Industry report · 2026
Google ratings, review benchmarks, website adoption and the toughest markets, from the 33,223 insurance agencies listed in the Page One Partner directory.
- Listed in our directory
- 33,223
- Average Google rating
- 4.62
- Median reviews
- 18
- Reviews for top quarter
- 71+
- Have a website
- 73.9%
- Meet all 3 benchmarks
- 26.7%
Key findings
- The Page One Partner directory lists 33,223 insurance agencies; the most listed are in California (4,659). These are the businesses in our directory, collected from the trade's 400 largest U.S. cities, not a count of every one in the country.
- Average Google rating: 4.62 (businesses with 10+ reviews), 28th of 53 trades. 62.9% are rated 4.8 or higher.
- Reviews: among insurance agencies with Google reviews, the median has 18; 71+ is top quarter and 204+ top 10%. 59.4% have fewer than 10.
- Websites: 73.9% list a website; of those sites, 46.2% run Google Analytics and 92.2% are mobile-friendly.
- Only 26.7% meet all three visibility benchmarks for the trade (website, median reviews, 4.5+ rating).
- Hardest market to stand out in: Pompano Beach, FL (187 reviews for the local top quarter).
- On Yelp, insurance agencies score 3.93 on average against 4.6 on Google.
- The 10% most-reviewed insurance agencies hold 75.5% of all the trade's Google reviews.
Page One Partner Research · 33,223 insurance agencies in our directory · Updated September 2026 · Methodology
Where our directory lists the most insurance agencies
Businesses listed in the Page One Partner directory by state, not a count of every business in each state.
- California4,659
- Texas4,064
- Florida3,335
- New York1,460
- Arizona1,407
- Ohio1,185
- North Carolina1,143
- Colorado955
- Georgia887
- Pennsylvania815
- Illinois798
- Nevada739
Toughest markets for insurance agencies
Google reviews needed for the local top quarter. Cities with at least 40 businesses in this trade.
Website adoption is highest in Illinois (82.2%) and lowest in New Mexico (61%), among states with at least 100 insurance agencies.
Insurance Agencies by state
| State | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| California | 4,659 | 4.63 | 12 | 49 | 73.5% |
| Texas | 4,064 | 4.65 | 16 | 71 | 74.1% |
| Florida | 3,335 | 4.63 | 20 | 86.8 | 76.4% |
| New York | 1,460 | 4.45 | 14 | 63 | 77.2% |
| Arizona | 1,407 | 4.67 | 20 | 75.5 | 74.4% |
| Ohio | 1,185 | 4.65 | 17 | 61.3 | 73.7% |
| North Carolina | 1,143 | 4.69 | 22 | 86 | 73.7% |
| Colorado | 955 | 4.66 | 20 | 67 | 72.6% |
| Georgia | 887 | 4.62 | 20 | 88.5 | 69.1% |
| Pennsylvania | 815 | 4.62 | 22 | 82 | 74.2% |
| Illinois | 798 | 4.5 | 26 | 99.8 | 82.2% |
| Nevada | 739 | 4.67 | 26 | 83 | 70% |
| Alabama | 693 | 4.71 | 21 | 78.8 | 66.4% |
| Oklahoma | 666 | 4.65 | 19.5 | 77.8 | 70.4% |
| Tennessee | 645 | 4.69 | 23 | 90 | 73.8% |
| Missouri | 618 | 4.67 | 23 | 81 | 77.3% |
| Virginia | 610 | 4.71 | 18 | 74.3 | 69.2% |
| Washington | 605 | 4.59 | 15 | 82 | 76.7% |
| Michigan | 594 | 4.6 | 27 | 80.3 | 74.7% |
| Massachusetts | 572 | 4.37 | 12 | 38.5 | 74% |
