BBB Business Review

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This business is not BBB accredited.

American Family Insurance

Find a Location

Phone: (800) 692-6326 Fax: (877) 443-4978 6000 American Pkwy, Madison, WI 53783

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BBB Accreditation

This business is not BBB accredited.

Businesses are under no obligation to seek BBB accreditation, and some businesses are not accredited because they have not sought BBB accreditation.

To be accredited by BBB, a business must apply for accreditation and BBB must determine that the business meets BBB accreditation standards, which include a commitment to make a good faith effort to resolve any consumer complaints. BBB Accredited Businesses must pay a fee for accreditation review/monitoring and for support of BBB services to the public.

Reason for Rating

BBB rating is based on 13 factors. Get the details about the factors considered.

Factors that affect the rating for American Family Insurance include:

  • 6 complaint(s) filed against business that were not resolved

Customer Complaints Summary Read complaint details

270 complaints closed with BBB in last 3 years | 95 closed in last 12 months
Complaint Type Total Closed Complaints
Advertising/Sales Issues 6
Billing/Collection Issues 45
Delivery Issues 4
Guarantee/Warranty Issues 5
Problems with Product/Service 210
Total Closed Complaints 270

Customer Reviews Summary Read customer reviews

24 Customer Reviews on American Family Insurance
Customer Experience Total Customer Reviews
Positive Experience 0
Neutral Experience 1
Negative Experience 23
Total Customer Reviews 24

Additional Information

BBB file opened: January 01, 1954 Business started: 01/01/1954 in WI Business started locally: 01/01/1954 Business incorporated 02/19/1985 in WI
Licensing, Bonding or Registration

This business is in an industry that may require professional licensing, bonding or registration. BBB encourages you to check with the appropriate agency to be certain any requirements are currently being met.

These agencies may include:

Commissioner of Insurance
125 South Webster Street, Madison WI 53703
Phone Number: 6082663585 8002368517
Fax Number: (608) 266-9935

Type of Entity


Business Management
Mr. Jack C. Salzwedel, Chairman & CEO Mr. Mark V. Afable, Chief Legal Officer Mr. Gerry W. Benusa, Chief Sales Officer Mr. David A. Graham, Chief Investment Officer Mr. Peter C. Gunder, Chief Business Development Officer Mr. David C. Holman, Chief Strategy Officer Mr. Daniel J. Kelly , CFO Ms. Kristin R. Kirkconnell, Chief Information Officer Ms. Vanessa Mosley, Consumer Affairs Director Ms. Mary L. Schmoeger, Chief Administration Officer Mr. William B. Westrate, American Family Chief Operating Officer
Contact Information
Customer Contact: Ms. Vanessa Mosley, Consumer Affairs Director
Principal: Mr. Jack C. Salzwedel, Chairman & CEO
Business Category

Insurance Companies Insurance Services

Alternate Business Names
American Family American Family Mutual Insurance Co. American Family Brokerage, Inc. American Family Insurance American Family Insurance Group
Additional Information

Since June 2012, the Wisconsin BBB has received numerous inquiries from consumers across the country regarding a "Reader's Digest Sweepstakes".  If you receive a check from “Reader's Digest Sweepstakes” from American Family Insurance Group, the Wisconsin BBB believes that this check is counterfeit. If you receive a letter and check from this company and you are asked to deposit the check into your personal account, withdraw money and wire it overseas, use extreme caution. It has been the experience of the BBB that these checks are usually counterfeit. If the check is counterfeit, you will owe your bank the amount that you withdrew from your account. You will not receive any winnings, and you won't be able to recover the money that you wired.

Customer Review Rating plus BBB Rating Summary

American Family Insurance has received 3.26 out of 5 stars based on 24 Customer Reviews and a BBB Rating of A-.

BBB Customer Review Rating plus BBB Rating Overview

BBB Customer Review Rating plus BBB Rating Overview

BBB Customer Reviews Rating represents the customers opinions of the business. The Customer Review Rating is based on the number of positive, neutral and negative customer reviews posted that are calculated to produce a score.

Customer Review Experience Value
Positive Review 5 points per review
Neutral Review 3 points per review
Negative Review 1 point per review

BBB letter grades represent the BBB's opinion of the business. The BBB grade is based on BBB file information about the business. In some cases, a business' grade may be lowered if the BBB does not have sufficient information about the business despite BBB requests for that information from the business.

BBB Letter Grade Scale

BBB Rating Value
A+ 5
A 4.66
A- 4.33
B+ 4
B 3.66
B- 3.33
C+ 3
C 2.66
C- 2.33
D+ 2
D 1.66
D- 1.33
F 1
NR -----
Star Rating scale

  Average Score
5 stars 5.00
4.5 stars 4.50-4.99
4 stars 4.00-4.49
3.5 stars 3.50-3.99
3 stars 3.00-3.49
2.5 stars 2.50-2.99
2 stars 2.00-2.49
1.5 stars 1.50-1.99
1 star 0-1.49

BBB Customer Review Rating plus BBB Rating is not a guarantee of a business' reliability or performance, and BBB recommends that consumers consider a business' BBB Rating and Customer Review Rating in addition to all other available information about the business. If the BBB Rating is NR then only Customer Reviews are used for the Star Rating.