Best Home Insurance Companies

American Family Home Insurance Reviews And Ratings

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american family
American Family Ratings
Overall Rating
Claims Processing
Customer Service
Value for Price
Website & Apps
Customers who recommend 80%
Who Plan to Renew 94%
AM Best Financial Strength Ratings A

About American Family Home Insurance

In 1927, Herman Wittwer launched Farmers Mutual Automobile Insurance Company on October 3rd in Madison, WI.

By 1948, State Farm Mutual of Madison renamed Farmers Mutual Insurance Company of Wisconsin and in 1957 Farmers Mutual introduced sickness and accident insurance.

In 1958, the company got into homeowners insurance and opened the highly successful American Family Life Insurance Company. They quickly expanded to ten states.

American Family Mutual Insurance Company, S.I. is born in 1963 when they made the final name change to the company and in 1975 – American Family launched their Commercial Lines and became the fifth-largest mutual auto insurer in the country.

By 1977, American Family celebrated its 50th birthday with 2.3 million policies and 2,360 agents and by 1981, American Family had assets surpassing $1 billion.

2017 was American Family’s 90th year in business and they are now Wisconsin’s fourth-largest company with revenue of $8.8 billion.

Types of Coverages Offered by American Family Home Insurance

  • Dwelling
  • Liability
  • Personal property
  • Loss of use

Discounts Offered by American Family Home Insurance

  • Age of Home
  • Home Purchase
  • Newer Home, Better Savings
  • Smart Home
  • Pay, Full Pay and Paperless Discounts
  • Safety-Savvy Habits
  • Multi-Product
  • Paperless
  • Proactive Home Protection
  • Renovated Home

Additional Coverages Offered by American Family Home Insurance

  • Auto insurance
  • Life insurance
  • Business insurance
  • Farm & Ranch insurance
  • Snowmobile insurance
  • Boat insurance
  • Flood insurance
  • Health insurance
  • Umbrella insurance
  • Identity theft insurance
  • Credit monitoring
  • Renters Insurance
  • Condo Insurance
  • Manufactured Home
  • Landlord Insurance

American Family: Best Home Insurance Company for Customer Satisfaction

Insurance designed with you in mind.

How American Family Compares

American Family (AmFam) earned a solid spot in our Top 5 with an InsureScore of four out of five stars but also secured the title of Best Home Insurance Company for Customer Satisfaction in our annual review of the Best Home Insurance Companies.

Ninety-four percent of customers surveyed said they planned to renew their policies with American Family, but that comes as no surprise. American Family offers a unique array of special coverages and discounts to accommodate and support nearly any need.

Customers report that American Family treats them like family, is easy to talk to and offers a quick and easy claims process at affordable prices.

How likely customers would recommend this company?

48% I would definitely recommend this company
32% I would probably recommend this company
17% Neutral
3% I would probably not recommend this company
0% I would not recommend this company

Reasons for Buying

Customers of American Family originally decided to purchase from the company for these reasons:
  • 21% Reputation
  • 20% Recommended by friend or family member
  • 17% Offered best price
  • 13% I had other insurance with this company
  • 10% Saw TV commercial
  • 7% Financial strength rating
  • 5% Saw online ad
  • 5% Was the company my parents had
  • 2% The company website and mobile apps are easy to use and helpful

Would you renew?

  • 94% Yes
  • 6% No

Ratings on Website & Apps

  • Completely satisfied / Outstanding website & apps that give me what I need and more 44%
  • Fairly satisfied / Fulfills my needs OK 32%
  • Average website and apps 13%
  • Very unsatisfied / digital offering is severely lacking 2%
  • Unsatisfied / website and/or apps are not fulfilling my needs 6%

How do you prefer to deal with insurer and policy?

  • In person 32%
  • Phone 39%
  • Email 13%
  • Interactive website 11%
  • Mobile App 5%

Customer Complaint Ratio


The complaint data is gathered from the NAIC Complaint Index, which collects complaint information from state insurance regulators and then compares a company’s performance to other companies in the same insurance market. The national average is always calculated to be 1.00; those above 1.00 are worse than the national average and those below are better (have less complaints) than the national average. Read more at the NAIC website.

Note: Many companies have a variety of subsidiaries listed with the NAIC, the one rated here may be different than the one that writes your policy. Check with your company/agent for specific information.

American Family’s customer complaint ratio for Homeowners insurance is 0.28

In which states is American Family available?

Customer Reviews

Our survey asked policyholders to share experiences or give feedback that they would like to share with others looking to potentially buy from their current insurance company. Here's what they had to say:

Customer Reviews

129 Reviews. 4 Stars out of 5
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