AMERICAN MEDICAL SECURITY GROUP INC
10-K405, 1999-03-26
HOSPITAL & MEDICAL SERVICE PLANS
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                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                                  ------------

                                    FORM 10-K

         [X] ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES 
             EXCHANGE ACT OF 1934

         FOR THE FISCAL YEAR ENDED DECEMBER 31, 1998
                                       OR
         [ ] TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES
             EXCHANGE ACT OF 1934

         For the transition period from ________________ to __________________


                         COMMISSION FILE NUMBER 1-13154

                      AMERICAN MEDICAL SECURITY GROUP, INC.
             (EXACT NAME OF REGISTRANT AS SPECIFIED IN ITS CHARTER)

       WISCONSIN                                         39-1431799
(State of incorporation)                    (I.R.S. Employer Identification No.)

         3100 AMS BOULEVARD
        GREEN BAY, WISCONSIN                                            54313
(Address of principal executive offices)                              (Zip Code)

REGISTRANT'S TELEPHONE NUMBER, INCLUDING AREA CODE:   (920) 661-1500
SECURITIES REGISTERED PURSUANT TO SECTION 12(B) OF THE ACT:

   TITLE OF EACH CLASS                 NAME OF EACH EXCHANGE ON WHICH REGISTERED
Common Stock, no par value                      New York Stock Exchange

SECURITIES REGISTERED PURSUANT TO SECTION 12(G) OF THE ACT:  None

     Indicate  by check mark  whether the  registrant  (1) has filed all reports
required to be filed by Section 13 or 15(d) of the  Securities  Exchange  Act of
1934  during  the  preceding  12 months  (or for such  shorter  period  that the
registrant was required to file such reports),  and (2) has been subject to such
filing requirements for the past 90 days. Yes |X| No | |

     Indicate by check mark if disclosure of delinquent  filers pursuant to Item
405 of Registration S-K is not contained herein,  and will not be contained,  to
the  best  of  registrant's   knowledge,  in  definitive  proxy  or  information
statements  incorporated  by  reference  in Part  III of this  Form  10-K or any
amendment to this Form 10-K. |X|

     As of  February  28,  1999,  there were issued and  outstanding  16,653,222
shares of Common Stock.  The aggregate  market value of the shares of such stock
held by  non-affiliates  of the registrant was $149,535,310 as of the same date,
assuming  solely  for  purposes  of this  calculation  that  all  directors  and
executive  officers of the Registrant are  "affiliates."  This  determination of
affiliate  status  is not  necessarily  a  conclusive  determination  for  other
purposes.

                       DOCUMENTS INCORPORATED BY REFERENCE
     Portions of American Medical Security Group, Inc. Proxy Statement dated
                            April 14, 1999 (Part III)

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<PAGE>

                                                                          
                      AMERICAN MEDICAL SECURITY GROUP, INC.
                                    INDEX TO
                           ANNUAL REPORT ON FORM 10-K
                      For the Year Ended December 31, 1998


                                                                            PAGE

PART I

Item 1   Business..............................................................3
Item 2   Properties............................................................9
Item 3   Legal Proceedings....................................................10
Item 4   Submission of Matters to a Vote of Security Holders..................10
Executive Officers of the Registrant..........................................10

PART II

Item 5   Market for Registrant's Common Equity and Related Stockholder 
         Matters..............................................................11
Item 6   Selected Financial Data..............................................12
Item 7   Management's Discussion and Analysis of Financial Condition 
         and Results of Operations............................................13
Item 7A  Quantitative and Qualitative Disclosures About Market Risk ..........21
Item 8   Financial Statements and Supplementary Data..........................22
Item 9   Changes in and Disagreements with Accountants on Accounting and 
         Financial Disclosure.................................................44

PART III

Item 10  Directors and Executive Officers of the Registrant...................44
Item 11  Executive Compensation...............................................44
Item 12  Security Ownership of Certain Beneficial Owners and Management.......44
Item 13  Certain Relationships and Related Transactions.......................44

PART IV

Item 14  Exhibits, Financial Statement Schedules, and Reports on Form 8-K.....44
          Schedule II -  Condensed Financial Information of Registrant........46
          Schedule III - Supplementary Insurance Information..................49
          Schedule IV - Reinsurance...........................................50
          Schedule V - Valuation and Qualifying Accounts......................51
Signatures....................................................................52
Exhibit Index...............................................................EX-1

                                                                               2
<PAGE>                                                                        


                                     PART I

ITEM 1.  BUSINESS

FORWARD LOOKING STATEMENTS

     A number of forward looking statements are included in this document.  When
used, the terms  "anticipate",  "believe",  "estimate",  "expect",  "objective",
"plan",  "project"  and similar  expressions  are  intended to identify  forward
looking  statements.  Forward looking  statements are subject to inherent risks,
uncertainties  and assumptions that may cause actual results or events to differ
materially  from those that are described.  In addition to the  assumptions  and
other  factors  referred to  specifically  in connection  with such  statements,
factors that may cause actual results or events to differ are described in "Item
7.  Management's  Discussion and Analysis of Financial  Condition and Results of
Operations."

GENERAL

     American Medical  Security Group,  Inc. is a leading marketer of individual
and small employer group health care benefits and other insurance products.  The
Company's  principal  product  offering is small  group  health  insurance.  The
Company also offers  individual and large group health insurance and group life,
dental,  prescription drug,  disability and accidental death insurance.  See the
Company's Notes to Consolidated  Financial Statements,  Note 13 "Segments of the
Business" for  information  concerning  the Company's two  reportable  segments:
health insurance  products (which accounted for 93% of the Company's revenue for
the year ended December 31, 1998) and life insurance products.

     The Company's products are sold through  independent  licensed agents in 33
states and the District of Columbia. The Company specializes in providing health
care  benefits  and other  insurance  products  designed to maximize  choice and
control costs in a compassionate  environment.  The Company  principally markets
health  benefit  products  that  provide  discounts  to  insureds  that  utilize
preferred  provider  organizations   ("PPOs").  PPO  plans  differ  from  health
maintenance  organization  ("HMO") plans in that they typically  provide a wider
choice of health professionals,  fewer benefit restrictions and increased access
to specialists at a somewhat higher premium cost.

     American Medical Security Group, Inc. is a Wisconsin  corporation organized
in 1983.  As used herein,  the terms "the  Company" or "AMSG"  include  American
Medical  Security  Group,  Inc. and its  subsidiaries.  The Company's  principal
executive offices are located at 3100 AMS Boulevard,  Green Bay, Wisconsin 54313
and its telephone number at that address is (920) 661-1500.

