Shannon Martin is a licensed insurance agent and Bankrate analyst with over 15 years of experience in the industry. She enjoys helping others navigate the insurance world by cutting through complex jargon and empowering readers to make strong financial decisions independently.
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At a glance
3.9
Rating: 3.9 stars out of 5
Bankrate Score
Score breakdown
Auto
Rating: 4 stars out of 5
4.0
Cost & ratings
Rating: 4 stars out of 5
4.0
Coverage
Rating: 4 stars out of 5
4.0
Support
Rating: 4 stars out of 5
4.0
Home
Rating: 4 stars out of 5
4.0
Cost & ratings
Rating: 3.8 stars out of 5
3.8
Coverage
Rating: 4.33 stars out of 5
4.3
Support
Rating: 4 stars out of 5
4.0
Life
Rating: 3.6 stars out of 5
3.6
Cost & ratings
Rating: 3.6 stars out of 5
3.6
Coverage
Rating: 3.5 stars out of 5
3.5
Support
Rating: 4 stars out of 5
4.0
Bankrate scores are objectively determined by our editorial team. Our scoring formula weighs several factors consumers should consider when choosing financial products and services.
About Bankrate Score
Bankrate's take
Commonly known as AmFam, this Wisconsin-based insurer has been around since 1927. American Family might be particularly appealing to policyholders who want to personalize their insurance coverage with unique add-ons.
Ranked high for customer satisfaction in the 2023 J. D. Power U.S. Auto Insurance Study
Typically offers auto rates lower than the national average
Auto insurance is only available in 19 states
Several riders available for whole life insurance policies
Auto
Avg. annual premium for full coverage
$2,825
Avg. annual premium for min coverage
$907
American Family car insurance review
Based on our comprehensive assessment of coverage offerings, average premiums, online tools and more, American Family car insurance earned a Bankrate Score of 4.2 out of 5, partly due to the company’s lower-than-average full and minimum coverage premiums and high third-party customer satisfaction ratings. Still, its score may have been better if it offered car insurance nationwide. Additionally, the company has a financial strength rating of A (Excellent) from AM Best. While American Family’s insurance rating is still solid, it is lower than some other carriers.
American Family car insurance offers standard auto coverage types like liability, comprehensive, collision, medical payments and uninsured and underinsured motorist coverage. Safe drivers may utilize optional tools like KnowYourDrive, a usage-based telematics program that allows drivers to earn up to 20 percent off their car insurance based on how safely they drive, with a 10 percent discount earned automatically just for signing up. AmFam also allows policyholders to purchase Diminishing Deductibles, which credits drivers with a 12-month policy of $100 off their collision and comprehensive deductible for every year of safe driving, up to the full deductible amount.
Pros and cons of American Family car insurance
When shopping for the best car insurance, it’s important to evaluate a carrier’s options as well as the carrier itself. Here’s a quick summary of American Family car insurance to help you compare with other car insurance companies:
Pros
Average rates for drivers with an at-fault accident or speeding ticket on their records are lower than some competitors
Ranked highly for customer satisfaction in multiple regions per the 2023 J.D. Power U.S. Auto Insurance Study
Offers up to a 29 percent discount off auto rates when bundled with an American Family home policy
Cons
Car insurance is not available in every state
Digital insurance experience may not be as robust as some competitors
Limited additional coverage options
American Family car insurance cost
The 2024 annual average cost of full coverage car insurance is $2,692 and for minimal coverage is $808. Traditionally, auto insurance with American Family usually comes in close to, if not less than, the national average. American Family averages $2,825 per year for full coverage insurance and $907 per year for minimum coverage, based on our study of quoted premium data from Quadrant Information Services. Keep in mind that rating factors vary by car insurance carrier and location, which will affect your auto insurance quotes.
How much is American Family car insurance?
Drivers with a clean driving record generally pay the cheapest average car insurance rates based on Bankrate’s analysis of car insurance premiums. Drivers with a single infraction, like a speeding ticket, are often surcharged by car insurance companies. It should be noted that not all insurers accept drivers with DUIs. The best way to know if American Family accepts drivers with DUIs and what your insurance may cost with your personal rating factors applied is to reach out for a quote.
