happy family with newborn child

American Family Insurance is an insurance company founded on October 3, 1927. An insurance salesman by profession, Herman Wittwer started Farmers Mutual Insurance Company in Madison, Wisconsin. This mutual insurance company was only targeting the farmers as its market. And its only product was auto insurance. However, with the changing demands of its customers, this insurance company changed its name to American Family Mutual Insurance Company. It thereafter took steps and expanded its market.

American family insurance usually abbreviated as “AmFam” provides numerous facilities that build long term relationship with her numerous customers. It works to make insurance easy for its customers. A as well as provides property, casualty, auto insurance, commercial 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; travel, trip cancellation, and global medical insurance as well as investment and retirement planning products.

This firm works keeping in mind integrity, the laws, and ethical standards; following which it thrives in procuring trust-based relationships with the clients.

The operational headquarters of “AmFam” is in Madison Wisconsin. Its network cuts across around 19 states in the USA. And has about 12 subsidiaries, 10,000 employees, and 3000 agents. Its revenue level is about the sum of $8.8 billion and ranked 315th in the list of Fortune 500.

In 2017, AmFam launched an ongoing campaign called DreamFearlessly. AmFam’s Ambassador’s use this as a hashtag on social media to help promote this campaign. The campaign encourages consumers to express how they “dream fearlessly” for initiatives e.g. social justice, getting women into tech, Economic Empowerment.

American Family Insurance Subsidiaries

The below list comprises of the subsidiaries of “AmFam”

  1. American Family Mutual Insurance Company (AFMIC)
  2. American Family Brokerage, Inc. (AFBI)
  3. American Family Insurance Company of Ohio (AFICO; Ohio subsidiary, companion to American Family Mutual Insurance Company)
  4. American Family Life Insurance Company (AFLIC)
  5. American Family Securities, LLC (AFS)
  6. American Standard Insurance Company (ASIC)
  7. American Standard Insurance Company of Ohio (ASICO; Ohio subsidiary; companion to American Standard Insurance Company of Wisconsin)
  8. Inc.(AMFAM
  9. CONNECT, powered by american family insurance (formerly Ameriprise Auto & Home)
  10. HomeGauge
  11. Homesite Group Incorporated
  12. Main Street America Insurance
  13. Moonrise, Inc.
  14. Network insights
  15. PGC Holdings Corporation (General Insurance Companies)

 American Family Insurance Products

The company’s products include: 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; travel, trip cancellation, and global medical insurance.

The company also offers a reward system for their insureds titled “Dreamkeep Rewards,” which provides small to large rewards for completing various online tasks.

Operating Territory

The American Family Insurance Group is based in Madison, Wisconsin and as of 2011 had 4 regional corporate headquarters in Minnetonka/Eden Prairie, Minnesota, Saint Joseph, Missouri, Denva, Colorado, Columbus, Ohio and others.

Significant achievements of American family insurance

Below is a list of milestones in the corporate history of American Family Mutual Insurance.

  1. 1938 Both premiums and assets of farmers mutual exceeded $1 million.
  2. 1957 Farmers Mutual included sickness and accident insurance as part of its products.
  3. 1958 Company started homeowners insurance and establishment of American Family Life Insurance Company.
  4. 1959 Farmers Mutual entered the computer age with the first commercial computer, the RAMAC 305.
  5. 1961 American Standard began sales.
  6. 1962 Company began to offer farm owners insurance policies.
  7. 1963 Policyholders gave final approval to change the company’s name to American Family Mutual Insurance Company.
  8. 1969 American Family Financial Services opening.
  9. 1975 American Family became the fifth-largest mutual auto insurer.
  10. 1981 Assets surpass $1 billion. American Family became the fourth-largest mutual auto insurance company.
  11. 1985 American Family Brokerage, Inc. opening
  12. 1986 American Family posted its first $100 million operating profit.
  13. 1992 Policyholders’ surplus exceeds $1 billion.
  14. 1994 The company ranks as the 11th-largest property/casualty insurance company.

others are:

