American Family Insurance - Auto Overview

American Family Insurance was founded by a man name Herman Wittwer in 1927 to provide auto insurance to farmers in Wisconsin. Farmers drove less than urban dwellers, so they were considered less of a risk. The company’s name started out as Farmers Mutual Insurance Company, but as the company grew and broadened its customer base, the name was eventually changed. In 1963, it became American Family Insurance Company.


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The Good

The company now offers a wide range of products and services, including auto, home, life and health insurance, as well as retirement products. Though they have expanded over the decades, they currently only operate in 19 states located chiefly in the north and northwest of the country. American Family Insurance has $19.4 billion in assets and $6.5 billion in policy equity. With a focus on providing a wide range of insurance types, the company’s slogan is, “All your protection under one roof.” Benefits of American Family Insurance includes:


The company has over 90 years of experience in the industry, having sold auto insurance since 1927.

Price Range:

The auto insurance rates for this company are really affordable, averaging $110 to $129 per month for our sample quote estimate. In fact, rate quotes proved to be among the lowest of all the major insurance companies. It is possible to get a really good deal through American Family, so it might be one of the better choices for people who are budget-conscious or trying to find a more affordable option for their insurance needs.

Coverage Features:

  • Property damage
  • Bodily injury
  • Collision
  • Comprehensive
  • Medical Expense
  • PIP
  • Lease/Loan
  • Rental reimbursement
  • Emergency road service
  • Underinsured
  • Accidental death and dismemberment
  • Uninsured

The company offers many different types of insurance, and they provide savings for those who choose to bundle their insurance package. The process of bundling is easy, and the savings are significant. For those looking to get multiple insurance needs met through one company at competitive prices, American Family is a smart way to go.


They offer many discounts, including the following:

  • Protect one, protect all
  • Multiple vehicle
  • Steer into savings
  • Good driver
  • Safety equipment
  • Teen safe driver
  • All in the family
  • Good student
  • Young volunteer
  • Defensive driver
  • Paid in full
  • Autopay
  • Go paperless
  • Low mileage
  • Away at school
  • Earlybird

File/Track Claims:

Insurance claims can be filed and tracked directly with an agent, over the phone, online through the American Family website or through a free mobile phone app. The company seems to do a fairly good job of processing claims quickly.


American Family provides an impressive amount of educational and informational material for customers and consumers. Some of this is provided through social media outlets, but there is also a wealth of material provided online, including articles and videos, at their Learning Center.

Community Outreach:

For those within reasonable driving distance, there is the American Family DreamBank in Madison, Wisconsin. This is a retail store that offers various tools and interactive exhibits designed to help people realize their life dreams. Special events are planned throughout the year. The goal in all of it is to engage the community in a creative and encouraging way, and it seems like a lot of fun. It is definitely a unique and interesting way to interact with customers and consumers.

Mobile App:

A free mobile phone app for iPhone and Android phones allows customers to view their policies and related documents, pay bills, find a local agent, file and track claims and download proof of insurance. It has an average rating on iPhone (2 stars) but is well-reviewed on Google Play (3.6), with many 5-star reviews. Positive reviews say the interface is easy to use and offers a lot of useful features.

The Bad

Though American Family offers many different types of insurance, they do not offer an impressive enough array of auto insurance coverage options. Besides standard policy options like bodily injury, collision and comprehensive coverage, they only offer three optional coverage types: auto rental reimbursement coverage, emergency road service, and auto lease protection. Many of their competitors offer a much greater selection, giving customers greater variety, so they can put together a highly-customized insurance policy. Limitations to the platform include:

Current User Complaints:

American Family Insurance had accrued hundreds of complaints across multiple websites about claims being dropped or denied. Some of their customers have lost discounts without any explanation. The sheer number of these kinds of complaints makes it worthy of mention, though they are merely anecdotal. It should also be pointed out that many of the negative reviews for the mobile phone app come from customers who were simply unable to get it to work. In fact, quite a few people have been unable to sign in or even get the app to load. The reasons for this are unclear, but it is a common enough complain that it bears mention.

Service Coverage:

American Family Insurance is only available in 19/50 states: Arizona, Colorado, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, Nevada, North Dakota, Ohio, Oregon, South Dakota, Utah, Washington, and Wisconsin. This means most of the nation’s population simply does not have access to their products and services. It is unclear if they will continue to expand. In fact, within the last few years, there has actually been some downsizing of offices across the country.

The Bottom Line

In the end, if you happen to live in one of the 19 states in which American Family Insurance provides their products and services, then they are definitely worth looking into. This company offers some truly competitive prices and rates that are among the lowest of the major insurance companies. In some cases, a side-by-side comparison of American Family’s auto insurance rates with its biggest competitors shows an impressive difference.

This company is also a great choice for those who wish to bundle their insurance services in one place. Bundling is easy and saves money. It seems to be one of the strengths of American Family Insurance. At the same time, some coverage options are lacking, so someone who is less interested in cheaper prices and bundled services might want to look elsewhere.

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