Stock photo for illustration purposes only.
American Family Insurance just dropped something you’ve never seen from an insurance company: a reality TV show. “Designed To Last” premiered on Hulu this month, pitting architects and engineers against climate threats in a competition that could reshape how we think about protecting our homes and avoiding massive insurance payouts.
Why an Insurance Company Made a TV Show
The four-episode series tackles the growing problem that’s hitting everyone’s premiums: climate-related home damage. Each episode focuses on a specific threat—wind, water, snow and ice, or fire—that’s costing insurers billions annually. According to industry data, weather-related claims now account for roughly 75% of all homeowners insurance payouts, up from 50% just two decades ago.
Teams of three compete in 10-hour challenges to modify tiny homes against these hazards, with the winner earning a $100,000 grant. It’s hosted by Maria Menounos and judged by contractor Eric Eremita and designer Wendell Holland. But here’s what makes it different from typical home improvement shows: these solutions are tested against actual conditions that mirror real disasters.
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What This Means for Your Insurance Costs
This isn’t just entertainment—it’s American Family’s response to rising claim costs that inevitably get passed to policyholders. When insurers spend more on payouts, they raise rates across their customer base. By promoting proactive home protection, they’re essentially trying to reduce future claims.
The timing isn’t coincidental. Homeowners insurance rates jumped 11.3% nationally last year, with states like Florida and California seeing increases above 20%. Much of this stems from climate-related damage that traditional building methods weren’t designed to handle.
For drivers, this connects to your auto insurance too. When severe weather damages homes, it often impacts vehicles parked nearby. Comprehensive coverage claims for hail, flooding, and wind damage have surged 40% over the past five years.
The Insurance Industry’s Marketing Evolution
American Family isn’t the first insurer to try creative marketing, but they’re pushing furthest into entertainment territory. Progressive built a comedy empire around Flo. GEICO made the gecko a household name. But a full reality series represents something new: insurers positioning themselves as solution providers, not just bill collectors.
The show streams exclusively on Hulu through a partnership with Disney Advertising, reaching audiences who might never visit an insurance website. That’s smart targeting—younger homeowners who haven’t experienced major weather events yet.
What Drivers Should Do Now
Review your homeowners and auto policies for weather-related coverage gaps. Many drivers don’t realize their comprehensive deductible applies separately to each weather event. If you live in a high-risk area, consider whether your current coverage limits match your actual replacement costs.
Look into your insurer’s discount programs for protective measures. Some companies offer premium reductions for storm shutters, reinforced roofing, or impact-resistant garage doors. These upgrades often pay for themselves through lower premiums over time.
Document your property’s current condition with photos and video. Store these files in cloud storage so they’re accessible after a disaster. This speeds up claims processing and helps ensure accurate insurance payouts.
Consider bundling your auto and home insurance with the same carrier. Many insurers offer significant discounts for multiple policies, and having one company handle both claims can simplify the process after severe weather hits both your home and vehicle.
Whether American Family’s reality show actually reduces claims remains to be seen, but it signals how seriously insurers are taking climate risk—and how creative they’re getting to manage it.
