Auto · Small-town market · Wisconsin
Insurance agencies in the Baraboo, WI area
How the Baraboo, WI area compares with other small-town markets and the U.S. for insurance agencies: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 41 out of 100: Lower middle
Ranked #346 of 537 scored small-town markets
#8 of 13 scored small-town markets based in Wisconsin
- Listings
- 43
- 12 chain locations (28%)
- Official establishments
- 27
- −3.6% since 2019
- Household spending a year
- $48.9M
- On vehicle insurance · $1,746 a household
- Spending per listing
- $1.1M
- 9% below the U.S.
- Listings per 10k households
- 15.4
- In line with the U.S.
- Population, 2025
- 66,652
- +1.3% since 2020
See the insurance agencies around any address in the Baraboo 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 Baraboo 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
At $1,746 per household (11% below the U.S. average), households in the Baraboo area spend about $48.9M a year on vehicle insurance. That is about $1.1M of household spending for each agency on map listings, 9% below the U.S. figure of $1.3M.
The Baraboo area has 43 insurance agencies on map listings as of September 2026. Of those, 12 are chain locations, or 28%, against 21% across the U.S. That comes to 15.4 for every 10,000 households, in line with the U.S. rate of 15.6.
Official counts show 27 businesses with payroll classed as insurance agencies and brokerages in the Baraboo area in 2023, down 3.6% from 2019. That is one for every 1,037 households, against one for every 966 across the U.S.
Population estimates put the population change in the Baraboo area from 2020 to 2025 at +1.3%, slower than the U.S. (+3.1%). For insurance agencies, the Baraboo area has a Groundwork market score of 41 (lower middle): #346 of 537 scored small-town markets and #8 of 13 scored small-town markets based in Wisconsin.
How the Baraboo area compares
The same measures for Wisconsin 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 | Baraboo area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.4 | 13.7 | 15.6 |
| Spending per listing | $1.1M | $1.2M | $1.3M |
| Households per official establishment | 1,037 | 958 | 966 |
| Official establishment growth, 2019–2023 | −3.6% | −3.5% | −1.0% |
| Population growth, 2020–2025 | +1.3% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,746 | $1,617 | $1,957 |
| Median household income | $79,541 | $77,485 | $80,734 |
| Groundwork market score | 41 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 27−3.6% over the period
- Employees, 2023
- 111
- Annual payroll, 2023
- $7.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 4312 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 Baraboo 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 Baraboo area
- Population, 2025 estimate
- 66,652+1.3% since 2020
- Households
- 27,987
- Median age
- 42.3
- Homes lived in by their owners
- 72%
- Vehicles per household
- 2.0
- Land area
- 832 sq. mi.
- People per square mile
- 79
- Median household income
- $79,541+32.7% vs. 2015–2019, before inflation
- Average household income
- $98,005
- Median home value
- $258,600
- Jobs located here
- 36,015
- Daytime population
- 65,185Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Baraboo 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 Baraboo 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring small-town markets in Wisconsin for insurance agencies, numbered among those based in Wisconsin, with the Baraboo area marked.
Top small-town markets in Wisconsin
| 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 |
Other business types in the Baraboo 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 Baraboo, WI area?
Map listings as of September 2026 show 43 insurance agencies in the Baraboo area. 12 of them (28%) are chain locations. The listings count insurance agencies. Official counts show 27 businesses with payroll classed as insurance agencies and brokerages in 2023, down 3.6% from 2019.
How much do households in the Baraboo, WI area spend on vehicle insurance?
About $48.9M a year, or $1,746 per household. That is 11% below the U.S. average (an index of 89, where 100 is the U.S. average). Spread across the 43 insurance agencies on map listings, it comes to $1.1M per agency. It is estimated from the incomes of the 27,987 households in the Baraboo area and national spending patterns by income.
How does the Baraboo, WI area compare with the U.S. for insurance agencies?
The Baraboo area has 15.4 insurance agencies per 10,000 households, in line with the U.S. rate of 15.6. Spending per agency is $1.1M, 9% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Baraboo area would have about 39, against 43 on map listings. There is one business with payroll in the industry for every 1,037 households, against one for every 966 across the U.S. The official count fell 3.6% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Baraboo, WI area growing?
Population estimates put the Baraboo area at 66,652 people in 2025, up 1.3% since 2020, slower than the U.S. (+3.1%). It has 27,987 households. Median household income in the Baraboo area is $79,541, in line with the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 32.7%, 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 Baraboo area scores 41 for insurance agencies (lower middle), #346 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 Baraboo 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 Baraboo area
Screening a site or an acquisition in the Baraboo 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 Baraboo 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.