When it comes to protecting your dreams, we’re in it for the long haul — and our core values guide us every step of the way. American Family agents and employees are firmly committed to being innovative, caring, agile, trustworthy, transparent and passionate.

American Family's Values

For more than 80 years, American Family Insurance has given its customers peace of mind by making their insurance experience easy and convenient. Our caring agents strive hard to meet customers' unique needs by offering just the right mix of American Family's auto, home, life*, umbrella, business, health, and farm & ranch insurance, as well as retirement* products. Located throughout our 19 operating states, American Family's independent contractor agents serve as local, expert and trusted advisors to our customers. They get to know you like family.

Check out our annual report to get all the facts, figures and moving stories underscoring why people choose American Family Insurance over other insurance companies to protect their dreams.

When You Compare Insurance Companies, American Family Insurance Stands Out

If you're making insurance comparisons, you'll find that American Family Insurance offers distinctive advantages over our competitors.

Trusted Advisors

American Family Insurance agents are committed to understanding your individual needs as a customer, and they'll take the time to suggest basic coverage that is right for you.

They also can proactively suggest insurance policy options and discounts based on their knowledge of your individual circumstances.

Further, our insurance agents can assist you in making policy changes, and will stay informed regarding claims.