Wisconsin Mutual Insurance Company
Wisconsin Mutual Insurance Company is a 120-year-old mutual property-and-casualty insurer licensed in Wisconsin and Minnesota, selling homeowners, auto, farm, commercial, dwelling fire, and umbrella policies exclusively through independent agents. It serves individual, farm, and small-business policyholders across the Midwest.
- Company typePrivate
- Founded1903
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Wisconsin Mutual Insurance Company does
Wisconsin Mutual Insurance Company is a regional mutual property-and-casualty insurer founded in 1903 in Evansville, Wisconsin, and currently headquartered in Madison, WI. The company is owned by its policyholders rather than outside shareholders, operates with non-assessable policies, and is licensed to write business in Wisconsin and Minnesota. It sells exclusively through a network of appointed independent agents who serve local communities, and does not accept brokerage business or direct-to-consumer sales beyond online claim filing. The product portfolio spans six core lines: homeowners, personal auto, farmowners, commercial/businessowners, dwelling fire, and personal umbrella (with limits up to $5 million). The company insures over 100,000 vehicles and maintains a multi-office regional footprint including a Madison home office and claim offices in Wausau/Weston, Eau Claire, Green Bay, Superior, and a farm division in Coon Valley.
The business model is straightforward subscription-based insurance premium collection, with pricing set via quotes through independent agents on a monthly billing cadence. Revenue mechanics rely on premium volume across personal lines, farm, and small commercial accounts, supplemented by bundling and loyalty discounts that encourage multi-policy retention. Distribution is entirely indirect via independent agents, augmented by preferred-vendor claims programs: a Direct Repair Program (with Caliber Collision and Gerber Collision & Glass), an Auto Glass Program administered by Lynx Services (700+ affiliated facilities, nationwide warranty), a Preferred Towing Program, and a Preferred Rental Program with Enterprise Rent-A-Car. Marketing channels combine agent enablement with educational blog content, a Facebook presence, and community involvement such as the PIA Scholarship Golf Outing (founding sponsor).
Operational and financial profile indicators include an A.M. Best 'A' (Excellent) Financial Strength rating (issued February 2024) reflecting the strongest level of risk-adjusted capitalization and five- and ten-year average combined ratios outperforming the industry composite. Leadership transitioned in 2023 to Kellye Golden as President & CEO, coinciding with a fresh branding and growth initiative. The company has 11-50 employees, no disclosed revenue, no subsidiaries, no parent company, and no external funding. Industry recognition includes placement on the 2026 CRASH Network Insurer Report Card Honor Roll among the Top 20 auto insurers in the country based on feedback from over 1,100 collision repair shops.
Wisconsin Mutual Insurance Company firmographics
Firmographics- Name
- Wisconsin Mutual Insurance Company
- Legal name
- Wisconsin Mutual Insurance Company
- Website
- https://www1.wiins.com
- Company type
- Private
- Founded year
- 1903
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wisconsin Mutual Insurance Company is a 120-year-old mutual property-and-casualty insurer licensed in Wisconsin and Minnesota, selling homeowners, auto, farm, commercial, dwelling fire, and umbrella policies exclusively through independent agents. It serves individual, farm, and small-business policyholders across the Midwest.
- Ownership category
- akta.pro rank
Wisconsin Mutual Insurance Company industry classification
Industry- Product category
- Regional Mutual Property and Casualty Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126)
- SIC
- Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Homeowners Insurance (FSAJACAA)
- akta.pro secondary industry
- Standalone Umbrella Liability (FSAJANAE)
Keywords
Where Wisconsin Mutual Insurance Company is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Wisconsin Mutual Insurance Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Insurance Premiums: Wisconsin Mutual Insurance Company generates revenue through insurance premiums collected from policyholders. As a mutual insurance company, it is owned by policyholders and focuses on serving its members rather than generating profits for shareholders. Policies are non-assessable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Quote-based insurance policies |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Wisconsin Mutual Insurance Company product offering
Product offeringCore offering
Wisconsin Mutual Insurance Company underwrites and sells property and casualty insurance products, including homeowners, personal auto, farmowners, commercial/businessowners, dwelling fire, and personal umbrella policies. The company, structured as a policyholder-owned mutual, distributes exclusively through independent insurance agents and is licensed to write business in Wisconsin and Minnesota, serving over 100,000 insured automobiles and a broad base of personal and small-business policyholders.
