State-by-State Insurance Market Report
The most comprehensive breakdown of insurance market opportunity across all 50 states. Population, income, uninsured rates, senior demographics, homeownership, and vehicle data — everything agents need to target the right markets.
Published January 2026 · Updated March 2026 · Sources: U.S. Census Bureau, CMS, BLS
Which states have the highest insurance market opportunity?
Texas, Florida, and California lead in total market size. Maine, Florida, and West Virginia have the highest 65+ populations for Medicare leads. Texas, Georgia, and Oklahoma have the highest uninsured rates for ACA leads. West Virginia, Minnesota, and Maine lead in homeownership for home insurance leads.
- Top 3 by population: California (39.0M), Texas (30.5M), Florida (22.6M)
- Top 3 by 65+ share: Maine (22.0%), Florida (21.3%), West Virginia (20.9%)
- Top 3 by uninsured rate: Texas (17.3%), Georgia (13.4%), Oklahoma (13.2%)
Key Findings
Across all 50 states, representing a massive opportunity for ACA and health insurance agents
The Medicare-eligible population continues to grow as Baby Boomers age in, fueling demand for Medicare Supplement and Advantage leads
Ranging from 51.3% in New York to 74.4% in West Virginia — a key indicator for home insurance lead demand
Varies 2x from Mississippi ($48,610) to Maryland ($94,991), directly impacting insurance product mix and affordability
Top 10 States by Key Insurance Metrics
Largest Markets (Population)
- 1. South Dakota910K
- 2. North Dakota780K
- 3. Alaska733K
- 4. Vermont647K
- 5. Wyoming577K
- 6. California39.0M
- 7. Texas30.5M
- 8. Florida22.6M
- 9. New York19.6M
- 10. Pennsylvania12.9M
Highest 65+ Population (Medicare)
- 1. Maine22.0%
- 2. Vermont21.4%
- 3. Florida21.3%
- 4. West Virginia20.9%
- 5. Delaware19.6%
- 6. New Hampshire19.5%
- 7. Montana19.3%
- 8. Hawaii19.2%
- 9. Pennsylvania19.1%
- 10. South Carolina18.8%
Highest Uninsured Rate (ACA / Health)
- 1. Texas16.6%
- 2. Oklahoma13.4%
- 3. Alaska12.6%
- 4. Georgia12.4%
- 5. Florida11.3%
- 6. Wyoming11.1%
- 7. Mississippi11.0%
- 8. Nevada10.4%
- 9. New Mexico10.3%
- 10. South Carolina10.1%
Highest Homeownership (Home Insurance)
- 1. Maine73.3%
- 2. Vermont72.6%
- 3. Michigan72.5%
- 4. West Virginia72.3%
- 5. Idaho71.7%
- 6. Minnesota71.6%
- 7. Iowa71.1%
- 8. New Hampshire71.0%
- 9. Delaware70.2%
- 10. Wyoming70.1%
Complete 50-State Data Table
Click any column header to sort. Click a state name to view local lead options.
| State ↑ | Population | Median Income | 65+ % | Uninsured % | Homeowner % | Vehicles/HH |
|---|---|---|---|---|---|---|
| Alabama | 5.1M | $54,943 | 17.7% | 9.1% | 69.4% | 2.1 |
| Alaska | 733K | $77,790 | 13.9% | 12.6% | 64.2% | 2.0 |
| Arizona | 7.4M | $65,913 | 18.4% | 9.8% | 65.8% | 1.9 |
| Arkansas | 3.0M | $52,528 | 17.8% | 8.4% | 66.2% | 2.2 |
| California | 39.0M | $84,907 | 15.2% | 6.8% | 55.5% | 1.8 |
| Colorado | 5.9M | $80,184 | 15.2% | 7.1% | 65.2% | 2.0 |
| Connecticut | 3.6M | $83,771 | 18.0% | 4.8% | 66.1% | 1.9 |
| Delaware | 1.0M | $72,724 | 19.6% | 5.7% | 70.2% | 2.0 |
| Florida | 22.6M | $63,062 | 21.3% | 11.3% | 67.0% | 1.8 |
| Georgia | 11.0M | $65,030 | 14.7% | 12.4% | 64.3% | 1.9 |
| Hawaii | 1.4M | $84,857 | 19.2% | 3.8% | 60.5% | 1.7 |
| Idaho | 1.9M | $65,988 | 16.5% | 9.5% | 71.7% | 2.2 |
