American Family Insurance

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In 1927, Farmers Mutual Automobile Insurance Company was established and, as its name suggests, the company focused on auto insurance for farmers. In 1963, it adopted its current name, American Family Mutual Insurance Company, and is widely known as American Family Insurance or AmFam.

In 2023, AmFam was among the National Association of Insurance Commissioners’ (NAIC) top 25 property and casualty (P&C) insurers. Based on direct written premium (DWP), AmFam is the 12th largest P&C insurance group, the seventh largest homeowners insurance company, and the ninth largest private passenger insurer in the US.

The majority of AmFam’s sales is made up of P&C (auto and home) insurance premiums, having used acquisitions to morph into a multi-line insurer. The AmFam group now comprises 14 companies, including:

  • American Family Insurance, which offers multi-line insurance products

  • The General, a national direct non-standard auto insurance provider, following the acquisition of Permanent General Companies and other subsidiaries of the PGC Holdings Corp in September 2012

  • Homesite, a national direct property insurance company, acquired in December 2013

  • Main Street America Insurance, which offers multi-line insurance products, acquired in May 2018

  • CONNECT, previously Ameriprise Auto & Home Insurance, which it acquired in April 2019.

AmFam’s total DWP amounted to USD 17.3 billion in 2023 with P&C-earned premiums totaling USD 15.4 billion. Total revenue for the group was USD 17.1 billion for the year. The group’s nation-wide headcount exceeded 13,000 as of June 2024.

AmFam follows a hybrid, two-pronged approach to sales growth. Its Reimagine Agency strategy is a hybrid agency model, focusing not only on digital channels, but also on its agents that have built decades-long relationships with customers, transforming this traditional channel through technology and innovation.

HQ Location:
6000 American Parkway Madison WI USA
Founded year:
1972
Employees:
5,001-10,000
InsurTech: Personal Lines
InsurTech: Personal Lines
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