CONNECT

What CONNECT does

CONNECT, now operating under the unified American Family Insurance brand as of 2024, is a digital-first property, casualty, and life insurance carrier that is part of American Family Mutual Insurance Company, S.I., a Madison, Wisconsin-based mutual insurance company founded in 1927 and serving more than 12 million customers across all 50 states plus Washington D.C. The company offers roughly 20 insurance product lines spanning auto, home, renters, condo, landlord, life, farm-ranch, business, motorcycle, RV, boat, ATV, snowmobile, pet, travel, umbrella, flood, and manufactured-home coverage, supplemented by usage-based programs DriveMyWay (telematics) and MilesMyWay (pay-per-mile) and a bundle discount of up to 40% for combining home and auto policies.

The technology stack is a cloud-based insurance platform with a self-service website (amfam.com), the MyAmFam mobile app (rated 4.7/5 stars across 84k+ App Store reviews) for policy management, claims filing, and ID card access, and telematics pipelines that capture driving behavior for personalized pricing. Distribution operates through a hybrid model combining licensed insurance agents across all 50 states, an in-house call center (1-800-535-2001), online self-service quoting, and the mobile app, with the agent network functioning as both a sales channel and a servicing backbone.

The business model is built on recurring insurance premiums collected monthly or annually across personal and commercial lines, with bundle discounts (up to 40%) and supplementary discounts (Auto Pay, Paperless, multi-product) engineered to maximize multi-policy retention and customer lifetime value. The company sits within a holding structure that includes wholly-owned subsidiaries Homesite Group (digital direct-to-consumer carrier), Main Street America Group, and the Connect entity family, all consolidated under the American Family Insurance master brand. Customer segments are segmented primarily by use case (auto, homeowners, renters, life, small business) with primary focus on individual consumers seeking protection against financial loss from accidents, property damage, theft, natural disasters, and liability claims.

Name

CONNECT

Legal name

American Family Mutual Insurance Company, S.I.

Website

https://connectbyamfam.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

501–1,000 employees

Short description

CONNECT, rebranded to American Family Insurance in 2024, is a digital-first property, casualty, and life insurer serving 12 million+ customers across all 50 states through a multi-channel agent, online, and mobile platform, offering roughly 20 insurance lines plus usage-based telematics programs.

Ownership category

akta.pro rank

Headquarters

HQ city

De Pere

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Recurring insurance premium payments from auto, home, renters, life, and other property & casualty insurance policies. Customers pay periodic premiums (monthly or annual) for coverage.
2. Bundle Discounts: Revenue generated from multi-policy bundling, where customers receive discounts (up to 40%) for combining auto and home coverage, creating customer stickiness and higher lifetime value.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

CONNECT, powered by American Family, sold auto, home, renters, and other property and casualty insurance products directly to consumers through digital channels, licensed agents, and phone sales. As of 2024, the CONNECT brand was rebranded and integrated into American Family Insurance, continuing to offer the same insurance product portfolio with multi-policy bundle discounts.

Product overview

CONNECT, now American Family Insurance, is an insurance provider offering a comprehensive portfolio of property and casualty and life insurance products. The product lineup includes core insurance offerings (auto, home, life, renters, condo, landlord, farm-ranch, business, motorcycle, RV, boat, ATV, snowmobile, pet, travel, umbrella, flood, and manufactured-home insurance) supplemented by usage-based insurance programs (DriveMyWay and MilesMyWay) and a mobile application (MyAmFam App). The company also offers bundle discounts allowing customers to combine home and auto policies for savings up to 40%. The company operates through multiple subsidiaries including Homesite and Main Street America Insurance, with products available across 50 states and Washington D.C.

Differentiator

Problem solved

Functional benefit

Brands

• CONNECT: Digital-first insurance brand offering auto, home, renters, and more insurance products through online and mobile platforms.
• Homesite
• Main Street America Insurance

Products and services

• Auto Insurance
• Homeowners Insurance
• Life Insurance
• Renters Insurance
• Condo Insurance
• Landlord Insurance
• Farm-Ranch Insurance
• Business Insurance

Quantifiable outcome

• Save up to 40% when bundling home and auto insurance
• +2 more outcomes

Segments5 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

One partnership is on record.

• HomesitecoreTechnology or IntegrationHomesite is a subsidiary of American Family Insurance offering insurance products and services. Homesite Group Incorporated and its subsidiaries provide insurance products and support services including Homesite Insurance Company of California, Homesite Indemnity Company, Homesite Insurance Company of Illinois, and multiple other regional insurance carriers.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CONNECTbyAmFam
• Instagraminstagram.com/amfam/?hl=en
• LinkedInlinkedin.com/company/connectbyamfam
• Xx.com/CONNECTbyAmFam
• YouTubeyoutube.com/user/amfam

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&A

Investments

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

Frequently asked questions about CONNECT