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American Family Home Insurance Ratings

Customer Satisfaction Ratings (based on 99 survey results)
home-icon Home
info iconOverall
82.19 out of 100
Productinfo icon
Claims ProcessingCustomer ServiceValue for PriceWebsite and Apps% Who Would Recommend to a Friend% Who Plan to Renewinfo-icon

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.

AM Best Financial Strength Ratings

October 31, 2019

home-icon Home 82.19 out of 100 Claims Processing 81.43 Customer Service 83.80 Value for
Website and Apps 83.02 % Who Would Recommend to a Friend 75% % Who Plan to Renew 89% A
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AM Best Financial Strength RatingsOctober 31, 2019
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Reasons for Buying from American Family

Customers of American Family originally decided to purchase from the company for these reasons:
Recommended by friend or family member28%
Offered best price24%
Was the company my parents had10%
Saw TV commercial9%
I had other insurance with this company8%
Saw online ad3%
Financial Strength rating1%
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. 42%
I probably would recommend this company. 33%
Neutral 18%
I would not recommend this company. 4%
I probably would not recommend this company. 3%

Would you renew?

Yes 89%
No 11%

Website and Apps

How easy to use and how helpful they are
Satisfied - Fulfills my needs okay
Completely satisfied - Gives me what I want and more
Never visited or used website or mobile app
Neutral - No good or bad feelings on this
Not Satisfied - Is not a good website or app
Very unsatisfied - Their digital offerings are not good at all or nonexistent

How You Prefer to Deal with Insurers

In person
Interactive website
Mobile App
User Review
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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 2020: How American Family Home Insurance Measures Up

In this year’s Best Home Insurance Company survey American Family came in 14th overall with a score of 82.19. Its highest showing was 9th place for ease of use of website and apps and worst was 15th place for claim servicing but with a decent score of 81.43. For the other individual rating factors, AIG received 10th place for value of price and 12th place for customer service. Most all of the surveyed policyholders, 89%, said they 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 American Family'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.