American Family Insurance has officially rebranded its property-casualty insurance company, formerly known as Ameriprise Auto & Home Insurance, to CONNECT, powered by American Family Insurance. This name change marks a significant milestone as the company integrates further into the American Family Insurance group, promising enhanced services and a continued commitment to customer care.
CONNECT, powered by American Family Insurance, new brand name
The transition to CONNECT, powered by American Family Insurance, has been approved by state insurance regulators, encompassing the De Pere, Wisconsin-based company and its subsidiaries. According to Jessie Stauffacher, CEO of CONNECT, the integration has been seamless for partners and customers alike, thanks to remarkable collaboration and commitment within the organization. This rebranding signifies more than just a name change; it represents a strategic evolution within the insurance landscape.
CONNECT operates across 44 states and the District of Columbia, offering a comprehensive suite of insurance products. These include auto, homeowners, renters, umbrella, and select specialty insurance lines. A key aspect of CONNECT‘s business model is its reliance on strategic partnerships. Notably, CONNECT provides insurance solutions through collaborations with major entities such as wholesale retailer Costco and Ameriprise Financial, Inc., leveraging these partnerships to extend its reach and customer base.
The acquisition of Ameriprise Auto & Home Insurance by American Family Insurance in October of the previous year laid the groundwork for this rebranding. Since the acquisition, both organizations have been diligently working on integrating operations, separating CONNECT from Ameriprise Financial, and aligning it with the mutual holding company structure of American Family. Sharena Ali, COO of CONNECT, emphasized the meticulous approach to this transition, highlighting the dedication of employees to maintaining customer focus throughout the process.
CONNECT, powered by American Family Insurance, will function as the brand name for policies underwritten by American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company. The American Family Connect Insurance Agency, Inc., further supports this structure by placing policies with both affiliated and unaffiliated insurers, broadening the scope of available insurance solutions.
This strategic move to incorporate CONNECT is integral to American Family’s broader transformation from a regional insurer to a national, multi-channel insurance group. While steadfast in its commitment to its agency owners, American Family has strategically expanded its footprint through key acquisitions. These include direct non-standard auto insurer Permanent General Companies (The General) in 2012, direct homeowners insurance provider Homesite Group in 2013, and the merger with mutual property-casualty insurer Main Street America in 2018. Each acquisition has bolstered American Family’s market presence and diversified its distribution channels. The addition of CONNECT in 2019 further enriches this portfolio, bringing new products, valuable partnerships, and expanded geographical distribution, reinforcing American Family’s position in the national insurance market.
About CONNECT, powered by American Family Insurance
CONNECT, powered by American Family Insurance, is a direct provider specializing in personal lines of insurance, including auto, home, and umbrella coverage. Its distribution model is primarily partner-based, allowing it to reach a wide customer demographic. Established in 1987, CONNECT has a strong foundation within the American Family Insurance group. The company focuses on delivering value to its partners’ brands by providing robust insurance protection to their customers. With over $1 billion in annual premium underwritten by American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company, CONNECT is a substantial player in the insurance sector. Based in De Pere, Wisconsin, CONNECT employs over 1,700 individuals and serves customers in 44 states and the District of Columbia. The company’s “Handle With Care” philosophy underscores its commitment to exceptional service for customers, colleagues, and the community.
About the American Family Insurance group
American Family Insurance, established in 1927 and based in Madison, Wisconsin, is a leading insurance provider committed to inspiring, protecting, and restoring dreams. The company offers a wide range of insurance products and is known for its exceptional service, community investment, and innovative partnerships aimed at addressing societal challenges. American Family Insurance embraces diversity and inclusion, continually adapting to meet the evolving needs of its customers. Ranked as the nation’s 13th-largest property/casualty insurance group and No. 254 on the Fortune 500 list, the American Family Insurance group is a significant force in the industry. The group’s portfolio includes American Family Insurance brand products, primarily distributed through exclusive agency owners across 19 states, alongside CONNECT, powered by American Family Insurance, The General, Homesite, and Main Street America. Across its diverse companies, the American Family Insurance group employs over 13,500 people nationwide, demonstrating its substantial economic and community impact.
