American Family Ventures

American Family Ventures (AFV) is an insurtech venture capital pioneer founded in 2010 as the corporate venture capital arm of American Family Insurance, one of the largest mutual insurance companies in the United States. Based in Madison, Wisconsin with a presence in New York, the firm manages $700 million or more in assets under management with a team of 24 including 4 partners. Limited partners represent $70 billion in premium, reflecting the scale of the institutional backing and commercial distribution available to the portfolio. AFV focuses on early-stage through growth-stage startups shaping the future of insurance and adjacent technology sectors. AFV invests from seed to growth stage with checks of $1 million to $20 million and leads rounds, with 102 total investments spanning fintech, software, AI, data analytics, cybersecurity, and healthtech. The portfolio includes 2 unicorns, 1 IPO, and 18 acquisitions. Notable portfolio companies include Life360 (family safety platform) and Ring Labs (smart home security, acquired by Amazon), alongside a broad set of insurtech innovators reshaping underwriting, distribution, claims, and customer engagement. As one of the earliest and most prolific corporate venture investors in the insurance technology space, AFV occupies a distinctive position — it combines the financial firepower of a major mutual insurer with a genuine venture discipline and a long track record of exits. Portfolio companies gain access to American Family's distribution channels, actuarial expertise, claims infrastructure, and agent network, creating commercial pathways into the insurance industry that independent founders would find extremely difficult to develop on their own.