Auto · Small-town market · Wisconsin
Insurance agencies in the Rice Lake, WI area
The insurance agencies in the Rice Lake, WI area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 27 out of 100: Lower middle
Ranked #451 of 537 scored small-town markets
#13 of 13 scored small-town markets based in Wisconsin
- Listings
- 35
- 8 chain locations (23%)
- Official establishments
- 26
- +8.3% since 2019
- Household spending a year
- $35.7M
- On vehicle insurance · $1,790 a household
- Spending per listing
- $1M
- 19% below the U.S.
- Listings per 10k households
- 17.5
- 12% above the U.S.
- Population, 2025
- 46,484
- −0.5% since 2020
See the insurance agencies around any address in the Rice Lake 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 Rice Lake 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 Groundwork market score for insurance agencies in the Rice Lake area is 27 (lower middle), #451 of 537 scored small-town markets and #13 of 13 scored small-town markets based in Wisconsin. That puts it in the bottom quarter of small-town markets.
At $1,790 per household (9% below the U.S. average), households in the Rice Lake area spend about $35.7M a year on vehicle insurance. That is about $1M of household spending for each agency on map listings, 19% below the U.S. figure of $1.3M.
The Rice Lake area has 35 insurance agencies on map listings as of September 2026. Chain locations make up 23% of them, against 21% across the U.S. That is 17.5 per 10,000 households, 12% above the U.S. rate of 15.6.
The official count of businesses with payroll classed as insurance agencies and brokerages in the Rice Lake area was 26 in 2023, up 8.3% from 2019. That is one for every 768 households, against one for every 966 across the U.S. Population estimates put the population change in the Rice Lake area from 2020 to 2025 at −0.5%, against +3.1% for the U.S.
How the Rice Lake 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 | Rice Lake area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 17.5 | 13.7 | 15.6 |
| Spending per listing | $1M | $1.2M | $1.3M |
| Households per official establishment | 768 | 958 | 966 |
| Official establishment growth, 2019–2023 | +8.3% | −3.5% | −1.0% |
| Population growth, 2020–2025 | −0.5% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,790 | $1,617 | $1,957 |
| Median household income | $65,933 | $77,485 | $80,734 |
| Groundwork market score | 27 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 26+8.3% over the period
- Employees, 2023
- 83
- Annual payroll, 2023
- $7.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 358 chain locations
- Listings at the U.S. rate for this spending
- 29The 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 Rice Lake 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 Rice Lake area
- Population, 2025 estimate
- 46,484−0.5% since 2020
- Households
- 19,955
- Median age
- 45.8
- Homes lived in by their owners
- 77%
- Vehicles per household
- 2.0
- Land area
- 863 sq. mi.
- People per square mile
- 54
- Median household income
- $65,933
- Average household income
- $87,099
- Median home value
- $216,600
- Jobs located here
- 20,886
- Daytime population
- 44,130Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Rice Lake 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 Rice Lake 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 Rice Lake 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 |
| 13Rice Lake, WI | 27 | 35 | 17.5 | $1M | −0.5% | #451 of 537 |
Other business types in the Rice Lake 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 Rice Lake, WI area?
Map listings as of September 2026 show 35 insurance agencies in the Rice Lake area. 8 of them (23%) are chain locations. The listings count insurance agencies. Official counts show 26 businesses with payroll classed as insurance agencies and brokerages in 2023, up 8.3% from 2019.
How much do households in the Rice Lake, WI area spend on vehicle insurance?
About $35.7M a year, or $1,790 per household. That is 9% below the U.S. average (an index of 91, where 100 is the U.S. average). Spread across the 35 insurance agencies on map listings, it comes to $1M per agency. It is estimated from the incomes of the 19,955 households in the Rice Lake area and national spending patterns by income.
How does the Rice Lake, WI area compare with the U.S. for insurance agencies?
The Rice Lake area has 17.5 insurance agencies per 10,000 households, 12% above the U.S. rate of 15.6. Spending per agency is $1M, 19% below the U.S. figure of $1.3M. At the U.S. ratio of insurance agencies to household spending, the Rice Lake area would have about 29, against 35 on map listings. There is one business with payroll in the industry for every 768 households, against one for every 966 across the U.S. The official count rose 8.3% from 2019 to 2023, against −1.0% for the U.S.
How fast is the Rice Lake, WI area growing?
Population estimates put the Rice Lake area at 46,484 people in 2025, down 0.5% since 2020, against +3.1% for the U.S. It has 19,955 households. Median household income in the Rice Lake area is $65,933, 18% 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. 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 Rice Lake area scores 27 for insurance agencies (lower middle), #451 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 Rice Lake 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 Rice Lake area
Screening a site or an acquisition in the Rice Lake 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 Rice Lake 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.