Life insurance comparison
Farm Bureau Life vs. American Family: Comparing Life Insurance
Farm Bureau Life vs. American Family is a comparison of two Midwestern insurers that sell life insurance through exclusive agents. The right choice depends on where you live, whether membership is required, and which policy types and riders fit your needs.
This comparison explains how the two companies differ and how to compare life insurance quotes. Blake Insurance Group is an independent agency; coverage depends on underwriting.
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At a glance
| Item | Farm Bureau Life | American Family |
|---|---|---|
| Parent | Farm Bureau Financial Services (Iowa) | American Family Insurance (Wisconsin) |
| How sold | Exclusive Farm Bureau agents | Exclusive American Family agents |
| Products | Term, whole, universal life, and annuities | Term, whole, and universal life |
| Membership | Farm Bureau membership may be required | No membership required |
| Where sold | Midwestern and Western states | American Family's states |
Based on public company information reviewed in October 2026.
About Farm Bureau Life
Farm Bureau Life Insurance Company is part of Farm Bureau Financial Services, based in West Des Moines, Iowa. It sells term, whole, and universal life insurance and annuities through exclusive Farm Bureau agents in a group of Midwestern and Western states. In many states, Farm Bureau membership is required to buy certain products.
Other states have separate Farm Bureau insurance companies, so the name can refer to different insurers depending on where you live. Confirm which company issues the policy.
About American Family life insurance
American Family Life Insurance Company is part of the American Family Insurance group, based in Madison, Wisconsin. It sells term, whole, and universal life insurance through American Family agents in its states, and customers can bundle life with auto and home coverage.
Types of life insurance
| Type | How it works | Who it may fit |
|---|---|---|
| Term life | Coverage for a set period, such as 10, 20, or 30 years | People who need affordable protection for a mortgage or children |
| Whole life | Lifetime coverage with guaranteed cash value | People who want permanent coverage and predictable premiums |
| Universal life | Permanent coverage with flexible premiums | People who want flexibility and can manage the policy |
| Final expense | Small whole life policies for burial costs | Older adults on a budget |
General descriptions.
How to compare life insurance quotes
- Estimate how much coverage you need from income, debts, and future costs such as education.
- Choose a term length that covers your largest obligations.
- Compare quotes with identical face amounts and terms.
- Check financial strength ratings from AM Best or similar agencies.
- Ask about riders such as waiver of premium and accelerated death benefits.
- Review the medical exam and underwriting process.
What affects life insurance prices
Life insurance prices depend mainly on age, health, tobacco use, coverage amount, and term length. Applying while you are younger and healthier usually locks in lower premiums for term coverage.
Many people buy life insurance through work. Group coverage is convenient, but it often ends when you leave the job and may not be enough. An individual policy stays with you.
How life insurance underwriting works
Life insurance underwriting reviews your age, health history, prescriptions, family history, driving record, and lifestyle. Many applicants complete a paramedical exam with blood and urine tests, while some insurers offer accelerated underwriting that uses data instead of an exam for healthy applicants.
Your rate class, such as preferred or standard, can change the price significantly. Answer application questions accurately; misstatements can lead to a denied claim during the contestability period, usually the first two years.
How life insurance claims work
Beneficiaries file a claim by contacting the insurer with the policy number and a certified death certificate. Keep your policy information where your family can find it, and update beneficiaries after major life events such as marriage, divorce, or the birth of a child.
Questions to ask before you buy
- Is this term, whole, or universal life?
- Are premiums guaranteed for the full term?
- Can the term policy be converted to permanent coverage?
- Which riders are included or available?
- What is the insurer's financial strength rating?
- Is a medical exam required?
How to check any insurer
Before you buy from any company, take a few minutes to check it:
- License. Confirm the insurer is licensed in your state through the state insurance department's company lookup.
- Complaints. The NAIC's Consumer Insurance Search shows complaint counts and a complaint index for each company, where 1.00 is the expected level for the company's size.
- Financial strength. Ratings from agencies such as A.M. Best describe an insurer's ability to pay claims.
- Legal name on the quote. Large groups write policies through several companies with different rates and rules. Make sure you know which one issues your policy.
- Claims process. Ask how claims are reported, whether there is a preferred repair-shop program, and how quickly adjusters respond after storms.
Agents, direct sales, and independent agents
How a company sells affects your experience as much as price. Exclusive agents represent one insurer and can help with every policy that company writes. Independent agents represent several insurers and can compare quotes side by side. Direct insurers sell online and by phone, which can be convenient if you are comfortable managing your own coverage.
