CONNECT, powered by American Family Insurance, marks its official debut as the rebranded property-casualty insurance company, formerly known as Ameriprise Auto & Home Insurance. This transition follows the recent approval from state insurance regulators, solidifying the legal names for the Wisconsin-based company and its subsidiaries under the CONNECT, powered by American Family Insurance, banner.
CONNECT, powered by American Family Insurance, new brand logo after rebranding from Ameriprise Auto & Home Insurance. This logo represents the partnership with American Family Insurance and the company's focus on customer connection in auto and home insurance.
“This milestone signifies a significant step in CONNECT’s integration within the American Family Insurance group,” stated Jessie Stauffacher, CONNECT Chief Executive Officer. She further emphasized the seamless transition for partners and customers, a result of remarkable collaboration and commitment, and the positive atmosphere it has created for employees.
A Strategic Rebranding for National Growth
CONNECT offers a comprehensive suite of personal insurance products, including auto, homeowners, renters, umbrella, and select specialty lines, across 44 states and the District of Columbia. The company operates primarily through strategic partnerships, notably with major retailers like Costco and financial service providers such as Ameriprise Financial, Inc.
The acquisition of CONNECT, previously known as Ameriprise Auto & Home Insurance, by American Family Insurance last October was a strategic move to expand American Family’s market presence. Since the acquisition, both organizations have been diligently working on a complex transition, separating CONNECT from the publicly traded Ameriprise Financial and integrating it into American Family, a mutual holding company.
Sharena Ali, CONNECT Chief Operating Officer, highlighted the meticulous approach taken during this transition, stating, “Our priority is handling every customer with utmost care. Our employees have shown exceptional dedication and adaptability, ensuring a smooth transition and paving the way for enhanced customer experiences and future success.”
Under the new branding, CONNECT, powered by American Family Insurance, will encompass products underwritten by American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company. The American Family Connect Insurance Agency, Inc. will operate as a placement agency, offering policies from both affiliated and unaffiliated insurers.
Expanding Reach and Product Portfolio with CONNECT
The addition of CONNECT is a key element in American Family Insurance’s strategic evolution from a regional insurer primarily focused on exclusive agency distribution to a national, multi-faceted insurance group.
While maintaining its commitment to agency owners, American Family has strategically expanded its reach through acquisitions. This includes the 2012 acquisition of Permanent General Companies (The General), a direct non-standard auto insurer, and Homesite Group in 2013, a direct homeowners insurance provider. Following its mutual holding company conversion, American Family merged with mutual property-casualty insurer Main Street America in 2018, which distributes through independent agents. The integration of CONNECT in 2019 further enriches the group with new products, partnerships, and a broader geographic footprint.
About CONNECT, powered by American Family Insurance
CONNECT, powered by American Family Insurance, is a direct provider specializing in personal lines insurance—auto, home, and umbrella—distributed through a partner-centric model. Originally established in 1987 as IDS Property Casualty Insurance Company, CONNECT is now an integral part of the American Family Insurance group. With a commitment to protecting what matters most to customers, CONNECT underwrites over $1 billion in annual premium through its underwriting companies, American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company. Based in De Pere, Wisconsin, CONNECT serves customers in 44 states and the District of Columbia, employing over 1,700 individuals and guided by its “Handle With Care” philosophy in all interactions.
About the American Family Insurance Group
Based in Madison, Wisconsin, American Family Insurance has been a trusted name in insurance since 1927. Their mission is to inspire, protect, and restore dreams through a range of insurance products, exceptional agent and employee service, community engagement, and innovative partnerships. Recognized as the nation’s 13th-largest property/casualty insurance group and ranked 254th on the Fortune 500 list, American Family Insurance Group embraces diversity and inclusion to meet evolving customer needs. The group’s portfolio includes American Family Insurance brand products, primarily sold through exclusive agents across 19 states, alongside CONNECT, powered by American Family Insurance, The General, Homesite, and Main Street America, collectively employing over 13,500 individuals nationwide.
