Customer satisfaction, pricing, financial stability and the online quote process are the primary factors we considered when determining companies that provide the best general liability insurance in Wisconsin.

Our top recommendation for the best overall insurer is Thimble, charging sole proprietors with no employees an average of $22 per month and $57 for limited liability companies (LLCs) with 20 employees.

We also rated general liability insurance providers for affordability and found that the cheapest provider in Wisconsin is Next, with an average monthly cost of $25 for both LLCs with 20 employees and sole proprietors.


Best Overall General Liability Insurance in Wisconsin

The best general liability insurance in Wisconsin comes from Thimble, with a MoneyGeek score of 91 out of 100. Based on our unique scoring system, Thimble ranks highly on affordability and online quote process scores. You can use the following table to compare costs and MoneyGeek scores between various companies we evaluated in Wisconsin.

Best OverallScore: 91
3/5LLC Affordability
5/5Sole Proprietor Affordability
2/5Customer Satisfaction
3/5Financial Stability
5/5Online Quote Process

The cheapest general liability insurance provider for sole proprietors

The fastest online quoting process

High financial stability


Receives more customer complaints than most insurers

Not the cheapest for LLCs

Company Highlights

Thimble is the front-runner in our scoring system of Wisconsin general liability insurance because of its perfect blend of high affordability score, AM Best rating and fast time to obtain a quote from its online platform.

The company offers the lowest monthly premium for sole proprietors, charging about $22 per month. It’s the second most expensive option for LLCs, costing $57 monthly.

Its financial stability rating is one of the highest, indicating that the insurer is financially capable of paying out claims. However, Thimble had the second-highest customer complaints rating compared to its competitors.

Cheapest General Liability Insurance in Wisconsin

The company with the most affordable general liability insurance in Wisconsin is Next, costing an average monthly rate of $25 for sole proprietors and LLCs.

The affordability rating in our scoring system relies on monthly premiums for LLCs and sole proprietors, each weighted at 50%. The winning company may fail to have the lowest cost for limited companies and sole proprietors.

CheapestScore: 96
5/5LLC Affordability
4/5Sole Proprietor Affordability
0/5Customer Satisfaction
2/5Financial Stability
4/5Online Quote Process

Cheap coverage for sole proprietors

Most affordable option for LLCs


Low financial stability rating

Doesn’t have the fastest quote times

Company Highlights

Next offers the lowest monthly premiums for Wisconsin residents seeking general liability insurance. The insurer has the cheapest policies across the five companies we evaluated for LLCs, costing $25 per month. It is also the most affordable for sole proprietors, with an average monthly cost of $25.

You will spend around a minute obtaining a quote from Next’s online platform. Although the company scored A- from AM Best, its competitors had higher ratings, meaning they are more likely to process your claims despite being more expensive.

Best General Liability Insurance for Employers in Wisconsin

Nationwide has the best general liability insurance for Wisconsin employers, earning 96 out of 100 in MoneyGeek’s scoring system. Policies from the insurer cost an average of $35 per month.

Our scores for LLCs are based on companies with a staff headcount of 20. General liability insurance rates differ for companies based on employee count. As such, costs may be lower for businesses with fewer employees and higher for those with more than 20 employees.

Best for EmployersScore: 96
4/5LLC Affordability
5/5Customer Satisfaction
4/5Financial Stability
3/5Online Quote Process

Affordable rates

Receives few customer complaints

Good financial stability


Slow online quote process

Company Highlights

Wisconsin employers can find a balance of low costs, high financial stability and excellent customer satisfaction from Nationwide, our top selection for LLCs with an employee count of 20.

The insurer has a reputation for settling customer claims, assuring employers of protection in case of any work-related bodily injury or property damage due to covered accidents. Nationwide also receives the lowest customer complaints, indicating a high likelihood of meeting policyholders' expectations. Its average monthly cost is the second lowest of the insurers we researched.

Best General Liability Insurance for Sole Proprietors in Wisconsin

Scoring 95 out of 100 in our ranking system, Thimble topped our list for providing the best general liability insurance in Wisconsin for sole proprietors. Buyers pay an average of $22 per month.