Driver age impacts car insurance rates in every state that AmFam offers coverage. Young and newly licensed drivers don't have the same skill level as older and more experienced drivers do regarding the ability to avoid road hazards or adapt to changing weather conditions. Younger drivers are also more likely to engage in distracted driving and opt not to wear a seat belt. All these risk factors are underwritten for and create higher insurance rates for youthful operators — drivers under the age of 25. While they may pay some of the most expensive car insurance rates compared to older drivers, finding cheap car insurance for newly minted drivers is still possible.
*All rates displayed are average annual rates. Rates are based on our good driver profile, with 16- and 18-year-old drivers added to their parents’ policy.
Car insurance rates vary by company based on how each carrier evaluates and prices certain risks. Insurance companies gear rates and coverage options towards different types of drivers and not every auto company is the best fit for every driver. This is why policyholders should compare insurance policy rates and coverage types between insurance companies every few years or when there is a life event.
When shopping for insurance, it can be important to also consider the customer experience, especially when it comes to claims. In addition to reaching out to friends and family for their experience, also consider ratings from third-party agencies like J.D. Power, which conducts annual surveys of insurance companies and ranks them on a 1,000-point scale.
American Family auto claims satisfaction
American Family ranks above average in the 2023 J.D. Power U.S. Auto Insurance Study in most regions. This study divides the nation into eleven regions and American Family is rated in three of them: Central, North Central and Southwest. The Southwest region is the only one where AmFam fell short, earning 819 out of 1,000 points.
J.D. Power Auto Claims Satisfaction Study
Bar chart with 2 bars.
J.D. Power Score
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 697 to 819.
End of interactive chart.
American Family auto insurance customer complaints
The National Association of Insurance Commissioners (NAIC) assigns complaint indexes to insurance carriers that reflect the number of complaints lodged against a company compared to its market share. These indexes are assigned by product type with a baseline of 1.00. An index above 1.00 indicates more complaints than expected for the carrier's size and vice versa.
American Family's auto insurance product has received low NAIC Complaint Indexes for the past three years. This indicates that the NAIC receives fewer complaints than expected from the company's auto insurance policyholders.
NAIC Complaint Index for auto insurance
Line chart with 3 data points.
The chart has 1 X axis displaying Year. Data ranges from 2021-01-01 00:00:00 to 2023-01-01 00:00:00.
The chart has 1 Y axis displaying Score. Data ranges from 0.31 to 0.37.
End of interactive chart.
American Family car insurance discounts
Taking advantage of discounts could help you save on car insurance. A few AmFam discounts you may not find as common among other insurers include:
Early bird discount: If you have a policy with another carrier and request a quote from American Family at least seven days prior to its effective date, you may qualify for this discount.
Steer into savings discount: This discount provides policy savings to new American Family customers for switching their car insurance from another insurer.
Young volunteer discount: To qualify for this discount, drivers must be under 25 years old and have earned 40 hours of volunteer service at a nonprofit.
Low mileage discount: Those who drive less than 7,500 miles per year may be eligible for extra savings.
This advertisement is powered by Coverage.com, LLC, a licensed insurance producer (NPN: 19966249) and a corporate affiliate of Bankrate. The offers and links that appear on this advertisement are from companies that compensate Coverage.com in different ways. The compensation received and other factors, such as your location, may impact what offers and links appear, and how, where and in what order they appear. While we seek to provide a wide range of offers, we do not include every product or service that may be available. Our goal is to keep information accurate and timely, but some information may not be current. Your actual offer from an advertiser may be different from the offer on this advertisement. All offers are subject to additional terms and conditions.
Coverage.com, LLC is a licensed insurance producer (NPN: 19966249). Coverage.com services are only available in states where it is licensed. Coverage.com may not offer insurance coverage in all states or scenarios. All insurance products are governed by the terms in the applicable insurance policy, and all related decisions (such as approval for coverage, premiums, commissions and fees) and policy obligations are the sole responsibility of the underwriting insurer. The information on this site does not modify any insurance policy terms in any way.
Get personalized auto insurance quotes
Answering a few quick questions to check your availability with American Family
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This advertisement is powered by Coverage.com, LLC, a licensed insurance producer (NPN: 19966249) and a corporate affiliate of Bankrate. The offers and links that appear on this advertisement are from companies that compensate Coverage.com in different ways. The compensation received and other factors, such as your location, may impact what offers and links appear, and how, where and in what order they appear. While we seek to provide a wide range of offers, we do not include every product or service that may be available. Our goal is to keep information accurate and timely, but some information may not be current. Your actual offer from an advertiser may be different from the offer on this advertisement. All offers are subject to additional terms and conditions.