| Louisiana | 518 | 4.55 | 12 | 43 | 72.4% |
| Indiana | 498 | 4.61 | 21 | 62 | 75.1% |
| Wisconsin | 486 | 4.55 | 15 | 65 | 70.4% |
| Minnesota | 485 | 4.66 | 23.5 | 101.8 | 77.5% |
| Maryland | 427 | 4.56 | 19.5 | 85.3 | 70.3% |
| New Jersey | 422 | 4.55 | 18 | 88 | 72.7% |
| Oregon | 400 | 4.56 | 15 | 50 | 74.8% |
| Kentucky | 379 | 4.69 | 20 | 79 | 78.6% |
| South Carolina | 350 | 4.73 | 24 | 98 | 78.9% |
| Kansas | 344 | 4.69 | 20.5 | 68.3 | 72.7% |
| Utah | 325 | 4.61 | 24 | 90 | 69.2% |
| Nebraska | 302 | 4.73 | 18 | 69 | 81.5% |
| Iowa | 296 | 4.61 | 14 | 35 | 75.3% |
| Arkansas | 295 | 4.62 | 13 | 54 | 62% |
| New Mexico | 282 | 4.51 | 19 | 64.8 | 61% |
| Idaho | 271 | 4.6 | 16 | 55.8 | 74.9% |
| District of Columbia | 227 | 4.32 | 10 | 78 | 65.6% |
| Hawaii | 197 | 4.12 | 7 | 17.8 | 69.5% |
| Alaska | 125 | 4.64 | 17 | 59.5 | 75.2% |
| Connecticut | 47 | 4.41 | 34 | 71 | 89.4% |
Largest insurance agencies markets
| City | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| Houston, TX | 760 | 4.63 | 14 | 58 | 77% |
| Miami, FL | 721 | 4.61 | 16 | 79 | 78.8% |
| Chicago, IL | 652 | 4.47 | 25 | 99.3 | 80.2% |
| New York, NY | 580 | 4.0 | 8 | 30 | 70% |
| Dallas, TX | 516 | 4.64 | 13 | 43.8 | 75.6% |
| San Antonio, TX | 478 | 4.71 | 17.5 | 68.3 | 77.4% |
| Los Angeles, CA | 462 | 4.55 | 9 | 47 | 74.2% |
| Phoenix, AZ | 445 | 4.54 | 15 | 57.5 | 73.5% |
| Tampa, FL | 440 | 4.55 | 21 | 74 | 75.5% |
| Austin, TX | 434 | 4.46 | 13 | 66.5 | 70% |
| San Diego, CA | 429 | 4.58 | 11 | 27.3 | 75.8% |
| Atlanta, GA | 428 | 4.61 | 20.5 | 102.5 | 64% |
| Las Vegas, NV | 398 | 4.64 | 26.5 | 102 | 72.6% |
| Denver, CO | 391 | 4.59 | 19 | 60 | 72.9% |
| Orlando, FL | 360 | 4.73 | 21 | 94 | 74.7% |
Answers
Questions about insurance agencies
How many insurance agencies are in the Page One Partner directory?
33,223, as of September 2026, collected from Google Business Profiles in the trade's 400 largest U.S. cities. It is not a count of every one of the insurance agencies in the U.S.: businesses outside those cities, or without a Google Business Profile, may be missing.
What is the average Google rating for insurance agencies?
4.62 stars among insurance agencies with 10 or more reviews; 62.9% are rated 4.8 or higher and 9.5% below 4.0 (Page One Partner Research, September 2026).
How many Google reviews do insurance agencies have?
The median is 18 among those with reviews; the top quarter have 71+ and the top 10% 204+. 59.4% have fewer than 10 (Page One Partner Research, September 2026).
What percentage of insurance agencies have a website?
73.9% list a website on their Google Business Profile (Page One Partner Research, September 2026).
Which state has the best-rated insurance agencies?
South Carolina (average 4.73), among states with at least 50 insurance agencies with 10+ reviews (Page One Partner Research, September 2026).
Every number here comes from the Page One Partner studies: review benchmarks, ratings by industry, websites, visibility gap and competitive markets.