Dale Mathwich

Dale Mathwich

August 08, 1934 - January 07, 2025

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Obituary

MADISON - Dale Frederick Mathwich, age 90, passed away on January 7, 2025, at Oakwood Village East, Madison, Wis., due to a long battle with Corticobasal Degeneration. He was born on August 8, 1934, in the Town of Easton, Marathon County, Wis., the son of Reuben and Olga (Block) Mathwich. Dale married Lila Ann Pohl on April 19, 1958, and they had been married for 66 years.


Dale was a Christian, business leader and philanthropist. After attending UW-Madison and starting in banking, he moved on to Farmers Mutual, which became American Family Insurance. In 1955, he started as a part-time agent in Birnamwood, Wis., and then in 1956 full-time in New London, Wis., and climbed the ladder from there, which included the positions of District Manager in Rockford, Ill., Illinois State Director, Marketing Director, VP of Marketing, Executive VP of Administration, President and COO and from 1990-1999 Chairman of the Board and CEO. In 1986 he coined the company vision of “strong, growing and friendly” which held true for his entire tenure. Starting in 1987, he was instrumental in the acquisition of 876 acres and started developing the business park - The American Center, Madison, Wis., where the current American Family Insurance NHQ was completed in 1992. Dale served on the boards of the National Association of Independent Insurers and the Insurance Institute for Highway Safety.  


He also served on the board, and as chair, of the Oakwood Village Foundation and the boards of the United Way of Dane County and Greater Madison Chamber of Commerce. In 1992, he was the Madison Executive of the Year. Dale and Lila supported the missions of the United Way of Dane County Tocqueville Society, Oakwood Village Foundation, Olbrich Botanical Gardens, Bethel Foundation, Bethel Horizons, United Way of Dane County, American Family Children’s Hospital, Red Cross Badger Chapter and St. John’s Lutheran School (Wausau, Wis.).  


Dale was an avid golfer. In 2001 he made a hole-in-one on the 14th hole at Desert Hills in Green Valley, Ariz. In addition to following the UW-Madison football and basketball games, he was also a Brewers fan and threw out the first pitch at a game. Dale and Lila enjoyed traveling and visited 37 countries and all 50 states.


Dale is survived by his wife, Lila Ann; three sons, Bruce (MaryAnne), Scott (Sue) and Dean (Luanne); two grandsons, Eric and Tim (Tia); and two great-grandsons, Boone and Abram.  He is also survived by his sisters, Carol Kleinschmidt and Iva Richards; as well as nieces and nephews.  He was preceded in death by his parents; and sister, Faye Mathwick; and in-laws, Jim Kleinschmidt, Don Richards, Allen Pohl and Lila Pohl.


A visitation will be held at GUNDERSON EAST FUNERAL AND CREMATION CARE, 5203 Monona Drive, Madison, from 2 p.m. until 5 p.m. on Wednesday, April 30, 2025.


In lieu of flowers, memorials may be made to the American Family Children’s Hospital in Madison, Wis.


The family appreciates the staff of Oakwood Village East Assisted Living and Hospice. Online condolences may be made at www.gundersonfh.com.


Gunderson East

Funeral & Cremation Care

5203 Monona Drive

(608) 221-5420


Events

30
Visitation
Wed Apr 30, 2025 @ 2:00 PM - 5:00 PM CDT
Gunderson East Funeral & Cremation Care • 5203 Monona Drive, Madison, WI 53716
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Dale
DD
Diane DeSalvo
Other •
For over 50 years, Dale and Lila have been a part of our family. We are so sad at the loss of a very kind and caring man. Thank you for your concern over the years especially after the loss of Dan. Love to Lila and her family, Diane DeSalvo and Duane Knutson
HP
Harvey Pierce
Other •
I believe Delores and I first met Dale and Lila in 1978. They took us golfing. We all know they were both avid, good golfers and we were, simply put… not so good. Dale was a very special person in my like. He was my friend, mentor and immediate superior for many years. He always gave more of himself than he took. Delores and I will always remember. Harvey and Delores Pierce
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Karman Kleinschmidt
Other •
Uncle Dale was everlastingly positive, caring, and kind. The world was lucky to have him. Sending love to his family. Karman Kleinschmidt
SJ
Susan Pierce Jacobsen
Other •
Dale was a kind leader, so good to so many. He was always friendly. When I bought my first house he invited me over to get some hosta plants from he and Lila’s Maple Bluff home. I’ve moved that hosta to 3 different houses over the years. My family always appreciated Dale (and Lila’s) kindness. Susan and Jake Pierce Jacobsen
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Jack Salzwedel
Other •
I first met Dale in the mid-1980’s when we were paired together at an agents golf outing in Wisconsin Dells. I was a relatively new agent w/AmFam, he was our CEO. He was a good golfer, I was not. Needless to say, I was nervous. We spent the 4+ hours together talking about our families, our church & faith, our golf game, AND insurance. He opened my eyes that day to what servant leadership is all about. He was a humble man from modest beginnings who was genuine & authentic. He lived the phrase “strong, growing and friendly.” Dale gave as much to his community & to charities as he did to our company. Thanks for the lessons, Dale. You will be missed. You will be remembered.
BR
Bonnie Rostad
Other •
I met Dale while working at American Family and through the years, got to know him more. He was a caring and personable individual. Always had the time to chat when he would see you. I enjoyed working with Dale and it was a privilege to know this wonderful person. Sending sympathies to all of the family! RIP Dale!

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