American Family offers a wide range of insurance options, including renters insurance. The American Family–branded products are available in 19 states (company fact sheet), and the company maintains strong financial strength and competitive pricing where it writes. Industry satisfaction scores have been under pressure recently (J.D. Power), but American Family often performs well relative to regional averages. Renters policies are customizable, and while prices have generally risen industry‑wide alongside inflation (CPI), renters insurance remains comparatively affordable; national averages sit in the low‑$170s per year (III). American Family is a solid option if it serves your state.
American Family Renters Insurance Overview
American Family Insurance began as an auto insurer in Wisconsin and today offers personal P&C coverage under the American Family brand in 19 states, with national reach achieved through subsidiaries within American Family Insurance Group (company fact sheet). Awareness has grown: roughly 8 in 10 U.S. adults have heard of American Family.
AM Best currently rates American Family Insurance Group and American Family Life Insurance Company A (Excellent) with a Stable outlook, while S&P rates core operating companies A (Stable) and Moody’s rates them A1 (Stable). These ratings indicate strong capacity to meet obligations (AM Best; American Family annual report). American Family offers a wide range of insurance policies, including auto, property, business, life, and more.
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American Family Highlights
Methodology
For this American Family renters insurance review we evaluated the company on customer satisfaction and experience, financial strength, coverage, and complaints using the latest available sources. To compare renters insurance companies across the board, we considered the following:
- Customer Ratings– Indicators of satisfaction with purchasing, service and claims. We reference the latest J.D. Power U.S. Home Insurance Study (1,000-point scale).
- Coverage– As there isn’t one company to fit everyone’s needs, we evaluated companies by the amount of coverage options available, add-ons (endorsements), and the clarity of customization.
- Confidence– It is extremely important for insurance companies to fulfill customers’ claims. We assess this using AM Best Financial Strength Ratings and outlooks.
- Customer Experience– The amount of regulator‑tracked complaints is an indicator of overall experience. We base this on the NAIC Consumer Complaint Index (national median = 1.00; below 1.00 indicates fewer complaints than expected for market share).
The Competition
| Company | Reviews.com Score | AM Best Financial Strength Rating | J.D. Power 2020 Score | NAIC Customer Complaints |
| American Family | 3.75 | A | 840 | Fewer complaints than average |
| State Farm | 3.25 | A++ | 836 | More complaints than average |
| Allstate | 3.5 | A+ | 841 | Fewer complaints than average |
| USAA | 3.75 | A++ | 888 | Fewer complaints than average |
| Nationwide | 3.75 | A+ | 831 | Fewer complaints than average |
| Farmers | 3.5 | A | 839 | Fewer complaints than average |
*Some third‑party scores change by year and region. Availability and ratings cited on this page have been refreshed as of 2025; for current satisfaction and complaint ratios, see the latest J.D. Power study and the NAIC Consumer Complaint Index.
American Family vs. State Farm
American Family and State Farm both offer renters insurance. State Farm writes coverage nationwide, while American Family’s branded products are available in 19 states. Both carry strong financial strength ratings from major agencies. Customer satisfaction varies by region and study; recent J.D. Power home insurance research and the 2025 J.D. Power auto insurance study highlight meaningful regional differences, with American Family and State Farm often performing at or above regional averages. For complaint levels, check your state and underwriting entity on the NAIC Consumer Complaint Index. On price, State Farm is frequently among the lowest‑cost large carriers, and American Family is often competitive where available; actual premiums vary widely by state and profile.
American Family vs. Allstate
Allstate offers renters insurance coverage in all 50 states, while American Family sells under its own brand in 19 states. Both have strong financial strength ratings. Satisfaction and complaint patterns differ by region and year, so it’s best to consult the latest J.D. Power home insurance study and the NAIC Consumer Complaint Index for your market. Pricing also varies by location and endorsements; discounts and bundles can materially change the final premium, so compare quotes.
The Bottom Line
American Family renters insurance is worth considering if you live within the company’s 19‑state service area. It offers flexible coverage options and endorsements so you can tailor protection to your needs, and it is often competitively priced where available.
The company’s strong financial strength ratings support confidence in its ability to pay claims. As prices across the industry have risen in recent years, compare quotes, check available discounts and bundles, and review exclusions like flood (renters can buy contents‑only flood coverage via the NFIP) to close coverage gaps (FEMA/NFIP).