     Prior to and for most of the year 1998,  the business of the Company,  then
known as "United Wisconsin  Services,  Inc.",  consisted of two main components:
the small group health  business,  and the managed care and  specialty  products
business.  Prior to December  1996,  the small group health  business  consisted
primarily of individual and small group health insurance written through a joint
venture with American Medical Security Group, Inc., a Delaware corporation ("Old
AMS").  During that time, the Company owned  approximately 12% of the issued and
outstanding  shares of Old AMS. The Company underwrote all of the individual and
small group health insurance marketed,  produced and administered by Old AMS and
ceded back to Old AMS approximately 50% of the individual and small group health
insurance written by the Company through the joint venture. On December 3, 1996,
Old AMS merged  with and into the  Company.  The small  group  health  insurance
business of the Company was then combined with that of Old AMS in a wholly owned
subsidiary of the Company.

     On September  11, 1998,  the Company  contributed  all of its  subsidiaries
comprising the managed care and specialty  products  business to a newly created
subsidiary named "Newco/UWS,  Inc.", a Wisconsin corporation  ("Newco/UWS").  On
September 25, 1998, the Company spun off the managed care and specialty products
business through a distribution of 100% of the issued and outstanding  shares of
common  stock  of  Newco/UWS  to the  Company's  shareholders  of  record  as of
September  11,  1998,  (see "Item 7.  Management's  Discussion  and  Analysis of
Financial  Condition and Results of Operations -- Accomplishments -- Spin-off").
 
                                                                               3
<PAGE>

The Company then adopted its current name of "American  Medical  Security Group,
Inc." and Newco/UWS changed its name to "United Wisconsin Services,  Inc." Since
the spin-off, the business of the Company consists solely of the Company's small
group health insurance business.

PRODUCTS

     The  Company  is a leading  marketer  of  health  care  benefits  and other
insurance  products  tailored to meet the varied  health  benefits  needs of its
primary markets,  including: groups with two to 99 employees; groups that choose
to self-fund their health benefits;  and families and  individuals.  The Company
specializes  in  providing  health care  benefits and other  insurance  products
designed to maximize choice and control costs.

     The Company  customizes  employee benefit  packages for businesses  through
IT'S YOUR CHOICE, an option that allows businesses to present employees multiple
medical plans in a single package. For example, this strategy allows an employer
with four employees to select four different and distinct medical plans, one for
each  employee.  Although the premium cost of the plans may vary, the ability to
offer  different  plans is without  additional  cost to the  employer.  With the
Company's self-funded products, employers and their employees have access to PPO
networks,  but the sponsoring  employer generally bears a significant portion of
the  financial  risk  associated  with  providing  the health care.  Through its
MEDONECHOICE product, the Company provides coverage for individuals and families
that is designed to fit various  lifestyles  and budgets.  The Company  provides
insureds and plan  participants  with personal  customer service 24 hours a day,
365 days a year.  In addition,  through the Company's  wholly owned  subsidiary,
Nurse Healthline,  Inc., insureds and plan participants have access to a 24-hour
medical  information  line  staffed  by  registered  nurses.  This  confidential
telephone health advisory service provides  information about health conditions,
medications, cost-effective treatments and the location of network providers.

     The Company  augments its core business with a select line of complementary
products and services. Ancillary benefits include group dental, group short-term
disability,  group term life and accidental death, and dependent life insurance.
Voluntary  dental and term life  insurance  products may be elected by employees
with no minimum participation or employer contribution requirements. The PREMIUM
ONLY PLAN, a Section 125  cafeteria  plan allowing  pretax  deduction of medical
insurance  premiums,  is offered at no cost to fully insured  groups with two or
more employees.  Section 125  facilitation of pretax deduction of dependent care
and unreimbursed medical expenses is also available.  Additionally,  the Company
offers COBRA  administration  services to groups  subject to  regulations of the
Consolidated Omnibus Budget Reconciliation Act of 1985, as amended.

MARKETING

     The Company markets its employer group products and individual  products in
33 states and the  District of  Columbia.  Significant  factors  influencing  an
employer's  selection of the  Company's  products  include  flexibility  of plan
design, choice and scope of benefits, quality of service, price, and the quality
of relationships with their agents.

     Product  sales  are  conducted  exclusively  through  independent  licensed
agents.  As  of  December  31,  1998,  the  Company  marketed  products  through
approximately 32,000 independent agents. Independent agents are paid commissions
on new and renewal sales.  The Company offers an attractive  benefit and service
package to agents, creating an environment as an "agent friendly" company.

     The leading states with respect to direct premium during 1998 were Florida,
Texas,  Illinois,  Michigan  and  Wisconsin,  which  accounted  for  51%  of the
Company's  premium  revenue.  For the year ended  December 31, 1998, the top ten
employer groups in the aggregate  accounted for  approximately 1% of the premium
on business sold by the Company.

     The Company divides its sales territory into two regions,  each of which is
the  responsibility  of a Regional Vice  President  ("RVP").  The RVPs work with
approximately 120 sales managers located in offices throughout the United States
in coordinating the Company's sales and marketing efforts. Additionally, through

                                                                               4
<PAGE>

an agreement with the Principal Life Insurance Company  ("Principal"),  regional
sales managers of Principal's  Old Northwest Agent  distribution  network assume
responsibility for product sales in four states.

PROVIDERS

     The Company uses over 65 commercial  provider networks in 33 states and the
District of Columbia.  A master "payor"  agreement is in place for each provider
network that allows the Company to access the provider contracts for its PPO and
exclusive provider organization  products.  These networks are made available to
fully insured products as well as the Company's self-funded product offerings.

     The Company also owns and operates a commercial  PPO network that  includes
providers in Texas, Florida,  Iowa, Nebraska,  Wisconsin,  Arizona, North Dakota
and South  Dakota.  Approximately  23% of the  Company's  business was conducted
through this network for the year ended December 31, 1998. This network services
the  Company  business  and is also  offered to other  insurers  and third party
administrators.  This provides  additional  revenue to the Company and increases
the volume of business used to leverage  provider  contract pricing  concessions
which are largely volume related.  The Company  believes there is great value in
owning  provider  networks in select markets as a way to directly  interact with
the provider networks as well as to effectively  conduct its medical  management
initiatives.

COST CONTAINMENT

     The  Company  provides  medical  management  services to all of its clients
either directly or through its contracted  networks.  The Company's  utilization
review program is accredited to meet national  standards to ensure  services are
provided at the  appropriate  level and meet members needs.  Case  management is
performed by Company staff with the  assistance  of a combination  of internally
developed and commercially purchased software packages used to prompt, guide and
record medical management  decisions.  In addition,  the Company has developed a
series of software programs that enhance its medical management effort.

     The Company has developed a high risk maternity  program through a software
application  using  claims data and  clinical  methodologies.  Staff  registered
nurses  classify  all  recognized  pregnancies  as to  their  potential  risk of
complications.   Nurses  contact   expectant   mothers  and  provide  them  with
educational  materials,  reinforce  compliance with medical  treatment plans and
provide  guidance toward  efficient use of provider  resources.  The Company has
also developed a demand management  telephonic  service called Nurse Healthline.
Company insureds and plan  participants  can access Nurse  Healthline  nurses 24
hours a day, seven days a week. By using a computerized  algorithm based system,
the nurses are able to gauge the  severity of the problem and assist the insured
in making an informed health care decision.