| Illinois | 12.5M | $72,205 | 16.6% | 6.4% | 66.3% | 1.8 |
| Indiana | 6.8M | $61,944 | 16.4% | 7.6% | 69.8% | 2.1 |
| Iowa | 3.2M | $65,573 | 18.0% | 4.7% | 71.1% | 2.1 |
| Kansas | 2.9M | $64,521 | 16.6% | 8.5% | 67.0% | 2.2 |
| Kentucky | 4.5M | $55,573 | 17.5% | 5.3% | 67.5% | 2.1 |
| Louisiana | 4.6M | $52,087 | 16.4% | 8.0% | 66.6% | 2.0 |
| Maine | 1.4M | $64,767 | 22.0% | 6.0% | 73.3% | 2.0 |
| Maryland | 6.2M | $90,203 | 16.2% | 5.8% | 66.9% | 1.9 |
| Massachusetts | 7.0M | $89,645 | 17.5% | 2.9% | 62.3% | 1.7 |
| Michigan | 10.0M | $63,498 | 18.1% | 5.4% | 72.5% | 2.0 |
| Minnesota | 5.7M | $77,706 | 16.7% | 4.4% | 71.6% | 2.0 |
| Mississippi | 2.9M | $48,610 | 16.7% | 11.0% | 66.2% | 2.0 |
| Missouri | 6.2M | $61,043 | 17.4% | 9.0% | 67.2% | 2.1 |
| Montana | 1.1M | $63,249 | 19.3% | 8.0% | 68.4% | 2.2 |
| Nebraska | 2.0M | $66,644 | 16.5% | 7.3% | 66.8% | 2.1 |
| Nevada | 3.2M | $65,686 | 16.8% | 10.4% | 56.5% | 1.8 |
| New Hampshire | 1.4M | $83,449 | 19.5% | 5.6% | 71.0% | 2.1 |
| New Jersey | 9.3M | $85,751 | 17.0% | 7.5% | 63.8% | 1.8 |
| New Mexico | 2.1M | $53,992 | 18.4% | 10.3% | 67.5% | 1.9 |
| New York | 19.6M | $74,314 | 17.3% | 5.2% | 54.1% | 1.4 |
| North Carolina | 10.7M | $64,730 | 17.0% | 9.6% | 65.5% | 2.0 |
| North Dakota | 780K | $68,131 | 16.4% | 7.8% | 62.5% | 2.2 |
| Ohio | 11.8M | $59,855 | 18.0% | 6.0% | 66.3% | 2.0 |
| Oklahoma | 4.0M | $55,826 | 16.3% | 13.4% | 66.2% | 2.2 |
| Oregon | 4.2M | $71,562 | 18.2% | 5.8% | 62.0% | 1.9 |
| Pennsylvania | 12.9M | $67,587 | 19.1% | 5.5% | 69.0% | 1.9 |
| Rhode Island | 1.1M | $71,169 | 18.2% | 3.9% | 61.4% | 1.7 |
| South Carolina | 5.3M | $59,318 | 18.8% | 10.1% | 69.0% | 2.0 |
| South Dakota | 910K | $63,920 | 17.6% | 9.5% | 67.8% | 2.2 |
| Tennessee | 7.1M | $59,695 | 17.1% | 9.5% | 67.0% | 2.1 |
| Texas | 30.5M | $67,321 | 13.1% | 16.6% | 62.3% | 2.0 |
| Utah | 3.4M | $78,268 | 11.9% | 8.6% | 70.0% | 2.3 |
| Vermont | 647K | $63,477 | 21.4% | 4.0% | 72.6% | 2.1 |
| Virginia | 8.6M | $80,963 | 16.3% | 7.0% | 66.2% | 2.0 |
| Washington | 7.8M | $82,324 | 16.1% | 5.7% | 63.0% | 1.9 |
| West Virginia | 1.8M | $50,884 | 20.9% | 5.8% | 72.3% | 2.1 |
| Wisconsin | 5.9M | $67,125 | 18.0% | 5.0% | 67.0% | 2.0 |
| Wyoming | 577K | $65,003 | 17.6% | 11.1% | 70.1% | 2.3 |
Methodology & Sources
This report compiles data from publicly available federal sources to give insurance agents a single-page view of market opportunity across all 50 states. All demographic data is drawn from the U.S. Census Bureau American Community Survey (ACS) 2024 1-year estimates, the most recent available at time of publication.
Population and age demographics come from ACS Table B01001. Median household income is from ACS Table B19013. Homeownership rates are from ACS Table B25003. Uninsured rates are from ACS Table S2701, measuring the civilian noninstitutionalized population without health insurance. Vehicles per household is from ACS Table B25044.
Medicare enrollment figures reference the CMS Medicare Enrollment Dashboard (Q4 2025). Insurance market factoids are sourced from state insurance department annual reports, NAIC market share data, and industry publications.
This report is updated quarterly. Data may reflect a 6–18 month lag from collection to publication. For the most current state-specific lead availability and pricing, contact our team.