Alyssa Lane
American Family Mutual Insurance Company, also known as AmFam, is an American private mutual insurance company that was founded in 1927 by insurance salesman Herman Wittwer. The company focuses on property, casualty, and auto insurance, and also offers commercial insurance, life, health, and homeowners coverage, as well as investment and retirement-planning products. AmFam has grown significantly since its founding and is now a Fortune 500 company with revenues exceeding $9.5 billion in 2017. The company offers a wide range of insurance products, including auto, home, life, and more, and provides 24/7 support to its customers through its claims team and emergency roadside assistance service.
| Characteristics | Values |
|---|---|
| Founding Date | 3 October 1927 |
| Founder | Herman Wittwer |
| Headquarters | Madison, Wisconsin |
| Regional Corporate Headquarters | Minnetonka/Eden Prairie, Minnesota; Saint Joseph, Missouri; Denver, Colorado; and Columbus, Ohio |
| Services | Property, casualty, and auto insurance; commercial insurance; life, health, and homeowners coverage; investment and retirement-planning products; term, universal, and whole life insurance; personal and business auto insurance; personal umbrella insurance; home insurance; motorcycle, boat, motor home, snowmobile, and car insurance; business liability key policy and business policy package insurance; farm and ranch liability insurance; and travel, trip cancellation, and global medical insurance |
| Contact Number | 1-800-MYAMFAM (1-800-692-6326) |
| Fraud Contact | 608-242-4100 ext. 29510 |
| [email protected] | |
| Website | AmFam.com |
| Discounts | Multi-product, Auto Pay, Paperless, and DriveMyWay |
| Rewards | DreamKeep Rewards |
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What You'll Learn
Home, auto, and life insurance bundles
Bundling insurance is when you purchase more than one policy from a single insurance company. This often results in a discount on your premium.
State Farm Insurance offers a discount of up to $1273 when you bundle home and auto insurance policies. Similarly, AAA offers a discount and simplified billing when you bundle your car and home insurance with them. They also offer additional benefits like 24/7 roadside assistance, travel services, and discounts.
Bundling discounts are also available for renters, condo owners, and homeowners who add on a life insurance policy. For example, AAA offers life insurance and provides an additional 5% discount when bundling.
American Family Insurance customers who bundle home, auto, and life policies may save up to 43% on their home and auto policies combined, as of June 2025. Discounts may vary by state, property, policy form, and company underwriting the home and/or auto policy.
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History of American Family Insurance
American Family Insurance, also known as AmFam, is an American private mutual company that focuses on property, casualty, and auto insurance. The company also offers commercial insurance, life, health, and homeowners coverage, as well as investment and retirement-planning products.
American Family Insurance was founded on October 3, 1927, by insurance salesman Herman Wittwer. The company, then known as Farmers Mutual Insurance Company, was based in Madison, Wisconsin, and its only product was auto insurance for farmers. Wittwer believed that farmers presented a lower risk than city drivers as they drove less frequently and not at all in winter. Over the years, Farmers Mutual expanded its market and product line to meet the changing needs of its customers.
In 1930, the company established the National Mutual Casualty Company, which focused on protecting non-farmers. In 1933, National Mutual and Farmer's Mutual merged, and Farmer's Mutual entered Minnesota. Two years later, in 1935, Farmers Mutual established the State Farm Mutual Insurance Company of Madison, Wisconsin, which quickly became the state's fastest-growing windstorm company. In 1948, State Farm Mutual of Madison was renamed Farmers Mutual Insurance Company of Wisconsin.
In 1957, Farmers Mutual introduced sickness and accident insurance, receiving forty applications on the first day. The following year, in 1958, the company introduced homeowners insurance and opened the highly successful American Family Life Insurance Company, which expanded to ten states within a year. In 1959, Farmers Mutual entered the computer age with the RAMAC 305, a room-sized machine that could process a week's worth of applications and 1,000 renewal notices in just 2.5 hours.
In 1963, Farmers Mutual changed its name to American Family Mutual Insurance Company to reflect its broader customer base. Policyholders gave final approval for this change, and the company introduced Commercial Lines in 1975, becoming the fifth-largest mutual auto insurer. By 1981, American Family's assets surpassed $1 billion, and the company became the fourth-largest mutual auto insurance provider.
Today, the American Family Insurance Group is the 12th-largest property/casualty insurance group in the nation, ranking 243rd on the Fortune 500 list. The group sells American Family-brand products through exclusive agency owners in 19 states and has approximately 11,000 employees nationwide. American Family Insurance continues to inspire, protect, and restore dreams, with a commitment to social impact and progressing diversity and inclusion initiatives.
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American Family Insurance Group companies
American Family Insurance, also known as American Family Insurance Group (AFIG), is a mutual insurance company that was founded in 1927 by insurance salesman Herman Wittwer. The company has come a long way since its early days of solely offering auto insurance to farmers. Today, American Family Insurance Group provides a diverse range of insurance products and services to a wide range of customers, including individuals, families, small businesses, and corporations.
