American Family Insurance's Slogans & Taglines

American Family Insurance, also abbreviated as AmFam, is an American private mutual insurance company headquartered in Madison, Wisconsin. Founded on October 3, 1927 by insurance salesman Herman Wittwer as Farmers Mutual Automobile Insurance Company, the firm initially provided auto insurance exclusively to farmers, whom Wittwer believed presented lower risks than city drivers. Between the 1930s and 1960s, the company broadened its market and product lines, introducing homeowners insurance in 1958 and establishing American Family Life Insurance Company the same year. In 1963, it adopted its current name to reflect its expanded customer base. Today, AmFam is the 10th largest property and casualty insurance group in the United States, the seventh largest homeowners insurer, and the ninth largest private passenger auto insurer by written premiums. Its core offerings encompass personal and commercial auto insurance, homeowners, renters, life, business, farm and ranch, umbrella, and travel insurance, alongside investment and retirement planning products. The company operates through an extensive network of nearly 3,000 agents and over 11,000 employees, serving customers across 19 states. Brand messaging evolved from the 2011 "Dreams Protected" campaign to the enduring 2015 positioning "Insure Carefully, Dream Fearlessly", which continues to anchor its "Life's Better" platform, reflecting its mission to inspire, protect, and restore the dreams of its policyholders.