MANAGEMENT INFORMATION SYSTEMS

     The Company's medical, dental, life, and short-term disability products use
custom built,  integrated management  information systems for all administrative
processing  tasks.  These systems  include  underwriting,  billing,  enrollment,
claims processing, utilization management, sales reporting, network analysis and
service and status  reporting.  These systems  support all products and provider
arrangements.  The management  information  systems handle electronic receipt of
claims,  referrals  and  eligibility  with networks and  providers.  The systems
support both fully insured and self-funded administrative needs.

     The Company  regularly  evaluates,  upgrades,  and enhances the  management
information  systems that support its  operations.  An  artificial  intelligence
system is used for claims  processing,  eligibility  and  enrollment  tasks.  In
addition to electronic  receipt of information,  the Company's  systems can also
electronically  scan and image  documents.  The Company uses extensive  personal
computer-based  network and  software  solutions  that are  integrated  with its
mainframe  system,  which allows for its continuous  enhancement with technology
upgrades and other software solutions.

                                                                               5
<PAGE>
 
     The  Company has  completed  a  significant  portion of its  initiative  to
assess,  correct  or  reprogram,  and test its  computer  systems  for Year 2000
compliance.  The  Company  believes  that  the  Year  2000  issue  will not pose
significant  operational  problems for its computer  systems.  See "Management's
Discussion and Analysis of Financial Condition and Results of Operations -- Year
2000" for a complete  discussion  of Year 2000 matters,  including  factors that
could affect Year 2000 costs and consequences.

RECENT ACQUISITIONS

     In October 1997, the Company acquired, via assumption reinsurance,  most of
the individual and small group health insurance business previously underwritten
by Pan  American  Life  Insurance  Company  ("Pan  American")  of  New  Orleans,
Louisiana.  Approximately  74,000  members  were  acquired  with  this  block of
business.

     In May 1998,  the Company  reached an agreement with Pan American to assume
most of its remaining  domestic health insurance  business  effective July 1998,
which resulted in an additional 80,000 members at the time of acquisition.

     In  October  1998,  the  Company  reached  an  agreement  with  Continental
Assurance  Company  ("CNA") to  acquire  the  majority  of CNA's  fully  insured
employer group health business effective January 1, 1999. This block of business
covered  approximately  75,000 fully  insured  medical  members as of January 1,
1999.

COMPETITION

     The small group health care product market is highly competitive. The major
competition  for the Company's  products  comes from national and regional firms
with  a  specific  focus  on the  small  group  market.  Many  of the  Company's
competitors  have  larger  memberships  in local  markets or  greater  financial
resources. The small group, agency-controlled market is price sensitive, and the
business is put out for bid more  frequently  than  larger  group  business.  In
addition,  because  most of the  Company's  products  are  marketed  exclusively
through independent agencies, most of which represent more than one company, the
Company  experiences  competition  within  each  agency.  The  Company and other
insurers in the small group health care product market compete  primarily on the
basis of responsiveness to user demands,  price, diversity of product offerings,
quality of service,  strength of provider  networks,  reputation  and quality of
agency relations.

REINSURANCE

     The Company has entered into a variety of  reinsurance  arrangements  under
which it (i) cedes business to other insurance companies to mitigate large claim
risk,  and  (ii)  accepts  risk on a quota  share  basis  from  other  insurance
carriers.

     The Company  cedes,  through  excess of loss  arrangements,  certain of its
risks on the small group health  business and life  business.  This  reinsurance
allows for greater  diversification  of risk to control  exposure  to  potential
losses arising from large claims. In addition, it permits the Company to enhance
its premium and asset  growth while  maintaining  favorable  risk-based  capital
ratios. All excess of loss reinsurers with which the Company contracts are rated
"A- (Excellent)" or better by A.M. Best.

     In addition,  in connection with certain  acquisitions  and other business,
the Company assumes risk from other insurance carriers on both an assumption and
a "quota  share"  basis.  Under  assumption  reinsurance,  the  Company  becomes
directly  responsible to insureds for business  previously written by the ceding
carrier.  Quota  share  reinsurance  is a  contractual  arrangement  whereby the
reinsurer  assumes an agreed  percentage  of certain risks insured by the ceding
insurer  and shares  premium  revenue  and losses  proportionately.  Quota share
reinsurance is being used by the Company as part of a vehicle to acquire certain
business  from  other  insurance  carriers  and  allows  the  Company  to assume
insurance risk in certain jurisdictions.

                                                                               6
<PAGE>

INVESTMENTS

     The Company  attempts to minimize  its business  risk through  conservative
investment policies. Investment guidelines set quality, concentration and return
parameters. Individual fixed income issues must carry an investment grade rating
at the time of purchase,  with an ongoing  average  portfolio  rating of "A-" or
better,  based on ratings of Standard & Poor's Corporation or another nationally
recognized  securities  rating  organization.  The Company invests in securities
authorized  by  applicable  state laws and  regulations  and follows  investment
policies designed to maximize yield,  preserve  principal and provide liquidity.
The Company's portfolio contains no investments in mortgage loans,  non-publicly
traded  securities  (except  for  principal  only  strips  of  U.S.   Government
securities), real estate held for investment or financial derivatives.

     With the exception of short-term investments and securities on deposit with
various state  regulators,  investment  responsibilities  have been delegated to
external investment managers. Such investment responsibilities, however, must be
carried out within the investment parameters  established by the Company,  which
are amended from time to time. See "Item 7. Management's Discussion and Analysis
of Financial  Condition and Results of  Operations -- Market Risk  Exposure" and
the Company's Notes to Consolidated Financial Statements, Note 4, "Investments,"
for additional information on the Company's investments.

REGULATION

     Government  regulation of employee  benefit  plans,  including  health care
coverage  and  health  plans,  is a  changing  area  of  law  that  varies  from
jurisdiction to jurisdiction and generally gives  responsible  state and federal
administrative  agencies  broad  discretion.  The  Company  strives to  maintain
compliance  in  all  material  respects  with  the  various  federal  and  state
regulations  applicable to its current operations.  To maintain such compliance,
it may be necessary for the Company or a subsidiary to make changes from time to
time in its services, products, structure or operations. Additional governmental
regulation or future  interpretation of existing  regulations could increase the
cost of the Company's  compliance or otherwise affect the Company's  operations,
products, profitability or business prospects.

     The Company is unable to predict what additional government regulations, if
any,  affecting  its  business  may be enacted in the future or how  existing or
future  regulations might be interpreted.  Most jurisdictions have enacted small
group insurance and rating reforms which generally limit the ability of insurers
and health  plans to use risk  selection  as a method of  controlling  costs for
small  group  business.  These  laws may  generally  limit or  eliminate  use of
pre-existing condition exclusions,  experience rating and industry class rating,
and limit the amount of rate increases from year to year. Under these laws, cost
control  through  provider   contracting  and  managing  care  may  become  more
important,  and the Company believes its experience in these areas will allow it
to  compete  effectively.  The  Company  regularly  monitors  state and  federal
legislative and regulatory  activity as it affects the Company's  business.  The
Company does this directly and through  various trade  associations  to which it
belongs.

