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American Family Homeowners Insurance Review

Comprehensive insurance for every type of homeowner, with flexible policy options and discounts ​
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Vanishing deductible
Multiple coverage options
High property claims satisfaction

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Reviews Report

  • The average American Family home insurance premium is $2,144 in the U.S.
  • American Families insurance scores above average for customer satisfaction with J.D. Power

American Family, or AmFam as it is frequently called, started writing policies in 1927 and now offers a broad variety of insurance products including homeowners insurance. American Family home insurance has competitive pricing along with discounts that can save customers money on their policies over time.
If you are looking for homeowners insurance, American Family Home Insurance Company is one that may be worth asking for a premium quote.

This American Family homeowners insurance review will cover everything you need to know about American Family and its policies. 

American Family Overview

In business since:
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.
Avg. Premium:

American Family is the 34th most popular insurance brand on YouGov.com. It is most popular with Gen-X policyholders, for whom it is in 27th place, and it’s more popular with men than with women. Few people — only 7% — have a negative opinion of the company. American Family insurance reviews are generally positive. The company scores above average on J.D. Power’s 2021 Property Claims Satisfaction Study, with a score of 890 out of 1,000. Another indicator of quality, however, the company complaint index of the National Association of Insurance Commissioners (NAIC), rates AmFam as having more than the average number of complaints. 

All that puts American Family home insurance in the middle of a very crowded pack. But despite the fact that there are bigger and more well-known insurers, American Family home insurance company may be worth looking at if you are in the market for homeowners insurance.


  • Generous discounts available: American Family home insurance offers bundling, newer home, renovated home discounts, and more.
  • Diminishing deductible: When customers are claims-free, the company drops home insurance deductibles by $100 each year.
  • Smart home rewards: American Family offers discounts for home security, energy efficiency, and smart home features.
  • Functional website: AmFam’s website allows customers to file a claim, compare coverage options, and more.


  • Not available nationally: American Family homeowners insurance is only available in Arizona, Colorado, Georgia, and 16 others.
  • Limited add-on coverage options: American Family home insurance has fewer options for customizing policies than many other insurers.
  • Mixed American Family insurance reviews: Although its J.D. Power ranking is high, American Family scores from NAIC and Better Business Bureau are lower than average.

American Family Highlights

Customer Experience
Discounts & Add-ons

AmFam’s average annual policy costs $1,295 for $250,000 in dwelling coverage, according to 2021 data from Bankrate.com, which is below the national average of $1,312. Your own rate will vary, however, based on multiple factors, but customers should be able to save with the company’s lengthy discount list. Remaining claim-free will also net savings on deductibles, which drops by $100 every year you go without filing a claim.

Standard American Family home insurance covers the home, its contents, liability, and temporary living expenses if the home is uninhabitable following a covered loss. Customers can also customize their policy to add equipment breakdown coverage, sump pump failure, identity theft and credit theft protection and monitoring, service line coverage, hidden water damage, and matching siding insurance coverage.

American Family homeowners customer experience reviews are mixed. The best reviews come from J.D. Power, which places AmFam in sixth place nationally on its customer satisfaction ranking. On the other hand, J.D. Power found AmFam’s online experience less than stellar, ranking it below average for both service and shopping in its 2021 U.S. Insurance Digital Experience Study and 2020 Home Insurance Satisfaction Study.

AmFam’s ratings with NAIC and the BBB are lower, with the latter showing a significant number of complaints, and NAIC rating it at 1.35, where anything over 1 indicates a greater than average number of complaints.

American Family offers an average number of add-ons coverage options that allow homeowners to add some customization to their policies to meet home insurance specific needs.

Homeowners can find the following discounts with American Family home insurance company:

  • Bundling multiple policies
  • Newer home
  • Renovated home
  • Auto pay, pay in full, paperless billing
  • Loyalty
  • Generational

American Family vs. The Competition 

ProviderAverage Annual Premium*J.D. Power Customer Satisfaction**AM Best
American Family$1,295821A
State Farm$1,503829A++

Information accurate as of June 2021

*Data provided by Bankrate.com

**J.D. Power 2020 Home Insurance Satisfaction Study. Based on a 1,000-point scale.

American Family vs. State Farm 

State Farm’s average premium is a bit higher than American Family’s home insurance rates, and it only has three possible discounts to AmFam’s seven.

Where State Farm excels, however, is in the area of financial stability, with an A++ from AM Best — the highest possible score. This indicates that State Farm is financially well-managed and would be able to pay out on claims even after a large regional disaster that resulted in a flood of claims being filed. 

American Family vs. Geico

Geico, like State Farm, has a higher AM Best scoring than AmFam. While Geico is not on J.D. Power’s 2021 property claims ranking, it does have an NAIC score of 1.70, indicating that it is responsible for more complaints than AmFam. 

Geico is known for low rates, but it offers few discounts for policyholders, unlike American Family insurance company. It also offers a limited list of ways you can customize your policies with additional, optional coverages, falling short of AmFam in this category as well.

American Family vs. Allstate

Allstate is one of the best home insurance companies we reviewed, although its average premium is higher than American Family’s, and its J.D. Power score is only slightly more.

Allstate edges out AmFam with discounts, too, having eight available as opposed to AmFam’s seven. It also excels with its optional coverage offerings, with nine ways customers can

American Family FAQ 


We evaluated American Family based on their third-party agency ratings for customer experience, financial stability, as well as coverage options to determine which might be the best providers. 

To compare home insurance companies across the board, we considered the following factors:

  • Coverage: The more options a home insurance company has for insurance add-ons and coverages, the higher it scores in our methodology.
  • Customer Experience: We reviewed the National Association of Insurance Commissioners’ National Complaint Index and compared each homeowners insurance company’s complaint rating.
  • Customer Satisfaction: With J.D. Power’s 2020 Home Insurance Satisfaction Study, we assigned a score to each company based on the rating it received.
  • Financial Stability: Reviews.com utilized AM Best ratings to assign a score based on each home insurance company’s financial stability.
  • Discounts: We reviewed and compared the number of discounts advertised on each home insurance company’s website. The more available discounts, the higher the score in this metric.

Rates are based on quoted annual premiums from Bankrate.com. These are sample rates and should be used for comparative purposes only. Your quotes may be different.

The coverage limits for home insurance rates reflect the following coverage and limits:

  • Coverage A, Dwelling: $250,000
  • Coverage B, Other Structures: $25,000
  • Coverage C, Personal Property: $125,000
  • Coverage D, Loss of Use: $50,000
  • Coverage E, Liability: $300,000
  • Coverage F, Medical Payments: $1,000

The homeowners also have a $1,000 deductible and a separate wind and hail deductible (if required).

About the Authors

Mary Van Keuren

Mary Van Keuren Contributor

Mary Van Keuren has been covering auto and home insurance for Reviews.com for nearly five years, and has published numerous reviews of state-specific insurance trends and how to find the best insurance deals for your money. She earned B.S. and M.A. degrees from Nazareth College in Rochester, N.Y. and has been writing professionally, both in print and online, for 30+ years.

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