American Family Insurance, also abbreviated as AmFam, is an American private mutual company that focuses on property, casualty, and auto insurance, and also offers commercial insurance, life, health, and homeowners coverage as well as investment and retirement-planning products. A Fortune 500 company, its revenues were over $9.5 billion in 2017. History American Family Insurance's history began on October 3, 1927, when insurance salesman Herman Wittwer opened the doors of Farmers Mutual Insurance Company (not to be confused with the Farmers Insurance Group) in Madison, Wisconsin. At the time, the company's only product was auto insurance and its target market was farmers. Wittwer believed farmers presented lower risks than city drivers because they drove less often and not at all in the winter. Over the years, Farmers Mutual expanded its market and product line to meet the changing needs of its customers. In 1963, Farmers Mutual changed its name to American Family Mutual Insurance Company to reflect its broader customer base. In March, 1995, American Family settled a redlining lawsuit, resulting in a $14.5 million payout to victims. The settlement was negotiated by the US Department of Justice and marked the first use of the federal Fair Housing Act of 1968 to counter discrimination in insurance; at the time it was the most costly insurance-company settlement ever for discrimination charges. In 2017, AmFam launched an ongoing campaigned called DreamFearlessly. AmFam's ambassador's use this as a hashtag on social media to help promote this campaign. The campaign encourages consumers to express how they "dream fearlessly" for initiatives e.g. social justice, getting women into tech, Economic Empowerment. Kathy Ireland and her team were brought on early to help as with ambassador work. Blake Van Leer a close supporter of the Society of Women Engineers helped manage this campaign from its launch. Subsidiaries Companies of the American Family Insurance Group include: American Family Mutual Insurance Company (AFMIC) American Family Brokerage, Inc. (AFBI) American Family Insurance Company of Ohio (AFICO; Ohio subsidiary, companion to American Family Mutual Insurance Company) American Family Life Insurance Company (AFLIC) American Family Securities, LLC (AFS) American Standard Insurance Company (ASIC) American Standard Insurance Company of Ohio (ASICO; Ohio subsidiary; companion to American Standard Insurance Company of Wisconsin) Amfam.com Inc.(AMFAM) CONNECT, powered by American Family Insurance (formerly Ameriprise Auto & Home) HomeGauge® Homesite Group Incorporated Main Street America Insurance Moonrise, Inc. Networked Insights PGC Holdings Corporation (General Insurance Companies "The General®")