Farmers Insurance

What Farmers Insurance does

Farmers Insurance is a U.S. multi-line property and casualty insurer serving individuals, families, landlords, and small-to-mid-sized businesses across all 50 states. Founded in 1928 and headquartered in Los Angeles, California, the company is structured as a mutual exchange with Farmers Insurance Exchange as the primary operating entity, under the corporate umbrella of Swiss parent Zurich Insurance Group. The product portfolio spans personal lines (auto, homeowners, condo, renters, flood, landlord, mobile/specialty home, earthquake, umbrella, classic/collector, motorcycle, boat, RV), life insurance (term, whole, universal via Farmers New World Life), commercial lines (business auto, commercial property, workers' comp, general liability), and adjacent offerings (pet, electronic device, Medicare) sold through partner relationships. Distribution is hybrid: a captive exclusive-agent network organized around the new Elite Owner Program, supplemented by direct-to-consumer digital channels including esales.farmers.com online quoting, the Farmers Mobile App (iOS/Android, Apple/Google Wallet integration), call centers, and the Signal telematics app.

The revenue model is built on recurring insurance premiums across auto, home, life, and commercial lines, anchored on multi-policy bundling economics—the home/auto bundle generates an average $1,232 in surveyed customer savings with discounts of up to 10% (rising to 22% in California per the September 2026 rating plan). Underlying technology comprises a digital quote-bind-issue platform, a policy-management mobile application with digital ID cards and claims reporting, and telematics-based driving scoring through Signal; TransUnion integration supports landlord/tenant screening via SmartMove. The agent operating system, online quote engine, and Signal app form the core technology stack, with financial-services adjacencies handled through Farmers Financial Solutions (FINRA/SIPC member securities) and Farmers Asset Management (FAM) registered investment advisory services.

Customer concentration risk is materially low by construction: the portfolio is a high-volume, geographically diversified consumer book across personal lines plus a smaller commercial book. Headcount exceeds 10,000 employees (with the agency force on top), and the company holds A.M. Best A (Excellent/Stable), Moody's A3 (Under Review), and S&P A (Positive) financial strength ratings. Recent strategic posture includes a major agency force expansion targeting nearly 1,700 new owners in 2026, a California homeowners rating plan approved for September 2026 deployment, a Chief Strategy & Risk Officer hire from GEICO, and a Dentsu Creative-led brand reset timed with the TGL golf sponsorship and the planned 2026 end of the long-running PGA Tour Farmers Insurance Open at Torrey Pines.

Name

Farmers Insurance

Legal name

Farmers Insurance

Website

https://farmers.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Farmers Insurance is a U.S. multi-line property and casualty insurer offering auto, home, life, and commercial coverage to individuals and businesses across all 50 states through a captive exclusive-agent network and direct digital channels. The company is a mutual exchange under Zurich Insurance Group with approximately $26.6 billion in annual revenue.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Homeowners Insurance (FSAJACAA)

Keywords

• Property casualty insurance
• Auto insurance coverage
• Homeowners insurance
• Life insurance products
• Commercial business insurance

Headquarters

HQ city

Woodland Hills

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Property and Casualty Insurance Premiums: Core revenue from insurance policy premiums across auto, homeowners, renters, condo, landlord, and recreational vehicle lines. Revenue reported at approximately $26.6 billion. Premium pricing subject to regulatory approval, particularly in California.
2. Life Insurance Premiums: Term, whole, and universal life insurance products issued by Farmers New World Life Insurance Company, generating premium revenue through annual or monthly payment structures.
3. Financial Products and Services: Securities offered through Farmers Financial Solutions, LLC including investment and financial planning services.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Farmers Insurance is a multi-line insurance provider offering personal and commercial coverage including auto, homeowners, renters, condo, life, recreational vehicle, and business insurance. Products are distributed through an exclusive agent network, direct online channels, and call centers across all 50 U.S. states. Additional offerings include telematics-based driving discounts, mobile policy management, tenant screening for landlords, and affiliated financial services and asset management.

Product overview

Farmers Insurance is a multi-line insurance provider offering a comprehensive portfolio of personal and commercial insurance products. The core offerings include auto insurance (cars, motorcycles, boats, classic cars, RVs, ATVs), property insurance (homeowners, condo, renters, flood, landlord, mobile home, specialty home, earthquake), life insurance (term, whole, universal), business insurance, and umbrella coverage. Additional products include pet insurance, electronic device protection, and Medicare products through partnerships. The company offers telematics-based savings through its Signal app and mobile app for policy management. Farmers also provides financial services including asset management and securities through affiliated companies. The company operates on a bundled multi-policy model, encouraging customers to combine auto, home, and other coverages for savings of up to $1,232 on average for auto-home bundles.

