Auto · Metro area · Wisconsin
Insurance agencies in the Madison, WI metro area
How the Madison, WI metro area compares with other metro areas and the U.S. for insurance agencies: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 33 out of 100: Lower middle
Ranked #293 of 387 scored metro areas
#8 of 13 scored metro areas based in Wisconsin
- Listings
- 445
- 81 chain locations (18%)
- Official establishments
- 295
- −1.0% since 2019
- Household spending a year
- $457.2M
- On vehicle insurance · $1,516 a household
- Spending per listing
- $1M
- 18% below the U.S.
- Listings per 10k households
- 14.8
- 5% below the U.S.
- Population, 2025
- 709,685
- +4.1% since 2020
See the insurance agencies around any address in the Madison 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 Madison 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
The Madison metro area scores 33 (lower middle) on the Groundwork market score for insurance agencies, ranking #293 of 387 scored metro areas and #8 of 13 scored metro areas based in Wisconsin. That puts it in the bottom quarter of metro areas.
At $1,516 per household (23% below the U.S. average), households in the Madison metro area spend about $457.2M a year on vehicle insurance. That is about $1M of household spending for each agency on map listings, 18% below the U.S. figure of $1.3M.
There are 445 insurance agencies on map listings in the Madison metro area as of September 2026. Of those, 81 are chain locations, or 18%, against 21% across the U.S. Per 10,000 households, that is 14.8, 5% below the U.S. rate of 15.6.
Official counts show 295 businesses with payroll classed as insurance agencies and brokerages in the Madison metro area in 2023, down 1.0% from 2019. That is one for every 1,022 households, against one for every 966 across the U.S. Since fiscal 2022, 3 SBA-backed loans worth $1.4M have gone to businesses classed as insurance agencies and brokerages in the Madison metro area. Between 2020 and 2025, the population of the Madison metro area grew 4.1%, faster than the U.S. (+3.1%).
How the Madison 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 | Madison metro area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 14.8 | 13.7 | 15.6 |
| Spending per listing | $1M | $1.2M | $1.3M |
| Households per official establishment | 1,022 | 958 | 966 |
| Official establishment growth, 2019–2023 | −1.0% | −3.5% | −1.0% |
| Population growth, 2020–2025 | +4.1% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,516 | $1,617 | $1,957 |
| Median household income | $88,804 | $77,485 | $80,734 |
| Groundwork market score | 33 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 295−1.0% over the period
- Employees, 2023
- 1,350
- Annual payroll, 2023
- $131.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 44581 chain locations
- Listings at the U.S. rate for this spending
- 364The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $1.4M
SBA-backed loans to businesses classed as insurance agencies and brokerages in the Madison 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 Madison metro area
- Population, 2025 estimate
- 709,685+4.1% since 2020
- Households
- 301,580
- Median age
- 39.0
- Homes lived in by their owners
- 60%
- Vehicles per household
- 1.7
- Land area
- 3,309 sq. mi.
- People per square mile
- 209
- Median household income
- $88,804+22.7% vs. 2015–2019, before inflation
- Average household income
- $116,647
- Median home value
- $372,400
- Jobs located here
- 417,554
- Daytime population
- 747,946Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Madison 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 Madison 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 Madison 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 |
Other business types in the Madison 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 Madison, WI metro area?
As of September 2026, map listings count 445 insurance agencies in the Madison metro area. 81 of them (18%) are chain locations. The listings count insurance agencies. Official counts show 295 businesses with payroll classed as insurance agencies and brokerages in 2023, down 1.0% from 2019.
How much do households in the Madison, WI metro area spend on vehicle insurance?
About $457.2M a year, or $1,516 per household. That is 23% below the U.S. average (an index of 77, where 100 is the U.S. average). Spread across the 445 insurance agencies on map listings, it comes to $1M per agency. It is estimated from the incomes of the 301,580 households in the Madison metro area and national spending patterns by income.
How does the Madison, WI metro area compare with the U.S. for insurance agencies?
The Madison metro area has 14.8 insurance agencies per 10,000 households, 5% below the U.S. rate of 15.6. Spending per agency is $1M, 18% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Madison metro area would have about 364, against 445 on map listings. There is one business with payroll in the industry for every 1,022 households, against one for every 966 across the U.S. The official count fell 1.0% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Madison, WI metro area growing?
Population estimates put the Madison metro area at 709,685 people in 2025, up 4.1% since 2020, faster than the U.S. (+3.1%). It has 301,580 households. Median household income in the Madison metro area is $88,804, 10% above the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 22.7%, 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. 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 Madison metro area scores 33 for insurance agencies (lower middle), #293 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 Madison 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 Madison metro area
Screening a site or an acquisition in the Madison 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 Madison 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.