Product overview
Wisconsin Mutual Insurance Company offers a portfolio of property and casualty insurance products through independent agent partnerships. The core product suite includes Homeowners, Personal Auto, Farmowners, Commercial/Businessowners, Dwelling Fire, and Umbrella insurance policies. The company supplements these with claims service programs including Direct Repair, Auto Glass (via Lynx administrator), Preferred Towing, and Preferred Rental (via Enterprise) partnerships. All products are distributed exclusively through independent agents serving Wisconsin and Minnesota.
Differentiator
Problem solved
Functional benefit
Products and services
- Homeowners Insurance Comprehensive coverage protecting primary residences including single-family homes, condos, apartments, and seasonal properties against covered losses such as fire, wind, hail, theft, and personal liability. Distributed to individual homeowners and residents through independent agents in Wisconsin and Minnesota.
- Personal Auto Insurance Vehicle coverage for individual policyholders with customizable policies including comprehensive, collision, liability, medical payments, uninsured/underinsured motorist, rental, and other optional protections. Insures over 100,000 vehicles in Wisconsin and Minnesota.
- Farmowners Insurance Comprehensive farm protection covering the primary farm residence, barns, silos, equipment, livestock, and farm operations with flexible coverage options for crop and livestock operations. Designed for farm operators in Wisconsin and Minnesota.
- Commercial / Businessowners Insurance Business protection covering property, equipment, inventory, liability, and specialized coverages for small to mid-sized retail stores, offices, service businesses, contractors, agribusinesses, and light manufacturing operations in Wisconsin and Minnesota.
- Dwelling Fire Insurance Coverage for 1-4 family non-owner occupied residential properties and owner-occupied homes that do not qualify for traditional homeowners programs, including rental homes, seasonal dwellings, and investment properties.
- Umbrella Insurance Personal umbrella liability coverage providing additional protection beyond standard home and auto policies, with policy limits up to $5,000,000, covering personal injury, property damage, and bodily injury claims.
- Auto Glass Program Windshield and glass claim processing administered through third-party partner Lynx Services, providing policyholders access to 700+ affiliated glass facilities nationwide with nationwide warranty on repairs.
- Direct Repair Program Preferred auto body repair network connecting policyholders with approved repair facilities (e.g., Caliber Collision, Gerber Collision & Glass) across Wisconsin and Minnesota for streamlined collision repair.
- Preferred Towing Program Network of approved towing providers offering roadside reimbursement for vehicle transport to repair shops, residences, or other destinations following covered losses.
- Preferred Rental Program Partnership with Enterprise Rent-A-Car providing Wisconsin Mutual policyholders with discounted rental rates, waived 24-hour notice requirements, and access for youthful operators during covered vehicle losses.
Quantifiable outcome
- A.M. Best Financial Strength Rating: A (Excellent)
- +3 more outcomes
Companies that use Wisconsin Mutual Insurance Company
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Wisconsin Mutual Insurance Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wisconsin Mutual Insurance Company partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Enterprise Rent-A-CarcoreEnterprise is Wisconsin Mutual's preferred vendor for rental car services during covered losses. The partnership provides Wisconsin Mutual policyholders with waived 24-hour notice on rentals, guaranteed discounted rates even without rental coverage, and access for youthful operators.
- Lynx ServicescoreLynx is Wisconsin Mutual's third-party glass program administrator. Policyholders can schedule windshield and glass repairs or replacements through Lynx, which provides access to 700+ affiliated glass facilities nationwide with nationwide warranty on repairs.
- Professional Insurance Agents of Wisconsin (PIA)coreWisconsin Mutual is the founding sponsor of the PIA Scholarship Golf Outing, an annual event that provides scholarships for high school students pursuing careers in insurance. Supports industry education and next generation of professionals.
Scale indicators5 records
Recent moves11 records
Expansion highlights4 records
Wisconsin Mutual Insurance Company competitors and assessment
Company assessmentDirect peers
- West Bend Mutual Insurance Company: Wisconsin-based mutual P&C insurer writing personal auto, home, and commercial lines through independent agents in the upper Midwest. Closest comparable by structure (mutual), geography (WI), product mix (multi-line P&C), and distribution model (exclusive independent agents).
