American Family Insurance : Everything you need to know

American Family Insurance : Everything you need to know

  • Headquarters: Madison, Wisconsin
  • Total assets: $33.9 billion at the end of 2020
  • Annual revenue: $12.9 billion (according to 2020 annual report)
  • Employees: 11,000+
  • Underwriting expertise: Business and personal insurance
  • Key people: Chair and CEO Jack Salzwedel

American Family Insurance, widely known as AmFam, is the 13th largest property & casualty (P&C) insurance group, the eighth 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, and 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 13th largest P&C insurer in the US and ranks 232nd on the Fortune 500 list.

What companies makes up America Family Insurance Group?

The AmFam Group is made up of 14 individual companies:

  • American Family Mutual Insurance Company, S.I.
  • American Standard Insurance Company of Wisconsin
  • American Family Life Insurance Company
  • American Family Brokerage, Inc.
  • American Family Financial Services, Inc.
  • American Family Insurance Company
  • American Standard Insurance Company of Ohio
  • AmFam, Inc.
  • The AssureStart Insurance Agency, LLC (AssureStart)
  • Homesite Group Incorporated and its subsidiaries (Homesite)
  • Midvale Indemnity Company
  • Midvale Life Insurance Company of New York
  • New Ventures, LLC
  • PGC Holdings Corp. and its subsidiaries (The General)

Does AmFam sell through agents?

It does indeed. According to the company’s ‘Fast Facts’ page, AmFam contracts with 2,800 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, chief marketing officer for 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.”

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