See Rankings of Other Top Insurance Companies

American Family Home Insurance Ratings

Customer Satisfaction Ratings (based on 103 survey results)
Claims ProcessingCustomer ServiceValue for PriceWebsite and Apps% Who Would Recommend to a Friend% Who Plan to RenewA.M. Best
Effective as of:

A.M. Best's Financial Strength Rating is an independent opinion of an insurer's financial strength and ability to meet its ongoing insurance policy and contract obligations.

A.M. Best's rating is NOT used to calculate the overall score but it is important information to consider when choosing an insurance company.

out of 100
May 29, 2019
See How Much You Can Save
Compare free quotes from companies near you
Please enter a valid zip
Go to American Family site now to get a quote
Other Companies to Consider:

Reasons for Buying from American Family

Customers of American Family originally decided to purchase from the company for these reasons:
Offered best price20%
Recommended by friend or family member20%
I had other insurance with this company14%
Saw online ad13%
Saw TV commercial8%
Financial Strength rating5%
Was the company my parents had5%
The company website and mobile apps are easy to use and helpful1%

How likely are you to recommend this company to a friend, coworker or family member

I would definitely recommend this company. 48%
I probably would recommend this company. 37%
Neutral 12%
I probably would not recommend this company. 2%
I would not recommend this company. 2%

Would you renew?

Yes 95%
No 5%

Website and Apps

How easy to use and how helpful they are
46%Good - Fulfills my needs
35%Excellent - Gives me what I need and more
13%Just okay - Fulfills some but not all of my needs
6%Never visited/used website or mobile app
1%Unsatisfactory - Doesn?t fulfill my needs, website/app is severely lacking

How You Prefer to Deal with Insurers

29%In person
2%Smartphone app
15%Interactive website
Share Your Opinion About Your Current Insurance Company?
Read Reviews
Write a Review

About American Family

Homeowners policies offered

  • Home
  • Condo
  • Manufactured home
  • Renters
  • Flood

Additional policies include

  • Auto
  • Life
  • Business
  • Manufactured home
  • Boat
  • Farm and Ranch
  • Umbrella
  • Travel
  • ATV and RV
  • Health

Best Home Insurance Companies: How American Family Stacks Up

In this year’s survey American Family came in 8th overall with a score of 85.92. Its highest showing was 7th place for customer service and worst was 12th place for ease of use of website and apps but with a respectable score of 80.41. The scores may be midpack in the survey, but still 95% of those surveyed plan to renew with American Family.

Gauging an insurance company

Before buying with a company it is wise to check on a company's financial strength and complaint record. The A.M. Best rating listed above gives you an idea of Allstate's financial strength to pay claims. A complaint ratio can be found on the National Association of Insurance Commissioners (NAIC) site. The median complaint ratio from the NAIC is always 1.00. This means half of the insurers have a complaint ratio of under 1.00 and half have a ratio above. Basically, numbers lower than 1.00 are better with fewer complaints than the median and a number higher than 1.00 has more complaints than the median. For home insurance, American Family (NAIC# 10386) had a complaint ratio of 0.90 for 2018. 2019 complaint numbers will be available in 2020.

Company Background

American Family homeowner programs

  • Smart home -- Does your house have things like the Ring Video Doorbell or a smart smoke/fire alarm system? You'll likely get a discount.
  • New home -- Talk to your agent; you may be able to get a discount if your home is new.
  • Family member discount -- Are you parents an American Family customer? If they are, and you're between 18 and 30, you may end up saving money.
  • Renovations discount -- If you've completely replaced the plumbing, electrical and heating systems in your home, you can get a discount.

Farming roots

Herman Witter, an insurance salesman, started Farmer Mutual Insurance Company in Madison, Wisconsin. His is a familiar tale, if you've been boning up on your insurance company history. Witter focused on selling car insurance to farmers because they were seen as a good risk compared to city drivers.

As the years went on, Witter's company evolved, and like many regional insurance companies around the country. In 1963, the company changed its name to American Family to reflect the expansion. 

Today, American Family Insurance is a Fortune 500 company serving customers nationwide in areas of auto, home, health, life and business in 19 states across the country (Arizona, Colorado, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, Nevada, North Dakota, Ohio, Oregon, South Dakota, Utah, Washington and Wisconsin).

Consider American Family Insurance if you have a family

Yes, many insurers are very pro-family, but American Family Insurance seems to take its name very seriously. As noted earlier, if you're a young homeowner, and your parents are American Family Insurance customers, you'll get a discount. That said, American Family provides numerous discounts, for virtually every type of family. Is your kid in college, 100 or miles away, and the car is parked in your garage? You get a discount. Are your kids doing volunteer work? If they do 40 hours a year, you can get a discount. If they're getting good grades, you can get a discount. You get the idea.

Contact information

Corporate Headquarters

American Family Insurance
6000 American Parkway
Madison, WI 53783-0001     
Telephone: (800) 692-6326

Types of special coverage

Home-based business. Liability coverage and business property protection for home-based businesses.

Sewer backup and sump pump overflow. Coverage for sewer backups and sump pump overflows.

Identity theft protection. Protects your credit and identity.


Multi-policy. Discount for more than one type of policy with the same insurance provider.

Smart home. Discount for homes with smart technology.

New/renovated/recently purchased home. Discount for covering a new, recently renovated home or a newly bought home.

AutoPay and full pay. Discount if you set up AutoPay or pay the premium in full.

Paperless. Discount for going paperless.

Loyalty. Discount for sticking with the company.

Generational. Discount if your parents were customers.


No Comments

What do you think? You can add a helpful comment to this page by filling out the form below.
Was this page helpful?
How was your experience?

Thanks for your interest in our coverage! Your feedback is valuable to us.

Please write any more feedback or suggestions in the comment section to help us serve you better.