All Brands Owned by American Family Insurance Mutual Holding Company

What does American Family Insurance own?

American Family Insurance owns four primary insurance brands: the flagship American Family brand sold through exclusive agents, Homesite for direct homeowners coverage, Main Street America Insurance for commercial lines through independent agents, and CONNECT powered by American Family Insurance for direct and affinity distribution. It also owns the insurtech platform Bold Penguin and American Family Life Insurance Company. It sold The General to Sentry Insurance at the end of 2024.

Is American Family Insurance publicly traded?

No. American Family Insurance is a mutual insurance holding company owned by its policyholders. It has no stock ticker and no public shareholders. Policyholders elect the board of directors, and profits accumulate in members' equity rather than being distributed to investors.

Who founded American Family Insurance?

Herman Wittwer founded the company in Madison, Wisconsin, on October 3, 1927, as Farmers Mutual Automobile Insurance Company. His founding insight was that farmers presented lower auto insurance risk than city drivers and could be served more cheaply by a dedicated mutual insurer. The company renamed itself American Family Mutual Insurance Company in 1963.

Where is American Family Insurance headquartered?

American Family Insurance is headquartered at 6000 American Parkway in Madison, Wisconsin, where it has been based since its 1927 founding. Subsidiary operations are based in Boston for Homesite, Jacksonville for Main Street America, and Nashville historically for The General before its 2024 sale.

How many brands does American Family Insurance own?

The group operates approximately four primary consumer-facing brands: American Family, Homesite, Main Street America Insurance, and CONNECT powered by American Family Insurance. Including supporting entities such as Bold Penguin, Midvale Indemnity, and American Family Life Insurance Company, the broader corporate family comprises more than a dozen licensed insurance and service companies.

Who owns American Family Insurance?

The company's policyholders own it. American Family is a mutual insurance holding company, a structure under which customers with in-force policies hold membership interests and elect the board. No outside investors, shareholders, or parent corporations hold a stake in the enterprise.

What happened to The General?

American Family sold The General to Sentry Insurance in a transaction announced in September 2024 and completed at the end of December 2024. The deal carried a total value of $1.7 billion including assumed liabilities and required capital. The General continues to operate from Nashville under Sentry's ownership as its primary non-standard auto brand.