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Our Mission, Values and Purpose

Our Mission

American Federal helps our clients identify opportunities and find solutions that achieve their financial goals.

We build personal, long-term relationships built on trust and personal customer knowledge that allow us to develop and implement custom solutions.

Our Values

Integrity and Honesty

Our business is based on our reputation and the promises we make. We place integrity and honesty first.


Our success requires bold, achievable goals.
We strive for excellence and continuous improvement.

Quality Work Environment

Our culture provides equality of opportunity to do challenging work, to learn and to grow. We foster an environment where all are treated with dignity, honesty and respect.

Diversity and Inclusion

American Federal respects and values the individuality of all employees and clients. Our inclusive environment values all contributions.

We consider diversity and inclusion to encompass a wide spectrum of traits, including race, ethnicity, gender, age, education, religion and belief, thinking styles, sexual orientation, socioeconomic circumstances and life experiences.

Our Purpose

Have Fun

We create a work environment that maximizes learning, growing, creativity and individual responsibility.

Make Money

We maximize long-term value, earnings and wealth for clients, employees and shareholders.

Keep Control

We are a privately-held, independent company that allows individual success through the exercise of appropriate authority.

Make a Difference

We positively impact clients, other employees, shareholders and vendors.