American Family Insurance

What American Family Insurance does

American Family Insurance is a Madison, Wisconsin-based mutual property and casualty insurer founded in 1927, serving more than 12 million customers across 19 states through a multi-brand platform that includes American Family, Homesite, Main Street America, and American Family CONNECT. Its core product portfolio spans personal auto, homeowners, life (whole, term via DreamSecure, and flexible), specialty vehicles (classic car, boat, motorcycle, RV, ATV, snowmobile), commercial lines (business, workers' comp, cyber), farm-ranch, and ancillary products such as umbrella, flood, pet, travel, and manufactured home coverage. The technology platform centers on the MyAmFam mobile application for quoting, ID cards, bill pay, and digital claims (including a dedicated text-to-claim "STORM" workflow), supplemented by usage-based insurance products DriveMyWay (driving behavior) and MilesMyWay (mileage).

Revenue is generated predominantly through recurring monthly and annual insurance premiums across the lines listed above, with bundling economics driving cross-sell (up to a 40% combined-policy discount on home plus auto). The go-to-market combines a direct digital self-service channel at amfam.com, a licensed agent force of more than 1,700 agents across 19 states, and a strategic channel partnership with Costco for member-exclusive auto insurance. The company is rated A (Stable) by S&P, has been named by Forbes among America's Best Insurance Companies, and ranked #1 by J.D. Power 2023 for digital insurance shopping experience. Operations are run through approximately two dozen wholly owned underwriting and service subsidiaries, including regional carriers in California, Florida, Georgia, Illinois, New York, Ohio, Texas, and Wisconsin.

Name

American Family Insurance

Legal name

American Family Mutual Insurance Company, S.I.

Website

https://amfam.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

American Family Insurance is a Madison, Wisconsin-based mutual property and casualty insurer founded in 1927, serving more than 12 million customers across 19 states with auto, home, life, farm, and specialty vehicle coverage delivered through 1,700+ agents, direct digital channels, and a Costco auto-insurance partnership.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Life Insurance Carriers (524113), Insurance Carriers and Related Activities (524)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industries

Personal Auto Insurance (FSAJAMAA), Risk Management & Insurance Advisory for Families (FSAAADAK), Electric Vehicle (EV) Personal Auto Insurance (FSAJAAAH)

Keywords

• Property casualty insurance
• Personal lines coverage
• Auto home insurance
• Life insurance products
• Commercial insurance solutions

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices2 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 & Casualty Insurance Premiums: Primary revenue stream from auto, home, life, and other insurance policy premiums. Customers pay recurring premiums (monthly or annual) for coverage. The company operates as a property and casualty insurer offering bundled home and auto insurance.
2. Life Insurance Premiums: Whole life, term life, and flexible life insurance products underwritten by American Family Life Insurance Company, providing additional recurring premium revenue streams.
3. Usage-Based Insurance Programs: DriveMyWay and MilesMyWay programs that adjust pricing based on driving behavior and mileage, allowing for personalized rate customization.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

American Family Insurance is a mutual insurance company that provides personal and commercial lines insurance products including auto, home, life, and specialty vehicle coverage. The company distributes its products through both digital channels and a network of over 1,700 agents operating across 19 states.

Product overview

American Family Insurance is a personal and commercial lines insurance provider offering a comprehensive portfolio of products through a multi-brand platform. The core offerings include auto insurance (with usage-based programs DriveMyWay and MilesMyWay), homeowners insurance, and life insurance (whole, term, and flexible life products under the DreamSecure brand). Additional personal lines encompass condo, renters, umbrella, pet, ATV, boat, motorcycle, RV, snowmobile, manufactured home, and travel insurance. Commercial products include business, farm-ranch, and landlord coverage. The company operates subsidiary brands Homesite and Main Street America Insurance. Customers can bundle home and auto policies for savings up to 40%. The company serves customers across 19 states through a network of approximately 1,700 agents, with digital access via the MyAmFam mobile application.

Differentiator

Problem solved

Functional benefit

Brands

• Homesite: Insurance products and services offered through Homesite brand
• Main Street America Insurance
• American Family CONNECT
• DreamBank
• MyAmFam

Products and services

• Auto Insurance Personal automobile coverage products sold to individual consumers and families to protect against vehicle-related losses and liability.
• Home Insurance Homeowners and property coverage sold to individual homeowners and families to protect residential properties against damage and liability.
• Life Insurance Life insurance products sold to individual consumers and families providing financial protection to beneficiaries upon the policyholder's death.
• Specialty Vehicle Coverage Insurance coverage for specialty vehicles (such as classic cars, ATVs, motorcycles, boats, and recreational vehicles) sold to individual consumers.
• Commercial Insurance Commercial lines insurance products sold to business customers providing coverage for business-related risks and operations.

