Farmers Union Insurance

What Farmers Union Insurance does

Farmers Union Insurance is a regional US property-and-casualty insurance carrier founded in 1945 and headquartered in Greenwood Village, Colorado. It underwrites and distributes personal lines (auto, homeowners, farm, renters) and a niche commercial book in rural telecommunications property-and-casualty insurance across 38 states and the District of Columbia, making it the largest US writer for rural telephone and cable companies with more than 40 years of specialized underwriting.

The company's product portfolio is anchored by four core lines: Auto Insurance, Homeowners Insurance, Farm Insurance (covering buildings, machinery, livestock, and farm liability), and Telecommunications Insurance. Add-on modules include umbrella liability, watercraft, glass claims, and emergency roadside/towing. The company has no disclosed proprietary technology stack or AI/ML capabilities; service differentiation is operational rather than technical, centered on a 400-agent captive distribution network, claims coordination with 250+ auto repair facilities and Enterprise Rent-a-Car, and a basic online customer portal for policy servicing.

Farmers Union Insurance generates revenue through recurring insurance premiums on auto, home, farm, renters, and telecom policies. Pricing is quote-based and not publicly disclosed, with discounts including Client Longevity, Claim Free, Multi-Car, Package, Paid in Full, Safe Driver, and Good Student. Distribution is hybrid: agent-led through ~400 local independents in 9 Midwestern/Rocky Mountain states, supplemented by web quote intake, a toll-free contact center, and an exclusive affinity partnership with the National Farmers Union. Since 2019, the company has operated as a wholly-owned subsidiary of National General Holdings Corp. (NASDAQ: NGHC), providing capital, A- A.M. Best financial strength, and access to a national agent network.

Name

Farmers Union Insurance

Legal name

Farmers Union Insurance

Website

https://farmersunioninsurance.com

Company type

Private

Founded year

1945

Operating status

Operating

Headcount range

251–500 employees

Short description

Farmers Union Insurance is a regional US P&C carrier founded in 1945, selling auto, homeowners, farm, and rural telecommunications insurance through 400 local agents and an exclusive National Farmers Union partnership, now a subsidiary of National General Holdings Corp.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance

NAICS

Insurance Agencies and Brokerages (52421), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro industry

PRIMARYFSAJACAK

Crop & Farm Property Insurance

Financial & Insurance/Insurance — Motor, Property & Casualty/Property Insurance (Homeowners, Renters & Commercial Property)

SECONDARYFSAJABAE

Hired & Non-Owned Auto

Financial & Insurance/Insurance — Motor, Property & Casualty/Commercial Auto & Fleet Insurance

Keywords

• Personal lines insurance
• Farm and ranch insurance
• Telecommunications insurance
• Homeowners and auto insurance
• Rural insurance agents

Headquarters

HQ city

Rolla

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Farmers Union Insurance generates revenue through insurance premium payments from policyholders. The company offers auto, homeowners, farm, renters, and telecommunications insurance policies. Premiums are collected on a recurring basis and customers can pay monthly, annually, or in full.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Farmers Union Insurance sells property and casualty insurance products, primarily Auto, Homeowners, Farm, and specialized Telecommunications Insurance, distributed through approximately 400 local independent agents in nine Midwestern and Rocky Mountain states. It is the largest U.S. writer of insurance for rural telephone and cable companies, operating that book across 38 states plus DC. The company has operated since 1945 and has been a wholly-owned subsidiary of National General Holdings Corp. since 2019.

Product overview

Farmers Union Insurance is a personal and commercial insurance provider offering a portfolio of insurance products through 400 local agents. The core offerings consist of Auto Insurance, Homeowners Insurance, Farm Insurance, and Telecommunications Insurance. These products serve personal lines (individuals, families, farmers) and specialized commercial lines (rural telecom companies). Add-on coverages include umbrella liability, watercraft, glass claims, and towing services. The company was founded in 1945 to serve farm insurance needs and has expanded into all personal insurance types while maintaining its largest market position in rural telecommunications insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Vehicle insurance coverage for individual drivers and families, including liability, medical, comprehensive, and collision protection, with discounts for safe drivers, good students, multi-car fleets, paid-in-full billing, and packaged policies. Distributed through local Farmers Union Insurance agents.
• Homeowners Insurance Property and liability coverage for owner-occupied residences, condominiums, townhomes, and rental homes, including personal property, loss assessment, and optional umbrella and watercraft endorsements. Sold through local Farmers Union Insurance agents.
• Farm Insurance Comprehensive farm and ranch coverage for buildings, structures, machinery, livestock, fire, liability, and equipment breakdown, with farm advantage endorsements ranging from hobby farms to full farm and ranch operations. Marketed to farm and ranch owners in Midwestern and Rocky Mountain states.
• Telecommunications Insurance Specialized property and casualty insurance for rural telephone and cable companies, providing one consolidated multi-peril policy with risk management and safety training services. Marketed through exclusive account executives in 38 states plus the District of Columbia.

