Linda Long
Marketing Cluster
Kevin Kilcullin
March 4, 2019
American Family Insurance Group
The story of American Family Insurance dates back over 90 years. On October 3rd, 1927
Herman Wittwer founded Farmers Mutual Automobile Insurance in Madison, Wisconsin with
the belief that farmers were safer drivers than urban motorists. Wittwer’s insurance company
expanded to include automobile insurance for non-farmers, then to cover windstorm damage in
the 1930s. The 1950s saw the addition of the very successful sickness and accident insurance
lines. The addition of homeowner’s insurance in 1958 was established under the name of
American Family Life Insurance Company. Finally, all lines of insurance were joined under the
name American Family Mutual Insurance Company (American Family Insurance).
Today, American Family’s home office is still in Madison, Wisconsin. In 2017
American Family Insurance was ranked 315 on the Fortune 500 list. Revenue for all of the
companies under the American Family umbrella reached $8.8 billion, with 10,000 employees
and almost 3000 agents. American Family offers a complete line of personal insurance including
homeowners, automobile, boat, motorcycle, and umbrella. In addition, commercial lines
insurance includes contractors, business automobile, farm and ranch, and rental dwelling. Life
and health coverage is also available including Medicare supplements, and term, whole, and
universal life policies (American Family Insurance). The company writes insurance in 19 states
under many names, but the one constant is the local agent. The agent is the one aspect of
American Family Insurance that enables the company to fulfill its mission and vision. The
American Family Insurance Mission is:
To inspire, protect and restore your dreams, because we believe a dream is
the most valuable thing you’ll ever own (American Family Insurance).
The agent’s job is to learn the needs of their customers and ensure that they are protected if a
disaster happens. The American Family Insurance Vision is:
To be the most trusted and valued, customer-driven insurance company.
Since day one, this has been our dedicated focus and we’re proud to say our
vision has never been stronger (American Family Insurance).
The moment of truth when a customer trusts an insurance company is not when they pay the
