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About The Agent

Jason Lassen Agency, Inc.

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My Background

Jason originally earned his insurance licenses back in 2001. His career began in the mortgage industry and transitioned into insurance in 2010. Prior to becoming an Agent with American Family Insurance, Jason owned a wholesale mortgage bank, retail mortgage operation and a title insurance company. While the mortgage industry provided plenty of challenges that Jason enjoyed taking on, he found it to be too 'transactional'. The insurance industry provided him with a 'relational' opportunity to interact with his clients which he truly enjoys.

State Licenses


Previous Employment

Jason was in the mortgage industry for 12 years prior to joining American Family.


Ambassador for La Crosse Chamber of Commerce and the Tomah Chamber of Commerce, Holmen Area Foundation, West Salem Hockey Association Board of Directors, Youth Football Coach for Boys and Girls Club of Greater La Crosse, Youth Hockey Coach for West Salem Hockey Association, Officiating Seminar Instructor for USA Hockey and Wisconsin Hockey Officials Association

Personal Information

Jason grew up in Minnesota City, Minnesota and moved to the La Crosse, Wisconsin area after graduating from Winona Senior High School in 1994. He married his wife, Gayle, in 2001 and they have two children, Abram and Oliver. You'll find the Lassen family in a hockey rink most weekends during the winter and down at Riverside Park during the rest of the year.


Jason won Shark Tank when he presented his agency business plan to Barbara Corcoran and Daymond John in front of an audience of 1,500+ American Family attendees. Team Lassen has been certified as a "DreamChampionAgency" and an "AmericanStar-ExcellenceinCustomerExperience" Agency. This recognition is for providing customers with an industry-leading customer satisfaction experience. Our goal is to provide you with the best service and experience within the industry. Team Lassen has been recognized for this award in 2014, 2015, 2016, 2017, 2018 and 2019. The Jason Lassen Agency is one of only 45 agencies to be awarded Premier Leader status in 2014, 2015, 2016, 2017, 2018 and 2019. Only the top agencies are awarded this distinct honor and they've been one of the few to be awarded this milestone each year since the beginning.

Hobbies & Interests

Jason looks forward to spending time with his wife, Gayle, and sons, Abram and Oliver. They are avid UW Badger hockey fans and enjoy playing hockey, football, baseball and soccer.