Company History
 What We're Like
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Owning Your Own Business
Company HistoryThe American Family Insurance history is a remarkable story that started with a single idea. A struggling insurance salesman named Herman Wittwer believed a company could make money selling auto insurance to Wisconsin farmers. Herman understood that farmers presented lower risks compared to city drivers because they drove less often and put their cars up on blocks for the winter. Armed with this customer knowledge, Herman confidently opened the doors of Farmers Mutual Automobile Insurance Company on Oct. 3, 1927. Over the years, our market grew from rural areas to small towns, suburbs and metropolitan areas. Our customers’ needs also changed, and we changed right along with them by expanding our products and services. Our company’s name changed in 1963 to American Family Mutual Insurance Company to reflect a broader customer base. American Family Insurance offers auto, home, life & annuities1, health, business and farm & ranch insurance. We’ve expanded geographically, too. Currently, we operate in 19 states spanning from Washington to Ohio. Our customer relationships have helped us build a strong and stable company with more than $4.8 billion in policyholder equity. As a mutual company, our customers and owners are one in the same. Our success is measured not by the rate of return for shareholders, but by the value we provide our policyholders. We have been in business for more than 80 years, and we aren’t stopping there. We remain committed to being the most trusted and valued service-driven insurance company.
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