Last updated: January 2, 2025Best Car Insurance in Wisconsin of 2026
Erie, Nationwide, American Family, GEICO, and Travelers are our top providers in Wisconsin for cost, customer service score, coverage, and more.
Cheapest
Editor's Rating:
5/5
5/5Average Cost in Wisconsin
- Full Coverage: $104 monthly
- Minimum Coverage: $26 monthly
Best for Small Business Owners
Editor's Rating:4.8/5
4.8/5Average Cost in Wisconsin
- Full Coverage: Data unavailable
- Minimum Coverage: Data unavailable
Best for Families with Teens
Editor's Rating:4.4/5
4.4/5Average Cost in Wisconsin
- Full Coverage: $108 monthly
- Minimum Coverage: $37 monthly
Although Wisconsinites enjoy some of the most affordable average premiums in the country, you may have experienced premium increases in your last renewal period. Our recommendations are based on coverage, cost, discounts, and local availability — tailored to a variety of driver profiles.
Summary of the Best Auto Insurance in Wisconsin
- Cheapest Widely Available: Erie
- Best for Small Business Owners: Nationwide
- Best for Households with Teens: American Family
- Best With Bad Credit: GEICO
- Best for Seniors: Travelers
Average Rates in Wisconsin
Wisconsin is home to some of the cheapest car insurance rates in the country. At $1,491 annually for full coverage, Wisconsin’s average premium is 38 percent lower than the national average ($2,399).
| Category | Full Coverage Annual | Minimum Coverage Annual |
|---|---|---|
| Wisconsin Average | $1,491 | $484 |
| U.S. Average | $2,399 | $635 |
Average Annual Premiums Across Wisconsin’s Biggest Cities
With an average annual rate of $1,223 for full coverage, Appleton offers the cheapest average rate out of Wisconsin’s seven largest cities. Providers charge $1,990 in Milwaukee, Wisconsin’s largest city, making it the most expensive city for auto insurance.
| City | Monthly average premium | Annual average premium |
|---|---|---|
| Appleton | $102 | $1,223 |
| Green Bay | $103 | $1,234 |
| Madison | $115 | $1,379 |
| Kenosha | $126 | $1,517 |
| Waukesha | $130 | $1,562 |
| Racine | $137 | $1,640 |
| Milwaukee | $166 | $1,990 |
Compare the Best Auto Insurance Companies in Wisconsin
| Feature | Erie | American Family | GEICO | Nationwide | Travelers |
|---|---|---|---|---|---|
| Average annual rate in Wisconsin | $1,247 | $1,292 | $1,298 | $1,808 (national average) | $1,597 (national average) |
| J.D. Power Customer Satisfaction Index for North Central (Ranking out of 1,000 points)1 | 684 | 653 | 651 | 646 | 596 |
| Best for | People on a budget | Teens and parents of teens | People with bad credit | Commercial auto insurance | Older Americans |
| Agents in Wisconsin | 100+ | 25+ | 1 | 50+ | 300+ |
| Review | Erie review | American Family review | GEICO review | Nationwide review | Travelers review |
Detailed List of the Best Auto Insurance in Wisconsin
1. Cheapest Widely Available - Erie
What We Like Most:
- Cheapest rates in the state
- Rate Lock feature to keep rates low
- Highest customer service score in the region
After USAA, Erie has the cheapest average rates in Wisconsin; and unlike USAA, there are no membership or affiliation requirements to buy insurance. Along with cheap rates, Erie has several perks, like pet and travel insurance, that come with every auto insurance plan.
Who It's Best For- People on a budget
- Non-military members
- Someone who wants to work with a local agent
- Safe drivers
Who It's Not Best For
Someone with bad credit- People who want to manage their insurance online
Cheapest Provider in Wisconsin
If you’re looking for the overall cheapest provider for full coverage, Erie is a good option.
| Company | Monthly average premium | Annual average premium |
|---|---|---|
| Erie | $104 | $1,247 |
| American Family | $108 | $1,292 |
| GEICO | $108 | $1,298 |
| State Farm | $123 | $1,481 |
| Progressive | $150 | $1,806 |
| Allstate | $182 | $2,184 |
Rate Lock Feature
Concerned about your rates going up at your next renewal period? Erie has a rate lock feature that ensures your prices stay low even after an accident. With the rate lock feature, your premium won’t increase at your next renewal unless you add a new vehicle or driver to your policy.
Excellent Customer Service
Erie has the region’s highest J.D. Power Customer Service score. Its 684 score is nearly over 40 points higher than the regional average.
J.D. Power ranks auto insurance providers based on claims satisfaction, customer reviews, how long it takes to fulfill a repair, and customer experience when communicating with insurance providers. Its 2025 study was based on responses from more than 48,000 car insurance customers.
