Building One North Star for a House of Companies, with American Family Insurance
Bringing a portfolio of businesses together through one shared purpose.
American Family Insurance
Purpose strategy & leadership alignment
Inclusive growth & organizational transformation
After years of growth through acquisition, American Family Insurance had a portfolio of strong businesses but no single story to hold them together. They came to Conspiracy of Love to find one.
One purpose. A shared vision for growth.
We developed a new purpose — “We champion dreams and opportunities so everyone can rise” — and built a strategy around it from the inside out. This included an inclusive growth impact model and a first-ever integrated framework connecting Purpose, ESG, OCSI, and DEI.
Purpose becomes business momentum.
The strategy translated purpose into action through concrete commitments around diversity and growth, alongside a Purpose Index embedded into employee engagement to measure how deeply the shared story was resonating across the organization.
The business impact followed. Across the American Family Insurance group in 2022, 13.5 million policies were in force at year-end — up 3% year over year — with new business production growing 3.4%.
Conspiracy of Love’s understanding of our culture and ability to navigate a complex organization was pivotal in shaping our purpose and strategy. Their insights were the secret sauce that made our purpose a living, breathing part of the soul of our company.
— Crystal Files, VP, American Family Insurance