Dairyland Auto Insurance Review 2023

Kayda Norman
By Kayda Norman 
Edited by Sarah Schlichter

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Our Take


NerdWallet rating 

The bottom line:

Dairyland specializes in high-risk drivers, but with far more complaints than expected, you may find better coverage elsewhere.

Dairyland Auto Insurance
NAIC complaints
More than expected
Ease of use
Great set of discounts

Pros & Cons


  • Insures high-risk or “nonstandard” drivers.
  • Can offer a free SR-22 for most customers.


  • Has far more complaints than other companies of similar size.

Full Review

Dairyland earned 3.5 stars out of 5 for overall performance. NerdWallet’s ratings are determined by our editorial team. The scoring formula takes into account consumer experience, complaint data from the National Association of Insurance Commissioners and financial strength ratings.

Based in Wisconsin, Dairyland Insurance has specialized in “nonstandard” insurance since its founding in 1953. As such, the company offers  auto and motorcycle insurance to drivers who typically can’t get coverage anywhere else, such as those with serious or repeated traffic-related offenses or DUI convictions.

If you’ve been labeled a high-risk driver, Dairyland might be right for you. Just keep in mind that the company charges accordingly higher prices.

Why you can trust NerdWallet: Our writers and editors follow strict editorial guidelines to ensure fairness and accuracy in our coverage so you can choose the insurance policy that works best for you. These carrier ratings are specific to auto insurance — a company's rating for other products may be different on our site. See our criteria for evaluating auto insurance companies.

In our auto insurance reviews, our editorial team considers both the customer and the insurer. These are some of the factors we take into account:

Financial strength. We use A.M. Best ratings to confirm an insurer’s long-term financial stability and ability to pay claims. NerdWallet does not recommend companies with a rating lower than a B. 

Complaints. These ratings are based on complaints to state regulators relative to a company’s size, according to three years’ worth of data from the National Association of Insurance Commissioners. The best auto insurance companies have fewer than the expected number of complaints.

Ease of use. This category looks at how easily consumers can interact with an insurer through its mobile app and website. This includes how much coverage information is offered online, whether a user can start and track a claim online and get a quote and mobile app scores based on the Apple and Google Play store ratings.

Discounts. We look at both the kind of discounts a company offers and the total number of discounts available.

Dairyland insurance coverage

When you're shopping for car insurance coverage, it's important to understand what car insurance coverage you want and what you’re required to buy. For instance, most states require a minimum amount of car insurance to drive a vehicle. Alternatively, if you want extra protection, you may be interested in full coverage insurance. Read about the most common types of car insurance coverage to see how they work.

Dairyland offers the usual auto policy options, in addition to towing and labor coverage, which pays to get your vehicle to a service center if it’s immobilized.

Other additional coverage options include:

  • Special equipment coverage, which pays for damage to custom parts that you’ve added to your car.

  • A lienholder policy, which is often required by the lender if you lease or finance a vehicle. It covers the cost of the loan if you’re in an accident before paying it off.

  • Non-owner insurance, which offers coverage if you cause an accident while driving another person’s car. This secondary insurance helps pay for damage that doesn’t fall under the car’s primary policy. You might need this coverage if you don’t own a car, need an SR-22 or drive sparingly.

🤓Nerdy Tip

Your state may require an SR-22 form to prove that you meet your state’s minimum car insurance requirements after a DUI or another serious violation. These forms are typically free through Dairyland.

Auto insurance discounts

You may be able to save on your Dairyland auto policy by:

  • Insuring multiple vehicles.

  • Getting a quote at least a week before you need your insurance policy to take effect.

  • Owning a car with an anti-theft device or safety equipment.

  • Having other auto insurance coverage in place for at least six months before becoming a Dairyland customer.

  • Owning a home.

  • Having renters insurance (not available in all states).

  • Paying your bill once a quarter, every six months or once a year. The payment must be higher than the minimum amount due.

  • Setting up automatic payments or going paperless.

  • Meeting Dairyland’s standards for a “good driver.”

  • Getting good grades if you’re a student or you have a student on your policy.

  • Being in the military.

  • Renewing your auto insurance policy with Dairyland year over year.

🤓Nerdy Tip

First time shopping for auto insurance? Unsure of where to start? Check out our guide on how to shop for car insurance.

Dairyland motorcycle insurance

Dairyland offers standard motorcycle coverage such as collision and comprehensive insurance. It also offers optional coverage for an additional cost including:

  • Replacement cost coverage, which pays for a replacement bike if yours is destroyed in a covered claim. It’s available only for motorcycles 3 years old or newer.

  • Guest passenger coverage, which pays to treat injuries that passengers sustain on your bike.

  • Physical damage-plus coverage, which pays to repair your damaged bike with parts from the original equipment manufacturer.

  • Rental reimbursement to cover the cost of a rental when your bike is being repaired for a covered claim.

  • Special equipment coverage. If you get into an accident that damages any special equipment or nonstandard modifications you’ve made to your bike, this will cover the cost difference between the changes you’ve made and the standard equipment you replaced.

Motorcycle insurance discounts

You may be able to save on your Dairyland motorcycle policy by:

  • Passing a safety course within the past five years.

  • Being a member of the Harley Owners Group.

  • Being part of a rider club.

  • Having motorcycle coverage before becoming a Dairyland customer.

  • Being a customer with Dairyland for more than a year before replacing or adding a bike.

  • Owning a home.

  • Insuring more than one motorcycle.


Dairyland had more than the expected number of complaints about auto insurance to state regulators relative to its size, according to three years’ worth of data from the National Association of Insurance Commissioners.

More about Dairyland insurance

Website: Dairyland doesn’t have the online tools and resources that some other insurance companies do, but its website is functional and easy to navigate. On its homepage, you’ll see links to find an agent, get a quote, retrieve a saved quote and make a payment. If you prefer to work with an agent, enter your ZIP code in the “find an agent” tool to receive a list of Dairyland representatives in your area.

Mobile app: Available for Apple and Android devices, Dairyland’s mobile app allows customers to pay bills, receive bill alerts, access account information and view insurance cards.

Other insurance from Dairyland

Dairyland also offers off-road insurance for ATVs, snowmobiles, side-by-sides and dirt bikes.


Insurer complaints methodology

NerdWallet examined complaints received by state insurance regulators and reported to the National Association of Insurance Commissioners in 2019-2021. To assess how insurers compare to one another, the NAIC calculates a complaint index each year for each subsidiary, measuring its share of total complaints relative to its size, or share of total premiums in the industry. To evaluate a company’s complaint history, NerdWallet calculated a similar index for each insurer, weighted by market shares of each subsidiary, over the three-year period. NerdWallet conducts its data analysis and reaches conclusions independently and without the endorsement of the NAIC. Ratios are determined separately for auto, home (including renters and condo) and life insurance.

Auto insurance ratings methodology

NerdWallet’s auto insurance ratings reward companies for customer-first features and practices. Ratings are based on weighted averages of scores in several categories, including financial strength, consumer complaints and discounts. Our “ease of use” category looks at factors such as website transparency and how easy it is to file a claim. Using our editorial discretion, we also consider customer satisfaction surveys. These ratings are a guide, but we encourage you to shop around and compare several insurance quotes to find the best rate for you. NerdWallet does not receive compensation for any reviews. Read our editorial guidelines and full ratings methodology for auto insurance.

Frequently asked questions