Coverage.com, LLC is a licensed insurance producer (NPN: 19966249). Coverage.com services are only available in states where it is licensed. Coverage.com may not offer insurance coverage in all states or scenarios. All insurance products are governed by the terms in the applicable insurance policy, and all related decisions (such as approval for coverage, premiums, commissions and fees) and policy obligations are the sole responsibility of the underwriting insurer. The information on this site does not modify any insurance policy terms in any way.
American Family life insurance review
The best life insurance companies structure policies to allow policyholders to protect their loved ones’ financial futures in the event of an untimely death. AmFam offers term life insurance and whole life policies, as well as some other options, like simplified term, flexible life, senior whole life and children’s whole life policies. Whether you want to purchase life insurance for mortgage protection, income replacement or future tuition costs, AmFam’s different policy offerings and coverage options could provide solutions for your financial situation.
Pros and cons of American Family life insurance
Shopping for life insurance quotes can be an involved process. Whether you’re looking for the cheapest life insurance or a personalized policy, it’ll be important to consider how well your insurer meets your needs. The table below highlights where American Family life insurance excels and where it may fall short:
Pros
Guaranteed purchase option available for additional whole life coverage
Many rider options available for whole life
Variety of payment options depending on policy type
Cons
Medical exams may be required for some policy types
Not ranked in the 2023 J.D. Power U.S. Life Insurance Study
AmFam’s financial strength rating may not be as high as some of its competitors
American Family life insurance riders
Along with deciding which type of life insurance policy to obtain, American Family offers endorsements or riders that can tailor coverage to suit your financial needs. The availability of life insurance policy endorsements depends on the policy type, and adding endorsements will impact how much your policy costs. Here are a few options to consider:
Guaranteed purchase option rider: Allows policyholders with a whole life insurance policy to purchase additional permanent life insurance without a medical exam. This option is only available during dates and life events specified in the policy terms.
Children's insurance rider: Can provide $15,000 of coverage for the policyholder's children, including adopted children or step-children.
Waiver of premium benefit rider: Allows for the life insurance premium to be waived if the policyholder becomes totally disabled and cannot make the policy payments.
Compare life insurance providers quickly and easily
See which provider is right for you.
22-24
25-34
35-44
45-54
55-59
60+
Please select age
The amount of coverage you need depends on many factors, including your age, income, mortgage and other debts and anticipated funeral expenses.
0-75,000
75,000-125,000
125,000-250,000
250,000-500,000
500,000-1,000,000
1,000,000+
Please select Coverage amount
Whole life insurance combines life insurance with an investment component.
Coverage for life
Tax-deferred savings benefit if premiums are paid
3 variations of permanent insurance: whole life, universal life and variable life include investment component
Term life insurance is precisely what the name implies: an insurance policy that is good for a specific term of time.
Fixed premium over term
No savings benefits
Outliving policy or policy cancellation results in no money back
Term 5 Years
Term 10 Years
Term 20 Years
Term 30 Years
Whole Life
Final Expense
Not Sure
Please select Policy type
Your information is secure5 digit Zip code is required
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This advertising widget is powered by HomeInsurance.com, a licensed insurance producer (NPN: 8781838) and a corporate affiliate of Bankrate. HomeInsurance.com LLC services are only available in states where it is licensed and insurance coverage through HomeInsurance.com may not be available in all states. All insurance products are governed by the terms in the applicable insurance policy, and all related decisions (such as approval for coverage, premiums, commissions and fees) and policy obligations are the sole responsibility of the underwriting insurer. The information on this site does not modify any insurance policy terms in any way.
It may help to compare American Family to similar insurers before deciding if it’s the right fit for your insurance needs. With that in mind, you may find these insurers also worth considering:
Featured
American Family
Rating: 4 stars out of 5
4.0
Bankrate scores primarily reflect a weighted rank of industry standard ratings for financial strength and customer experience, in addition to average quoted rates. A secondary assessment of each provider's online and mobile resources and policy management options also contributed to overall ratings
Bankrate scores primarily reflect a weighted rank of industry standard ratings for financial strength and customer experience, in addition to average quoted rates. A secondary assessment of each provider's online and mobile resources and policy management options also contributed to overall ratings
Bankrate scores primarily reflect a weighted rank of industry standard ratings for financial strength and customer experience, in addition to average quoted rates. A secondary assessment of each provider's online and mobile resources and policy management options also contributed to overall ratings
Bankrate identified key carrier features, coverage offerings, discounts and more
Commonly known as AmFam, this Wisconsin-based insurer has been around since 1927. American Family may be a good option for policyholders who want a well-established provider known for a wide array of coverage options and affordable pricing. However, this carrier is only available in 19 states.
