State Farm is preparing to scale up in Massachusetts, where its market share in personal auto and homeowners sits below 0.29%, according to BestWire.
The company confirmed it has begun filings and expects to launch several new products in early 2027 through captive agents.
As of September, State Farm had about 22,000 personal auto and 10,000 homeowners policies in force in the state.
Those accounts largely came from existing customers relocating into Massachusetts, written on what the company described as an “accommodation basis.”
“We see tremendous opportunity to meet customer needs and serve more customers in more ways,” spokesperson Tom Hartmann said. He noted that the new product rollout will include homeowners, fire, auto, and other lines.
Massachusetts remains dominated by Mapfre, the Spain-based carrier that became the state’s largest personal auto and homeowners writer after acquiring Commerce Group in 2008 and renaming it Mapfre USA in 2010.
Today, Mapfre operates across 11 states but maintains its U.S. headquarters in Webster, Massachusetts.
Safety Group also ranks among the top five insurers in both homeowners and auto. AM Best recently described Safety’s profile as “neutral,” citing its consistent market presence across personal and commercial auto as well as homeowners, supported by a modestly diverse product portfolio.
For State Farm, the move into Massachusetts looks like a long-term play. The state’s personal lines market is already concentrated, but with new filings in motion, the company aims to carve out share from entrenched competitors.
