LOCAL BENCHMARK · DENSE
Insurance in Grand Rapids, MI.
Every business below was observed on Google Maps for "insurance agent" targeted at Grand Rapids. Review counts, ratings, and ranks are from the IMPIOUS benchmark snapshot (internal benchmark, Apr 2026).
MEDIAN REVIEWS — TOP 3
188
P25 — MIN TO COMPETE
12
AVG RATING — TOP 3
4.54
DENSITY TIER
DENSE
TOP-3 MEDIAN REFERRING DOMAINS
159
TOP-3 MEDIAN DFS RANK
160
AI MENTIONS — TOP 3 CITED
0 / 3
AI PLATFORMS
none
| # | BUSINESS | REVIEWS | RATING | REF. DOMAINS | AI CITED |
|---|---|---|---|---|---|
| 1 | OVD Insurance | 188 | 4.9★ | 226 | — |
| 1 | West Michigan Insurance, Inc. | 190 | 4.9★ | 92 | — |
| 2 | Navisure Insurance Group, LLC | 25 | 5.0★ | 65 | — |
| 2 | Goosehead Insurance - Steve Vander Ploeg | 50 | 4.9★ | 2447 | — |
| 2 | Sun Life Financial | 6 | 1.3★ | 6139 | — |
| 3 | Low Cost Auto Insurance Firm | 12 | 5.0★ | — | — |
| 3 | New York Life Insurance | 4 | 4.0★ | 64 | — |
| 4 | Paul Goebel Group | 3 | 5.0★ | — | — |
| 5 | Acrisure LLC | 682 | 4.7★ | — | — |
| 5 | Lifetime Insurance | 16 | 4.5★ | — | — |
| 5 | Alera Group (formerly Lighthouse) | 102 | 4.5★ | — | — |
Market read
Grand Rapids insurance ranks as DENSE with a notable gap: top-3 median reviews reach 188, yet spam rate hits 100% across that tier (internal benchmark, Apr 2026). The leading three average 4.54stars despite median GBP completeness of only 58/100, suggesting review volume outweighs profile optimization. Review velocity remains flat at 0.25/month, indicating mature, stable listings rather than growth momentum. Backlink authority shows strength—median referring domains of 92 support top-3 positioning—though ChatGPT cites none of these leaders for local queries. A p25 entrant holding 12 reviews faces a 16x gap to reach median top-3 standing. Closing that gap requires sustained review acquisition paired with GBP completeness improvements and spam mitigation to compete for local visibility.
See "The Review Gap Is Smaller Than Everyone Thinks" for the cross-city pattern and "What the Top-3 Actually Have on Their Backlink Profile" for the backlink + AI-citation breakdown.