Auto · Small-town market · Wisconsin
Insurance agencies in the Sparta, WI area
How the Sparta, 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 51 out of 100: Upper middle
Ranked #253 of 537 scored small-town markets
#3 of 13 scored small-town markets based in Wisconsin
- Listings
- 17
- 3 chain locations (18%)
- Official establishments
- 20
- Businesses with payroll, 2023
- Household spending a year
- $31.5M
- On vehicle insurance · $1,720 a household
- Spending per listing
- $1.9M
- 47% above the U.S.
- Listings per 10k households
- 9.3
- 40% below the U.S.
- Population, 2025
- 46,572
- +0.6% since 2020
See the insurance agencies around any address in the Sparta 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 Sparta 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
As of September 2026, map listings count 17 insurance agencies in the Sparta area. Of those, 3 are chain locations, or 18%, against 21% across the U.S. Per 10,000 households, that is 9.3, 40% below the U.S. rate of 15.6.
Households in the Sparta area spend about $31.5M a year on vehicle insurance, or $1,720 per household, 12% below the U.S. average. That is about $1.9M of household spending for each agency on map listings, 47% above the U.S. figure of $1.3M.
Official counts show 20 businesses with payroll classed as insurance agencies and brokerages in the Sparta area in 2023. That is one for every 915 households, against one for every 966 across the U.S.
Between 2020 and 2025, the population of the Sparta area grew 0.6%, slower than the U.S. (+3.1%). The Sparta area scores 51 (upper middle) on the Groundwork market score for insurance agencies, ranking #253 of 537 scored small-town markets and #3 of 13 scored small-town markets based in Wisconsin.
How the Sparta 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 | Sparta area | Wisconsin | U.S. |
|---|---|---|---|
| Listings per 10k households | 9.3 | 13.7 | 15.6 |
| Spending per listing | $1.9M | $1.2M | $1.3M |
| Households per official establishment | 915 | 958 | 966 |
| Official establishment growth, 2019–2023 | n/a | −3.5% | −1.0% |
| Population growth, 2020–2025 | +0.6% | +1.3% | +3.1% |
| Spending per household on vehicle insurance | $1,720 | $1,617 | $1,957 |
| Median household income | $69,467 | $77,485 | $80,734 |
| Groundwork market score | 51 | 33 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 20
- Employees, 2023
- 61
- Annual payroll, 2023
- $4.6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 173 chain locations
- Listings at the U.S. rate for this spending
- 25The 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 Sparta 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 Sparta area
- Population, 2025 estimate
- 46,572+0.6% since 2020
- Households
- 18,301
- Median age
- 40.0
- Homes lived in by their owners
- 73%
- Vehicles per household
- 1.9
- Land area
- 901 sq. mi.
- People per square mile
- 51
- Median household income
- $69,467
- Average household income
- $87,535
- Median home value
- $210,000
- Jobs located here
- 19,806
- Daytime population
- 44,513Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Sparta 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 Sparta 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 Sparta 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 Sparta 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 Sparta, WI area?
The Sparta area has 17 insurance agencies on map listings as of September 2026. 3 of them (18%) are chain locations. The listings count insurance agencies. Official counts show 20 businesses with payroll classed as insurance agencies and brokerages in 2023.
How much do households in the Sparta, WI area spend on vehicle insurance?
About $31.5M a year, or $1,720 per household. That is 12% below the U.S. average (an index of 88, where 100 is the U.S. average). Spread across the 17 insurance agencies on map listings, it comes to $1.9M per agency. It is estimated from the incomes of the 18,301 households in the Sparta area and national spending patterns by income.
How does the Sparta, WI area compare with the U.S. for insurance agencies?
The Sparta area has 9.3 insurance agencies per 10,000 households, 40% below the U.S. rate of 15.6. Spending per agency is $1.9M, 47% above the U.S. figure of $1.3M. At the national ratio of insurance agencies to household spending, the Sparta area would have about 25, against 17 on map listings. There is one business with payroll in the industry for every 915 households, against one for every 966 across the U.S.
How fast is the Sparta, WI area growing?
Population estimates put the Sparta area at 46,572 people in 2025, up 0.6% since 2020, slower than the U.S. (+3.1%). It has 18,301 households. The median household income in the Sparta area is $69,467 a year, 14% 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 Sparta area scores 51 for insurance agencies (upper middle), #253 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 Sparta 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 Sparta area
Screening a site or an acquisition in the Sparta 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 Sparta 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.