The company's product portfolio includes various types of insurance, such as auto insurance, homeowners' insurance, personal and commercial liability umbrella insurance, health insurance, and life insurance with different term, universal, and whole life options. Additionally, they offer specialised insurance for businesses, farms, and ranches, as well as travel-related insurance like trip cancellation and global medical insurance.
American Family Insurance Group has a strong presence in the United States, with regional corporate headquarters in several states, including Minnesota, Missouri, Colorado, and Ohio. Over the years, the company has expanded its reach and now serves customers in multiple states, including Utah, Idaho, Washington, Georgia, and more.
The group comprises several companies, each contributing to its comprehensive range of insurance offerings. Notable companies within the American Family Insurance Group include American Family Brokerage, Inc. (AFBI), American Standard Insurance Company of Ohio, Amfam.com, Inc. (AMFAM), HomeGauge (a home inspection software provider), and Moonrise, Inc. The group also includes an analytics company, Networked Insights, which likely aids in the assessment and management of risks and trends in the insurance industry.
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American Family Insurance's DreamFearlessly campaign
American Family Insurance's "Insure Carefully, Dream Fearlessly" campaign aims to inspire its customers to achieve their dreams. The campaign, which debuted in 2015, showcases the journeys of up-and-coming dreamers: artists, writers, musicians, and business owners working hard to turn their aspirations into reality. The message is clear: with the right support, any dream is possible.
The campaign has been well-received, with a significant increase in brand engagement and social media interactions. It features brand ambassadors, including Grammy and Oscar-winning musician John Legend, and former New York Yankees MLB All-Star Derek Jeter. Legend's music, with its uplifting instrumentals, reinforces the brand's mission to inspire people to find, follow, and achieve their dreams.
The "Insure Carefully, Dream Fearlessly" campaign extends beyond traditional advertising. It includes print, radio, digital, and video platforms, with the hashtag #DreamFearlessly encouraging consumers to express their fearless dreams. The campaign's hero spot highlights the KnowYourDrive program, showcasing how the company helps turn dreams into reality for its customers.
Through this campaign, American Family Insurance wants to help consumers save money and protect what matters most—their dreams. The company's commitment to supporting dreamers translates to a personal level, reminding consumers that dreams are valuable and worth protecting. The campaign's impact has been recognized, earning American Family Insurance a Shorty Award nomination for innovation and creativity in digital and social media campaigns.
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American Family Insurance's ranking and expansion
American Family Insurance Group is a mutual holding company that has been serving customers since 1927. The company is based in Madison, Wisconsin, and offers insurance products and services through its exclusive agency owners in 19 states across the United States. These states include Arizona, Colorado, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, Nevada, North Dakota, Ohio, Oregon, South Dakota, Utah, Washington, and Wisconsin.
In terms of rankings, American Family Insurance has consistently maintained strong financial ratings. AM Best, a prominent credit rating agency, has affirmed the company's 'A' (Excellent) financial strength rating for the 22nd consecutive year. This rating indicates American Family Insurance's strong financial position and ability to meet its obligations to policyholders. Additionally, AM Best has assigned a stable outlook to all ratings, reflecting the company's consistent performance. American Family Insurance is ranked as the 12th largest property/casualty insurance group in the nation and is listed at No. 243 on the Fortune 500 list.
According to WalletHub's reviews, American Family Insurance receives an overall rating of 3.8/5 stars. The company is praised for its good claims handling process, generous discounts, and transparency. WalletHub's cost comparison data also places American Family Insurance in the second quartile of the cheapest car insurance providers. Additionally, American Family Insurance offers a range of homeowners insurance policies, as well as coverage for renters, condo owners, manufactured-home owners, farm/ranch owners, and landlords.
While American Family Insurance receives positive reviews for its pricing and claims handling, there are some mixed responses from consumers. In a survey conducted by U.S. News, 51% of respondents were "completely satisfied" with the ease of contacting the company's customer service. However, 46% expressed complete satisfaction with the actual customer service received. Additionally, 49% of consumers were "very likely" to renew their American Family Insurance policy, while 35% were "very likely" to recommend the company. It's important to note that insurance experiences can vary, and individual factors significantly influence insurance rates.
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Frequently asked questions
The American Family Insurance Amphitheater, or AmFamAmp, is an amphitheatre in Milwaukee, Wisconsin, that is home to numerous concerts and special events throughout the year.
American Family Insurance offers property, casualty, and auto insurance. They also provide commercial insurance, life, health, and homeowners coverage, as well as investment and retirement-planning products.
American Family Insurance was founded on October 3, 1927, by insurance salesman Herman Wittwer. At the time, the company's product was auto insurance targeted at farmers. In 1963, the company changed its name to American Family Mutual Insurance Company to reflect its broader customer base.