The quotes used in our ranking are for sole proprietors with no employees. Actual rates may increase for those in businesses that have a high risk of injury, such as individuals in the construction industry.

Best for Sole ProprietorsScore: 95
5/5Sole Proprietor Affordability
2/5Customer Satisfaction
3/5Financial Stability
5/5Online Quote Process

The most affordable insurance company for sole proprietors

High financial stability

Fast quote estimates


Has more complaints than other companies evaluated

Company Highlights

If you are a sole proprietor, we recommend a policy from Thimble for your general liability insurance. You will pay about $22 per month, the lowest compared to other companies included in our research.

Thimble’s financial strength of A+ from AM Best indicates its capability to process your filed claims. Interested buyers can obtain an online quote from the insurer’s website in less than 20 seconds. While the company scores a bit lower on customer satisfaction, it still stands out in cost, financial stability and quote times, making it our top pick for sole proprietors.

Do You Need General Liability Insurance in Wisconsin?

While general liability insurance is not required for companies, it can be good to have it to ensure you are financially protected in the event of a lawsuit. This insurance covers:

  • Bodily injury: This includes medical expenses for third parties, such as customers, if they get injured while at your business premise.
  • Property damage: Any third-party property damage costs will be covered by your general liability insurance if the loss occurs while at your business.
  • Personal and advertising injury: This includes legal costs and damages if your employee or business gets sued for copyright infringement, slander or libel.

Although general liability insurance is not mandatory in Wisconsin, you may not be able to acquire certain contracts or business licenses.

You need to purchase business insurance in the form of workers’ compensation in Wisconsin if you have at least three employees. You will also need commercial car insurance policies for company-owned cars with the following limits:

  • $25,000 bodily injury protection per person
  • $50,000 bodily injury liability per accident
  • $10,000 property damage protection per accident
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The Wisconsin Small Business Development Center offers small businesses training, consultation, referrals, tools and resources that spearhead business growth. The statewide network provides its services through regional experts and enables business owners to get financing, launch enterprises, grow existing companies and determine the feasibility of their business plans.

How Much Is General Liability Insurance in Wisconsin?

In Wisconsin, general liability insurance costs an average of $28 per month for sole proprietors without employees and $54 per month for LLCs with 20 employees. These rates represent a policy with a $2 million aggregate limit, a $1 million occurrence limit and no deductible.

A general liability insurance’s aggregate limit is the maximum amount paid by a provider on a customer’s claims during the active period of the policy. The occurrence limit refers to the maximum amount an insurer can pay for individual claims. The deductible amount is often the responsibility of business owners and refers to how much they pay out of pocket before the insurer settles a claim.

Factors That Impact General Liability Insurance Costs in Wisconsin

The following key factors influence how much business owners pay for a general liability insurance policy.


Frequently Asked Questions About General Liability Insurance in Wisconsin

The best provider for a general liability insurance policy in Wisconsin depends on various factors. We answered some common questions to offer additional information to guide your decision-making process.

Which company has the best general liability insurance in Wisconsin?
Which company has the cheapest general liability insurance in Wisconsin?
What does general liability insurance cover in Wisconsin?
Does Wisconsin require businesses to have general liability insurance?

About Melissa Wylie

Melissa Wylie headshot

Melissa Wylie is a Content and SEO Manager at MoneyGeek. Melissa has worked in the financial content space since 2018 and has spent much of that time focused on all things small business.

Prior to joining MoneyGeek, Melissa held SEO positions at Bankrate and LendingTree. Melissa’s work has also appeared on LendingTree-owned websites ValuePenguin and MagnifyMoney.

Melissa began her career at American City Business Journals in 2015 as a reporter for the company’s women-focused publication Bizwomen. Melissa has a Bachelor of Arts in Journalism from the University of North Texas. Melissa relies on her foundation in journalism to craft content that simplifies complex financial topics to help everyone feel confident when making decisions with their money.

Melissa's other work can be read on LendingTree and Bizwomen.