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

Partnerships

Three partnerships are on record, tiered flagship and minor.

• National Farmers UnionflagshipStrategic or Co-development Partner · 1 January 2019Farmers Union Insurance has an exclusive relationship with the National Farmers Union, providing access to members through roughly 400 agencies. NFU members can benefit from affinity discounts on insurance policies in many states.
• Auto Repair Facilities NetworkminorOthersPartnership with more than 250 Auto Repair Facilities for claims service. The company guarantees repairs made through these facilities and helps arrange rental services through Enterprise Rent-a-Car.
• Enterprise Rent-a-CarminorOthersPartnership with Enterprise Rent-a-Car to provide rental vehicles for customers during the claims process while their vehicles are being repaired.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• QBE North America: QBE Farmers Union Insurance is explicitly referenced on Farmers Union Insurance's agent login page, indicating QBE underwrites Farmers Union branded products. QBE North America is a specialty P&C insurer with significant Midwest agent relationships, making it a direct peer in farm and personal lines distribution.
• Farm Bureau Financial Group: Farm Bureau Financial Group offers farm, auto, home, and life insurance through affiliated Farm Bureau state organizations across the Midwest and Great Plains. Highly comparable to Farmers Union Insurance in target customer (farm and rural households), product mix, and affinity-based distribution.
• COUNTRY Financial: COUNTRY Financial (Country Financial) is a Midwest-based mutual insurance and financial services company offering auto, home, farm, life, and retirement products. Directly comparable to Farmers Union Insurance in geographic focus, farm customer base, and multi-line P&C offering.
• Auto-Owners Insurance: Auto-Owners Insurance is a Midwest-based mutual P&C carrier distributing through independent agents across personal and commercial lines. Comparable to Farmers Union Insurance in distribution model (independent agents), regional concentration, and multi-line personal P&C focus.
• Grinnell Mutual: Grinnell Mutual is a Midwest-based mutual reinsurer and direct insurer specializing in farm, rural, and small commercial P&C coverage. Directly comparable to Farmers Union Insurance's farm and rural customer focus and Midwestern footprint.
• Erie Insurance: Erie Insurance is a regional P&C carrier operating primarily in the Midwest, Mid-Atlantic, and Southeast through exclusive and independent agents. Comparable to Farmers Union Insurance in regional P&C positioning, agent-driven distribution, and personal lines focus.
• Shelter Insurance: Shelter Insurance is a Midwest and Southern regional P&C carrier offering auto, home, farm, and life products through captive agents. Comparable to Farmers Union Insurance in regional concentration, multi-line personal P&C offering, and agent-based distribution.
• Westfield Insurance: Westfield Insurance is a Ohio-based super-regional P&C carrier with strong Midwest and Eastern US presence, distributing through independent agents. Comparable in regional footprint, agent distribution model, and personal/commercial P&C product mix.
• Cincinnati Financial: Cincinnati Financial is a super-regional P&C carrier operating across the Midwest and beyond through independent agents, with a strong commercial lines book alongside personal lines. Comparable to Farmers Union Insurance in independent agent distribution model and Midwest P&C focus.

Broad incumbents

• National General Holdings Corp. (Allstate): National General Holdings Corp. is the parent company of Farmers Union Insurance, acquired by Allstate in 2021. As a broader specialty personal lines carrier with 23,000+ independent agents nationally, it is a broad incumbent encompassing Farmers Union Insurance as a regional brand within a larger portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/fumicinc
• LinkedInlinkedin.com/company/bradley-insurance-agency

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Union Insurance