Differentiator

Problem solved

Functional benefit

Brands

• Signal by Farmers: A mobile app and driver monitoring program that allows Farmers auto customers to earn discounts for focused driving. Users can earn initial discounts and monthly prize opportunities.
• Marine Choice
• Motorcycle Choice
• SmartMove
• Farmers by Hagerty

Products and services

• Auto Insurance Comprehensive vehicle coverage including liability, collision, comprehensive, and optional coverages for cars, trucks, and SUVs. Offered with discounts for bundling, safe driving (Signal app), auto pay, and multi-policy holders.
• Homeowners Insurance Home insurance covering dwelling, personal property, personal liability, loss of use, and water damage. Includes guaranteed replacement cost option and bundling discounts up to 10% or more.
• Condo Insurance HO-6 policy covering personal property, personal liability, loss of use, unit owner's building coverage, and association loss assessment for condo and co-op owners.
• Renters Insurance Coverage starting at $14/month for personal property, medical payments, liability, and loss of use. Bundling with auto insurance can save up to 7%.
• Flood Insurance Separate flood insurance policy through NFIP's Write Your Own (WYO) Program, covering building and contents coverage for flood damage as defined by NFIP.
• Landlord & Rental Property Insurance Coverage for rental properties including comprehensive property coverage, liability, loss of rents, personal injury, other structures, and tenant screening through SmartMove (TransUnion).
• Mobile & Manufactured Home Insurance Home insurance designed for factory-built homes, covering repairs and replacement of home and personal property for damage from unexpected events.
• Specialty Home Insurance Coverage for vacation homes, vacant homes, and older or lower-value homes, combining property and liability coverages.
• Earthquake Insurance Separate earthquake coverage not included in standard home policies, covering structural repairs, temporary housing, and replacing belongings after an earthquake.
• Personal Umbrella Insurance Additional liability coverage from $1 million to $10 million in $1 million increments, over the liability limits in existing home and auto policies, protecting assets from lawsuits.
• Motorcycle Insurance Customizable motorcycle coverage with Saver, Plus, and Elite packages offering liability, collision, other-than-collision coverage, safety apparel coverage, total loss settlement, and roadside assistance.
• Boat & Watercraft Insurance (Marine Choice) Boat and personal watercraft insurance with Saver, Plus, and Elite packages covering vessels, liability, watersports, hurricane haul-out, trip interruption, and navigation in Bahamas and Mexico.
• Classic & Collector Car Insurance (Farmers by Hagerty) Specialized coverage for classic, antique, and collectible vehicles through partnership with Hagerty, offering agreed value coverage, original equipment parts coverage, and lower-mileage premiums up to 21% lower.
• Recreational Vehicle (RV) Insurance Coverage for RVs, snowmobiles, travel trailers, fifth wheels, and motor homes, with options for special features and customized coverage.
• ATV & Off-Road Insurance Coverage for dirt bikes, dune buggies, golf carts, and other off-road vehicles, protecting against injuries, theft, and crashes.
• Term Life Insurance Coverage for a specific period (10, 15, 20, or 30 years) with level premiums and a death benefit paid to beneficiaries if the insured dies during the term.
• Whole Life Insurance Permanent lifetime coverage with guaranteed level premiums and guaranteed death benefit, with cash value that builds at a guaranteed rate.
• Universal Life Insurance Permanent life insurance with flexible premiums, adjustable death benefit, and cash value that accumulates with interest tax-deferred. Designed to last lifetime with flexibility to change coverage and premiums.
• Business Insurance Commercial coverage including business auto, commercial property, workers' compensation, general liability, and industry-specific business insurance.
• Pet Insurance Insurance coverage for dogs and cats offered through partnership.
• Electronic Device Protection Coverage for electronic devices that keep users connected.
• Medicare Products Medicare-related insurance products offered through partnerships.
• Farmers Financial Solutions Securities and investment services offered through Farmers Financial Solutions, LLC, member FINRA & SIPC.
• Farmers Asset Management State-registered investment advisory services through Farmers Asset Management, LLC (FAM).
• Farmers GroupSelect Employee and affinity group insurance products including auto, home, and umbrella coverage offered through employer and association partnerships.

