Reviews Report
- Homeowners insurance costs have climbed since 2021; the latest NAIC data show national average expenditures increased again in 2022, with broad double‑digit rate hikes across many states through 2023–2024 (III/NAIC; Policygenius).
- Customer satisfaction across property & casualty insurance has been pressured by premium increases, while strong digital experiences and clear communication can mitigate declines (ACSI; 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. In a market where premiums have risen due to higher reconstruction costs and catastrophe losses, pricing varies by home and location, but American Family offers bundling and discount opportunities that can help manage premiums over time.
If you are looking for homeowners insurance, American Family is worth including in your quote comparisons.
This American Family homeowners insurance review highlights key features, trade-offs, and what to know in 2025.
American Family Overview
American Family is profiled on YouGov.com, where brand sentiment among U.S. consumers is generally positive. Recent independent research points to mixed customer experience across property insurers amid premium increases; see J.D. Power’s Property Claims Satisfaction Study for context. Another indicator of quality, the Consumer Complaint Index of the National Association of Insurance Commissioners (NAIC) allows apples‑to‑apples comparisons by line of business and legal entity; an index of 1.00 is expected for a company’s size (lower is better).
In a competitive and capacity‑constrained homeowners market, American Family may be worth a look if it serves your state. Be sure to compare coverage details, deductibles (including separate wind/hail where applicable), and any mitigation credits (for example, fortified roof standards) alongside price.
PROS
CONS
American Family Highlights
American Family vs. The Competition
| Provider | Average Annual Premium* | J.D. Power Customer Satisfaction** | AM Best |
| American Family | Varies (see note) | See latest study | A |
| State Farm | Varies (see note) | See latest study | A++ |
| Geico | Varies (see note) | See latest study | A++ |
| Allstate | Varies (see note) | See latest study | A+ |
Information updated in 2025. Figures can vary by source, state and coverage assumptions.
*Recent nationwide estimates are available from Bankrate and NerdWallet (standardized sample policies).
**J.D. Power Home Insurance Satisfaction Study. Based on a 1,000-point scale; results update annually.
American Family vs. State Farm
State Farm and American Family both offer a broad set of standard homeowners coverages and common discounts (including multi‑policy bundling). Actual prices vary significantly by location and home characteristics, so it’s best to compare like‑for‑like quotes and available discounts in your ZIP code.
Where State Farm often excels is financial strength, with an A++ from AM Best — the highest possible Financial Strength Rating in the “Superior” category — signaling strong claims‑paying ability even in catastrophe years (AM Best Ratings Center).
American Family vs. Geico
Geico’s core underwriting entities carry AM Best ratings in the Superior tier at the group level, reflecting very strong financial strength. For complaint levels, consult the NAIC’s Consumer Complaint Index by line of business and legal entity for the latest results (AM Best; NAIC CIS).
Rates and optional coverages differ by state and partner carrier; Geico is known for competitive pricing in some markets but typically offers fewer homeowners customization options than insurers that underwrite policies directly. American Family’s bundling and discount structure may benefit households placing multiple policies with one carrier.
American Family vs. Allstate
Allstate is one of the best home insurance companies we reviewed, with broad coverage and add‑on options. Average premiums can be higher or lower than American Family’s depending on your home and location, so current quotes are essential for a fair comparison.
Allstate also offers a robust menu of optional coverages and a wide range of discounts, giving many homeowners several ways to customize a policy.
American Family FAQ
Methodology
We evaluated American Family using third‑party indicators of customer experience and financial strength, along with coverage options and current pricing benchmarks. Sources include the NAIC Consumer Complaint Index, AM Best Financial Strength Ratings, and nationwide cost snapshots from reputable quoting datasets.
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 (1.00 = expected level; lower is better). We also referenced the latest trend context on pricing and claims from industry trackers like Policygenius and the Insurance Information Institute.
- Customer Satisfaction: With J.D. Power’s Home Insurance Satisfaction Study, we assigned a score to each company based on the rating it received, and we considered broader P&C satisfaction trends from the ACSI Finance & Insurance Study.
- Financial Stability: Reviews.com utilized AM Best ratings to assign a score based on each home insurance company’s financial stability (see AM Best’s rating guide).
- 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 and comparisons reference nationwide quoting datasets from Bankrate and NerdWallet. 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).