Liberty Mutual offers several endorsement options to help drivers customize their coverage. This carrier also has various additional insurance products but ranks below average in J.D. Power U.S. Auto Insurance Study and Auto Claims Satisfaction Study.
The Hartford provides similar types of insurance policies when compared to American Family. However, AARP members receive discounts and unique financial services by purchasing insurance through The Hartford. Non-AARP members are not eligible for special pricing.
The insurance market can be complicated, but Bankrate's insurance editorial team used our unique perspective to bring readers the information they need to make educated decisions when shopping for a policy.
78
years of industry experience
9
licensed staff
34.5K
ZIP codes examined
120
carriers reviewed
Is American Family a good insurance company?
Bankrate’s insurance editorial team reviewed average auto insurance premiums from hundreds of carriers. Our research shows that American Family’s rates are relatively low compared to the national average. This could be ideal for car owners looking for affordable insurance policies.
AmFam has additional insurance policy types, as well, which can help policyholders with more complex needs who want to keep their insurance products under the same company. Furthermore, the company offers many discount opportunities that could help you save on insurance — as long as the company is available in your state.
What are real-life customers saying about American Family?
A great way to gauge the satisfaction of other policyholders is to read online reviews from real customers. Platforms like TrustPilot offer customers the chance to share their experiences with the public. On Trustpilot, users can post comments, but only the verified company can respond.
The overall takeaway from these reviews is that American Family customers are happy with their rate and thrilled at the attention to detail and quality of customer service. Another positive indication of good customer service is that AmFam responds to all comments on Trustpilot, good or bad.
TrustPilot
TrustPilot User 1*
May 21, 2024
So glad I switched!
“Laine provided excellent service while helping me get my car insurance set up with American Family. I wasn’t the easiest person to get a hold of but Laine didn’t give up on me. He was also able to offer a much better rate than the previous company that I had been with for over 12 years. Great Service & Great Communication!!”
“I needed to set up home insurance quickly before the purchase of my new home and was so impressed at the support I quickly received from American Family. They made me feel important and were able to get the documents I needed to my loan company, same day. I feel so thankful to work with them.”
My car incurred significant damage after a hit-and-run incident in 2023. Fortunately, I had full coverage and was able to file a claim to help pay for repairs. I was impressed by American Family's communication throughout the process and appreciated that I could choose my preferred body shop to do the work.
Jessa Claeys, Bankrate editor and AmFam customer for over 20 years
American Family company details
If you are considering American Family for your insurance needs, here are some key contact details to help you get started:
Claims: File a claim online or by calling customer service or your local agent
Mailing address: 6000 American Parkway, Madison, WI 53783
State availability
American Family offers auto and life insurance policies in the following 19 states: AZ, CO, GA, ID, IL, IN, IA, KS, MN, MO, NE, NV, ND, OH, OR, SD, UT, WA and WI.
American Family tools and benefits
In addition to auto and life insurance, American Family also offers:
Umbrella insurance: An umbrella policy will provide additional liability coverage over your underlying auto, home and other policies.
Motorcycle: When looking for motorcycle coverage, don’t forget about your motorcycle gear. AmFam offers up to $1,000 of coverage for helmets, boots and other motorcycle safety gear.
Frequently asked questions about American Family
American Family’s DreamBank Community strives to motivate individuals to pursue their business and personal dreams. The program hosts three experiences: Dream Camp, Dream Summit and Dream Academy to support this initiative. It also has a physical location in Madison, Wisconsin, called DreamBank Madison. It serves as a co-working and community center to give participants a place to work, network and listen to inspirational speakers.
You can file a claim with American Family through its website, mobile app or by contacting your local agent. Non-AmFam members can also call 1-800-MYAMFAM (1-800-692-6326) or file a claim online as a guest.
Financial stability is an important factor to consider when deciding what auto insurance company to trust. American Family has been in business since 1927, and AM Best granted AmFam a rating of A (Excellent) with a stable outlook. Another item to note is its insurance company credit rating of A+. This rating considers the future view of a company's capacity to meet ongoing financial obligations, such as honoring claims.
