American Family Insurance
| File:American Family Insurance logo.svg Logo of American Family Mutual Insurance Company | |
| Company type | Private mutual company |
|---|---|
| Industry | Insurance |
| Founded | 3 October 1927 in Madison, Wisconsin, United States |
| Founder | Herman Wittwer |
| Headquarters | Madison, Wisconsin , United States |
Area served | 19 U.S. states |
| Products | Property, casualty, automobile, commercial, life, health, homeowners insurance; investment and retirement planning services |
| Website | www |
American Family Mutual Insurance Company, commonly known as AmFam, operates as a private mutual insurer in the United States, focusing on property, casualty, and automobile insurance. Its portfolio also includes commercial, life, health, and homeowners insurance, complemented by investment and retirement planning services. As a member of the Fortune 500, AmFam reported revenues exceeding $9.5 billion in 2017.
History
The company was established on October 3, 1927, by insurance agent Herman Wittwer under the name Farmers Mutual Insurance Company in Madison, Wisconsin. Initially, it concentrated on providing auto insurance to farmers, based on the premise that they represented lower driving risks. Over the years, the organization broadened its product range and customer demographic, adopting the name American Family Mutual Insurance Company in 1963 to signify this expanded focus.
In 1995, American Family resolved a redlining lawsuit with a $16 million settlement—the largest discrimination payout by an insurer at that time—under the federal Fair Housing Act of 1968. In 2017, AmFam introduced the DreamFearlessly initiative aimed at advancing social justice, promoting women’s participation in technology fields, and fostering economic empowerment. This campaign enlisted prominent figures such as Kathy Ireland and Blake Van Leer to champion these causes.
Subsidiaries
The American Family Insurance Group encompasses several subsidiaries:
- American Family Mutual Insurance Company (AFMIC)
- American Family Brokerage, Inc. (AFBI)
- American Family Life Insurance Company (AFLIC)
- American Family Securities, LLC (AFS)
- American Standard Insurance Company (ASIC) along with its Ohio-based subsidiary (ASICO)
- Amfam.com, Inc. (AMFAM)
- Connect (previously Ameriprise Auto & Home)
- HomeGauge, a provider of home inspection software
- Homesite Group Incorporated
- Main Street America Insurance
- Moonrise, Inc.
- Networked Insights, specializing in analytics
- American Family Insurance Claims Services (AFICS)
These entities contribute to the company’s extensive market reach and diversified product suite, strengthening its position within the insurance sector.
Products
American Family delivers an extensive array of insurance solutions including term life, universal life, and whole life policies; personal and commercial automobile coverage; umbrella policies; homeowners; motorcycles; boats; motorhomes; snowmobiles; business liability; farm and ranch liability; as well as travel-related insurance such as trip cancellation and international medical protection.
Additionally, the company operates "Dreamkeep Rewards," a loyalty program designed to encourage customer engagement through online activities by offering rewards that enhance client retention and brand allegiance.
Operating territory
Headquartered in Madison, Wisconsin, American Family Insurance Group maintains four regional corporate offices located in Minnetonka/Eden Prairie, Minnesota; Saint Joseph, Missouri; Denver, Colorado; and Columbus, Ohio.
Significant milestones
Noteworthy achievements in American Family Mutual Insurance’s history include:
- 1927: Established as Farmers Mutual Automobile Insurance Company in Madison, Wisconsin.
- 1938: Surpassed $1 million in premiums and assets.
- 1957-58: Diversified into sickness, accident, and homeowners insurance; founded American Family Life Insurance Company.
- 1959: Implemented IBM 305 RAMAC computer system.
- 1963: Changed name to American Family Mutual Insurance Company.
- 1975: Launched Commercial Lines; ranked as fifth-largest mutual auto insurer.
- 1981: Assets exceeded $1 billion; became fourth-largest mutual auto insurer.
- 1986: Achieved first operating gain exceeding $100 million.
- 1992: Policyholders’ surplus topped $1 billion.
- 1994: Ranked as the 11th-largest property/casualty insurer.
- 1996-97: Entered Fortune 500 at position #403; assets grew beyond $8 billion; ranked tenth-largest property/casualty insurer.
- 2001: Expanded variable product offerings through American Family Securities, LLC; assets exceeded $10 billion; extended operations into Utah and Idaho (totaling 17 states).
- 2003: Contributed $10 million toward University of Wisconsin Children’s Hospital (now American Family Children’s Hospital).
- 2006-09: Expanded presence into Washington and Georgia states, reaching coverage across 19 states.
- 2012-13: Acquired The General Insurance and Homesite Insurance companies.
- 2016: Became first jersey sponsor for MLS expansion club Atlanta United FC.
- 2017-18: Added HomeGauge and Networked Insights to portfolio; merged with Florida-based Main Street America Insurance.
- 2019-20: Purchased Ameriprise Auto & Home business segment and rebranded it as Connect.
- 2021: Secured naming rights for Milwaukee Brewers’ ballpark as American Family Field.
These milestones illustrate the company's strategic development through acquisitions, geographic growth, diversification of product lines, and brand partnerships—central components of its market strategy and influence.
Awards
In 2010, American Family Insurance received the Teen Driving Safety Leadership Award from the National Safety Council for its “Teen Safe Driver Program.” This initiative employs the DriveCam video feedback technology, which University of Iowa studies confirmed reduces hazardous teen driving behaviors by 70%. Later, in 2015, Out Magazine recognized the company as the most LGBT-inclusive insurer due to its provision of discounts specifically for same-sex couples.
Ambassadors
The ambassador initiative at American Family Insurance is designed to "inspire, protect and restore dreams" by collaborating with prominent personalities to strengthen brand visibility. Distinguished ambassadors consist of:
- Kathy Ireland, model, actress, and businesswoman
- Derek Jeter, retired professional baseball athlete and executive
- Christian Yelich, MLB outfielder representing the Milwaukee Brewers
- Drew Scott and Jonathan Scott (television personality), TV hosts and co-founders of Scott Brothers Global
- Steve Stricker, PGA Tour professional golfer
- Brad Guzan, goalkeeper for Atlanta United FC and member of the U.S. national soccer team
Past representatives include NFL defensive end J. J. Watt, NBA star Kevin Durant, and singer-philanthropist John Legend. These collaborations play a vital role in American Family’s targeted marketing strategies and bolster its position within the insurance sector.
American Family Children’s Hospital
On March 4, 2003, American Family Insurance pledged $10 million to initiate fundraising efforts for the American Family Children's Hospital located at the University of Wisconsin Hospital and Clinics. This foundational donation was augmented by contributions from employees, agents, and corporate sources. The hospital officially began operations in September 2007.
United Way
During 2007 and 2008, nearly $1 million was donated by employees to United Way, demonstrating the company’s continued dedication to community support.
COVID-19 pandemic support
In April 2020, American Family Insurance issued refunds amounting to $225 million to enhance liquidity, resulting in a $200 million increase in personal insurance premium revenue. Additionally, as part of its COVID-19 relief initiatives, the company granted an extra 10% premium credit on auto insurance policies.
External links
- Articles with short description
- Pages with broken file links
- Mutual insurance companies of the United States
- Companies based in Madison, Wisconsin
- American companies established in 1927
- Financial services companies established in 1927
- 1927 establishments in Wisconsin
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- Companies of the United States by year of establishment