Nationwide is the top contender for Wisconsin’s best general liability insurance in MoneyGeek’s analysis with a score of 95 out of 100. However, The Hartford, NEXT, Thimble and Hiscox are also great options for general liability policies.
Best General Liability Insurance in Wisconsin
Updated: June 18, 2025
Advertising & Editorial Disclosure
Key Takeaways
Overall, the best general liability insurance company in Wisconsin is Nationwide, which has a great balance of affordable rates for LLCs and good customer service.
The cheapest general liability insurance for sole proprietors in Wisconsin is offered by NEXT at $27 per month. For LLCs, NEXT is the most affordable option at $27 a month.
General liability insurance costs in Wisconsin depend on your industry, and we found they can range from $30 to $2,493 per month on average.
Best Cheap General Liability Insurance in Wisconsin
| Nationwide | 95 | $36 | $37 |
| The Hartford | 91 | $34 | $58 |
| NEXT | 90 | $27 | $27 |
| Thimble | 87 | $33 | $62 |
| Hiscox | 83 | $32 | $107 |
*Rates were based on a $1,000,000 per occurrence and $2,000,000 aggregate limit for a software development company.
Nationwide: Best Overall
pros
Low rates for LLC businesses
Large coverage selection
Low customer claims frequency
cons
Higher rates for sole proprietors
COMPANY HIGHLIGHTS
Nationwide is the best general liability insurance company in Wisconsin because it combines reasonable costs with superior customer care across various business types. The company offers average yearly rates of $432 and, according to NAIC data, is tied for first in lowest claims ratios and achieves second place for LLC value.
NEXT: Cheapest Overall
pros
Easy fast buying process
Very cheap rates overall, regardless of business size
Business-insurance-only focus
cons
Higher customer complaint frequency
COMPANY HIGHLIGHTS
NEXT offers the lowest-cost general liability coverage in Wisconsin. The insurer charges $27 per month regardless of whether you're a sole proprietor or LLC. Though their claims ratio exceeds that of other reviewed companies in Wisconsin, customers benefit from an efficient application process and can obtain insurance verification immediately.
How Much Is General Liability Insurance in Wisconsin?
An average general liability insurance policy in Wisconsin typically costs around $30 per month for sole proprietors and $58 per month for LLCs. However, this only represents software development companies and the costs can vary widely by industry.
| Cleaning | $1,394 | $81 |
| General Contractor | $2,493 | $222 |
| Software Development | $58 | $30 |
*Rates are based on a $1,000,000 per occurrence and $2,000,000 aggregate coverage policy for general liability.
Factors That Impact General Liability Insurance Costs in Wisconsin
General liability insurance costs can fluctuate based on a number of different factors in Wisconsin. In the list below, you can see these factors and their impacts on your coverage costs:
Policy limits
Coverage limits play a crucial role in determining insurance premiums. Opting for higher limits can lead to increased costs, whereas choosing lower limits generally results in more affordable premiums.
Number of employees and payroll costs
Businesses with a large workforce and high payroll expenses often face higher general liability insurance costs. Studies of LLCs and sole proprietorships confirm this trend.
Business location
Where your business is located can significantly influence insurance costs. It's important to consider that state-level average rates may differ between cities, affecting your coverage needs.
Claims history
A record of multiple claims can increase a business's perceived risk to insurers, leading to higher premiums.
Industry
Industries with higher risk levels, such as construction, typically incur higher general liability insurance costs. State programs for business insurance may offer insights into managing these expenses.
Wisconsin General Liability Insurance: Buyer's Guide
Business insurance is a complicated industry and can be difficult to navigate. So, to simplify your understanding of general liability insurance, we've created a short guide detailing how to get the best coverage, defining what it covers, listing requirements in Wisconsin, and explaining how much coverage you should consider getting.
How to Find the Best General Liability Insurance Company
To help ensure that you get the best small business insurance regardless of your industry, we've created a step-by-step guide to simplify your coverage search.
- 1
Define your coverage needs
Determine your liability risk by considering your industry, services, customer types, business size and market impact. Assess the frequency and costs of common claims in your industry to evaluate coverage options better.
- 2
Research average costs for your business
To understand how good of a deal you're getting from business insurance companies, you need to research average costs for your particular business. Knowing average expenses will give you a measuring stick to judge whether a company is saving you money or not.