2. Best for Small Business Owners - Nationwide
What We Like Most:
- Multiple commercial car insurance options
- High regional ratings
- Fleet telematics program
Wisconsin’s largest industries include manufacturing and farming — with the farming industry making up about nine percent of the state’s employees, and manufacturing employing over 3 million people.2 If you’re one of the many manufacturing or farming business owners in Wisconsin, you’ll need coverage for business vehicles.
Who It's Best For- People looking for commercial auto insurance
- Those who want to work with a local agent
- People who want pay-per-mile insurance
- Safe drivers
Who It's Not Best For- Rideshare drivers
- Military members, as Nationwide doesn’t have a military discount
Commercial Auto Insurance
Nationwide’s commercial auto insurance options protect your business vehicles, whether owned, leased, or borrowed. You can customize your policy depending on your industry, including construction, delivery services, and professional services. For businesses with multiple vehicles, Nationwide has fleet insurance coverage that includes out-of-state coverage.
With a commercial auto policy from Nationwide, you can insure:
- Cars
- Cargo vans
- Work vans
- Box trucks
- Pickup trucks
- Utility trucks
The provider also offers Vantage 360 Fleet, a telematics program that helps small businesses manage fleet vehicles and monitor driver behavior. Using a smartphone app, Vantage 360 Fleet provides real-time insights into driving habits, so you can help your employees stay safe on the road and prevent accidents on the clock.
Pay-Per-Mile Insurance
If you’re clocking in fewer than 8,000 miles on your vehicle, Nationwide’s pay-per-mile program, SmartMiles, offers a flexible auto insurance option tailored for low-mileage drivers. With SmartMiles, your premium is made up of two parts: a base rate (which covers fixed costs like liability and certain overhead) plus a per-mile charge. Each month, Nationwide tracks how many miles you drive and bills you accordingly.
Another of the benefits of SmartMiles is that you still get the same coverage options you’d expect from a traditional Nationwide policy. Plus, you can also qualify for an additional 10 percent off if you practice safe driving habits during your first SmartMiles policy period. These advantages are also why we named SmartMiles one of the best pay-per-mile auto insurance options among providers.
ATV Coverage
Whether you’re operating an ATV for transport or going on an adventure, Nationwide provides the coverage you need. The provider has optional coverages such as Original Equipment Manufacturer (OEM) endorsements if your vehicle is under 10 years old.
As a Nationwide customer, you can apply a plethora of discounts to your ATV policy. Qualify for a discount by:
- Combining your ATV policy with auto, home, or life insurance
- Insuring additional vehicles, like motorcycles or scooters
- Completing an ATV safety course
- Installing theft-recovery devices
- Paying your ATV premium in full
Fun Fact:
Roughly a third of Wisconsin’s population lives in rural areas.3 Wisconsin is also the top state in the country for ATV/UTV spending,4 probably owing to the fact that many Wisconsin residents have access to rural terrain.
3. Best for Households with Teens - American Family
What We Like Most:
- Cheap rates for teens and families with teens
- Second-largest company in Wisconsin
- Opportunities to improve your driving and save
American Family has been serving customers since 1927, providing insurance for auto, home, motorcycles, and more. It serves 17 percent of Wisconsin’s drivers, making it the second-largest auto insurance company in the state. On average, it offers one of the best rates for households with teen drivers and several discounts that can help young drivers save.
Who It's Best For- Teens and families with teen drivers
- People who want usage-based insurance
- Drivers who want to bundle auto insurance and home
- People who drive fewer than 7,500 miles per year
Who It's Not Best For- People who want extensive coverage add-ons
Cheap Rates for Teens in Wisconsin
Teens pay the highest rates out of any age group because younger drivers file more claims, get into more accidents, and receive more tickets than any other age group on average. While Erie and USAA offer similar rates for teens, American Family has a plethora of young driver discounts. If you’re under the age of 21, American Family offers some of the cheapest average rates for full coverage in Wisconsin.
| Average with Teen Driver | Monthly | Annual |
|---|---|---|
| USAA | $218 | $2,614 |
| American Family | $255 | $3,056 |
| Erie | $254 | $3,044 |
| GEICO | $320 | $3,084 |
| State Farm | $383 | $4,600 |
| Allstate | $557 | $6,679 |
| Farmers | $607 | $7,286 |
Multiple Discounts for Families
If you want to bring you or your teen’s costs down, you should ask your agent about your discount eligibility. American Family has several general and teen-focused discounts that can bring costly teen premiums down.
Here are a few ways to save with American Family:
- Good driver: You may earn a discount if no one in your household has any claims on their record.
- Good student: Get good grades to get a discount on your car insurance
- Away at school: If you’re a student under 25 and attend college more than 100 miles away from where your car is garaged, you may save on your policy.
