Privacy Policy

Effective Date: April 15, 2026

The Company* (“we,” “us,” “our,” “ours” or “American Family Insurance”) recognize the importance of our customers’ trust. Keeping personal information confidential is a top priority. We care about privacy issues and want you to understand how we collect, disclose, and otherwise use (“Process”) information about you. This privacy notice (“Privacy Notice”) describes our practices in connection with information we collect through our digital services (“Services”), including our websites, social media accounts, marketing partners, and software applications (“Apps”) that include a link to this Privacy Notice, and through any of our other activities, both online and offline, including our collection and use of telematics data. By interacting with these Services, you agree to this Privacy Notice and the collection and use of information according to its terms. Our privacy practices may vary among the states in which we operate to reflect state and local privacy requirements in such jurisdictions.

CONSUMER NOTICE OF COLLECTION

This Notice of Collection is provided to all consumers subject to this Privacy Notice. Specific topics in this Privacy Notice are listed below:

Information We Collect
Sources of Personal Information
How We Use Your Personal Information
Personal Information We Disclose
Cookies and Other Tracking Technologies
Your Privacy Rights
Security and Retention
Linked Third-Party Sites
Children’s Privacy
Changes to Our Privacy Notice
Contact Us

INFORMATION WE COLLECT

The type of personal information that we collect and the extent to which it is used varies based on the products and services we provide to you.

We have collected some or all of the below categories of personal information from consumers within the last twelve (12) months. Please note that the examples are not an exhaustive list and personal information collected may fall into multiple categories.

Categories of Personal Information	Examples
Personal Identifiers	Name, DOB, SSN, telephone number, address, driver’s license number, passport number, electronic signature, account credentials, passwords, email address, online identifier, IP address, unique identifiers such as “cookies” or other similar technologies, device specific-information such as hardware model, operating system version, unique device identifiers, and unique application numbers if included within the respective service.
Demographics	Age, race, ethnicity, religion, gender identification, disability status, citizenship, family relationships, veteran or military status.
Professional or Employment Information	Employment contract, salary, disciplinary action, employment history, performance reviews, professional designations, resumes, job applications.
Education Information	School records, school(s) attended, dates attended, degree(s) earned, academic achievements.
Financial Information	Credit history, bank account numbers, investment or brokerage account numbers, information regarding estate or tax planning, debts, trusts, credit or debit card numbers.
Medical and Health Information	Medical history, medical questionnaires, information regarding physical, mental and behavioral health, genetic information, information regarding payment for health care services.
Biometric Information	Fingerprints, facial recognition scans, eye scans, voice recognition, typing cadence, ongoing monitoring of sleep, health patterns and exercise.
Internet or Network Activity	Browser history, search history, interactions with website, Apps and advertisements. Social media account information, social media usage.
Telematics Data	Miles driven, driving habits and vehicle use including geolocation, speed, acceleration, braking and cornering combined with weather, traffic, time of day and other contextual data.
Audiovisual Information	On-site security cameras, pictures, video and audio recordings.
Profile Data / Inferences	Profiles reflecting a person’s preferences, including desired communication methods, interests, hobbies, characteristic tendencies, behaviors, attitudes or aptitudes, including inferences drawn from personal information.
Commercial Information	Records of personal property, products or services purchased, obtained or considered, or other purchasing or consuming histories or tendencies.
Consumer Information	Credit history, credit score, insurance score, driving records, claims history, or other similar information reflecting on character, general reputation, personal characteristics or mode of living that is furnished by consumer reporting agencies.
Our Product Information	Policy and billing account numbers, payment history, payment and billing information, your insurance coverage selections and premiums, policy benefits and values, beneficiary, ownership arrangements, transaction history.
Sensitive Personal Information	SSN, driver’s license number, state identification card or passport number; account login, financial account debit or credit card number in combination with any required security or access code; precise geolocation (e.g., within 1,850 feet); race or ethnic origin; genetic data. Sensitive Personal Information that is publicly available is not considered Sensitive Personal Information or Personal Information.

