.6% | #1,740 of 2,272 |
| 47Columbia County, WI | 32 | 39 | 16.1 | $1.1M | −0.7% | #1,742 of 2,272 |
| 48Douglas County, WI | 32 | 30 | 15.7 | $1M | −0.8% | #1,754 of 2,272 |
| 49Iowa County, WI | 30 | 14 | 13.8 | $1.3M | +1.0% | #1,794 of 2,272 |
| 50Langlade County, WI | 30 | 11 | 12.4 | $1.3M | +0.4% | #1,796 of 2,272 |
| 51Sheboygan County, WI | 29 | 68 | 13.7 | $1.2M | 0.0% | #1,827 of 2,272 |
| 52Taylor County, WI | 29 | 13 | 16.2 | $1.1M | +0.9% | #1,829 of 2,272 |
| 53Brown County, WI | 29 | 175 | 15.8 | $1M | +2.6% | #1,842 of 2,272 |
| 54Lincoln County, WI | 29 | 28 | 21.9 | $771K | −0.1% | #1,853 of 2,272 |
| 55Oneida County, WI | 28 | 25 | 14.3 | $1.1M | +0.7% | #1,865 of 2,272 |
| 56Eau Claire County, WI | 27 | 75 | 16.8 | $971K | +3.0% | #1,900 of 2,272 |
| 57Marathon County, WI | 26 | 102 | 17.6 | $983K | +1.0% | #1,927 of 2,272 |
| 58Outagamie County, WI | 25 | 145 | 18.5 | $918K | +2.6% | #1,955 of 2,272 |
| 59Barron County, WI | 24 | 35 | 17.5 | $1M | −0.5% | #1,975 of 2,272 |
| 60Richland County, WI | 21 | 13 | 17.9 | $979K | −1.4% | #2,051 of 2,272 |
| 61Waupaca County, WI | 21 | 42 | 18.6 | $969K | −0.6% | #2,052 of 2,272 |
| 62Ozaukee County, WI | 21 | 73 | 19.1 | $862K | +3.0% | #2,061 of 2,272 |
| 63Waukesha County, WI | 19 | 363 | 21.5 | $790K | +2.4% | #2,103 of 2,272 |
| 64Ashland County, WI | 18 | 12 | 17.6 | $917K | +1.1% | #2,116 of 2,272 |
| 65La Crosse County, WI | 17 | 90 | 17.5 | $894K | +0.3% | #2,131 of 2,272 |
| Bayfield County, WI | Not scored | 2 | 2.7 | $6.7M | +3.4% | |
| Rusk County, WI | Not scored | 1 | 1.6 | $11M | −0.2% | |
| Forest County, WI | Not scored | 3 | 7.5 | $2.3M | +4.4% | |
| Pepin County, WI | Not scored | 6 | 19.7 | $987K | +2.2% | |
| Iron County, WI | Not scored | 5 | 16.1 | $1.1M | −0.3% | |
| Florence County, WI | Not scored | 2 | 9.1 | $2M | +4.0% | |
| Menominee County, WI | Not scored | 0 | 0.0 | n/a | −1.4% |
Markets with fewer than 5 insurance agencies on map listings, and counties under 10,000 people, aren’t scored; they’re listed last in each table.
Questions
How many insurance agencies are in Wisconsin?
As of September 2026, map listings count 3,395 insurance agencies in Wisconsin. 665 of them (20%) are chain locations. The listings count insurance agencies. Official counts show 2,587 businesses with payroll classed as insurance agencies and brokerages in 2023, down 3.5% from 2019.
How much do households in Wisconsin spend on vehicle insurance?
About $4B a year, or $1,617 per household. That is 17% below the U.S. average (an index of 83, where 100 is the U.S. average). Spread across the 3,395 insurance agencies on map listings, it comes to $1.2M per agency. It is estimated from the incomes of the 2,479,480 households in Wisconsin and national spending patterns by income.
How does Wisconsin compare with the U.S. for insurance agencies?
Wisconsin has 13.7 insurance agencies per 10,000 households, 12% below the U.S. rate of 15.6. Spending per agency is $1.2M, 6% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, Wisconsin would have about 3,194, against 3,395 on map listings. There is one business with payroll in the industry for every 958 households, against one for every 966 across the U.S. The official count fell 3.5% from 2019 to 2023, against −1.0% for the U.S.
Which market in Wisconsin has the highest market score for insurance agencies?
Among 15 scored metro areas in or partly in Wisconsin, the Kenosha metro area scores highest, at 65 (upper middle). Among 14 scored small-town markets in or partly in Wisconsin, the Beaver Dam area scores highest, at 60 (upper middle). Among 65 scored counties in Wisconsin, Waushara County scores highest, at 65 (upper middle). Scores compare each market with others of its kind across the U.S.
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. Wisconsin scores 33 for insurance agencies (lower middle), #39 of the 50 states and DC.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Wisconsin. 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.
Insurance agencies in other states
All 51 states
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- South Carolina
- South Dakota
- Tennessee
- Texas
- Utah
- Vermont
- Virginia
- Washington
- West Virginia
- Wisconsin
- Wyoming
Top markets for insurance agencies across the U.S. · All business types in Wisconsin
Related business types in Wisconsin
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- Collision repair and body shops793 listings
- Car washes and detailing829 listings
- Tire shops625 listings
- Oil change and quick lube203 listings
- Gas stations2,792 listings
Screening a site or an acquisition in Wisconsin?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
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.