- Young volunteer: Enjoy a discount if you’re under 25 and complete 40 hours of volunteer work per year.
- Generational: If your parent is an American Family customer, you can get a discount.
- Multi-vehicle: Insure two cars on your policy, and you can earn a discount.
Pro Tip:
If you’re a parent of a teen, you will pay far less for car insurance by adding your teen to your policy instead of getting an entirely new policy. Signing up for a new policy for your teen can be twice as expensive as adding them to your plan.
Save for Good Driving
American Family’s telematics program, DriveMyWay, is a great way to improve your or your teen’s driving habits while saving on your car insurance (up to 35 percent). The program gives you a personalized rate based on your driving habits, which determines your final discount.
Once you enroll in the program, you’ll get a 99-trip trial period. The DriveMyWay app will measure your driving habits during this trial period. At the end, your DriveMyWay score will apply to your future policy premiums.
To maximize your discount, avoid these driving behaviors:
- Cell phone use
- Hard braking
- Speeding
- Evening driving
- Late-night driving
4. Best With Bad Credit - GEICO
What We Like Most:
- Cheap rates for poor credit
- Third-largest provider in Wisconsin
- Long list of discounts
While a low credit score usually triggers premium hikes, GEICO offers the most competitive rates for bad credit among providers in Wisconsin. With solid regional ratings, GEICO delivers reliable customer service and affordable rates, especially for those with bad credit, a clean record, and seniors.
Who It's Best For- Drivers with bad credit
- People who want to manage their policy online
- Drivers looking for minimum coverage
- People who want an extensive list of discounts
Who It's Not Best For- People who want to work with a local agent
- Families with teen drivers
Cheapest for Bad Credit in Wisconsin
On average, your car insurance rates will increase by 83 percent if you have a poor credit score in Wisconsin. For drivers in this category, GEICO has some of the most competitive rates in the state.
| Average with Poor Credit | Monthly | Annual |
|---|---|---|
| GEICO | $172 | $2,059 |
| USAA | $175 | $2,098 |
| Acuity | $182 | $2,182 |
| Erie | $223 | $2,676 |
| Progressive | $233 | $2,791 |
| Allstate | $267 | $3,206 |
| State Farm | $289 | $3,471 |
| Wisconsin average | $227 | $2,722 |
Long List of Discounts
With GEICO, you can save with a sizable bundling discount, low-mileage discount, usage-based insurance program, and more.
Here are a few of GEICO’s discounts:
- Drive Easy Driving Program: Earn up to 15 percent off for using GEICO’s usage-based insurance program.
- Multiple vehicle discount: You can save 25 percent on your car insurance when you insure more than one car.
- Good student discount: Maintain a 3.0 GPA, and you may be able to save 15 percent on your premium.
- Defensive driving discount: Take a defensive driving class, and you might earn a discount.
- Auto safety discount: Features like factory-installed airbags and anti-theft systems will help you save on your auto insurance.
Mechanical Breakdown Insurance (MBI)
About 20 percent of Wisconsin’s roads are in poor condition, making it easy for vehicles to wear out quickly.5 If you have a new car, you can get mechanical breakdown insurance to ensure your car stays in top shape. Customers qualify for this type of coverage if they own a car that’s less than 15 months old and has less than 15,000 miles.
MBI will cover the cost of repair and replacement for all vehicle parts and systems. You’ll only pay a $250 deductible, which is affordable compared to the cost of major repairs. With this coverage, you can choose the repair shop. Even if you drive over a large pothole or need a full engine replacement, MBI will take care of everything.
5. Best for Seniors - Travelers
What We Like Most:
- Cheapest rates for seniors
- Several coverage add-ons
- Great accident forgiveness options
Travelers stands out for senior drivers in Wisconsin seeking affordable and reliable car insurance. With an average annual premium of $1,241 for drivers over 65, Travelers offers the lowest rates in the state.
Who It's Best For- Older Americans
- People who want roadside assistance
- People who want to bundle their policies
- Those with a clean record
Who It's Not Best For- Drivers who prioritize customer service
Best Rates for Older Americans
Auto insurance rates tend to increase as drivers reach their 60s and 70s, which means the cheapest providers in your 40s may not be the same as you get older.
In Wisconsin, Travelers offers the cheapest average rates for seniors. For drivers looking to strike a balance between cost and service, USAA, State Farm, and GEICO are solid alternatives.
| Average for Seniors | Monthly | Annual |
|---|---|---|
| Travelers | $103 | $1,241 |
| GEICO | $114 | $1,368 |
| USAA | $117 | $1,407 |
| State Farm | $131 | $1,572 |
| Erie | $146 | $1,749 |
| Nationwide | $149 | $1,793 |
| Auto-Owners | $189 | $2,268 |
DID YOU KNOW?
