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About Us

The turning point: Getting the band together

The winter of 2009 will be remembered as a cold one here in Minnesota. But things were really cooking at American Financial.

It was early that year that our company recognized it stood at a crossroads.

We could continue to do business the way we had. After all, we were very successful. Or we could reinvent our company to address an urgent – and unmet – need in the marketplace. You can guess which road we chose.

Clients had become increasingly concerned about their future retirement income. Their income issues had become much more complicated. At the same time, the number and variety of financial products had become almost overwhelming. There was an abundance of choices, many of which continue to evolve.

Out in the field, financial professionals found they were caught in the same crossfire. They were suddenly struggling to define their clients’ future income needs AND to understand the products that could provide solutions.

Just as their clients looked to them for help, they looked to us. And we responded.

To address the need for reliable retirement income solutions head-on, American Financial had to reinvent itself. The key was to identify and bring together financial professionals who could research, understand and design retirement income solutions for a new generation of clients using annuities.

The new American Financial would include:

  • A team of product specialists whose broad industry knowledge was matched by their product-specific insight
  • A Compliance/Suitability Officer
  • An advanced markets specialist
  • A support and administrative staff that are consummate professionals AND genuinely friendly human beings

The transformation took over three years. But in the end, we put together one powerhouse group. So today – and for years into the future – we’re ready to help your clients’ income issues, regardless of how perplexing they may be.


Fixed Index Annuities are designed to meet long-term needs for retirement income, and they provide guarantees against the loss of principal and credited interest and offer the reassurance of a death benefit for your beneficiaries.