On average, American Family typically offers lower-than-average car and home insurance rates compared to the national average. Rates vary depending on factors such as driving activity, applicable discounts, location and many other criteria, which could put your rate higher or lower than the average. However, just because AmFam tends to be lower, it doesn't mean you can’t find a better-priced policy elsewhere. Shopping for insurance with several insurance providers to compare rates and coverage can help you find the policy that best meets your needs.
Bankrate utilizes Quadrant Information Services to analyze May 2025 rates for all ZIP codes and carriers in all 50 states and Washington, D.C. Rates are weighted based on the population density in each geographic region. Quoted rates for our base profile are based on the following characteristics and full coverage limits with bundling and paperless billing discounts applied:
40 year old
Single male and female driver
2023 Toyota Camry
Primary vehicle
Good credit score
Clean driving record
Commutes 5 days
Bodily injury liability
$100,000 per person
$300,000 per accident
Property damage liability
$50,000 per accident
Personal injury protection
$100,000 per accident
Uninsured motorist bodily injury
$100,000 per person
$300,000 per accident
Collision deductible
$500
Comprehensive deductible
$500
To determine minimum coverage limits, Bankrate used minimum coverage that meets each state’s requirements. These are sample rates and should only be used for comparative purposes. Your quotes will differ.
If otherwise specified, the base profile has been modified with the following driver characteristics:
Other profiles
Rates were calculated based on the following insurance credit tiers assigned to our drivers: “poor, average, good (base) and excellent.” Insurance credit tiers factor in your official credit scores but are not dependent on that variable alone. Four states prohibit or limit the use of credit as a rating factor in determining auto insurance rates: California, Hawaii, Massachusetts and Michigan.
Rates were calculated by evaluating our base profile with the following incidents applied: clean record (base), at-fault accident, single speeding ticket, single DUI conviction and lapse in coverage.
Rates were calculated by evaluating our base profile with the following differences in mileage: 2K, 5K, 12K (base), 15K and 20K.
Unless otherwise stated, rates are for 2023 vehicle models. For new vs used vehicles, we included the following year in our calculations: 2013.
Rates were calculated by evaluating our base profile with the ages 18-70 (base: 40 years) applied. Depending on age, drivers may be a renter or homeowner. Age is not a contributing rating factor in Hawaii and Massachusetts due to state regulations. For teen drivers, rates were determined by adding a 16- or 17-year-old teen to their 40-year-old married parents' policy. The rates displayed reflect the total cost of a driver this age added to their parents’ policy.
The following states do not use gender as a determining factor in calculating premiums: California, Hawaii, Massachusetts, Michigan, North Carolina, Pennsylvania.
Rates were evaluated based on the following marital/family status: single (base), married, 40-year-old married man and woman. Marital status is not a rating factor in Hawaii and Massachusetts.
Bankrate Score
Our 2025 Bankrate Score for auto insurance considers key variables that our insurance editorial team determined impact policyholders’ experiences with an insurance company. These factors include a robust assessment of each company’s cost of coverage, product availability, financial strength ratings, online capabilities and customer and claims support accessibility. We grouped these factors into three essential categories — cost and ratings, coverage and savings, and support — which we then weighted in a tiered approach.
Each category was assigned a metric to determine performance, and the weighted sum adds up to a company’s total Bankrate Score — out of 5 points. Our scoring model provides a comprehensive view, indicating when companies excel across several key areas and highlighting where they fall short.
50% Cost & ratings
50% Cost & ratings
30% Coverage & savings
30% Coverage & savings
20% Support
20% Support
Tier 1 (Cost & ratings): To determine how well auto insurance companies satisfy these priorities, our team analyzed quoted premiums from Quadrant Information Services (if available), as well as any of the latest third-party agency ratings from J.D. Power, AM Best, Demotech and the National Association of Insurance Commissioners (NAIC).
Tier 2 (Coverage & savings): We assessed companies’ coverage options and availability to help policyholders find a provider that balances cost with coverage. Additionally, we evaluated the discount options listed on each company’s website.
Tier 3 (Support): To encompass the many ways an auto insurance company can support policyholders, we analyzed avenues of customer accessibility along with community support. This analysis incorporated additional financial strength ratings from S&P and Moody’s and factored in a company’s corporate sustainability efforts.
