American Family Home Insurance Review 2023: Coverage & Cost

In this Article: Pros and Cons | At a Glance | Policy Coverage | Cost | Discounts | Customer Reviews | The Bottom Line | FAQs | Methodology

Founded as an auto insurer in 1927 and headquartered in Madison, Wis., American Family Insurance (AmFam) is a provider of home, life, auto and an array of other insurance products.

We at the Guides Home Team have evaluated customer reviews and third-party ratings, obtained quotes and compared coverage and discounts in our American Family home insurance review. Read on to learn about American Family's digital resources and the other factors that make it one of our top picks for homeowners insurance.

Check out our top highlights for American Family:

American Family offers the coverage below in its standard homeowners policies:

American Family offers a handful of useful policy endorsements, detailed here:

Some lenders require you to carry flood insurance if you live in a FEMA flood zone. Home insurance policies do not cover flood damage, but you can purchase an individual flood insurance policy. American Family offers flood insurance through the National Flood Insurance Program (NFIP). You can purchase a policy by contacting an AmFam agent.

According to a 2021 study by the Insurance Information Institute (III), the national average cost of a home insurance policy was $1,249 per year in 2018.

However, the cost of coverage varies based on these factors:

Because so many factors are involved in determining your homeowners insurance cost, we recommend getting a personalized insurance quote from AmFam and a few other providers before signing up for a policy.

AmFam offers these discounts:

In our evaluation process, we analyzed more than 100 American Family homeowners insurance reviews from policyholders to measure customer satisfaction. Like competitors who offer multiple types of insurance, most of AmFam's negative reviews pertain to its auto policies rather than home or renters insurance.

However, some common complaints from American Family customers cited premium increases, claims denial and difficulty getting assistance on the customer service line. On the other hand, positive reviews pointed out prompt claims settlements assistance from local agents. When we reached out to AmFam about its negative reviews, the company did not comment.

Here's what customers had to say in their American Family insurance reviews filed with ConsumerAffairs and the BBB*:

"I have had Am-Fam coverage on 3 different homes over a space of 28 years. I have had 4 claims on my homes, mostly from weather-related events. Claims dept. sent adjusters out quickly and they had their approved contractors on the job in a timely fashion. Cost of damage repair was never a problem. My agents over the years was always helpful." —James via ConsumerAffairs

"So glad it's now a mutual organization. Just reviewed and updated my homeowner's and agent helped me save $800 a year. Very prompt service. Been with [this] company [for] 30 years and it's getting better." —A via ConsumerAffairs

"I’ve been with AFI since 2005 and they are the only affordable home and car coverage I could find. So yes I would give a 5 star rating and they always answer my questions, email, text,& phone. I recommend you give Lisa or Jeremiah a call to get a free quote." —Nickie Lo via BBB

"I had been a loyal customer for home insurance since 1995. My house was built in 1964. I had to replace my roof because they told me it was "past life" and will no longer be covered. So I spent the money to replace the roof and sent pictures asking if they will now cover it. I also filed a claim for siding damage due to hail. Never heard back from the claims department or the office to let me know about the roof coverage. Today, I receive a letter in the mail dropping my coverage due to a recent review of my property shows roof and siding deterioration. If they had come to my home, they would have seen my brand new roof." —Dawn R. via BBB

*Reviews accurate as of February 2023.

American Family is a solid choice if you’re looking for a home insurance provider with a straightforward claims process and a wealth of digital information available online and in the MyAmFam app. With A ratings for financial strength and customer service and customizable insurance coverage and endorsements, AmFam has a lot to offer.

However, you should always compare quotes from multiple providers before purchasing a policy. AmFam is only one of the top-notch home insurance providers we recommend. Take a few minutes to compare quotes from Lemonade and Allstate as well, our two highest-rated providers overall.

American Family is rated positively by third parties such as AM Best and the BBB and has mixed customer reviews. The company scored above average with an 831/1,000 score in the J.D. Power home insurance study, which is based on a survey of policyholders’ overall satisfaction.

American Family offers car insurance, motorcycle insurance, home and renters insurance, life insurance, pet insurance and identity theft insurance. You may be eligible for a multi-policy discount when you purchase more than one type of policy from AmFam.

American Family is licensed to sell policies in Arizona, Colorado, Georgia, Idaho, Illinois, Indiana, Iowa, Kansas, Minnesota, Missouri, Nebraska, Nevada, North Dakota, Ohio, Oregon, South Dakota, Utah, Washington and Wisconsin.

Our team surveyed dozens of home insurance providers and created a scoring system to judge each company's quality and service. We reach out for sample quotes, both over the phone and on the internet, to simulate an authentic customer experience. Here are the factors that account for our provider reviews:

Companies with the best customer service exhibit 24/7 availability, educational resources on their website, useful digital tools and a seamless claims-filing process. Providers that offer extensive discount options, endorsements, customizable coverage options and unique features score significantly higher than those that don't, putting them toward the top of our recommendations to readers.

Parker King is a writer, editor and SEO content strategist with a master's degree in professional communication from Clemson University and years of experience in the digital marketing industry. She specializes in writing, editing and optimizing personal finance, home services and insurance content.

Rebekah Young is an editor with a decade of experience in educational content and editing. Before joining the Guides Home Team to focus on home services content, she guided content strategy and edited in the insurance, venture capital, financial and health care fields. Rebekah has a bachelor's degree in communication and English.