     In 1997, federal legislation  significantly  expanded federal regulation of
group health plans and health care coverage. The new laws placed restrictions on
the use of  pre-existing  conditions  and  eligibility  restrictions  based upon
health status, and prohibited  cancellation of coverage due to claims experience
or health  status.  Federal  reform  also  prohibits  insurance  companies  from
declining coverage to small employers.  Additional federal laws that took effect
in 1998 include prohibitions against separate,  lower dollar maximums for mental
health  benefits and  requirements  relating to minimum  coverage for  maternity
inpatient  hospitalization.  Many  requirements  of the federal  legislation are
similar  to small  group  reforms  that have been in place for many  years.  The
Company expects to be able to utilize and expand upon the cost control  measures
initiated as a result of small group reform.

     Increasingly,  states are  considering  various health care reform measures
and are  adopting  laws or  regulations,  which may limit the  Company's  health
plans' and insurance  operations' ability to control which providers are part of
their  networks and may hinder their ability to effectively  manage  utilization
and cost. The Company is unable to predict what reforms,  if any, may be enacted
or how these reforms would affect the Company's operations.

                                                                               7
<PAGE>

     INSURANCE REGULATION

     The Company's  insurance  subsidiaries are subject to regulation by various
insurance  regulatory bodies in each state in which the respective  entities are
licensed.  Regulatory  authorities  exercise  extensive  supervisory  power over
insurance companies in regard to (i) the licensing of insurance companies;  (ii)
the amount of reserves which must be maintained; (iii) the approval of forms and
insurance  policies  used;  (iv) the nature of, and  limitation on, an insurance
company's  investments;  (v) periodic examination of the operations of insurance
companies;  (vi) the form and content of annual  financial  statements and other
reports required to be filed on the financial condition of insurance  companies;
(vii) the  establishment of capital  requirements for insurance  companies;  and
(viii)  transactions  with  affiliates  and  changes in control.  The  Company's
insurance company subsidiaries are required to file periodic statutory financial
statements in each jurisdiction in which they are licensed.  Additionally,  such
companies  are  periodically  examined  by  the  insurance  departments  of  the
jurisdiction in which they are licensed to do business.

     The National  Association of Insurance  Commissioners  ("NAIC") has adopted
Risk-Based Capital ("RBC") requirements for life and health insurers to evaluate
the  adequacy of  statutory  capital and surplus in relation to  investment  and
insurance  risks  associated  with:  (i)  asset  quality;   (ii)  mortality  and
morbidity;  (iii) asset and liability matching; and (iv) other business factors.
The RBC  formula is used by state  insurance  regulators  to  monitor  trends in
statutory capital and surplus for the purpose of initiating  regulatory  action.
The  Company  has  calculated  the  risk-based  capital  for its life  insurance
subsidiaries  as of December 31, 1998,  using the applicable RBC formula.  These
calculations  produced risk-based capital levels which substantially  exceed the
levels  at  which  the  RBC  formulas   recommend   intervention  by  regulatory
authorities.

     Dividends paid by the Company's  insurance  subsidiaries to the Company are
limited by state insurance regulations. The insurance regulator in the insurer's
state of  domicile  may  disapprove  any  dividend  which,  together  with other
dividends  paid by an  insurance  company  in the prior 12 months,  exceeds  the
regulatory  maximum as computed for the insurance company based on its statutory
surplus and net income.  Based upon the  financial  statements  of the Company's
insurance  subsidiaries  as of December  31, 1998,  as filed with the  insurance
regulators,  the aggregate  amount available for the payment of dividends to the
Company  by its  subsidiaries  in 1999  without  regulatory  approval  is  $18.3
million.

     INSURANCE HOLDING COMPANY REGULATIONS

     The Company is an insurance  holding company system under  applicable state
laws. As such, the Company's  insurance  subsidiaries  are subject to regulation
under state  insurance  holding  company laws and regulations in each respective
state of domicile. Such insurance holding company laws and regulations generally
require  annual  registration  with the state  departments  of insurance and the
filing of certain reports  describing capital  structure,  ownership,  financial
condition,  certain  intercompany  transactions and general business operations.
Various  notice  and  reporting  requirements  generally  apply to  transactions
between companies within an insurance  holding company system,  depending on the
size and nature of the  transactions.  Certain state  insurance  holding company
laws  and  regulations   require  prior  regulatory   approval  or,  in  certain
circumstances,  prior  notice of  certain  material  intercompany  transactions.
Acquisition  of control of an insurance  company  requires the prior approval of
state  regulators  in the  insurer's  state  of  domicile  and  sometimes  other
jurisdictions  as well.  Acquisition  of a  controlling  interest of the Company
would  constitute  an  acquisition  of a  controlling  interest  in  each of its
insurance subsidiaries. Under applicable state law, control is presumed to exist
when greater than 10% of a company's shares are controlled by an entity.

     TPAS

     Certain  subsidiaries  of the  Company  are also  licensed  as  third-party
administrators  ("TPAs") in states  where such  licensing  is required for their
activities.  TPA regulations,  although  differing  greatly from state to state,
generally contain certain required administrative procedures, periodic reporting
obligations and minimum financial requirements.

                                                                               8
<PAGE>

     PPOS

     Certain of the Company's subsidiaries'  operations may be subject to PPO or
managed  care laws and  regulations  in certain  states.  PPO and  managed  care
regulations  generally  contain  requirements  pertaining to provider  networks,
provider contracting,  and reporting requirements that vary from state to state.
In  some  cases  the  regulated   activities  are  delegated  by  the  Company's
subsidiaries  to a third party.  In cases where  activities are  delegated,  the
Company's  subsidiaries  must  monitor  the  activities  of the third  party for
compliance with the laws and regulations.

     UTILIZATION REVIEW REGULATIONS

     A number of states have enacted laws and/or adopted  regulations  governing
the  provision  of  utilization  review  activities.  Generally,  these laws and
regulations  require  compliance with specific  standards for the performance of
utilization review services  including  confidentiality,  staffing,  appeals and
reporting  requirements.  Some of these laws and  regulations may affect certain
operations of the Company's subsidiaries. In some cases the regulated activities
are delegated by the  Company's  subsidiaries  to a third party.  In cases where
activities are delegated, the Company's subsidiaries must monitor the activities
of the third party for compliance with the laws and regulations.

