Wisconsin Mutual Insurance Company

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.

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

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

• Property and casualty insurance
• Mutual insurance company
• Independent agent distribution
• Personal lines coverage
• Small commercial insurance

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 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 core.

• Enterprise Rent-A-CarcoreChannel Partner/ Reseller/ DistributorEnterprise 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 ServicescoreTechnology or IntegrationLynx 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)coreStrategic or Co-development PartnerWisconsin 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

Direct 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

• Facebookfacebook.com/wisconsinmutualins
• Xx.com/mutualwisconsin
• LinkedInlinkedin.com/company/wisconsin-mutual-insurance-company

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Wisconsin Mutual Insurance Company