Tier scores are unweighted to show the company's true score in each category out of a possible five points.
Rates
Bankrate utilizes Quadrant Information Services to analyze May 2025 rates for all ZIP codes and carriers in all 50 states and Washington, D.C. Quoted rates for our base profile are based on the following characteristics and coverage limits:
40 year old
Married male and female homeowners
2017 build year
Primary home
Good credit score
Clean claim history
Dwelling coverage
$300,000
Other structures coverage
$30,000
Personal property coverage
$150,000
Loss of use coverage
$60,000
Liability coverage
$500,000
Medical payment coverage
$1,000
The homeowners also have a $1,000 deductible, a $500 hail deductible and a 2 percent hurricane deductible (or the next closest deductible amounts that are available) where separate deductibles apply.
These are sample rates and should be used for comparative purposes only. Your quotes will differ.
If otherwise specified, the base profile has been modified with the following homeowner characteristics:
Dwelling coverage:
Coverage A, Dwelling: $150,000, $350,000, $450,000, $750,000
Coverage B, Other Structures: $15,000, $35,000, $45,000, $75,000
Coverage C, Personal Property: $75,000, $175,000, $225,000, $375,000
Coverage D, Loss of Use: $30,000, $70,000, $90,000, $150,000
Coverage E, Liability: $500,000
Coverage F, Medical Payments: $1,000
Rates were calculated based on the following insurance credit tiers assigned to our homeowners: “poor, average, good (base) and excellent.” Insurance credit tiers factor in your official credit scores but are not dependent on that variable alone. The following states do not allow credit to be a factor in determining home insurance rates: California, Maryland, Massachusetts.
Rates were calculated based on the following insurance claims assigned to our homeowners: “fire ($80,000 in losses), liability ($31,000 in losses), theft ($5,000 in losses) and wind ($12,000 in losses).”
Rates were calculated based on the following build years for homes and assigned to our homeowners: 1959, 1982, 1992, 2010, 2017 (base) and 2020.
Rates were calculated based on the following deductible amounts: $1,000 (base), $1,500, $2,000 and $5,000.
Bankrate Score
Our 2025 Bankrate Score considers variables our insurance editorial team determined impact policyholders’ experiences with an insurance company. These rating factors include a robust assessment of each company’s cost of coverage, product availability, financial strength ratings, online capabilities and customer and claims support accessibility. We grouped these factors into three essential categories — cost and ratings, coverage and savings, and support — which we then weighted in a tiered approach.
Each category was assigned a metric to determine performance, and the weighted sum adds up to a company’s total Bankrate Score — out of 5 points. Our scoring model provides a comprehensive view, indicating when companies excel across several key areas and highlighting where they fall short.
50% Cost & ratings
50% Cost & ratings
30% Coverage & savings
30% Coverage & savings
20% Support
20% Support
Tier 1 (Cost & ratings): To determine how well home insurance companies satisfy these priorities, our team analyzed average quoted premiums from Quadrant Information Services (if available), as well as any of the latest third-party agency ratings from J.D. Power, AM Best, Demotech and the National Association of Insurance Commissioners (NAIC).
Tier 2 (Coverage & savings): We assessed companies’ coverage options and availability to help policyholders find a provider that balances cost with coverage. Additionally, we evaluated each company’s discount options listed on its website.
Tier 3 (Support): To encompass the many ways a home insurance company can support policyholders, we analyzed avenues of customer accessibility along with community support. This analysis incorporated additional financial strength ratings from S&P and Moody’s and factored in a company’s corporate sustainability efforts.
Tier scores are unweighted to show the company's true score in each category out of a possible five points.
Bankrate Score
Our 2025 Bankrate Score considers variables our insurance editorial team determined impact policyholders’ experiences with an insurance company. These rating factors include a robust assessment of each company’s financial strength, product and rider offerings, availability, customer experience and corporate sustainability. Each factor was added to a category, and these categories were weighted in a tiered approach to analyze how companies perform in key customer-impacting categories.
Each category was assigned a metric to determine performance, and the weighted sum adds up to a company’s total Bankrate Score — out of 5 points. Our scoring model provides a comprehensive view, indicating when companies excel across several key areas and highlighting where they fall short.