- Acuity Insurance: Mutual insurance company headquartered in Sheboygan, Wisconsin, writing personal and commercial P&C across the Midwest through independent agents. Direct structural and geographic comparable to Wisconsin Mutual.
- Auto-Owners Insurance: Michigan-headquartered mutual P&C insurer distributing exclusively through independent agents with a multi-line personal and commercial product suite. Same mutual/independent-agent model operating in overlapping Midwest geographies.
- Erie Insurance Group: Multi-line P&C mutual insurer writing personal auto, home, and commercial lines through exclusive agent distribution in the eastern U.S. Most commonly cited comparable for a regional mutual P&C carrier with strong agent franchise.
- Cincinnati Financial Corporation: Ohio-based P&C insurer group writing commercial, personal, and specialty lines through independent agents in the Midwest. Comparable in product breadth and independent-agent distribution strategy.
- EMC Insurance Companies: Iowa-based P&C insurer focused on personal and commercial lines through independent agents in the Midwest. Comparable regional footprint, mutual/agent alignment, and multi-line product portfolio.
- Grinnell Mutual: Iowa-based mutual reinsurer and P&C carrier with strong Midwest agent distribution and multi-line offerings (auto, home, farm, commercial). Same mutual structure serving overlapping agricultural and rural Midwest markets as Wisconsin Mutual.
- COUNTRY Financial: Midwest-based mutual P&C and life insurer serving personal and commercial customers through captive Financial Representatives in IL, MN, WI, and surrounding states. Direct overlap with Wisconsin Mutual's geography and product mix.
Broad incumbents
- State Farm Mutual Automobile Insurance Company: Largest U.S. personal lines P&C mutual, dominant in auto and homeowners across Wisconsin and Minnesota. Represents the broad incumbent Wisconsin Mutual competes against regionally.
- American Family Insurance: Madison, Wisconsin-headquartered national P&C mutual writing auto, home, and commercial lines across the U.S. through exclusive agents. Direct geographic incumbent and the most powerful competitor in Wisconsin Mutual's home market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wisconsin Mutual Insurance Company social profiles
Digital presenceWisconsin Mutual Insurance Company compliance and trust
Trust signalCompliance1 record
Wisconsin Mutual Insurance Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wisconsin Mutual Insurance Company leadership team
Management profileNumber of profiles
Profiles11 records
Wisconsin Mutual Insurance Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wisconsin Mutual Insurance Company M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wisconsin Mutual Insurance Company
What does Wisconsin Mutual Insurance Company do?
Wisconsin Mutual Insurance Company underwrites and sells property and casualty insurance products, including homeowners, personal auto, farmowners, commercial/businessowners, dwelling fire, and personal umbrella policies. The company, structured as a policyholder-owned mutual, distributes exclusively through independent insurance agents and is licensed to write business in Wisconsin and Minnesota, serving over 100,000 insured automobiles and a broad base of personal and small-business policyholders.
Is Wisconsin Mutual Insurance Company a public or private company?
Wisconsin Mutual Insurance Company is a private company. It is classified as management employee owned and is currently operating.
When was Wisconsin Mutual Insurance Company founded?
Wisconsin Mutual Insurance Company was founded in 1903. It employs 11 to 50 people.
Where is Wisconsin Mutual Insurance Company based?
Wisconsin Mutual Insurance Company is headquartered in Madison, United States, in the North America region.
How does Wisconsin Mutual Insurance Company make money?
One revenue line is on record: insurance Premiums.
Who are Wisconsin Mutual Insurance Company's main competitors?
Direct peers on record are West Bend Mutual Insurance Company, Acuity Insurance, Auto-Owners Insurance, Erie Insurance Group, Cincinnati Financial Corporation, EMC Insurance Companies, Grinnell Mutual and COUNTRY Financial. Broad incumbents are State Farm Mutual Automobile Insurance Company and American Family Insurance.
Does Wisconsin Mutual Insurance Company have an API?
No public API is recorded for Wisconsin Mutual Insurance Company.
What industry is Wisconsin Mutual Insurance Company in?
Wisconsin Mutual Insurance Company's product category is Regional Mutual Property and Casualty Insurance. Its primary akta.pro industry code is FSAJACAA, Homeowners Insurance, with a secondary code of FSAJANAE, Standalone Umbrella Liability. Its NAICS code is 524126 and its SIC code is 6331.