Dairyland has been specializing in auto insurance since 1953. Over seven decades, the company grew substantially and now offers a variety of insurance policies across the country.
Along the way, Dairyland was acquired by Sentry, a Wisconsin-based insurance group. In 2005, it merged with Viking Insurance — a move that broadened its product lineup. Today, the company is best known for providing auto and motorcycle insurance to high-risk drivers who struggle to find coverage elsewhere.
That specialization is a double-edged sword: it makes Dairyland an invaluable option for some drivers and an overpriced one for others. Here’s what you need to know.
Disclaimer: This review is for educational purposes only and does not constitute personalized insurance advice. Coverage options and pricing vary by state and individual circumstances.
What Dairyland Covers
Dairyland offers insurance for cars, motorcycles, and trucks. Auto policies include both minimum and full coverage options:
- Basic liability and medical payments — meets most state minimums (details via III.org)
- Personal injury protection
- Towing and labor
- Special equipment
- Lienholder coverage
- Rental reimbursement
Rental reimbursement covers a temporary vehicle while yours is in the shop. Lienholder coverage protects against financed or leased vehicle requirements.
Motorcycle coverage is a particular strength. Regardless of bike type, policies include:
- Collision coverage
- Medical bills and costs
- Replacement cost (for bikes three years old or newer — longer than most competitors offer)
- Rental reimbursement
- Roadside assistance
- Special equipment coverage
Advantages
Insurance for High-Risk Drivers
High-risk drivers — those with a DUI, DWI, or OWI on record, or a suspended license — are often declined by standard carriers. Dairyland specifically caters to this market. If you’ve been turned away elsewhere, it’s worth getting a quote.
SR-22 Filing
When a driving violation requires an SR-22 certificate, Dairyland can file it on your behalf at no additional charge. Requirements vary by state, so confirm your state’s rules before assuming coverage.
Non-Owner Insurance
If you’re a high-risk driver who doesn’t own a vehicle, Dairyland’s non-owner policy provides liability coverage when you borrow or rent cars — again, with no extra filing fees.
Off-Road Vehicle Coverage
Dairyland extends coverage to ATVs, UTVs, snowmobiles, mopeds, and dirt bikes. Off-road policies add submersion coverage, trailer coverage, permissive use, and property damage on top of standard inclusions.
Flexible Payment Options
Dairyland offers monthly, quarterly, and biannual payment plans with accessible down payments. Reinstatement options are also available, which matters for drivers whose coverage has lapsed.
Versatile Coverage Mix
Policyholders can combine collision, comprehensive, uninsured/underinsured motorist, medical payments, and funeral expense coverage to fit their specific needs rather than paying for a one-size-fits-all bundle.
Add-Ons
Three optional add-ons are available:
- Towing and labor — covers transportation to a repair shop
- Rental reimbursement — covers a rental car during repairs
- Special equipment — covers custom paintwork, installed electronics, or aftermarket wheels and tires
Rates for add-ons vary by state, vehicle type, and driving history.
Motorcycle-Specific Perks
Riders who only travel within the U.S. or plan short-term use can adjust coverage limits accordingly. Foreign visitors can purchase temporary policies ranging from 30–90 days. Harley Owners Group or other recognized Rider Group membership qualifies for a 10–15% discount.
Discounts
Dairyland offers several discount opportunities:
- Advanced quote discount — request a quote at least one week before coverage starts
- Multi-vehicle discount — insure more than one car on the same policy
- Loyalty transfer discount — approximately 10% for switching from a carrier you’ve been with at least six months
- Bundling discount — existing homeowners or renters insurance may qualify you for a lower auto rate
- Loyalty discount — long-term customers earn 4–7.5% off
- Safety course discount — 5–10% for completing an approved defensive driving course
- Anti-theft discount — qualifying security devices can reduce premiums
Discount eligibility and amounts vary by state. When stacking multiple discounts, a cap may apply.
Available savings by discount type (percentage range)
Disadvantages
Pricing for Standard-Risk Drivers
Dairyland’s rates are competitive within the high-risk market, but if you have a clean record, you’ll almost certainly find lower premiums from standard carriers. The pricing makes sense given the risk profile of their typical customer — it just means Dairyland isn’t the right fit for everyone.
Limited Availability
Dairyland operates in approximately 42 states. Coverage options and limits vary further by state regulation, so verify your state’s offerings before applying.
Customer Service Complaints
Dairyland has historically received an above-average complaint ratio from the National Association of Insurance Commissioners (NAIC), driven largely by delayed claims settlements and processing. It’s worth factoring into your decision, particularly if responsive claims handling is a priority.
Basic Digital Tools
The website and mobile app allow quote requests and payment management, but fall short of the digital-first experience offered by competitors like Progressive or Geico. More complex policy changes may require a phone call or agent visit.
Financial Strength
Dairyland holds an A+ (Superior) rating from A.M. Best, indicating strong claims-paying ability. The Better Business Bureau has also awarded it an A+ rating. For a carrier that handles higher-risk policyholders, those ratings provide meaningful reassurance.
Who Dairyland Is Best For
Dairyland is a strong option if you:
- Have a DUI, DWI, or other serious driving violation on your record
- Need an SR-22 filing without extra fees
- Drive a motorcycle and want replacement cost coverage
- Prefer flexible monthly payment plans
- Are a foreign visitor needing temporary U.S. auto coverage
If you have a clean driving record and want the lowest possible premium, compare Dairyland’s quotes against standard-market carriers before committing.