CONNECT, formerly known as Ameriprise Auto & Home Insurance, has officially adopted its new brand name, marking a significant step in its integration with the American Family Insurance group. This property-casualty insurance company, now legally recognized as CONNECT, powered by American Family Insurance, received approval from state insurance regulators for the name change of both the company and its subsidiaries.
CONNECT, powered by American Family Insurance, the new brand name for American Family Connect Property and Casualty Insurance Company, formerly Ameriprise Auto & Home Insurance. The logo features the CONNECT name prominently alongside the American Family Insurance brand.
“This rebranding milestone is a testament to the seamless integration of CONNECT into the American Family Insurance group,” stated Jessie Stauffacher, chief executive officer of CONNECT. She highlighted the remarkable collaboration and commitment that ensured a smooth transition for partners, customers, and employees alike. CONNECT operates in 44 states and the District of Columbia, offering a range of insurance products including auto, homeowners, renters, umbrella, and some specialty lines. They primarily distribute these products through strategic partnerships with major entities like Costco and Ameriprise Financial, Inc.
The acquisition of CONNECT, previously Ameriprise Auto & Home Insurance, by American Family Insurance was finalized last October. Since then, both organizations have been diligently working on numerous transitional aspects to separate CONNECT from Ameriprise Financial and integrate it into the American Family mutual holding company structure. Sharena Ali, CONNECT chief operating officer, emphasized the meticulous approach taken during the transition, stating, “Our focus remains on handling every customer with utmost care.” She praised the employees for their thoughtful and enthusiastic approach to challenges, which has paved the way for enhanced customer success.
Moving forward, the brand name CONNECT, powered by American Family Insurance, will represent products underwritten by two primary entities: American Family Connect Property And Casualty Insurance Company and American Family Connect Insurance Company. Additionally, The American Family Connect Insurance Agency, Inc. will facilitate policy placements with both affiliated and unaffiliated insurers.
The inclusion of CONNECT is a key component of American Family’s broader strategy to evolve from a regional insurer, initially focused on exclusive agency distribution, into a national, multi-channel insurance group. This strategic direction has been evident through previous acquisitions, such as direct non-standard auto insurer Permanent General Companies (The General) in 2012, and direct homeowners insurance provider Homesite Group in 2013. Following its conversion to a mutual holding company, American Family further expanded its reach by merging with mutual property-casualty insurer Main Street America in 2018, which operates through independent agents. The addition of CONNECT in 2019 broadens the group’s product offerings, partnership network, and geographical footprint, solidifying its national presence and multi-distribution model.
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. Their distribution model is heavily reliant on strategic partnerships. Originally established in 1987 as IDS Property Casualty Insurance Company, CONNECT became part of the American Family Insurance group and is committed to delivering value to its partners’ brands by safeguarding their customers’ assets. The underwriting companies, American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company, collectively manage over $1 billion in annual premiums. Headquartered in De Pere, Wisconsin, CONNECT serves customers across 44 states and the District of Columbia, employing a workforce of over 1,700 individuals. Their “Handle With Care” philosophy guides employee interactions with customers, colleagues, and the community.
About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has a long-standing history of serving customers since 1927. Their mission is to inspire, protect, and restore dreams through a comprehensive suite of insurance products, exceptional service delivered by agency owners and employees, community engagement, and innovative partnerships aimed at addressing societal challenges. American Family embraces diversity and inclusion, continuously adapting to meet the evolving needs and preferences of its diverse customer base. The American Family Insurance group ranks as the nation’s 13th-largest property/casualty insurance group and holds the 254th position on the Fortune 500 list. The group markets American Family-branded products primarily through exclusive agency owners in 19 states. The American Family Insurance group also encompasses CONNECT, powered by American Family Insurance, The General, Homesite, and Main Street America. Across all its companies, the group employs over 13,500 individuals nationwide.