SOURCES OF PERSONAL INFORMATION

We collect, and have collected in the preceding twelve (12) months, personal information about you from various sources. For example, we collect and obtain information:

Directly from You. We collect information you provide when you interact with us through oral, written, or electronic communications. Our collection methods may include the use of chatbots, other Artificial Intelligence (AI) technologies (including third party AI technologies), and call recordings. Communications where we collect information from you include when you: fill out an insurance application and related forms; sign up for one of our usage-based insurance programs such as Miles My Way or Drive My Way; submit an application for employment; submit an application for agency appointment; register for, use, or make a payment for a product or service; contact us with a question or request; provide a testimonial or story; post or submit a photo, review, or comment; participate in a competition, promotional activity, or sweepstakes; “Like,” “Follow” or otherwise connect with or post to one of our Social Media Accounts; or send us a text or SMS message in order to obtain more information about a product or service.

Using Cookies and Other Automatic Data Collection Technologies. When you visit our website, open or click on emails we send you, interact with our mobile applications, or interact with our advertisements, we or third parties we work with automatically collect certain information using technologies such as cookies, web beacons, clear GIF, pixels, internet tags, web server logs, and other data collection tools. For more information, please review the Cookies and Other Tracking Technologies section of this notice.

From Our Affiliates. We obtain personal information, including transaction information, from our affiliates.

From Third Parties. We obtain personal information, including transaction information and telematics data (such as data about when and how you drive your vehicle), from non-affiliated third parties such as car manufacturers, data brokers, and government agencies.

From Other Sources. We obtain personal information from other sources, such as consumer reporting agencies and publicly available sources.

HOW WE USE YOUR PERSONAL INFORMATION

We process Personal Information to operate our Services and Applications, and to deliver the products and services you have requested. AI, (including third party AI) may be used for such processing, including summarizing recorded calls and written records in connection with carrying out the business purposes listed below.

Specifically, we process personal information collected for the following business purposes:

Responding to your inquiries and fulfilling your requests;
Processing employment and agency applications;
Administering promotional events, sweepstakes, and contests;
Personalizing your experience of the Services by presenting products and offers tailored to you;
Maintaining records that include, but are not limited to, insurance policy coverages, premiums, and payment history;
Transacting business including underwriting, rating, claims handling, claims investigations, and policy sales and administration;
For marketing and advertising purposes, including providing you with information related to our products and services;
Conducting research and analytics related to our website and Services;
Fulfilling legal and regulatory obligations, to establish or exercise our rights, and to defend against legal claims;
To ensure the technical functions of our network, including to detect, investigate, prevent, or take action regarding possible malicious, deceptive, fraudulent, or illegal activity, including fraudulent transactions, attempts to manipulate or violate our policies, procedures, and terms and conditions, security incidents, and harm to the rights, property, or safety of AmFam and our users, policyholders, employees, or others;
To improve and customize the content and layout of the Services.

PERSONAL INFORMATION WE DISCLOSE

In addition to the specific situations discussed elsewhere in this Privacy Notice, we disclose, and may have disclosed in the preceding twelve (12) months, some or all of the categories of Personal Information referenced above in the following situations:

Service Providers. We may disclose your Personal Information to certain companies engaged to perform services on our behalf (“Service Providers”). Service Providers’ access to Personal Information is strictly limited to the purpose of providing us with such services. They are required to perform the services based on our instructions, are not permitted to use the Personal Information for any other purpose, and are required to protect the Personal Information.

Other Third Party Vendors. We may also disclose Personal Information to Third Party Vendors, such as our external auditors, attorneys, accountants, and similar professionals to assist us with the operation of our business and our obligations to comply with applicable laws and regulations. These Third Party Vendors may use your Personal Information to provide services to us and to comply with their legal, regulatory and/or fiduciary obligations.

Authorized Agents or Brokers. AmFam works with agents and brokers who sell our services and products on our behalf. We may disclose your Personal Information to those agents or brokers to provide you with the services you’ve requested. They may use your Personal Information in the manner described in this Privacy Notice.

Companies Involved in Insurance Related Transactions. We disclose your Personal Information to other companies that play a role in an insurance transaction with you, such as other insurance institutions, financial institutions, independent claims adjusters, repair shops, and other claims related companies. We may also disclose your Personal Information to consumer reporting agencies and to participate in insurance support organizations. Information disclosed to an insurance support organization may be retained by the organization and disclosed to other persons.

