Reviews Report
- American Family is a top‑10 writer of private‑passenger auto insurance by U.S. market share (roughly mid‑2% on NAIC 2023 direct premiums written; around 9th–10th nationally). See Forbes Advisor’s largest auto insurers and the NAIC Market Share Reports for the latest rankings and data methodology.
- Founded in 1927 in Wisconsin, American Family has expanded beyond auto into home, renters, life, and other personal lines. At the group level (all P/C lines), American Family Insurance Group is approximately the 12th‑largest by 2024 direct premiums written with about a 2% share, per NAIC‑based compilations published in 2025 (NAIC Market Share Reports).
American Family Car Insurance (AmFam), headquartered in Madison, Wisconsin, remains one of the best auto insurance companies in the U.S for shoppers who want agent support plus modern digital tools. In the most recent J.D. Power U.S. Auto Insurance Study, American Family’s customer satisfaction generally trends around the industry middle, with performance varying by region. The Better Business Bureau (BBB) profile is updated continuously and shows current letter grades, review star ratings, and complaint volumes for the company’s headquarters listing.
Line‑specific market share benchmarks confirm American Family’s position in auto: NAIC 2023 private‑passenger auto data place its national share roughly in the 2.3%–2.5% band (top‑10 by DPW). Public rankings from industry sources align with this view ( 2.7%; context provided by NAIC Market Share Reports). Satisfaction has been pressured industry‑wide by premium increases and claims cycle times in recent years, a trend documented by J.D. Power’s latest studies; results for American Family vary by region in the 2025 U.S. Auto Insurance Study.
American Family Car Insurance Overview
Auto insurance prices have been influenced by several macro factors: higher parts and labor costs and more complex ADAS calibrations are lifting repair severity (CCC Crash Course 2024), severe convective storms and flooding continue to elevate comprehensive losses in many regions (NOAA Billion‑Dollar Disasters), and shopping/churn remain elevated as consumers respond to rate changes (J.D. Power Insurance Shopping Study; LexisNexis Auto Insurance Trends). American Family offers common ways to manage costs, including multi‑policy discounts, telematics (KnowYourDrive), and digital self‑service. It sells auto coverage in a limited footprint (about 19 states) and provides online quoting; drivers can start a quote online and manage policies and claims in the app or portal.
PROS
CONS
American Family Auto Insurance Highlights
American Family’s Car Insurance Bundling Discounts for Cheaper Insurance
Bundling auto with home or renters can lower total premiums, even for high-risk drivers, though actual savings vary by state and underwriting. American Family offers multi‑policy and multi‑vehicle options; see its bundle page (29% on your auto insurance and 20%) for current, state‑specific details. As a national benchmark, Progressive reports that customers who save by bundling save an average of 12% across qualifying auto+property combinations (Progressive bundles).
American Family Car Insurance vs. The Competition
| AM Best AM Best rates insurance providers creditworthiness. Ratings are based on the provider’s ability to follow through with a payout when a consumer files a claim. | J.D Power J.D. Power scores are based on surveys for customer satisfaction and product quality. | No. of Discounts | ||
|---|---|---|---|---|
| Pin American Family | A | Varies by region* | Varies by state | |
| Pin Auto-Owners | A++ | Top regional performance* | Varies by state | |
| Pin Farmers | A | Mid‑pack overall* | Varies by state | |
| Pin USAA | A++ | Not rank‑eligible* | Varies by state |
Information accurate as of November 2025
*J.D. Power results vary by region and are reported on a 1,000‑point scale. Latest study: 2021 Auto Insurance Satisfaction Study (link points to the most recent 2025 study overview).
American Family vs. Auto-Owners
American Family sells through agents and online in a limited footprint, while Auto‑Owners distributes exclusively via independent agents (source). In J.D. Power’s 2025 U.S. Auto Insurance Study, Auto‑Owners performs among the top carriers in several regions; American Family trends around the middle overall depending on region. Both offer usage‑based telematics: Auto‑Owners TrueRide (program details) and American Family KnowYourDrive (up to 20% potential).
American Family vs. Farmers
Both brands emphasize agent support and broad coverage options. For telematics, Farmers Signal advertises up to 30% potential savings (Signal), while American Family’s KnowYourDrive advertises up to 20% (KnowYourDrive). In J.D. Power’s 2025 study, both generally post mid‑pack results that vary by region.
American Family vs. USAA
USAA eligibility is limited to active duty, veterans, and eligible family members. It consistently earns among the highest satisfaction scores but is not rank‑eligible in J.D. Power’s regional rankings due to membership restrictions (J.D. Power). USAA’s SafePilot telematics advertises up to 30% potential savings and a sign‑up discount (SafePilot); American Family’s KnowYourDrive caps at up to 20% potential (program).
American Family FAQ
Methodology
We evaluated American Family based on discounts, coverage, online resources, financial strength, and customer satisfaction to create our best car insurance reviews. To compare car insurance companies with other providers across the board, we analyzed:
- Discounts: We verified telematics participation and advertised savings ranges and used national benchmarks for bundling (e.g., Progressive’s average ~12% across auto+property) via Progressive.
- Financial Stability: Reviews.com referenced AM Best financial strength ratings and methodology to understand rating symbols and outlooks; see AM Best’s official guide to ratings here.
- Customer Satisfaction: We relied on the latest J.D. Power U.S. Auto Insurance and Auto Claims Satisfaction studies to compare current satisfaction trends; see the most recent 2025 U.S. Auto Insurance Study and 2025 U.S. Auto Claims Satisfaction Study.
- Coverage: We assessed core coverages and common add‑ons beyond mandatory minimums, and considered industry repair/claims complexity trends for ADAS/EVs (CCC Crash Course 2024).
- Online Resources: We reviewed the availability of mobile claim estimates, digital ID cards, policy documents, telematics enrollment, and payment tools; we also considered broader shopping/retention dynamics documented by J.D. Power.
Reviews.com compares providers on affordability, customer support, coverage options, satisfaction indicators, and digital resources. We also reference market share context from NAIC‑based reports (NAIC Market Share Reports) and industry trends that impact pricing and claims.
