AAIS Products and people you can rely on

Personal Lines Programs

Susan Luecke, technical lead, personal lines

“Often viewed as ‘commodities,’ personal lines products pose a unique challenge. They must conform to standards and be innovative. We design our programs to strike the right balance in this regard.

“Because personal lines are highly automated, they must adhere to industry standards to easily flow through a company’s operational systems. To that end, we streamline products and rating to reduce implementation and maintenance costs.

“At the same time, it is equally important that our programs stay ahead of the curve in addressing emerging exposures and implementing rating plan refinements.

“Over the years, we have led the industry in developing simplified fire protection classifications (now widely used), coverage options for home-based businesses and equipment breakdown, and language to address personal injury exposures arising from online activity.

“In other product areas, particularly rating, we are assuming a leadership role in the industry. We’re excited about our recent rating refinements for Homeowners, which include a new by-peril rating plan and an innovative method of rating earthquake. We are strongly committed to providing customers rating information that more precisely reflects a risk’s exposure.

“Beyond that, our customers really value knowing they can contact a product expert who knows them by name.”


Sue has been with AAIS since 1992, and over that time has been the principal developer of the AAIS Homeowners forms. Today, she also oversees most aspects of AAIS personal lines product development. Sue has a bachelor’s degree from Illinois State University, and worked 15 years for the St. Paul Companies, an independent agency, and USF&G before coming to AAIS.

Click on the links below to view the recent webinars describing the AAIS Homeowners By-Peril Rating Plan.

Session 1: Overview
Click here for an overview of the HOBP By Peril Rating Plan

Session 2: Implementation
Click here to learn about implementation of the HOBP By Peril Rating Plan



More than 400 property/casualty insurers throughout the United States use AAIS personal lines insurance programs, which provide policy forms, manual rules, and loss cost rating information for insuring residential property, personal liability, and privately owned watercraft. 

Insurers rely on these programs to maintain the coverages, exclusions, limitations, endorsement options, state amendatory endorsements, and other features carriers need in a highly competitive, highly litigious personal lines market.

Beyond that, AAIS has been forward-thinking and innovative over the years in addressing exposures arising from water, business activities, motorized vehicles, equipment breakdown, and changes in family structure, among others.


"AAIS has been pro-active in giving its member companies the lead in product innovation. Also, your support providing advisory endorsements and disclosure notices is a real plus. Kudos to the whole team at AAIS."

-- John DiStefano, Assistant Personal Lines Manager
Preferred Mutual Ins. Co.


Among our most important innovations in personal lines has been the development of a Homeowners By-Peril Rating Plan, the only such plan filed in most states and available ready-made for rating homeowners policies by peril.

AAIS personal lines programs are backed up by the expertise and personal service provided by our actuarial, product development, compliance, and support staff. Working on behalf of our members, these specialists deliver up-to-date products at a fraction of the cost and effort needed to do it yourself or use other providers.

Whether you are competing in standard markets or targeted ones--coastal, urban, high-value, others--AAIS personal lines programs are the options you can't afford to overlook.

Insurance companies seeking more information on AAIS products and services can contact Rick Maka, director of marketing and strategic alliances, by our contact form or by calling 800-564-AAIS, ext. 3222.

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