State Farm is America's biggest home and auto insurance group, now expanding into general financial services. The company covers approximately one out of every five cars in the US, and close to the same percentage of homes. In the fiercely competitive personal insurance market, State Farm has for many years attempted to differentiate itself from its rivals through a "good neighbour" policy, leaning heavily on its heritage of fair dealing and promoting a spirit of mutual trust between the company and its customers. However, three consecutive years of underwriting losses finally forced it to raise premiums in late 2010 and 2011.
Selected State Farm advertising
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