     ERISA

     The provision of goods and services to or through certain types of employee
health benefit plans is subject to the Employee  Retirement  Income Security Act
of 1974, as amended  ("ERISA").  ERISA is a complex set of laws and  regulations
that are subject to periodic  interpretation  by the United States Department of
Labor and the Internal Revenue Service. ERISA governs how the Company's business
units may do business with employers whose employee benefit plans are covered by
ERISA,  particularly  employers  that self fund such plans.  There recently have
been legislative  attempts to limit ERISA's  preemptive effect on state laws. If
such limitations were to be enacted, they might increase the Company's liability
exposure  under state  law-based  suits  relating to  employee  health  benefits
offered by the Company's health plans and may permit greater state regulation of
other aspects of those businesses' operations.

EMPLOYEES

     As of December 31, 1998, the Company had 2,080 employees,  290 of whom were
managerial and supervisory  personnel and 147 of whom were part-time  employees.
None of these  employees are represented by a union.  The Company  considers its
relations with its employees to be good.

TRADEMARKS

     The phrase ITS YOUR CHOICE is a federally  registered  service  mark of the
Company.  The Company has filed for and maintains  various other service  marks,
trademarks and trade names at the federal level and in various states.  Although
the Company considers its registered  service marks,  trademarks and trade names
important in the operation of its  business,  the business of the Company is not
dependent on any individual service mark, trademark or trade name.

ITEM 2:  PROPERTIES

     The  Company's  headquarters  are  located  in Green Bay,  Wisconsin,  in a
390,000  square foot office  building  owned by the  Company.  The Company  also
leases property at approximately  50 locations  throughout the United States for
its field sales and provider network offices.

                                                                               9
<PAGE>

ITEM 3:  LEGAL PROCEEDINGS

     The Company is involved in various legal and regulatory  actions  occurring
in the normal course of its  business.  In the opinion of  management,  adequate
provision  has been made for losses  which may result  from these  actions  and,
accordingly,  the  outcome of these  matters is not  expected to have a material
adverse effect on the Company's  consolidated  financial  position or results of
operations.

ITEM 4:  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

     No matters were  submitted to a vote of security  holders during the fourth
quarter of 1998.

EXECUTIVE OFFICERS OF THE REGISTRANT

     The executive officers of the Company,  who are elected for one year terms,
are as follows:

      Name            Age                     Title
Samuel V. Miller       53    Chairman of the Board, President and Chief 
                             Executive Officer
Edward R. Skoldberg    49    Executive Vice President and Chief Operating 
                             Officer
Gary D. Guengerich     53    Executive Vice President, Chief Financial Officer 
                             and Treasurer
Timothy J. Moore       47    Senior  Vice  President  of  Corporate  Affairs,  
                             General  Counsel  and Secretary
Christopher N. Earl    45    Senior Vice President of Sales and Marketing
Clifford A. Bowers     47    Vice President, Corporate Communications
Scott B. Westphal      36    Vice President and Chief Actuary
John R. Wirch          45    Vice President, Human Resources

     Samuel V.  Miller  has been  Chairman  of the  Board,  President  and Chief
Executive  Officer of the Company since September  1998.  Prior to that time, he
was an Executive  Vice  President of the Company since December 1995. Mr. Miller
has also served as President  and Chief  Executive  Officer of American  Medical
Security  Holdings,  Inc. ("AMS Holdings")  since October 1996.  During 1994 and
1995,  Mr. Miller was a member of the executive  staff  planning  group with the
Travelers  Group,  serving as  Chairman  and Group Chief  Executive  of National
Benefit Insurance Company and Primerica Financial Services Ltd. of Canada. Prior
to 1994, Mr. Miller spent 10 years as President and Chief  Executive  Officer of
American Express Life Assurance Company.

     Edward R. Skoldberg has been  Executive Vice President and Chief  Operating
Officer of the Company  since  September  1998.  He also served in such capacity
with AMS Holdings since November 1996.  Prior to that time, he was a Senior Vice
President with Time  Insurance  from August 1995 to November 1996.  From 1988 to
1995,  Mr.  Skoldberg was a Vice President with Empire Blue Cross Blue Shield in
New York City.

     Gary D.  Guengerich  has been  Executive Vice  President,  Chief  Financial
Officer and  Treasurer of the Company  since  September  1998. He also served in
such capacity with AMS Holdings  since  November  1997.  Prior to that time, Mr.
Guengerich  was Senior  Vice  President  and  Comptroller  of First  Colony Life
Insurance since 1981.

     Timothy J. Moore has been  Senior  Vice  President  of  Corporate  Affairs,
General Counsel and Corporate  Secretary of the Company since September 1998. He
also served in such capacity with AMS Holdings  since March 1997.  Prior to that
time,  Mr. Moore was a partner  with the  national  law firm of Katten  Muchin &
Zavis, practicing at the firm from 1987 to 1997.

     Christopher  N. Earl has been Senior Vice  President of Sales and Marketing
since  February  1999.  Prior to joining the  Company,  he held  various  senior
management  positions,  including  Regional Vice President of Sales, with United
Healthcare  Corporation  from  1993 to 1999.  From 1989 to 1993,  Mr.  Earl held
senior marketing positions with Prudential Insurance Company of American.

                                                                              10
<PAGE>

     Clifford A. Bowers has been Vice President of Corporate  Communications  of
the Company since  September 1998. He also served in such capacity with American
Medical Security,  Inc. ("AMS Inc.), a subsidiary of the Company,  since October
1997.  From 1988 to 1997,  Mr. Bowers was Director of  Communications  with Fort
Howard  Corporation (a paper  manufacturer that  subsequently  merged with James
River Corporation).

     Scott B. Westphal has been Vice  President and Chief Actuary of the Company
since  September  1998. He also served in such capacity with AMS Holdings and/or
AMS Inc. since December  1994.  Prior to that time, Mr.  Westphal was Manager of
Actuarial Services for AMS Inc. for seven years.

     John R. Wirch has been Vice  President  of Human  Resources  of the Company
since  September  1998. He also served in such capacity with AMS Holdings and/or
AMS Inc. since  February 1996.  Prior to that time, Mr. Wirch was Vice President
of Human  Resources for Little Rapids  Corporation (a  manufacturer of specialty
papers)  from 1993 to 1996,  having  served as  Director of Human  Resources  of
Little Rapids Corporation from 1980 to 1993.


                                     PART II

ITEM 5:  MARKET FOR REGISTRANT'S COMMON EQUITY AND RELATED STOCKHOLDER MATTERS.