None of these models guarantees a lower price. The best approach is to request quotes with identical coverage from the companies that sell in your state, through whichever channels you prefer.
How much life insurance you need
A common starting point is to add up what your family would need if you died: income replacement for a number of years, the mortgage balance and other debts, future costs such as college, and final expenses. Subtract savings and existing coverage, and the remainder is the gap life insurance can fill.
Many people use a rule of thumb such as 10 to 15 times annual income, but a needs-based estimate is more accurate. Stay-at-home parents need coverage too, since replacing child care and household work costs money.
Riders to ask about
| Rider | What it does |
|---|---|
| Waiver of premium | Waives premiums if you become disabled |
| Accelerated death benefit | Pays part of the benefit early for a terminal illness |
| Child term rider | Adds term coverage for children |
| Term conversion | Lets you convert term to permanent coverage without new underwriting |
| Guaranteed insurability | Lets you buy more coverage later without a medical exam |
Availability and cost vary by insurer and state.
Term vs. permanent life insurance
Term life is usually the least expensive way to buy a large death benefit for a set period, such as while children are young or a mortgage is outstanding. Permanent life, including whole and universal life, lasts for life and builds cash value, but costs much more for the same death benefit.
Some people combine both: a large term policy for temporary needs and a smaller permanent policy for final expenses or estate planning. Compare illustrations carefully, since cash value growth in some permanent policies is not guaranteed.
Portability and conversion
When you leave a job, group life coverage usually ends. Many plans let you continue coverage through portability, which keeps group term coverage at group rates for a time, or conversion, which turns group coverage into an individual permanent policy without new health questions. Deadlines are short, often 31 days after coverage ends.
Conversion can be valuable if your health has changed, since you avoid new underwriting, but converted permanent policies are usually expensive. If you are healthy, an individual term policy bought while you are still covered at work may cost much less.
Supplemental life through work
Many employers offer supplemental life coverage on top of basic group life, along with spouse and child coverage. Supplemental rates are usually set in age bands and rise as you age, so supplemental group coverage can become more expensive than individual term coverage over time.
Amounts above a guaranteed issue limit usually require health questions. Enroll during open enrollment or after a qualifying life event, since late enrollment often requires evidence of insurability.
Common mistakes
- Relying only on group coverage that ends when you change jobs.
- Forgetting to update beneficiaries after life changes.
- Buying too little coverage to save a small amount of premium.
- Missing the portability or conversion deadline.
- Answering health questions inaccurately.
How an independent agent helps
An independent agency can compare life insurance options from several insurers it works with, explain differences in forms and exclusions, and help you assemble the policies that work together. A captive agent represents one company, and buying direct means comparing on your own.
Whichever route you choose, ask for the quote in writing, request sample policy forms for any coverage you do not understand, and confirm the legal name of the insurer that would issue the policy.
What to have ready for a life quote
These details help produce accurate quotes.
- Personal details. Date of birth and height and weight.
- Health history. Conditions and medications.
- Tobacco use. Current or past.
- Coverage goal. Face amount and term length.
- Beneficiaries. Names and relationships.
Farm Bureau Life vs. American Family FAQs
Do I need Farm Bureau membership?
In many states, for certain products.
Is Farm Bureau the same in every state?
No; separate companies operate in different states.
Does American Family sell term life?
Yes.
Which is cheaper?
It depends on your age, health, and coverage; compare.
Can I bundle life with auto and home?
Both companies offer bundling within their states.
Does a quote bind coverage?
No.
Related guides
Important information
Independent agency. Blake Insurance Group LLC is an independent insurance agency. Licensed insurance producer NPN 16117464. Licensed states: AZ, AL, TX, CA, NY, OH, FL, NC, VA, GA, OK, NM, IA, KS, MI, NE, SC, SD, WV, IL, NJ, PA, TN, and WA. Which insurance companies we can quote depends on our current appointments, the product, and your state. Mentioning a company on this page does not mean we represent it.
Independent comparison. Company names are trademarks of their owners and are used for identification only. This comparison is based on public information reviewed in October 2026 and our own analysis. Blake Insurance Group is not stating that it is appointed with either company, and listing a company does not mean we can quote it. Nothing here is a ranking or a price promise.
Life insurance. Policy availability, underwriting, and pricing vary by state and applicant.
Legal requirements. State requirements summarized here are general information as of October 2026 and can change. This page is not legal advice; confirm current rules with your state's insurance regulator or motor vehicle agency.
Availability. Coverage, prices, discounts, and eligibility vary by insurer, state, and applicant, and are subject to underwriting. The issued policy controls.
Your next step
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