From Visionaries to Builders: The Tenney 110 Legacy of Entrepreneurship

Serving as a vibrant ecosystem, Tenney 110 fuels the growth of groundbreaking companies that are redefining what it means to call a place home. By providing vital resources and fostering collaboration, Tenney 110 propels start-ups toward unparalleled success, creating innovative solutions that cater to the ever-evolving needs of homeowners and renters.

Tenney 110
Tenney 110
2 min readJul 25, 2023

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And it all started in 1927. Herman Wittwer embarked on a remarkable journey by establishing Farmer’s Mutual in the humble confines of two rooms and a broom closet within the original Tenney Building, situated on Madison, Wisconsin’s iconic Capitol Square. Just two years later, they relocated to the Art Deco marvel of the Tenney Building — an enduring symbol of the city’s skyline at 110 E. Main Street. This pivotal move marked the birth of American Family Insurance, a Fortune 250 company, as Wittwer and his team recognized the untapped potential in serving farmers and pioneered innovative insurance products.

Farmers Mutual’s first office consisted of two rooms and a broom closet above Breitenbach’s Shoe Store in the old Tenney building on Madison’s Capital Square.
Farmers Mutual’s first office consisted of two rooms and a broom closet above Breitenbach’s Shoe Store in the old Tenney building on Madison’s Capital Square. SOURCE: Dare to Dream: The Remarkable Story of American Family Inusrance

These visionary pioneers possessed an unwavering entrepreneurial spirit, which transformed challenges into unprecedented opportunities. By comprehending the distinctive needs of their customers, they developed tailor-made insurance solutions that addressed previously unmet market demands. Through unwavering resilience and an unwavering commitment to customer satisfaction, they laid the foundation for the remarkable and enduring success of American Family Insurance.

In 2019, Tenney 110 was founded with the goal of empowering innovative companies that drive revenue and growth within the American Family Enterprise. Furthermore, Tenney 110 seeks to add value to our customers, carrying forward the spirit of innovation and entrepreneurship that has defined it’s history.

Builders within the company are distinguished serial entrepreneurs and leaders in the PropTech space. They become part of a vibrant community of innovators, eagerly embracing the vast resources available within the Tenney ecosystem. Collaborating with like-minded individuals, and accessing the unparalleled expertise of the Tenney team, has proven invaluable.

Today, Tenney 110’s headquarters are located in the state-of-the-art Spark building, mere blocks away from the original headquarters. It stands as a catalyst, propelling the Enterprise into the next century as a champion insurer, protector, and advocate for our valued customers.

If you’re interested in getting involved, we invite you to explore our open opportunities: https://www.tenney110.com/join-our-team/

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Tenney 110
Tenney 110
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