Norton Seal Event One Saturday to DreamFearlessly Desktop

free to dream


At American Family Insurance, we are committed to inspiring, protecting and restoring dreams. With this purpose comes the responsibility to ensure that EVERYONE has the ability and access to make their dreams possible.

Over the next five years, we are investing $105 million as part of our Free to Dream initiative to bridge equity gaps, build healthy, sustainable communities and fight for social justice.

This commitment expands upon our ongoing corporate activism, combining our resources to heal and empower our communities. We will not stop until we are all free to dream fearlessly.



Justice Reform

Helping people have the freedom to dream begins with creating opportunity, social equity, financial mobility and hope. This includes those impacted by the legal system.

It’s why we believe criminal justice reform is so vital — to positively affect the societal and economic outcomes of traditionally marginalized communities. It’s also why we’re passionate about creating equal access to justice — as legal services are inaccessible or unaffordable to the majority of low- and middle-income Americans.

We’re investing in community partnerships and high-impact social enterprises to limit recidivism, broaden employment opportunities for the formerly incarcerated and advocate for public policy change towards a more equitable and humane justice system.

Workforce Diversity, Equity & Inclusion

We are taking critical steps to ensure diversity, equity and inclusion are a core standard in how we do business and partner with the greater community.

We’ve seen first-hand how diverse teams are more productive and innovative in an inclusive environment. We believe diversity and inclusion give us a competitive edge and help us solve customer challenges through unique perspectives, real dialogue and empathy.

Each day we stand committed to fostering a more diverse and inclusive culture that empowers and engages our most valuable asset — our people.

Economic Empowerment

The wealth gap in America presents barriers for Black, Indigenous, and people of color as they strive to achieve their dreams. Everyone deserves access to the skills they need for career opportunities – and the business support they need to save for their family’s future or to succeed financially through entrepreneurship.

To work towards this, we’re investing in workforce development initiatives including our own Fair Chance Hiring Program, and helping small business owners — especially BIPOC entrepreneurs—expand and hire more people.

We believe in economic empowerment for all. We have a responsibility to use American Family’s influence and resources to build a more inclusive economy.

Education & Health Equity

Equity gaps in educational experiences, a lack of access to quality and affordable care and disparate opportunities persist in America’s education and youth support systems.

Data shows that youth who experience equity in education not only build stronger, healthier families and communities – they also fuel a more diverse and inclusive workforce. It’s why we believe in funding and collaborating with equity-centered programs and social impact organizations that help young people thrive in school – and beyond. 

Today we’re partnering with community organizations like MMSD ROCKiT that use innovation to solve education-based equity challenges, and investing in companies like BookNook to grow and scale impact in reading. We’re also advocating for youth through our collaboration with the Wisconsin Early Childhood Association and our stewardship of student pipeline programs like gener8tor Social Impact and CEOs of Tomorrow.

Climate Resilience

Our world is witnessing an increased frequency and severity of record-setting weather events. This puts our customers and communities at risk. To enhance climate and community resilience across the country we are committed to acting now. We believe that health justice, educational justice, economic justice, and racial justice are dependent on environmental justice. Our efforts to reduce our own environmental impacts will help support a thriving and more equitable future.

We are investing to build resilience so our customers, colleagues, and communities can respond when faced with seemingly insurmountable challenges.


Our Family Portrait

Meet some of the American Family’s innovators and changemakers behind Free to Dream.

Chair & CEO, American Family Insurance

“This work is at the core of our DNA. For more than 90 years, American Family has invested in initiatives benefiting our society. Our role is to partner to create the foundation for health, equity and economic prosperity in our communities.”

Yasir Kamal

Inclusive Excellence Vice President, American Family Insurance

“When we encourage the authentic capabilities of our employees, we create life-changing solutions for families in our communities. That’s what diversity, equity and inclusion is really about.”

Social Impact Investment Director, American Family Institute

"Systems in this country for justice-involved individuals are broken and have failed communities around this country. With American Family’s efforts internally to include justice-involved individuals in our workforce goals, we’re doing our part to help close this equity gap while simultaneously expanding our access to talented individuals."

Social Investment Managing Director, American Family Institute

"In the United States, we have these big gaps in different communities based on their income and other backgrounds. So we believe we can close these gaps so that we can all have great opportunities to grow as individuals and as communities and that needs to be distributed more evenly across the United States."