     The Common  Stock of the  Company is traded on the New York Stock  Exchange
("NYSE")  under the symbol "AMZ".  Prior to September 14, 1998, the Common Stock
was traded on the NYSE under the symbol "UWZ".  The  following  table sets forth
the per share high and low sales  prices for the Common Stock as reported on the
NYSE for the periods  indicated and the cash  dividends paid per share for those
periods.  Stock  prices  prior to the  September  25,  1998 are not  adjusted to
reflect the spin-off.
<TABLE>
<CAPTION>

                                                                                                 Cash
                                                                                              Dividends
                                                                  High            Low            Paid
                                                             --------------- -------------- ---------------
<S>                                                          <C>             <C>            <C>    

Year Ended December 31, 1998
    First Quarter                                                $33.38          $25.50          $0.12
    Second Quarter                                                33.19           28.38           0.12
    Third Quarter                                                 28.38            8.56           0.12
    Fourth Quarter                                                15.06            6.38            -


Year Ended December 31, 1997
    First Quarter                                                $26.75          $21.25          $0.12
    Second Quarter                                                37.88           24.63           0.12
    Third Quarter                                                 36.63           28.81           0.12
    Fourth Quarter                                                31.94           24.25           0.12
</TABLE>


     The Company does not expect to pay any cash  dividends  in the  foreseeable
future and intends to employ its earnings in the  continued  development  of its
business. Future dividend policy will depend on the Company's earnings,  capital
requirements,  financial  condition and other factors considered relevant by the
Board of Directors.

     As of March 1, 1999, there were 287 shareholders of record of Common Stock.
Based  on  information  obtained  from the  Company's  Transfer  Agent  and from
participants in security position listings and otherwise, the Company has reason
to believe there are  approximately  3,300 beneficial owners of shares of Common
Stock.

                                                                              11
<PAGE>

                                                                             
ITEM 6:  SELECTED FINANCIAL DATA.

     The  following  selected  financial  data  as of and for  the  years  ended
December 31, 1994, through 1998 has been derived from the Company's consolidated
financial statements.  The following data should be read in conjunction with the
Company's  Consolidated  Financial  Statements,  the related notes thereto,  and
"Management's  Discussion  and  Analysis of Financial  Condition  and Results of
Operations."

<TABLE>
<CAPTION>
                                                         As of and for the years ended December 31,
                                               ---------------------------------------------------------------
                                                 1998(b)       1997        1996(a)       1995        1994
                                               ------------ ------------ ------------ ----------- ------------
                                                           (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                            <C>          <C>          <C>          <C>         <C>    
STATEMENT OF INCOME DATA:
Revenues:
  Health service revenues:
     Premium revenue                            $  914,017   $  957,204   $  596,099   $ 506,349   $  375,955
     Net investment income                          24,220       24,071       24,570      31,186        5,589
     Other revenue                                  22,632       24,249        2,935           -            -
                                               ------------ ------------ ------------ ----------- ------------
          Total revenues                           960,869    1,005,524      623,604     537,535      381,544

Expenses:
  Medical and other benefits                       691,767      733,491      472,319     399,449      250,034
  Selling, general and administrative              242,073      252,160      157,136     135,052       96,862
  Interest                                           7,691        9,311        4,325       3,483        3,487
  Amortization of goodwill and other
     intangibles                                     8,781        7,975          670           -            -
  Write-off of intangible assets and related
     charges                                        15,453            -            -           -            -
                                               ------------ ------------ ------------ ----------- ------------
        Total expenses                             965,765    1,002,937      634,450     537,984      350,383
                                               ------------ ------------ ------------ ----------- ------------
  Income (loss)  from continuing
     operations, before income taxes                (4,896)       2,587      (10,846)       (449)      31,161
  Income tax expense (benefit)                      (1,868)       1,032       (4,140)       (728)      11,231
                                               ------------ ------------ ------------ ----------- ------------
  Income (loss) from continuing operations          (3,028)       1,555       (6,706)        279       19,930
  Income from discontinued operations, less
     applicable income taxes                        10,003       16,595       16,909       6,094       12,833
                                               ------------ ------------ ------------ ----------- ------------
  Net income                                    $    6,975   $   18,150   $   10,203   $   6,373   $   32,763
                                               ============ ============ ============ =========== ============

  Earnings per common share - basic
     Continuing operations                      $    (0.18)  $     0.10   $    (0.52)  $    0.02   $     1.71
     Discontinued operations                          0.60         1.01         1.31        0.48         1.11
                                               ------------ ------------ ------------ ----------- ------------
  Net income per common share                   $     0.42   $     1.11   $     0.79   $    0.50   $     2.82

  Earnings per common share - diluted
     Continuing operations                      $    (0.18)  $     0.10   $    (0.52)  $    0.02   $     1.71
     Discontinued operations                          0.60         1.00         1.31        0.48         1.11
                                               ------------ ------------ ------------ ----------- ------------
  Net income per common share                   $     0.42   $     1.10   $     0.79   $    0.50   $     2.82
                                               
  Weighted average common shares outstanding        16,559       16,423       12,892      12,551       11,601
  Cash dividends per common share                     0.36         0.48         0.48        0.48         0.48

BALANCE SHEET DATA:
  Cash and investments                          $  309,562   $  316,858   $  335,839   $ 402,711   $  305,624
  Total assets                                     498,722      648,136      693,278     580,121      460,662
  Notes payable                                     55,064      124,578      125,788     109,898       44,960
  Total shareholders' equity                       266,451      326,377      313,655     212,411      171,705

(a)  Includes the operations of American Medical Security Group, Inc. since December 3, 1996, the date of
     acquisition.
(b)  Discontinued  operations  includes  the  operations  of  Newco/UWS  through September 25, 1998, the 
     spin-off  distribution date.  Continuing operations includes  interest on debt assumed by Newco/UWS 
     through September 11, 1998, the effective date of the spin-off.

</TABLE>
                                                                              12
<PAGE>


ITEM 7.  MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS
         OF OPERATIONS.

OVERVIEW

     American Medical Security Group,  Inc.,  formerly known as United Wisconsin
Services,   Inc.,  together  with  its  subsidiary   companies  ("AMSG"  or  the
"Company"),  is a provider of life and health insurance products for individuals
and employer  groups.  The Company's  principal  product offering is small group
health insurance.  It also sells individual and large group health insurance and
group  life,  dental,   prescription  drug,   disability  and  accidental  death
insurance.  The  Company's  products are actively  marketed in 33 states and the
District  of  Columbia  through   independent  agents.  The  Company's  products
generally  provide  discounts  to  insureds  that  utilize  preferred   provider
organizations ("PPOs"). The average group size is eight lives.

HISTORY

     Prior to and for most of the year 1998,  the business of the Company,  then
known as "United Wisconsin  Services,  Inc.",  consisted of two main components:
the small group business and the managed care and specialty  business.  Prior to
December 1996, the small group  business  consisted  primarily of individual and
small group  insurance  written  through a joint venture with  American  Medical
Security Group, Inc., a Delaware  corporation ("Old AMS"). During that time, the
Company owned approximately 12% of the issued and outstanding shares of Old AMS.
The Company underwrote all of the individual and small group insurance marketed,
produced and administered by Old AMS and ceded back to Old AMS approximately 50%
of the individual and small group  insurance  written by the Company through the
joint venture. On December 3, 1996, Old AMS merged with and into the Company.

