American Family comes full circle on its “beyond insurance” strategy

American Family Insurance went beyond insurance in 2017 and 2019 with the launch of Moonrise and Hedge , respectively.

Moonrise was a technology-based staffing company focused on sourcing, qualifying, and hiring for organizations ranging from startups to Fortune 500 companies. The service was relevant to hourly workers, and Moonrise collected a commission based on each employee’s hourly pay. Moonrise also handled all payroll, onboarding, and employment-related services. In its good old days, Moonrise was a team of 36 – now it’s barely a team of 20 with a landing page as a site.

Hedge was a service that specialized in security sensors and alarms where customers would receive indoor security cameras, motion sensors, and leak detectors for a one-time charge that varied by the package selected. The Prevent (starter) package cost $74.99 and the Protect (standard package) cost $109.99. Customers were also able to add a video doorbell to their smart home security system around mid-2022.

As background, Hedge partnered with IoT companies Neos and Roost to bring their smart property protection to the market. At some point, Hedge also introduced the Hedge Home Services to provide modest jobs, upkeep, and repairs for homes – “all at a fair price.” Whether these services were actually provided was never made known. But what is crystal clear now is that Hedge no longer sell its security packages, however, its devices “will continue to be operational for existing customers and device information will continue to be available as well.”

The news comes as Indiana Farm Bureau Insurance has discontinued its home monitoring service for water leaks – Peril Protect – judging by the fact that it took its website private. In the past, the company shared with Coverager that it was in the process of terminating the current program and shifting to a new model in which it will work directly with carriers to implement home telematics programs.