About Affordable Family Insurance
Forty years of experience
Affordable Family Insurance began over forty years ago as a small two-man independent insurance agency on the near west side of Madison, Wisconsin, called Abacus Insurance. Dennis Bertz joined the agency in 1976. When his partner retired in 1980, Dennis Bertz bought the agency and renamed it Abacus-Bertz Insurance. In 1992, the agency moved to its current Madison location at 330 S. Whitney Way.
Over the next thirty years, Abacus-Bertz Insurance sold auto, home, life, health, and commercial insurance policies to an ever-growing clientele. Dennis selected from among the insurance companies with the most solid reputations for customer service. As an independent agency, he committed himself and his staff to the mission of paying thoughtful attention to the unique circumstances of each client, tailoring the insurance solution that would best meet the needs of that particular individual, family, or business.
Bi-lingual offices
Along the way, Dennis saw that an entire population in Wisconsin is not being well-served by the insurance industry, so, in 2007, he opened two additional offices – one in Milwaukee and one in Racine – to address the insurance needs of the state’s Hispanic community. He brought in Marco Ortega and Oc tavio Padilla, to manage those two offices. In 2010, Alicia Navarrete joined the Affordable Family Insurance team, managing a fourth office in east Madison, Wisconsin. Dennis continues to manage the home office in west Madison.
Our philosophy
Dennis Bertz has learned from long experience that the most expensive insurance is the insurance that doesn’t give you the protection you thought it did. That’s why he, Marco Ortega, Octavio Padilla, and Alicia Navarrete are dedicated to providing, not merely insurance policies, but outstanding service to their clients -- because there is more to finding the right policy than price.
To better communicate this philosophy, in 2010 Abacus-Bertz Insurance changed its name to Affordable Family Insurance.
