Auto · County · Wisconsin
Insurance agencies in Rock County, WI
How Rock County, WI compares with other counties and the U.S. for insurance agencies: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 42 out of 100: Lower middle
Ranked #1,404 of 2,272 scored counties
#26 of 65 scored counties in Wisconsin
- Listings
- 90
- 14 chain locations (16%)
- Official establishments
- 54
- −10.0% since 2019
- Household spending a year
- $112.4M
- On vehicle insurance · $1,672 a household
- Spending per listing
- $1.2M
- In line with the U.S.
- Listings per 10k households
- 13.4
- 14% below the U.S.
- Population, 2025
- 166,472
- +1.7% since 2020
See the insurance agencies around any address in Rock County
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 Rock County. 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
Households in Rock County spend about $112.4M a year on vehicle insurance, or $1,672 per household, 15% below the U.S. average. That works out to $1.2M per agency, in line with the U.S. figure of $1.3M.
Rock County has 90 insurance agencies on map listings as of September 2026. Chain locations make up 16% of them, against 21% across the U.S. That comes to 13.4 for every 10,000 households, 14% below the U.S. rate of 15.6.
The official count of businesses with payroll classed as insurance agencies and brokerages in Rock County was 54 in 2023, down 10.0% from 2019. That is one for every 1,244 households, against one for every 966 across the U.S.
Population estimates put the population change in Rock County from 2020 to 2025 at +1.7%, slower than the U.S. (+3.1%). For insurance agencies, Rock County has a Groundwork market score of 42 (lower middle): #1,404 of 2,272 scored counties and #26 of 65 scored counties in Wisconsin.
How Rock County 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 | Rock County | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 13.4 | 13.7 | 15.6 |
| Spending per listing | $1.2M | $1.2M | $1.3M |
| Households per official establishment | 1,244 | 958 | 966 |
| Official establishment growth, 2019–2023 | −10.0% | −3.5% | −1.0% |
| Population growth, 2020–2025 | +1.7% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,672 | $1,617 | $1,957 |
| Median household income | $75,673 | $77,485 | $80,734 |
| Groundwork market score | 42 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 60 → 54−10.0% over the period
- Employees, 2023
- 226
- Annual payroll, 2023
- $12.9M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 9014 chain locations
- Listings at the U.S. rate for this spending
- 90The 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 Rock County, 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 Rock County
- Population, 2025 estimate
- 166,472+1.7% since 2020
- Households
- 67,201
- Median age
- 40.7
- Homes lived in by their owners
- 71%
- Vehicles per household
- 1.9
- Land area
- 718 sq. mi.
- People per square mile
- 229
- Median household income
- $75,673+30.8% vs. 2015–2019, before inflation
- Average household income
- $91,984
- Median home value
- $231,600
- Jobs located here
- 69,632
- Daytime population
- 154,793Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Rock County?
These figures cover the whole county. 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 Rock County. 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 counties in Wisconsin for insurance agencies, numbered among those based in Wisconsin, with Rock County marked.
Top counties in Wisconsin
| 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 |
| 26Rock County, WI | 42 | 90 | 13.4 | $1.2M | +1.7% | #1,404 of 2,272 |
Other business types in Rock County
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 Rock County, WI?
Map listings as of September 2026 show 90 insurance agencies in Rock County. 14 of them (16%) are chain locations. The listings count insurance agencies. Official counts show 54 businesses with payroll classed as insurance agencies and brokerages in 2023, down 10.0% from 2019.
How much do households in Rock County, WI spend on vehicle insurance?
About $112.4M a year, or $1,672 per household. That is 15% below the U.S. average (an index of 85, where 100 is the U.S. average). Spread across the 90 insurance agencies on map listings, it comes to $1.2M per agency. It is estimated from the incomes of the 67,201 households in Rock County and national spending patterns by income.
How does Rock County, WI compare with the U.S. for insurance agencies?
Rock County has 13.4 insurance agencies per 10,000 households, 14% below the U.S. rate of 15.6. Spending per agency is $1.2M, in line with the U.S. figure of $1.3M. The count on map listings matches the U.S. ratio of insurance agencies to household spending. There is one business with payroll in the industry for every 1,244 households, against one for every 966 across the U.S. The official count fell 10.0% from 2019 to 2023, against −1.0% for the U.S.
How fast is Rock County, WI growing?
Population estimates put Rock County at 166,472 people in 2025, up 1.7% since 2020, slower than the U.S. (+3.1%). It has 67,201 households. Median household income in Rock County is $75,673, 6% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 30.8%, 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. Rock County scores 42 for insurance agencies (lower middle), #1,404 of 2,272 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Rock County. 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 Rock County
Screening a site or an acquisition in Rock County?
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 Rock County. 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.