- 3
Consult similar businesses
Your business community is your greatest resource, and personal experience is often more valuable than resources online. You'll likely be able to get recommendations that are better for your specific needs and an understanding of what claims are common within your industry.
- 4
Compare multiple options through different means
Comparing multiple companies lets you judge which option is best for your business. Also, choosing multiple means of comparison, like online comparison sites and brokers, will give you a more comprehensive view of pricing and provide more opportunities for advice.
What Does General Liability Insurance Cover and How Does It Work?
General liability insurance coverage consists of two parts: per occurrence and aggregate limits. Per occurrence refers to the maximum a single claim can go up to, while the aggregate limit is the total coverage you can get per year. In terms of covered items, this type of policy includes the following:
Bodily injuries or property damage on business property
Legal fees for bodily injury or property damage that your company may be responsible for
Damages to leased or rented business property
Bodily injury or property damage caused by your product or service
Libel, slander, or reputational harm legal defense
Legal fees for copyright infringement accusations
Is General Liability Insurance Required in Wisconsin?
Like in most states, general liability insurance isn't expressly required by state law and instead varies by your industry. If you want to apply for a professional license, sign a contract with a larger company, or sign an office lease, general liability insurance may be required. While not an exhaustive list, the following industries tend to fall into these categories:
- Medical
- Accounting
- Real estate
- Insurance
- Contracting
- Engineering
- Marketing
- Law
- Consulting
- Media/Communications
How Much General Liability Insurance Do I Need?
Most small businesses will only need a standard policy with 1 million dollars of protection per occurrence and a 2 million limit per year. This will protect most business types for over a year. Even so, your particular industry's risks and the size of your operation may require a larger coverage limit than standard.
WHO MAY NEED MORE COVERAGE
Health services, building, contracting, places like hotels and stores often face bigger risks and pricier insurance claims. If your company does any of this work, you might need more insurance than the basic amount. Bigger businesses with many workers or a wide market should also consider their risks. They might need more coverage than what's usually enough.
Best General Liability Insurance in Wisconsin: Bottom Line
Overall the best general liability insurance companies in Wisconsin are Nationwide, The Hartford, and NEXT. However, we recommend comparing around yourself and getting plenty of quotes to ensure you get the best deal possible.
General Liability Insurance in Wisconsin: FAQ
Below, we address frequently asked questions regarding general liability insurance in Wisconsin.
Which company has the best general liability insurance in Wisconsin?
MoneyGeek's leading choice for general liability insurance in Wisconsin is Nationwide, which earned an overall score of 95 out of 100. However, the ideal insurance for you depends on various details, including your business size, number of employees, and specific coverage requirements.
Which company has the cheapest general liability insurance in Wisconsin?
NEXT offers the most affordable general liability insurance in Wisconsin for both sole proprietors and LLCs, with rates of $27 per month ($324 per year). This makes NEXT consistently the cheapest option regardless of your business structure.
Does Wisconsin require businesses to have general liability insurance?
Wisconsin doesn't mandate general liability insurance for businesses, but protecting against financial losses from third-party claims is highly recommended.
How We Chose the Best General Liability Insurance Providers in Wisconsin
We broke down our scores into these categories and weights:
- LLC cost (55% of score)
- Sole proprietor cost (5% of score)
- Customer satisfaction (25% of score)
- Financial strength (10% of score)
- Quote process time (5% of score)
For all business insurance companies, we assumed software development industry LLCs with 20 employees. We based customer satisfaction and financial strength scores on NAIC and AM Best ratings. Quote process scores came from our MoneyGeek experts' personal experiences.
About Mark Fitzpatrick
Mark Fitzpatrick, a Licensed Property and Casualty Insurance Producer, is MoneyGeek's resident Personal Finance Expert. With over five years of experience analyzing the insurance market, he conducts original research and creates tailored content for all types of buyers. His insights have been featured in publications like CNBC, NBC News and Mashable.
Fitzpatrick holds a master’s degree in economics and international relations from Johns Hopkins University and a bachelor’s degree from Boston College. He's also a five-time Jeopardy champion!
Passionate about economics and insurance, he aims to promote transparency in financial topics and empower others to make confident money decisions.