Auto · Metro area · Wisconsin
Insurance agencies in the La Crosse-Onalaska, WI-MN metro area
The insurance agencies in the La Crosse-Onalaska, WI-MN metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 21 out of 100: Low
Ranked #359 of 387 scored metro areas
#13 of 13 scored metro areas based in Wisconsin
- Listings
- 116
- 17 chain locations (15%)
- Official establishments
- 87
- −7.4% since 2019
- Household spending a year
- $116.6M
- On vehicle insurance · $1,618 a household
- Spending per listing
- $1M
- 20% below the U.S.
- Listings per 10k households
- 16.1
- 3% above the U.S.
- Population, 2025
- 171,182
- +0.4% since 2020
See the insurance agencies around any address in the La Crosse-Onalaska 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 La Crosse-Onalaska 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
For insurance agencies, the La Crosse-Onalaska metro area has a Groundwork market score of 21 (low): #359 of 387 scored metro areas and #13 of 13 scored metro areas based in Wisconsin. That puts it in the bottom quarter of metro areas.
Map listings as of September 2026 show 116 insurance agencies in the La Crosse-Onalaska metro area. 17 of them (15%) are chain locations, against 21% across the U.S. That is 16.1 per 10,000 households, 3% above the U.S. rate of 15.6.
Households in the La Crosse-Onalaska metro area spend about $116.6M a year on vehicle insurance, or $1,618 per household, 17% below the U.S. average. Spread across 116 insurance agencies, that is $1M per agency, 20% below the U.S. figure of $1.3M.
The official count of businesses with payroll classed as insurance agencies and brokerages in the La Crosse-Onalaska metro area was 87 in 2023, down 7.4% from 2019. That is one for every 828 households, against one for every 966 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $155K have gone to businesses classed as insurance agencies and brokerages in the La Crosse-Onalaska metro area. Population estimates show the La Crosse-Onalaska metro area grew 0.4% from 2020 to 2025, slower than the U.S. (+3.1%).
How the La Crosse-Onalaska metro 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 | La Crosse-Onalaska metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 16.1 | 13.7 | 15.6 |
| Spending per listing | $1M | $1.2M | $1.3M |
| Households per official establishment | 828 | 958 | 966 |
| Official establishment growth, 2019–2023 | −7.4% | −3.5% | −1.0% |
| Population growth, 2020–2025 | +0.4% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,618 | $1,617 | $1,957 |
| Median household income | $73,340 | $77,485 | $80,734 |
| Groundwork market score | 21 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 87−7.4% over the period
- Employees, 2023
- 394
- Annual payroll, 2023
- $28.3M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 11617 chain locations
- Listings at the U.S. rate for this spending
- 93The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $155K
SBA-backed loans to businesses classed as insurance agencies and brokerages in the La Crosse-Onalaska 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 La Crosse-Onalaska metro area
- Population, 2025 estimate
- 171,182+0.4% since 2020
- Households
- 72,055
- Median age
- 40.6
- Homes lived in by their owners
- 68%
- Vehicles per household
- 1.8
- Land area
- 1,796 sq. mi.
- People per square mile
- 95
- Median household income
- $73,340
- Average household income
- $96,598
- Median home value
- $247,400
- Jobs located here
- 86,774
- Daytime population
- 175,958Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the La Crosse-Onalaska 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 La Crosse-Onalaska 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 Wisconsin
Every Wisconsin market ranked →The highest-scoring metro areas in Wisconsin for insurance agencies, numbered among those based in Wisconsin (a market based in another state is listed without a number), with the La Crosse-Onalaska metro area marked.
Top metro areas in Wisconsin
| 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 |
| 13La Crosse-Onalaska, WI-MN | 21 | 116 | 16.1 | $1M | +0.4% | #359 of 387 |
Other business types in the La Crosse-Onalaska 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 La Crosse-Onalaska, WI-MN metro area?
There are 116 insurance agencies on map listings in the La Crosse-Onalaska metro area as of September 2026. 17 of them (15%) are chain locations. The listings count insurance agencies. Official counts show 87 businesses with payroll classed as insurance agencies and brokerages in 2023, down 7.4% from 2019.
How much do households in the La Crosse-Onalaska, WI-MN metro area spend on vehicle insurance?
About $116.6M a year, or $1,618 per household. That is 17% below the U.S. average (an index of 83, where 100 is the U.S. average). Spread across the 116 insurance agencies on map listings, it comes to $1M per agency. It is estimated from the incomes of the 72,055 households in the La Crosse-Onalaska metro area and national spending patterns by income.
How does the La Crosse-Onalaska, WI-MN metro area compare with the U.S. for insurance agencies?
The La Crosse-Onalaska metro area has 16.1 insurance agencies per 10,000 households, 3% above the U.S. rate of 15.6. Spending per agency is $1M, 20% below the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the La Crosse-Onalaska metro area would have about 93, against 116 on map listings. There is one business with payroll in the industry for every 828 households, against one for every 966 across the U.S. The official count fell 7.4% from 2019 to 2023, against −1.0% for the U.S.
How fast is the La Crosse-Onalaska, WI-MN metro area growing?
Population estimates put the La Crosse-Onalaska metro area at 171,182 people in 2025, up 0.4% since 2020, slower than the U.S. (+3.1%). It has 72,055 households. The median household income in the La Crosse-Onalaska metro area is $73,340 a year, 9% 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. 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 La Crosse-Onalaska metro area scores 21 for insurance agencies (low), #359 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 La Crosse-Onalaska 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 La Crosse-Onalaska metro area
Screening a site or an acquisition in the La Crosse-Onalaska 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 La Crosse-Onalaska 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.