40% Ratings
40% Ratings
40% Coverage
40% Coverage
20% Accessibility
20% Accessibility
Tier 1 (Ratings): To determine a life insurance company’s financial health and reliability, we assessed several industry-standard ratings, such as J.D. Power, AM Best, Comdex, the National Association of Insurance Commissioners (NAIC), and credit agencies like Moody’s, Fitch and S&P.
Tier 2 (Coverage options): We assessed companies’ coverage options, availability and policy features to help policyholders find a provider that best meets their needs. We examined each company’s life insurance product lines, including term, whole and universal life options.
Tier 3 (Accessibility & process): To assess the ease and transparency of applying for coverage, we reviewed the simplicity of obtaining a quote and insurers' underwriting processes — including eligibility requirements. We also considered insurers’ community engagement.
Tier scores are unweighted to show the company's true score in each category out of a possible five points.
What policyholders are saying about American Family
American Family has 50 reviews
Dive into community reviews below and see what others think about American Family.
4.1
50
ratings
Star ranking and total number reflects the lifetime customer reviews received while this lender has been an advertiser on Bankrate.
To help serve you with relevant information, the customer reviews shown are limited to only those that this advertiser has received during the past 12 months.
84% of consumers recommend this insurer
Score breakdown
5 stars
36%
4 stars
48%
3 stars
10%
2 stars
2%
1 star
4%
Score by category
Overall rating4.1 / 5
Original cost3.9 / 5
Coverage4.0 / 5
Customer Support4.2 / 5
How we got these ratings
In May 2024, Bankrate collaborated with market research firm SliceMR to survey over 1,500 insurance customers nationwide, asking policyholders to rate their insurer’s cost, coverage, customer support and overall experience on a five-point scale. Bankrate and SliceMR collected and analyzed these customer ratings, along with website analytics and responses to three open-ended questions regarding customer experience. Responses are based on individual policyholders’ policy details and personal experience, and therefore cannot be verified for accuracy. Users received an incentive for their feedback. All ratings are unedited and have not been reviewed or approved by insurance carriers. User-generated ratings are separate from carrier Bankrate Scores — which are calculated based on our proprietary methodology — and may not match.
Community Reviews
See what users like you are saying about American Family.
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
Have been using the insurer for so long and I can say they have been really trustworthy
Insurance Type
Auto
Score by category
Original cost5/ 5
Customer Support5/ 5
Coverage4/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
It’s the insurance offered through Costco so I know it’s great!
Insurance Type
Auto + Home
Score by category
Original cost4/ 5
Customer Support5/ 5
Coverage5/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
Their plans offered comprehensive coverage
Insurance Type
Auto + Home
Score by category
Original cost3/ 5
Customer Support4/ 5
Coverage4/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
At the time, they had the best coverage with the lowest premium.
Insurance Type
Auto + Home
Score by category
Original cost5/ 5
Customer Support5/ 5
Coverage5/ 5
Anonymous Policyholder
April 10, 2025
Name the number one reason that you’d recommend staying with this insurer and the number one reason that you’d consider leaving for a different company.
they get to know you and they know about their products
Insurance Type
Auto + Home
Score by category
Original cost4/ 5
Customer Support5/ 5
Coverage5/ 5
Anonymous Policyholder
April 10, 2025
Name the number one reason that you’d recommend staying with this insurer and the number one reason that you’d consider leaving for a different company.
I wouldn't switch I'm doing them for a while and always had good before with them
Insurance Type
Auto
Score by category
Original cost5/ 5
Customer Support5/ 5
Coverage5/ 5
Anonymous Policyholder
April 10, 2025
Name the number one reason that you’d recommend staying with this insurer and the number one reason that you’d consider leaving for a different company.
Have used them for years with no issues
Insurance Type
Auto + Home
Score by category
Original cost3/ 5
Customer Support4/ 5
Coverage4/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
they made getting a policy simple and fast
Insurance Type
Auto
Score by category
Original cost5/ 5
Customer Support5/ 5
Coverage4/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
I switched because they had better reviews
Insurance Type
Home
Score by category
Original cost5/ 5
Customer Support4/ 5
Coverage4/ 5
Anonymous Policyholder
April 10, 2025
What made you choose this insurer over others for your auto and/or home insurance?
Shannon Martin is a licensed insurance agent and Bankrate analyst with over 15 years of experience in the industry. She enjoys helping others navigate the insurance world by cutting through complex jargon and empowering readers to make strong financial decisions independently.
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