Quantifiable outcome

• Save up to 40% when bundling home and auto insurance
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Disney AdvertisingcoreStrategic or Co-development Partner · 29 April 2026Disney Advertising partnered with American Family Insurance to produce 'Designed To Last,' a first-of-its-kind branded reality competition series on Hulu featuring architects, engineers, and inventors competing to modify tiny homes against environmental hazards. The winning team receives a $100,000 grant to further develop their innovation.
• Elite MediacoreStrategic or Co-development Partner · 29 April 2026Elite Media partnered with American Family Insurance to produce 'Designed To Last' reality series, contributing production expertise to create branded content focused on home protection and climate resilience.
• 3Ball EntertainmentcoreStrategic or Co-development Partner · 29 April 20263Ball Entertainment partnered with American Family Insurance to produce 'Designed To Last' reality competition series, bringing entertainment production capabilities to the brand storytelling initiative.
• Atlanta Falcons Youth FundminorGTM or Marketing Partner · 18 December 2025The Atlanta Falcons Youth Fund and American Family Insurance partnered with All Kids Bike to provide kindergarten PE Learn-to-Ride programs to 11 elementary schools in Metro Atlanta, including bikes, helmets, teacher training, and ongoing support.
• All Kids BikeminorGTM or Marketing Partner · 18 December 2025American Family Insurance partnered with All Kids Bike and Atlanta Falcons Youth Fund to fund kindergarten PE Learn-to-Ride programs in Metro Atlanta schools, promoting physical activity and healthy habits among young students.
• CostcocoreChannel Partner/ Reseller/ DistributorCostco partnered with American Family Insurance to offer car insurance to Costco members in most states. The partnership provides Executive Members with free roadside assistance and lifetime renewability, and offers up to nine discount types including Costco member discounts and good driver discounts.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• USAA: Mutual insurer serving military families with auto, home, and life products through a member-owned model. Comparable mutual structure and high customer satisfaction rankings (similar to AmFam's J.D. Power digital win).
• Auto-Owners Insurance: Mid-sized mutual P&C insurer using independent agents across personal and commercial lines. Comparable mutual structure and agent-distribution model, with similar bundling and multi-product strategy.
• Allstate: Large US personal lines P&C carrier with a captive agent network offering auto, home, and life products with bundling discounts. Directly competes on agent-led distribution and multi-line household coverage.
• Farmers Insurance: P&C carrier with an exclusive agent distribution model selling auto, home, life, and business coverages with bundling incentives. Closely mirrors AmFam's agent-led, multi-line household strategy.
• Progressive: Leading US personal auto insurer, primarily direct-to-consumer but with agent partnerships. Comparable on auto product breadth and the bundling/discount mechanics AmFam uses in its home/auto bundle.
• Erie Insurance: Regional mutual P&C insurer with exclusive agents in ~12 states; similar mutual structure, agency model, and personal lines focus as AmFam, though smaller and more geographically concentrated.
• State Farm: Largest US personal lines insurer and the closest structural comparable to AmFam — also a mutual, also heavily agent-distributed, also offers auto/home/life with strong bundling economics. State Farm is the benchmark for AmFam's mutual+agent model.
• Liberty Mutual: Top-5 US P&C insurer offering personal auto/home alongside commercial lines through a mix of direct, agent, and employer channels. Comparable in scale, product breadth, and multi-channel distribution.
• Nationwide: Mutual P&C insurer with a multi-line personal and commercial book, exclusive agent distribution, and similar bundling strategy. Comparable in mutual structure, product breadth, and customer segments (including specialty/farm).

Broad incumbents

• Travelers: Large publicly traded P&C carrier with both personal and commercial lines distributed through independent agents. Comparable on product breadth and agency distribution, though more commercial-skewed than AmFam.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/amfam
• YouTubeyoutube.com/channel/UCW06aRpJT_As1t2ZOpcjegA/featured
• Facebookfacebook.com/amfam
• Instagraminstagram.com/dreambankmsn
• LinkedInlinkedin.com/company/american-family-insurance

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries30 records

Funding overview

Funding rounds

Investors

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

M&A6 records

Investments13 records

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

Frequently asked questions about American Family Insurance