Headquarters address: 6000 American Parkway, Madison, Wisconsin 53783, USA
Year established: 1927
Size (employees): 11,000+
Direct premium written: $18.5 billion (2025)
Underwriting expertise: Business, personal and life insurance
Key people: Bill Westrate (CEO)
About American Family Insurance
American Family Insurance, widely known as AmFam, is the 10th largest property & casualty (P&C) insurance group, the seventh largest homeowners’ insurance company and the ninth largest private passenger auto insurer, based on written premiums, in the US.
With over 90 years of experience, AmFam has built itself into one of the most popular US insurance brands. It has gained popularity by tapping into the notion of the American dream and promising customized coverage and support for people following their dreams.
A brief history of AmFam
American Family Insurance hasn’t always been a multi-line P&C carrier. It was founded by insurance salesman Herman Wittwer in October 1927 as an auto insurance provider for farmers in Wisconsin. Wittwer believed farmers’ driving habits were lower risk than city drivers, so he created Farmers Mutual Automobile Insurance Company.
As the needs of its customers evolved, so did Farmers Mutual. Between the 1930s and the 1960s, the firm expanded its market and product lines, and in 1963 the company changed its name to American Family Mutual Insurance Company to reflect its much broader customer base.
AmFam has since gone from strength to strength. It is now the 10th largest P&C insurer in the US and ranks 251st on the Fortune 500 list.
What companies make up America Family Insurance Group?
The AmFam Group is made up of 15 individual companies:
Does AmFam sell through agents?
It does indeed. According to the company’s ‘Fast Facts’ page, AmFam contracts with 2,400 independent contractor agents. Some AmFam affiliate companies, including The General and Homesite, enable consumers to purchase and manage their insurance directly over the internet or by phone.
What product lines does AmFam offer?
AmFam splits its product lines into three sections: vehicle insurance, property & business, and added protection. Under vehicle insurance, the firm covers cars, motorcycles, RVs, boats, ATVs, snowmobiles and classic cars. Under property & business, it offers coverage for homes, renters, condos, manufactured homes, farm & ranch, and business insurance. Finally, AmFam also offers life insurance, umbrella insurance, identity theft insurance, credit monitoring, health insurance and travel insurance.
The AmFam claims process
AmFam’s promise is all about “restoring your dreams”. When filing an auto, home or business insurance claim, insureds can either call 1-800-MY AMFAM (1-800-692-6326), contact their AmFam insurance agent or report a claim online.
Insureds with a car insurance claim can tap into the AmFam Dreams Restored Program (DRP) to access trusted, customer-friendly repair shops in their local neighborhoods. An insured’s damaged vehicle gets priority status at a DRP facility, meaning they can get back on the road as quickly as possible. The insurer keeps things hassle-free by receiving the bill directly and paying it (minus the deductible).
The MyAmFam mobile app
Like many leading insurance companies, AmFam is always looking for new ways to improve its customer service. The MyAmFam mobile app is packed with features from real-time payment status to roadside assistance. Insureds can use fingerprint authorization to sign into their secure app, where they can schedule payments, report a claim, request a policy change, and also find instant digital proof of insurance.
Insure Carefully, Dream Fearlessly
AmFam’s advertising campaign “Insure Carefully, Dream Fearlessly” reflects the firm’s positioning that enabling dreams requires real support, and not just cheering from the sidelines. The insurer states: “Everyone has a dream. And ours is to help you achieve yours.”
“Customers choose American Family Insurance because we engage with them through meaningful content that reaches beyond traditional advertising, daring them to dream fearlessly, knowing we’re protecting them along the way,” said Telisa Yancy, president of American Family Insurance. “Our brand ambassadors are an important part of this message – supporting and championing dreams, sharing their own stories, struggles and achievements, and providing inspiration by example.”
