Auto Insurance Comparison
Auto-Owners vs American Family
Side-by-side comparison of Auto-Owners vs American Family auto insurance — ratings, cost, coverage, customer experience, pros, cons. No sales pitch, just the research.
Quick verdict
Auto-Owners edges ahead American Family in our overall scoring — but each carrier wins on different dimensions. See the breakdown below before deciding.
Head-to-head
Overall scores, key facts, and what each is known for.
| Auto-Owners | American Family | |
|---|---|---|
| Overall score | 4.05 /5 ★★★★★ Highest overall | 3.85 /5 ★★★★★ |
| Best for | Auto-Owners is one of those carriers you might not have heard of unless your independent agent recommended it | American Family is a Midwest-rooted mutual carrier that ranks consistently well on customer satisfaction and offers a usage-based program with real teeth |
| Read full review | Auto-Owners review → | American Family review → |
Rating breakdown
How each carrier scores on the dimensions we weight.
| Category | Auto-Owners | American Family |
|---|---|---|
| Customer experience | 4.40 | 4.00 |
| Coverage breadth | 4.30 | 4.10 |
| Affordability | 3.50 | 3.50 |
Pros and cons, side by side
What each carrier wins on, and where each one falls short.
Auto-Owners
Full review →Pros
- Consistently among the top-rated carriers for customer satisfaction in J.D. Power studies
- Strong claims-handling reputation with low complaint volumes
- Competitive pricing in the 26 states where it operates
- Deep agent relationships — every quote runs through a local independent agency
Cons
- Agent-only distribution — no online quoting, no direct-to-consumer purchase
- Limited geographic footprint — only available in 26 states, primarily Midwest and Southeast
- Less brand recognition than national carriers, which can matter for some shoppers
American Family
Full review →Pros
- American Family provides a variety of savings on vehicle insurance coverage.
- The firm also offers numerous other types of insurance, which may be combined to save money.
- American Family's mobile app is simple to use and includes features like tracking claim progress, scheduling payments, and calling roadside help.
Cons
- Because American Family does not offer a comprehensive list of extra coverage enhancements or endorsements for vehicle policies, customers with more sophisticated insurance needs should continue their research.
- While homeowners rated American Family vehicle insurance positively, renters rated this provider below average in our Customer Satisfaction Survey.
Coverage at a glance
What each carrier offers in standard policies.
Auto-Owners
American Family
The bottom line
Auto-Owners
If you live in Auto-Owners' footprint and prefer agent-based service, it's one of the most underrated carriers in the market. If you need 50-state availability or prefer online self-service, look elsewhere.
Read the full Auto-Owners reviewAmerican Family
American Family is a solid pick in the Midwest and Western states where it operates. If you're outside its footprint or shopping purely on rate, broader carriers will usually price more aggressively.
Read the full American Family reviewBefore you decide
Rankings are a starting point — your profile decides the rest.
These scores reflect our editorial research across cost, coverage, and customer experience. The right carrier for you still depends on your record, location, and vehicle, so read the full reviews before you commit.