The three largest of those industries in Wisconsin are insurance agencies and brokerages (2,616 establishments), landscaping and tree services (2,477), and gas stations with convenience stores (2,320). WETYR buys qualifying Wisconsin businesses directly and confidentially, and, with an owner's OK, introduces Wisconsin owners to registry buyers whose buy box fits. Owners and buyers then deal directly with their own advisors.
The largest owner-operated industries in Wisconsin
Wisconsin ranks 18th in the country for insurance agencies and brokerages, with 2,616 establishments, or $10,000 per $500K of the U.S. total, against 1.8% of the U.S. population. The fifteen largest Wisconsin categories follow.
| Industry | Establishments | Per 100k residents | Index vs U.S. | U.S. rank |
|---|---|---|---|---|
| Insurance agencies and brokerages | 2,616 | 44.5 | 1.10 | 18th |
| Landscaping and tree services | 2,477 | 42.1 | 1.20 | 15th |
| Gas stations with convenience stores | 2,320 | 39.4 | 1.36 | 17th |
| Plumbing and HVAC contractors | 1,952 | 33.2 | 1.01 | 19th |
| Dental practices | 1,923 | 32.7 | 0.80 | 20th |
| General auto repair shops | 1,867 | 31.7 | 1.26 | 14th |
| Accounting, tax prep and bookkeeping firms | 1,811 | 30.8 | 0.76 | 24th |
| Childcare centers | 1,571 | 26.7 | 1.12 | 15th |
| Electrical contractors | 1,430 | 24.3 | 0.99 | 19th |
| Commercial cleaning and janitorial services | 1,230 | 20.9 | 1.05 | 20th |
| Staffing agencies | 1,033 | 17.6 | 1.72 | 11th |
| Site preparation and excavation contractors | 897 | 15.2 | 1.30 | 16th |
| Fitness centers and gyms | 765 | 13.0 | 1.09 | 17th |
| Veterinary practices | 692 | 11.8 | 1.19 | 16th |
| Physical therapy clinics | 681 | 11.6 | 0.77 | 25th |
Where Wisconsin is over and under the national average
Per resident, Wisconsin runs heaviest in plate work and fabricated metal shops (53 establishments, index 3.38, 7th nationally by count); septic and drainage services (111 establishments, index 2.31, 8th nationally by count); machine shops (652 establishments, index 2.26, 7th nationally by count). That top index of 3.38 means 238% more plate work and fabricated metal shops per Wisconsin resident than the U.S. average. Concentration like that usually points to an established local operator base.
At the other end, Wisconsin is thinnest in self-storage facilities (index 0.37) and durable goods wholesalers and distributors (index 0.38). For an acquirer, an underweight category is worth a second look: scarcity can support pricing, but it also narrows the local buyer pool at exit.
Wisconsin counties with the most owner-operated businesses
| County or area | Establishments | Median household income | Median home value |
|---|---|---|---|
| Milwaukee County | 4,365 | $59,319 | $200,000 |
| Dane County | 2,891 | $84,297 | $342,900 |
| Waukesha County | 2,840 | $101,639 | $352,600 |
| Brown County | 1,352 | $74,066 | $226,500 |
| Outagamie County | 1,073 | $78,705 | $224,100 |
| Racine County | 911 | $72,658 | $226,500 |
| Washington County | 819 | $91,915 | $293,300 |
| Rock County | 776 | $70,630 | $193,000 |
| Winnebago County | 760 | $70,041 | $190,600 |
| Kenosha County | 706 | $76,583 | $234,700 |
Milwaukee County, Dane County, Waukesha County hold 34% of the 29,598 tracked establishments across 71 Wisconsin counties or areas. Median household income runs from $55,091 in Langlade County to $101,639 in Waukesha County (1.8x), and that gap shows up in what customers pay.
Wisconsin metro markets
Milwaukee and Madison are the 2 Wisconsin metros with dedicated WETYR city pages, linked below for insurance agencies and brokerages and landscaping and tree services.
- Milwaukee, about 599,164 residents (Milwaukee County); nearest markets Brookfield (10 mi), Waukesha (17 mi)
- Madison, about 243,344 residents (Dane County); nearest markets Sun Prairie (12 mi), Janesville (33 mi)
Working with WETYR in Wisconsin
WETYR buys Wisconsin businesses directly, with no listing and no broker commission, and, with your OK, introduces Wisconsin owners to registry buyers who fit.
Get a confidential valuation
Tell us a little about your business in Wisconsin. We reply with an indicative value range and whether we are a direct fit, within one business day. No obligation, no listing, nothing public.
Wisconsin business sale FAQ
How many small businesses are in the industries WETYR buys in Wisconsin?
U.S. Census County Business Patterns counts about 29,598 establishments in Wisconsin across the 37 owner-operated industries WETYR tracks, 21st among the 50 states. With roughly 5,882,128 residents, that works out to 50.3 establishments per 10,000 people versus 50.1 nationally. Wisconsin holds 1.79% of the U.S. total in these industries and 1.78% of the population.
Which industries are most common in Wisconsin?
By establishment count the largest are insurance agencies and brokerages (2,616), landscaping and tree services (2,477), and gas stations with convenience stores (2,320). Insurance agencies and brokerages alone makes up $44,000 per $500K of the state's tracked total. Relative to population, Wisconsin is most concentrated in plate work and fabricated metal shops, septic and drainage services and machine shops.
Does Wisconsin tax the gain when I sell my business?
Yes. Wisconsin taxes personal income, so the gain on a sale is generally subject to state tax in addition to federal tax. How much depends on structure: asset versus stock sale, how the purchase price is allocated, and whether part is paid over time. Model the after-tax number with a Wisconsin CPA before you accept a headline price.
Where in Wisconsin are most of these businesses located?
Milwaukee County leads with about 4,365 tracked establishments, followed by Dane County (2,891) and Waukesha County (2,840). Together the top three hold 34% of the state total. Median household income in Milwaukee County is $59,319 and the median home value is $200,000. The smallest tracked area is Florence County with 13.
Sell by industry in Wisconsin
Other Upper Midwest states
Sources
Census County Business Patterns (employer establishments, NAICS 2017); American Community Survey 5-year. Ranks and indexes: WETYR calculations, 50 states.