I needed a little perspective.

Recently, I took a break from the sadness and chaos of everything happening around us. I picked up Dare to Dream, a terrific book about the story of Herman Wittwer, the founder of my company.  

If you haven’t heard it, bear with me.  

As a struggling insurance agent, Herman had a dream. It was 1927, and he wanted to offer a different kind of insurance product. He didn’t think it was right that Wisconsin farmers were paying the same for auto insurance when they weren’t driving as much, especially during rough winters.  

Herman believed they deserved better. That same year, he formed Farmers Mutual Automobile Insurance Company. (We could become American Family Mutual Insurance Company in the early 1960s.) 

It was his dream – one that’s lasted 92-plus years and that’s been reaffirmed by so many who followed in his footsteps at Farmers Mutual (and eventually American Family Insurance).  

Herman’s story – my company’s story – was the perspective I needed. Because we’re living in unfair times once again.  

The COVID-19 pandemic has left a path of devastation across our planet. Many are suffering personally, financially and physically. Shelter-in-place orders and other social distancing also means folks are driving less. American Family-brand data illustrates our customers are not driving as much. As a result, we believe they’ve overpaid in their premiums. It’s our duty to return that premium, because it belongs to them.  

I believe this outbreak will define a generation. And, how we treat our customers, communities and each other – right now – will have a lasting impact on who we are for the next 92 years – and beyond.  

This is our Herman Wittwer moment.  

So today, we announced plans to return approximately $200 million to American Family Insurance auto insurance customers. We will send one-time payments of $50 per vehicle to customers who have American Family-brand personal lines auto policies. (You can read more about this on our website.)  

This resonates with me because of American Family’s values, especially trustworthiness: We operate with integrity in all that we do. I believe this further illustrates that integrity … and why we are the most trusted and valued customer-driven insurance company. 

While these are uncertain times, American Family remains financially strong. That strength is something our customers have counted on ever since Herman realized his dream so long ago. It’s why our customers know they can count on us to deliver on our promise when they need us most – and to do right by them.  

I believe we’re providing meaningful and direct help – now – with this premium relief, and through the more than $6.8 million COVID-19 pandemic relief announced last week, from our entire group of companies and foundations.   

These actions reflect our values. They further demonstrate American Family’s support for our customers and communities. They’re also a real-time example of how we’re innovating and disrupting the industry – something Herman was pretty good at, too. I want our actions to set the tone in our industry. I hope other insurers give back in similar ways.  

It’s the right thing to do. And, I know Herman would approve.