  1. 1996 American Family first appeared on the Fortune 500 list at number 403.
  2. 1997 American Family became the 10th-largest property/casualty insurer in the nation. Assets surpassed $8 billion.
  3. 2001 American Family Securities, LLC introduced variable products. Assets for American Family Mutual Insurance Company exceeded $10 billion.
  4. 2001 Furthers expansion into Utah and Idaho. American Family in 17 states across the U.S.
  5. 2002 American Family celebrated its 75th anniversary.
  6. 2003 American Family donated $10,000,000.00 towards construction of the future UW Children’s Hospital, to be named American Family Children’s Hospital.
  7. 2006 Furthers expansion into Washington State. American Family in 18 states across the U.S.
  8. 2009 Furthers expansion into Georgia. American Family in 19 states across U.S.
  9. 2012 American Family Insurance completes its acquisition of the general insurance
  10. 2013 the companycompletes its acquisition of Homesite Insurance
  11. 2016 Became the inaugural jersey sponsor of the 2017 Major League Expansion(MLS) expansion team, Atlanta United FC 
  12. 2017 It completes its acquisition of HomeGauge and Networked Insights
  13. 2018 American Family completes merger with Florida-based insurance company, Main Street America Insurance
  14. 2019 the company completes its acquisition of Ameriprise Auto & Home
  15. 2021 AMFAM becomes the naming rights  sponsor of the stadium of the Milwaukee Brewers, American Family Field.


In 2010, the national safety council, an America’s leading non profit safety advocate selected American Family Insurance as a recipient of its Teen Driving Safety Leadership Award. Through its “Teen Safe Driver Program,” the company has provided, a video feedback program (using the Drivecam system) in which parents can watch the actual driving actions of their teens. The program was validated by scientists at the University of Iowa to produce a 70% reduction in risky driving behavior. In 2015, American Family was recognized as the most Lesbian, Gay, Bisexual and Transgender (LGBT)  -friendly insurance company by Out magazine, an American LGBTQ news, fashion, entertainment and lifestyle magazine because of its discounts available to same-sex couples.

American family insurance Ambassadors

American Family Insurance has a unique ambassador program to inspire and encourage people to pursue their dreams. Some of these notable ambassadors includes;

  1. Kathy Ireland. She is an American author, fashion designer, entrepreneur, model and actress, and philanthropist.
  2. Steve Stricker. is an American professional golfer. He had 12 victories on the PGA tour including the WGC match play title in 2001 and 2 FedEx cup playoff events. He equally plays the PGA Tour Champions.
  3. Derek Jeter. He is a business man and baseball executive. An American former professional baseball shortstop,
  4. Christian Yelich. He is an American professional baseball left fielder for the Milwaukee Brewers of Major League Baseball (MLB). He was selected by The Marlins in the 1st round of the 2010MLB draft.
  5. John legend. His full name is John Roger Stephens, but known professionally as John Legend. He is an American singer, songwriter, producer, actor, and philanthropist.
  6. Drew and Jonathan Scott. They are renowned talents in television, best-selling authors, contractors, illusionists, film producers, designers, co-founders of Scott Brothers Global and more
  7. Kevin Wayne Durant. He is an American professional basketballer for the Brooklyn Nets of the National Basketball Association. (Former Ambassador)
  8. J. J Watt. An American football defensive end for the Arizona cardinals of the national football league. (Former Ambassador). He played college football at the University of Wisconsin and was drafted by the Houston Texans in the first round of the 2011 NFL draft.
  9. Brad Guzan. He is  an American soccer player who plays as a goalkeeper for Major League Soccer club Atlanta United FC where the company serves as its main sponsor) and the United States National Team

 Corporate social Responsibility

As part of its Corporate Social Responsibility and on the 4th day of March 4, 2003, AMFAM announced a $10 million gift to create the American Family Children’s Hospital at the university of Wisconsin hospital and clinics. From that initial gift, the amount grew by several millions more through employee, agent and additional corporate donations. The hospital was officially opened for business in September 2007.

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