CONNECT, powered by American Family Insurance, marks its official debut as the rebranded identity of the property-casualty insurance company formerly known as Ameriprise Auto & Home Insurance. This transition signals a significant step in the company’s evolution and integration into the American Family Insurance group.
CONNECT, powered by American Family Insurance Logo
Recent approvals from state insurance regulators have officially sanctioned the legal name changes for the Wisconsin-based company in De Pere and its subsidiaries. Collectively, they will now operate under the banner of CONNECT, powered by American Family Insurance, solidifying the connection by american family within the insurance landscape.
“This rebranding milestone underscores CONNECT’s successful integration into the American Family Insurance group,” stated Jessie Stauffacher, CONNECT Chief Executive Officer. “The collaborative spirit and dedication have been truly remarkable, facilitating a seamless transition for our valued partners and customers, and generating considerable excitement among our employees.”
CONNECT operates across 44 states and the District of Columbia, offering a comprehensive suite of insurance products including auto, homeowners, renters, umbrella, and specialized lines. The company’s distribution strategy leverages strategic alliances, notably with major wholesale retailers like Costco and Ameriprise Financial, Inc., enhancing its reach and market presence and further connecting by american family to diverse customer segments.
Integrating Two Insurance Powerhouses: The Story Behind CONNECT by American Family Insurance
“Our guiding principle throughout this transition has been to handle every customer with the utmost care, and that remains our unwavering focus,” emphasized Sharena Ali, CONNECT Chief Operating Officer. “Our employees have embraced these challenges with remarkable thoughtfulness and enthusiasm, setting a strong foundation for even greater achievements in serving our customers and embodying the core values of connect by american family.”
The brand name CONNECT, powered by American Family Insurance, will represent products underwritten by two distinct entities: American Family Connect Property and Casualty Insurance Company, and American Family Connect Insurance Company. Furthermore, The American Family Connect Insurance Agency, Inc. plays a crucial role in placing policies with both affiliated and unaffiliated insurers, streamlining the process for customers seeking insurance solutions through connect by american family.
CONNECT: Strengthening American Family’s National Multi-Channel Strategy
The addition of CONNECT is a key component in American Family’s ongoing strategic evolution. The company has been transforming from a primarily regional insurance provider, initially focused on exclusive agency owners, into a national, multi-line insurance group with diverse distribution channels. This strategic move emphasizes the importance of connect by american family in expanding its national footprint.
While reaffirming its commitment to its agency owner network, American Family has strategically expanded its portfolio through key acquisitions. This includes the direct non-standard auto insurer Permanent General Companies (The General) acquired in 2012, and direct homeowners insurance provider Homesite Group in 2013. Following its conversion to a mutual holding company structure, American Family further merged with mutual property-casualty insurer Main Street America in 2018, a company that distributes its products through independent agents. The integration of CONNECT in 2019 introduces new product lines, strategic partnerships, and broader geographic distribution, significantly enhancing the connect by american family brand’s national reach.
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, distributed through a partner-centric model. Originally established in 1987 as IDS Property Casualty Insurance Company, CONNECT is now a proud member of the American Family Insurance group. CONNECT is dedicated to creating value for its partners’ brands by providing robust protection for their customers’ most valued assets. Its underwriting arms, American Family Connect Property and Casualty Insurance Company and American Family Connect Insurance Company, collectively underwrite over $1 billion in annual premium. Headquartered in De Pere, Wisconsin, CONNECT serves customers in 44 states and the District of Columbia, employing a dedicated workforce of over 1,700 individuals. CONNECT’s guiding philosophy, “Handle With Care,” shapes the interactions of its employees with customers, colleagues, and the community, reinforcing the caring approach of connect by american family.
About the American Family Insurance group
Based in Madison, Wisconsin, American Family Insurance has a long-standing history of serving customers since 1927. The company’s mission is to inspire, protect, and restore dreams through its 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 Insurance is deeply committed to 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-brand products primarily through exclusive agency owners across 19 states. The American Family Insurance group also encompasses CONNECT, powered by American Family Insurance, The General, Homesite, and Main Street America. Across its diverse portfolio of companies, the group employs over 13,500 individuals nationwide, all working together to strengthen the connect by american family promise.
