American Family Auto Insurance Review

Rating: 8.5 / 10 (Excellent)
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American Family Insurance is a Wisconsin-based provider of many types of insurance, including auto. Established in 1927, they've maintained their commitment to fully customizable plans that are relevant to an applicant’s needs and geographic location. Affordability is a priority of theirs as well, with a litany of discounts on offer.

How is American Family rated?


Coverage & Benefits
Pricing and Discounts
Financial Strength
Customer Experience

Overall Rating: 8.5 / 10 (Excellent)

American Family’s most positive element is its highly-rated service interactions. Otherwise, the company offers fairly average discount and coverage options. Likewise, its 3rd party ratings are solidly unremarkable, both in terms of overall financial strength and customer experience. By and large, potential customers are advised to compare American Family’s quotes with other companies before making a decision.

American Family Coverage

Basic Coverage

  • Property Damage Liability
  • Collision
  • Comprehensive
  • Personal Injury
  • Medical Payments

Additional Coverage

  • Rental Reimbursement

Coverage & Benefits - 9 / 10

American Family offers a somewhat standard suite of car insurance coverage options, with features such as property damage, collision, and personal injury. The company is a little light in the area of additional benefits, only including rental car reimbursement.

Customer Experience

National Association of Insurance Commissioners

NAIC Complaint Ratio 2016
NAIC Total Complaints 2016
*The NAIC Car Insurance complaint ratio (in this case 0.64) is a ratio of the number of complaints a company received to the its total premiums written in a calendar year. The median complaint ratio across all Car Insurance companies is 1. A score below 1 means the company received fewer than average complaints. A score above 1 means the company received a higher number of complaints than average.

Customer Ratings

BBB Rating
Number of BBB Positive Reviews
Number of BBB Neutral Reviews
Number of BBB Negative Reviews
Date Collected

Customer Experience - 8 / 10

American Family’s customer experience is solidly reinforced by its remarkably low complaint ratio and A rating from the Better Business Bureau. Unfortunately, while American family scores highly in regards its service interactions, the rest of the categories are not so remarkable.

Financial Strength

Key Details

Premiums Written 2016
Marketshare 2016
AM Best Financial Rating
Standard & Poor's Financial Rating

Financial Strength - 9 / 10

American Family has a relatively strong financial reputation, with dual A grades from Standard and Poor's and AM Best. What's more, the company has been in operation since 1927, and has a solid marketshare compared to many of the other carriers we evaluate.

Pricing & Discounts


  • Multiple Vehicle
  • Safe Driver
  • Vehicle Safety
  • Student
  • Bundled Policy

Pricing and Discounts - 8 / 10

American Family’s discounts fall into three categories-driver, vehicle, and policy. Driver-based discounts are determined on whether the driver is a student and/or possesses a safe driving record. Their sole vehicle discount is determined by the safety of the insured car in question. Lastly, people can qualify for American Family’s policy discounts by covering multiple vehicles and/or bundling policies with the company.

Contact & Additional Information

Homepage URL
Company Phone
(800) 692-6326
Headquarters Address
6000 American Parkway, Madison, WI, 53783
Year Founded

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Customer Comments & Reviews

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Papillion, Nebraska
Out of the 23 - 24 years of having their insurance, had to use them very little. Then get is an accident with someone who has same insurance, other party sited. They total my car, and low ball me a price. I counter the offer, they do not want to budge, AT ALL! Not even $1.00 over. This is still on going, when it is over I will write another review, but for now since it is almost a month into it... I am giving them one star. I am VERY disappointed. Wish I would have known this 24 years ago. At this point, I am researching for a new insurance company. They are not worth the money I have spent.

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