NAICS 52

Finance and Insurance in Santa Rosa-Petaluma, CA

Metro Market Score 67.4 (Difficult), ranked #280 of 331 metros. 599 establishments, 3,707 jobs.

Metro Market Score 67.4

Favorable 0-35

Moderate 35-48

Challenging 48-60

Difficult 60+

Difficult

ⓘ Lower is better. Relative to national finance and insurance average.

💰High-Cost Market

Wage costs in Santa Rosa-Petaluma's finance and insurance sector are well above the metro average, with wage competitiveness at 90.9 and rising pressure at 65.8. New entrants should factor higher labor costs into their financial projections for this market.

Industry Concentration

19.0

LQ: 0.44

Rank #63 of 331 metros

Wage Competitiveness

90.9

$131,493 avg wage

Growth Trend

↓ 10.9

Employment growth index

Rank #296 of 331 metros

Wage Pressure

65.8

YoY wage change index

599 Finance and Insurance Firms in Santa Rosa-Petaluma

599

Establishments

-4.0% YoY

3,707

Total Employment

-6.4% YoY

$131,493

Average Annual Wage

+13.9% YoY

0.44

Location Quotient

Below national avg

Within California

#20 of 24

finance and insurance metros in state

California state rank

#12 of 51

for finance and insurance entry risk

vs State Median

+18.0

worse than median (49.4)

Santa Rosa-Petaluma vs California Statewide

How this metro's finance and insurance market compares to California overall. The state ranks #12/51 for entry risk.

Measure	Santa Rosa-Petaluma	CA Statewide
Overall Score	67.4 Difficult	46.9 Elevated
Score Type	Metro Market Score	Entry Risk Score
Rank	#280 of 331 metros	#12 of 51 states

Metro and state scores use different methodologies (metro has 4 QCEW-based metrics; state adds BDS survival and momentum data). Direct score comparisons are approximate.

Other Industries in Santa Rosa-Petaluma

Information 46.7 Administrative and Support Services 54.3 Healthcare and Social Assistance 61.3 Other Services 63.7 Professional, Scientific, and Technical Services 68.5 Construction 68.6 Retail Trade 68.7 Real Estate and Rental and Leasing 69.5 Accommodation and Food Services 76.1

Finance and Insurance in Other California Metros

Bakersfield-Delano 19.0 #5/331 El Centro 28.6 #36/331 Redding 32.8 #63/331 Merced 34.4 #73/331 Visalia 39.7 #101/331 Fresno 42.2 #121/331 Santa Maria-Santa Barbara 42.6 #124/331 Vallejo 43.3 #130/331 Napa 43.5 #131/331 Modesto 43.8 #135/331

+ 13 more metros. View all in California →

Finance and Insurance Metros With Similar Conditions

Metros within 5 points of Santa Rosa-Petaluma's 67.4 score. Useful when comparing markets with comparable entry profiles.

Los Angeles-Long Beach-Anaheim, CA 67.4 #281/331 Evansville, IN 67.2 #278/331 Akron, OH 67.2 #279/331 Birmingham, AL 67.1 #277/331 Harrisburg-Carlisle, PA 67.0 #275/331 Phoenix-Mesa-Chandler, AZ 67.0 #276/331 Johnson City, TN 67.8 #282/331 Coeur d'Alene, ID 67.9 #283/331 Tampa-St. Petersburg-Clearwater, FL 66.8 #274/331 Louisville-Jefferson County, KY 68.2 #284/331

Finance and Insurance in States Bordering California

State-level entry risk for finance and insurance in adjacent states. Use this to weigh cross-border options.

Arizona 52.6 #29/51 Nevada 55.6 #38/51 Oregon 56.7 #41/51

Browse Finance and Insurance in Other States

State-level entry risk reports for finance and insurance across all 51 markets, sorted by rank.

About Metro Market Score: A weighted composite of industry concentration (25%), wage competitiveness (25%), wage pressure (20%), and employment growth trend (30%). Lower scores indicate more favorable conditions. For Santa Rosa-Petaluma's finance and insurance sector, the employment growth component (89.1) has the strongest pull on the composite. Metro scores use QCEW data only (no BDS survival data at metro level). Read full methodology →

Data Sources

Quarterly Census of Employment and Wages (QCEW), Bureau of Labor Statistics. MSA-level establishment counts, employment, wages, and location quotients for the Santa Rosa-Petaluma, CA MSA area.

Data period: 2024. Last updated: April 2026.

Metro Market Assessment