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 began his career in mortgages and earned his insurance licenses in 2001. By 2010, he transitioned into insurance, seeking deeper client relationships. Before joining American Family Insurance, he owned a wholesale mortgage bank, retail mortgage firm, and title company. Now with American Family Insurance, Jason thrives on the relational side of business. Connecting with people, not paperwork.

When he’s not leading Team Lassen, Jason’s favorite title is “Dad.” He loves spending time with his wife, Gayle, and sons, Abram and Oliver — whether that’s cheering on the UW Badgers, defending the Vikings deep in Packer territory, or battling it out in a fierce game of knee hockey (where he claims to still be undefeated).

Jason once pitched his agency business plan to Barbara Corcoran and Daymond John — and won Shark Tank in front of 1,500+ AmFam attendees. (No actual sharks were harmed.) Since then, Team Lassen has racked up “Dream Champion” and “Premier Leader” honors every year — setting the pace for service, leadership, and results.

Ambassador for La Crosse Chamber of Commerce and the Tomah Chamber of Commerce, Holmen Area Foundation, West Salem Hockey Association Board of Directors, West Salem Panther Chain Gang, 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

Before joining AmFam in 2010, Jason spent 12 years in the mortgage world and launched a consulting business building websites, apps (before most people knew what an app was), and workflows for small businesses. Whether it was closing loans, coaching sports or coding websites, Jason’s early career was all about one thing: building strong foundations that help people succeed.