A little over 19 percent of Wisconsin’s population is made of seniors, which is more than the national average of about 18 percent.6
Several Coverage Options
If you’re looking to get additional coverage for your vehicle, Travelers has a long list of robust add-ons. Here are a few additional coverage options you can choose from:
- Rental reimbursement
- New car replacement
- Non-owners insurance
- Gap insurance
- Rideshare coverage
Accident Forgiveness
Seniors that want to keep their rates low can sign up for one of Travelers’ accident forgiveness plans. A traffic violation or at-fault accident can push premiums up, making it difficult for seniors with a fixed income. With accident forgiveness, seniors can avoid rate hikes even after a violation or accident.
You can choose from two plans:
- Responsible Driver Plan: Individuals have their first covered accident or your first minor violation forgiven.
- Premier Responsible Driver Plan: Includes the benefits of the Responsible Driver Plan, along with a decreasing deductible ($50 credit up to $500 for every accident-free policy period). This plan also protects you from paying a deductible if your car is totaled.
Frequently Asked Questions
For drivers in Wisconsin, full coverage costs an average of $124 per month, and minimum coverage costs $40 per month.
Yes, Wisconsin is an at-fault state, which means the driver responsible for an accident is also required to cover the other party’s damages and injuries. If you’re responsible for less than 51 percent of an accident, you can receive compensation from the other party.
Here’s what you’re required to obtain in Wisconsin:
- $25,000 bodily injury per person
- $50,000 bodily injury per accident
- $10,000 property damage
- $25,000 uninsured motorist coverage per person
- $50,000 uninsured motorist coverage per accident7
With rates starting as low as $24 to $26 per month for liability-only insurance, USAA and Erie are the cheapest minimum liability providers in the state.
According to data from the FBI arrest figures and the National Highway Traffic Safety Administration, Wisconsin has the 7th-highest DUI arrest rate, with 460 arrests per 100,000 residents.
Methodology
We analyzed auto insurance providers in Wisconsin based on four main criteria: cost, claims service, customer satisfaction, and coverage options.
- Price (40%): We analyze average premiums for full and minimum coverage in Wisconsin for good drivers with good credit, as well as various driver profiles, including those with DUIs, accidents, or low credit. We also consider available discounts. Full coverage averages use the following limits:
- Bodily injury liability: $100,000 per person/$300,000 per accident
- Property damage liability: $50,000 per accident
- Uninsured and underinsured motorist bodily injury: $50,000 per person/$100,000 per accident
- Comprehensive and collision: $500 deductible
- Claims Handling (25%): A smooth claims process is essential when an accident happens. We assessed insurers’ performance using independent ratings from trusted sources like J.D. Power and CRASH. These evaluations helped us measure efficiency, fairness, and reliability in handling claims.
- Customer Experience (25%): The overall customer journey, from getting a quote to buying a policy, plays a major role in choosing the right insurer. To measure this, we looked at complaint data from the NAIC, ratings from the Better Business Bureau, and J.D. Power’s customer surveys to gauge real experiences from policyholders in Wisconsin.
- Coverage Options (10%): Beyond Wisconsin’s minimum insurance requirements, the best companies provide flexible add-ons to fit different needs. We gave extra points to insurers that offer protections like roadside assistance, gap coverage, rental car reimbursement, rideshare insurance, accident forgiveness, and other helpful add-ons.
Read more about our ratings and methodology.
Citations
It’s Now a Buyer’s Market for Auto Insurance, J.D. Power Finds. J.D. Power. (2025, June 10).
https://www.jdpower.com/business/press-releases/2025-us-auto-insurance-studyNew Report Shows Strength of Wisconsin Manufacturing. WMC. (2025, June 26).
https://www.wmc.org/press-releases/new-report-shows-strength-of-wisconsin-manufacturing/Rural Population in Wisconsin. America’s Health Rankings. (2025).
https://www.americashealthrankings.org/explore/measures/pct_rural_b/WIWisconsin is tops in nation for ATV/UTV spending. Here’s why new UTVs are driving the growth. Green Bay Press Gazette. (2025, Mar 07).
https://www.greenbaypressgazette.com/story/life/be-wisconsin/2025/03/07/popular-atv-and-utv-use-in-wisconsin-propels-billions-in-spending/79229941007/U.S. States With the Worst Roads. Construction Coverage. (2025, Sept 04).
https://constructioncoverage.com/research/states-with-the-worst-roadsBackground. Supporting an Aging State- University of Wisconsin-Madison. (2025).
https://blogs.extension.wisc.edu/aging/tools/background/Minimum insurance requirements. State of Wisconsin Department of Transportation. (2025).
https://wisconsindot.gov/Pages/dmv/license-drvs/rcd-crsh-rpt/Auto-insurance.aspx
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