     On September  11, 1998,  the Company  contributed  all of its  subsidiaries
comprising the managed care and specialty business to a newly created subsidiary
named "Newco/UWS, Inc.", a Wisconsin corporation ("Newco/UWS"). On September 25,
1998,  the Company spun off the managed care and  specialty  business  through a
distribution  of 100% of the issued and  outstanding  shares of common  stock of
Newco/UWS to the Company's  shareholders of record as of September 11, 1998 (see
Spin-off  below).  The Company  thereupon  adopted its current name of "American
Medical  Security  Group,  Inc."  and  Newco/UWS  changed  its  name to  "United
Wisconsin  Services,  Inc."  After the  spin-off,  the  business  of the Company
consists  solely  of  the  Company's  small  group   insurance   business.   The
Consolidated  Financial  Statements  included  hereafter  report  the  Company's
managed care and specialty business as discontinued  operations.  The continuing
operations of the Company as reported herein reflect the historical  small group
insurance  portion of the Company's  business.  Certain portions of Management's
Discussion  and  Analysis  discuss  pro  forma  information  for 1996  reporting
selected financial  information as if the business of Old AMS were a part of the
Company's business for the entire year of 1996.

ACCOMPLISHMENTS

     SPIN-OFF

     On September 25, 1998, the Company  completed the separation of its managed
care and specialty  business  through the spin-off of Newco/UWS to the Company's
shareholders on a share-for-share basis. The intent of the spin-off was to allow
both  companies  to  operate  more  effectively.  Management  believes  that the
separation  should afford each company  increased  marketing,  joint venture and
acquisition opportunities.

     The net assets of  Newco/UWS  consisted  of assets and  liabilities  of the
managed care and specialty  management business along with $70.0 million in debt
that was assumed by  Newco/UWS in  conjunction  with the  spin-off.  The Company
obtained a private letter ruling from the Internal Revenue Service to the effect
that the  spin-off  qualifies  as tax-free  to the  Company,  Newco/UWS  and the
Company's shareholders (see Newco/UWS Form 10 for more details).

     As a  result  of the  spin-off,  the  revenues  and  expenses,  assets  and
liabilities, and cash flows of the managed care and specialty business have been
classified as discontinued  operations in the consolidated financial statements.

                                                                              13
<PAGE>

Accordingly, the discussions of continuing operations to follow reflect only the
operations of the Company's health and life products.

     TURNAROUND

     After  experiencing  major  operating  losses  in  1995  and  1996,  a  new
management team for the small group business was appointed,  headed by Samuel V.
Miller,  President  and  Chief  Executive  Officer.   Management  implemented  a
turnaround strategy to return the small group business to profitability. Actions
taken included the termination of unprofitable business,  enhancement of network
management,  significant  repricing of business and the  initiation of a medical
management process.  These actions reduced the health loss ratio from 80.3% (pro
forma) in 1996 to 77.5% in 1997 and 76.7% in 1998.  Management also  implemented
cost saving  measures,  including a reduction in  personnel,  the  automation of
claim payments and increased  productivity which caused the health expense ratio
to decline  from 24.2% (pro forma) in 1996 to 23.0% in 1997.  During  1998,  the
health  expense  ratio  increased to 23.9% due primarily to  investments  in the
Company's  distribution  channel,  costs  related to the Year 2000  project  and
higher commissions  resulting from a change in product mix. Management's efforts
have resulted in a  significant  increase in income from  continuing  operations
from a pro forma  loss of $25.1  million in 1996 to income of $8.9  million  and
$8.4 million in 1997 and 1998,  respectively,  excluding non-recurring items and
interest on debt assumed by Newco/UWS.

     ACQUISITIONS

     The Company  continues to actively seek  opportunities  for growth  through
acquisition.  Management  believes that as industry  consolidation  occurs,  the
Company is in a position  to take  advantage  of its  operational  efficiencies.
During 1997 and 1998, the Company acquired the following blocks of business:

     -    In the  fourth  quarter  of  1997  the  Company  acquired  most of the
          individual and small group health  insurance  business of Pan American
          Life Insurance Company ("Pan American").  Approximately 74,000 members
          were acquired with the acquisition of this block of business.
     -    On May 7, 1998, the Company  reached an agreement with Pan American to
          assume most of their  remaining  domestic  health  insurance  business
          effective July 1, 1998, which resulted in an additional 80,000 members
          at the time of acquisition.
     -    On October 15, 1998, the Company reached an agreement with Continental
          Assurance  Company  ("CNA") to acquire  the  majority  of CNA's  fully
          insured  employer  group health  business  effective  January 1, 1999.
          Management estimates the book of business covered approximately 75,000
          fully insured medical members as of January 1, 1999.

     Management continues to evaluate potential targets for acquisition.

     MEMBERSHIP

     Membership  increased to 636,238 at December 31, 1998,  from 623,727 at the
end of 1997.  New sales grew each quarter during 1998 from 16,800 new members in
January to 27,800 by  December.  In  addition,  the  acquisition  in July of the
second Pan American block of business added  approximately  46,000 members as of
December 31,1998.

     At the same time, the Company  continued to take necessary steps to improve
profitability  through rate increases and exiting certain markets. By the end of
1998, new sales growth combined with slower  terminations  caused the membership
in force to begin to grow.

                                                                              14

<PAGE>


     The following is a table reflecting the quarterly membership in force:
<TABLE>
<CAPTION>
<S>                    <C>                            <C> 

                       1997:
                           Fourth Quarter             623,727
                       1998:
                           First Quarter              594,585
                           Second Quarter             577,520
                           Third Quarter              624,456
                           Fourth Quarter             636,238
</TABLE>

     TANGIBLE BOOK VALUE

     The tangible book value at December 31, 1998,  increased to $8.95 per share
compared  to $8.02 at  December  31,  1997.  Tangible  book value is computed by
taking  shareholders'  equity  adjusted by net gain (loss) on available for sale
investments,  less  goodwill and other  intangibles  over  end-of-period  shares
outstanding.

NON-RECURRING ITEMS

     The Company's distribution system asset was acquired in 1996 as part of the
merger with Old AMS. During 1997 and 1998, the Company  experienced  significant
turnover of sales managers and began to reorganize sales offices. In particular,
during that period, the Company replaced commissioned independent sales managers
with  salaried  sales  offices, while it evaluated  the  Company's  distribution
strategy.  In the fourth quarter of 1998,  management  concluded that a salaried
sales  office  structure  was more  consistent  with  current  strategy  and the
Company's  intangible  distribution system asset was impaired.  As a result, the
Company recorded an after tax charge of $9.3 million to write off the intangible
asset and to  record  other  related  costs at  December  31,  1998.  Management
believes  that no other  material  impairment  of goodwill and other  intangible
assets existed at December 31, 1998.

     Results  for  1997   include  an  after  tax  charge  of  $4.1  million  in
non-recurring  costs related to the  acquisition of the Pan American small group
business in October 1997.