Affiliates and Acquisitions. We may disclose Personal Information to our corporate affiliates (e.g., parent company, sister companies, operating companies, subsidiaries, joint ventures, or other companies under common control). Our affiliates are only permitted to use Personal Information we disclose to them for authorized business purposes, and they are required to protect the information in accordance with approved data security plans. If another company acquires, or plans to acquire, our company, business, or our assets, we will also disclose Personal Information to that company, including at the negotiation stage.

Marketing and Advertising Partners. We may disclose Personal Information to third party marketing and advertising partners (including retailers that refer their members to us to purchase our products and services) or permit these partners to collect Personal Information from you directly on our Services to personalize online advertising. Our Cookies and Other Tracking Technologies page has more information about these activities. We also may disclose Personal Information to other financial institutions or other companies with whom we have a joint marketing agreement. Mobile phone numbers and SMS opt‑in consent collected for text messaging are not shared with third parties for their own marketing or promotional purposes, unless a consumer has provided separate, explicit consent.

Compliance with Law or Other Legal Process. We may disclose information in response to subpoenas, warrants, or court orders, or in connection with any legal process, or to comply with relevant laws, which may include disclosures made to law enforcement, insurance regulatory authorities, or other government authorities. We may also disclose your information in order to establish or exercise our rights, to defend against legal claims, to investigate, prevent, or take action regarding possible illegal activities, suspected fraud, safety of person or property, or a violation of our policies, or to comply with your request for the shipment of products to you or for the provision of services by a third-party intermediary.

Other Disclosures with Your Consent. We may share Personal Information with companies, organizations or individuals outside of AmFam, for purposes not specified elsewhere in this Privacy Notice, when we have your consent to do so.

We do not sell the Personal Information we obtain.

COOKIES AND OTHER TRACKING TECHNOLOGIES

Every time you come to our website, our website’s web server automatically collects information, including, in some instances, Personal Information, through cookies, web beacons, and other similar tracking technologies (collectively “cookies”). Our website also uses virtual assistants and session replay technology.

Cookies. Please see our cookies page for more information about cookies and how we use them.

Marketing Pixels. A marketing pixel (also called a tracking pixel or pixel tag) is a tiny, invisible piece of code added to a website or email. It tracks user behavior like visits, clicks, or conversions, for measurement and/or to build target audiences.

Web Chat. We use Virtual Assistant chatbots and may use other AI-enabled technologies (including third party AI technologies) to provide support to you. We log user conversations with our Virtual Assistant chatbots. Our Virtual Assistant chatbots may be administered by one of our Service Providers. When you type information into the chat, messages may be recorded and/or transcribed for record keeping and other purposes.

Session Replay Technology. We use a specific type of analytics tool called “session replay technology.” Session replay technology enhances user experience by optimizing the efficiency, design and quality of the Services. By using session replay technology, we can collect and analyze information related to user behavioral metrics on the Services, such as mouse movements, clicks, user inputs, scrolling, access times, visit duration, pages viewed, IP address (including approximate location), operating system, and page reloading. These tools provide insight into what works and what doesn’t work for website visitors, and they allow us to, for example, identify and repair technical errors such as broken links that impair the Services’ functionality.

YOUR PRIVACY RIGHTS

If you are a non-California resident, you may request access to your Personal Information in our records, or request that we correct, amend, or delete your Personal Information by contacting us at 1-800-MYAMFAM (1-800-692-6326).

Customers may update their Personal Information by contacting their agent or logging into MyAccount or contacting us at 1-800-MYAMFAM (1-800-692-6326).

If you are a California resident, California law may provide you with additional rights regarding your personal information. To learn more about your California privacy rights, please see our California Consumer Privacy Act Privacy Notice (“CCPA Notice”) here.

SECURITY AND RETENTION

We strive to maintain the privacy and integrity of information collected by using appropriate measures designed to protect our systems, applications, products, and services. However, we cannot guarantee the security of any information that is disclosed online.

Only authorized Company workers, agents, and staff who need to know Personal Information while doing business are provided access. Their right to disclose or use this information is limited by our code of conduct, applicable laws, and non-disclosure agreements where appropriate. Individuals who violate our policies are subject to disciplinary actions.

Organizations that provide services involving Personal Information on behalf of the Company are contractually required to protect your Personal Information.