Quantifiable outcome

• Average savings of $1,232 when bundling auto and home insurance
• +5 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core, supporting, minor and former flagship.

• Dentsu CreativecoreGTM or Marketing Partner · 28 April 2026Farmers Insurance appointed Dentsu Creative as Creative Agency of Record following a competitive review conducted by Jeffries Consulting. Effective April 2026, the agency leads creative work across brand, performance, social, and sponsorship channels with the aim of enhancing brand positioning and driving measurable business outcomes.
• TGL (Team Golf League)coreGTM or Marketing Partner · 1 December 2025Farmers Insurance named Founding Partner and Official Insurance Partner of TGL, a team golf league co-founded by Tiger Woods. Partnership includes multiple advertising and digital engagements over several years, beginning with the launch of the Perfect Season Challenge in December 2025. TGL's second season started December 2025.
• TransUnion (SmartMove)supportingTechnology or IntegrationFarmers offers SmartMove tenant screening solution powered by TransUnion for landlord insurance customers. The service provides in-depth tenant suitability reports within minutes with no setup fees, allowing landlords to make informed decisions about prospective tenants.
• YouLinc Digital LLCminorGTM or Marketing PartnerFarmers Insurance listed as early adopter of YouLinc's referral partner generation platform on LinkedIn. Platform designed to help B2B professionals identify and build relationships with complementary partners serving similar client bases, showing 21% acceptance rate and 16% reply rate in early testing.
• Certified Automotive Parts Association (CAPA)supportingStrategic or Co-development PartnerJonathan Hart from Farmers Insurance elected to CAPA board, representing a cross-section of the aftermarket automotive industry including distributors, insurers, collision repairers, manufacturers, and quality experts. Gerry Poirier (Vector Squared) serves as board chair.
• PGA Tour / Torrey Pines Golf Courseformer flagshipGTM or Marketing PartnerFarmers Insurance was title sponsor of the Farmers Insurance Open at Torrey Pines from 2010-2026, making it the longest-running sponsor in the tournament's history. The partnership ended after 2026 tournament as Farmers shifted sponsorship to TGL.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• State Farm: Largest US personal lines P&C insurer with an exclusive agent distribution model — directly comparable to Farmers' agent-led, multi-line bundling strategy targeting auto, home, and life insurance consumers nationwide.
• Allstate: Top US P&C insurer offering auto, home, life, and specialty coverage through a mix of exclusive and direct channels; directly competes with Farmers in the same multi-line personal insurance category with similar bundling incentives.
• Nationwide Mutual Insurance: Mutual insurance company with a broad multi-line product portfolio (auto, home, life, business) and a captive agent distribution model — a direct competitor to Farmers in personal lines P&C with comparable bundling and agent economics.
• Liberty Mutual: Major US P&C insurer offering personal and commercial lines including auto, home, and specialty coverage; competes directly with Farmers for personal lines customers and overlaps on the business insurance side.
• American Family Insurance: Mutual-style insurer with an exclusive agent model offering auto, home, life, and business coverage; directly comparable to Farmers in distribution approach and target customer segments, though with a more regional Midwest concentration.
• USAA: Member-owned insurer providing auto, home, and life insurance to military families with high customer satisfaction; competes directly with Farmers for personal lines customers, particularly for bundling and lifetime customer value.

Broad incumbents

• GEICO: Berkshire Hathaway-owned auto insurance giant and the largest direct-to-consumer auto insurer in the US; directly competes with Farmers for auto insurance customers but uses a digital-first model rather than agents, making it an adjacent incumbent in auto.
• Progressive: Top US auto insurer known for competitive pricing and direct-to-consumer digital channels; competes with Farmers on auto pricing and customer acquisition, particularly in price-sensitive segments where Farmers' premiums run above national averages.
• Travelers: Major US P&C carrier with strong commercial lines focus and personal lines products; competes with Farmers' business insurance offerings and overlaps in personal auto/home coverage, but skewed more toward commercial risk.

Regional players

• Erie Insurance: Mid-sized mutual P&C insurer with an exclusive agent model serving primarily the Mid-Atlantic, Midwest, and Southeast US; comparable to Farmers in distribution approach and product mix but operates in a narrower geographic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wearefarmers
• YouTubeyoutube.com/farmersinsurance
• Facebookfacebook.com/FarmersInsurance
• LinkedInlinkedin.com/company/farmers-insurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers Insurance