We retain personal information for the periods required by applicable laws and/or as specified in our records retention policies and procedures and our Privacy Notice. The period chosen takes account of applicable legal requirements to retain data and specific business use cases. We maintain records management and retention policies and procedures so that, where required, personal information is disposed of after a reasonable time in consideration of the following retention criteria:

We retain your personal information for as long as needed to carry out the business purposes set forth in this Privacy Notice, or to support our business functions and operations.
We retain your personal information as long as we have an ongoing relationship with you or for as long as needed to provide products or services to you.
We retain your personal information for as long as needed to comply with our legal and contractual obligations or as necessary to defend our rights.

LINKED THIRD-PARTY SITES

We may provide links to other third-party websites through the Services solely as a convenience to you. However, such linking does not mean, and should not be interpreted to mean, that we endorse, are affiliated with or make any representations concerning such third-party websites. We do not review, do not control, and are not responsible for these third-party sites or any content therein. By using such links, you will leave the Services. Please note that any Personal Information that you provide to such third parties will be governed by their privacy policies, and we have no control over or responsibility for their privacy practices. If you decide to access any of the third-party sites linked to the Services, you do so entirely at your own risk. We shall not be liable for any consequences arising from use of any third-party websites to which the Services link. We encourage you to review the privacy policies of any third-party website or application for details about what information is collected and how it is used and/or disclosed prior to providing any Personal Information.

CHILDREN’S PRIVACY

Our Services are not intended for or directed to children under the age of 13. We do not knowingly collect Personal Information from children under the age of 13 (or other relevant age of majority) without first obtaining parental consent in accordance with applicable laws. Users under the age of 13 should not submit any Personal Information to us. We do not knowingly sell the Personal Information of minors less than 16 years of age. If you believe we have collected Personal Information from your child in error or have questions or concerns about our privacy practices relating to children, please notify us using the details in the “Contact Us” section below. We will take prompt steps to remove the Personal Information from our systems.

CHANGES TO OUR PRIVACY NOTICE

We reserve the right at our discretion to amend this Privacy Notice at any time. Any changes will be effective immediately upon the posting of the revised Privacy Notice. When we make changes to this Privacy Notice, we will post the updated notice on our website and update the notice's effective date. We encourage you to review this page periodically for the latest information on our privacy practices. Your continued use of our website following the posting of changes constitutes your acceptance of such changes. This Privacy Notice was updated as of the effective date listed above.

CONTACT US

If you have any questions or comments about this notice, the ways in which we collect and use your information, or your choices and rights regarding such use, please contact us at:

Phone: (844) 904-1030

Email: PrivacyInfo@AmFam.com

Postal Address:

American Family Insurance

Attn: Privacy Office

6000 American Parkway

Madison, WI 53783

*Depending upon the product purchased, the Company includes:

American Family Mutual Insurance Company, S.I. (AFMICSI) and the following subsidiaries that provide insurance products or insurance support services: American Family Insurance Company (AFIC), American Family Life Insurance Company (AFLIC), American Standard Insurance Company of Wisconsin (ASIC), American Standard Insurance Company of Ohio (ASICO), AFICS, Inc., American Family Brokerage, Inc., and Midvale Indemnity Company (MIC).

American Family Connect Property and Casualty Insurance Company (AFCPCIC) and the following subsidiaries that provide insurance products or insurance support services: American Family Connect Insurance Company (AFCIC) and American Family Connect Insurance Agency, Inc.

Homesite Group Incorporated and the following subsidiaries that provide insurance products or insurance support services: Homesite Insurance Company of California (HCA), Homesite Indemnity Company (HIC), Homesite Insurance Company of Illinois (HIL), Homesite Insurance Company of New York (HNY), Homesite Insurance Company of Georgia (HGA), Homesite Insurance Company of the Midwest (HMW), Homesite Lloyds of Texas (HLT), Homesite Insurance Company of Florida (HFL), and Homesite Insurance Company (HCT).

NGM Insurance Company (NGM) and the following subsidiaries and affiliates that provide insurance products or insurance support services: MSA Insurance Company (MSAIC), Main Street America Assurance Company (MSAAC), Main Street America Protection Insurance Company (MSAPIC), Old Dominion Insurance Company (ODIC), Grain Dealers Mutual Insurance Company (GDM), Spring Valley Mutual Insurance Company (SVM), and Austin Mutual Insurance Company (AMIC).

This list is subject to change.