COMPARISON OF RESULTS OF CONTINUING OPERATIONS

     The  Company's   results  of   continuing   operations   includes   certain
non-recurring  charges as  previously  discussed and interest on debt assumed by
Newco/UWS in  conjunction  with the spin-off.  The following  table reflects the
Company's income from continuing operations adjusted for these items:
<TABLE>
<CAPTION>
<S>                                                   <C>            <C>            <C>    

                                                          1998           1997           1996
                                                      -------------- -------------- --------------
Income (loss) from continuing operations
   before interest on debt assumed by
   Newco/UWS and non-recurring items                   $    8,439     $    8,851     $   (6,340)

Interest on debt assumed by
   Newco/UWS, net of tax                                   (2,216)        (3,180)          (366)
Non-recurring items, net of tax                            (9,251)        (4,116)             -
                                                      -------------- -------------- --------------

Income (loss) from continuing operations               $   (3,028)    $    1,555     $   (6,706)
                                                      ============== ============== ==============

</TABLE>

                                                                              15
<PAGE>


     YEARS ENDED DECEMBER 31, 1998 AND 1997

     Results from  continuing  operations  for 1998 was a loss of $3.0  million,
which is a $4.6 million decrease from income of $1.6 million for 1997. Excluding
non-recurring  charges  and  excluding  interest on debt  assumed by  Newco/UWS,
income from  continuing  operations  for 1998 was $8.4 million  compared to $8.9
million  for 1997.  The modest  decline  in income  from  continuing  operations
reflects  an  improved  loss ratio  offset by  increased  selling,  general  and
administrative  expenses.  The turnaround  slowed during 1998 principally due to
losses in the individual dental business and delayed rate increases in the State
of Florida.  Action was taken by year end 1998 with  respect to both  challenges
which management believes will be effective.

     For 1998,  health insurance  premiums  declined 5.8% to $865.2 million from
$918.6  million in 1997.  The  decline in premium is  primarily  the result of a
decline in average fully insured medical  membership of 7.2% in 1998 compared to
1997  reflecting  the  Company's  efforts to cull  unprofitable  business.  Life
insurance premiums declined 15.4% in 1998 to $24.5 million from $28.9 million in
1997 which is consistent with the decline in average life membership of 16.2% in
1998 compared to 1997.

     The health loss ratio for the year ended  December  31, 1998 was 76.7%,  an
improvement from 77.5% for 1997. The improved loss ratio for 1998, as previously
mentioned,  reflects the  cancellation of unprofitable  business,  including the
stand-alone dental business effective June 1, 1998,  increased higher margin new
business and  repricing of existing  business.  The life loss ratio for the year
ended December 31, 1998, was 31.5%, which is an improvement from 35.3% for 1997.

     Net investment  income includes  investment  income and realized gains. Net
investment income for 1998 increased 0.6% to $24.2 million from $24.1 million in
1997.  Average annual investment  yields,  excluding  realized gains and losses,
were 6.7% for the year ended  December 31,  1998,  compared to 7.4% for the same
period in the prior year. Net  investment  income for 1997 includes $1.4 million
of mutual fund distributions  which were favorably impacted by foreign financial
markets  in 1997.  Investment  gains  and  losses  are  realized  in the  normal
investment process in response to market opportunities.

     During 1998,  other revenue declined to $22.6 million from $24.2 million in
1997.  The decrease is primarily  due to lower  administrative  fee revenue from
self-funded  business  in 1998  offset by  additional  fees  related  to the Pan
American business acquired beginning in the third quarter 1998.

     The expense ratio includes commissions, administrative expenses and premium
taxes and assessments, but excludes non-recurring charges. For 1998, the expense
ratio for health  products was 23.9%  compared to 23.0% for 1997.  The increased
health expense ratio for the year reflects  higher  commission  costs related to
growth in new  business  in 1998 over 1997 and an  investment  in the  Company's
distribution  network.  Also  contributing  to the increase in the expense ratio
were expenses related to the Year 2000 initiative,  and a one-time investment in
re-engineering administrative work flow processes.

     For 1998,  interest expense decreased to $7.7 million from $9.3 million for
1997. The decrease in interest expense for 1998 reflects the assumption of $70.0
million in debt by  Newco/UWS on  September  11,  1998,  as part of the spin-off
transaction,  as  further  described  in  Note 2 to the  Consolidated  Financial
Statements.  Excluding  the  interest  on debt  assumed by  Newco/UWS,  interest
expense  for 1998 was  approximately  $4.3  million  which  is  consistent  with
management's ongoing expectations.

     Amortization  of goodwill and  intangibles  for the year ended December 31,
1998,  increased to $8.8  million  from $8.0  million at December 31, 1997.  The
increase in amortization expense in 1998 is primarily due to recorded intangible
assets  related to the Pan  American  small group  business  acquired in October
1997.  Amortization of intangibles is expected to decline  significantly in 1999
due to the write-off of the Company's distribution system intangible asset.

     The effective tax rate for the year 1998 was 38.1%  compared with 39.9% for
the  year  1997.  The  effective  tax  rate is  raised  by the  amortization  of
non-deductible goodwill in relation to pretax income.

                                                                              16
<PAGE>

     YEARS ENDED DECEMBER 31, 1997 AND 1996

     Results  from  continuing  operations  for 1997 was income of $1.6  million
compared with a loss of $6.7 million for 1996. Excluding  non-recurring  charges
and interest on debt assumed by Newco/UWS, income from continuing operations for
1997 was $8.9 million which  compares to a 1996 pro forma loss of $25.1 million.
The increase in income from  continuing  operations  was due to an improved loss
ratio on health  business  and an improved  expense  ratio,  offset by increased
expenses  related to interest  costs on debt and  amortization  of goodwill  and
intangibles.

     For the year ended December 31, 1997, health insurance  premiums  increased
63.4% to $918.6  million from $562.1  million for 1996. The increase in 1997 was
due primarily to the merger of the Company with Old AMS. Considering the effects
of the merger  with Old AMS,  health  insurance  premiums  decreased  12.4% from
$1,094.5  million (pro forma) in 1996 to $957.2  million in 1997. The decline in
health  insurance  premium is the result of  management's  efforts to return the
business  to  profitability.  Steps in this  process  included  exiting  certain
unprofitable  markets and lines of business,  and  implementing  rate increases.
Group  life  insurance  premiums,  which  are  generally  tied to  group  health
business, declined 13.9% to $28.9 million in 1997 from $33.6 million in 1996.

     The health loss ratio for 1997 was 77.5%  compared to 80.3% (pro forma) for
1996. The lower loss ratio in 1997 reflects  improvements in medical cost trends
and pricing  increases as  discussed  above.  For 1997,  the life loss ratio was
35.3%, which compares to 32.8% for 1996.

     Net investment income (including realized  gains/losses) for 1997 decreased
0.2% to $24.1  million from $24.6 million at December 31, 1996.  Net  investment
income  declined  due to a decrease  in  average  invested  assets  offset by an
increase  in  investment  yield  in  1997.  Average  annual  investment  yields,
excluding  realized gains and losses,  were 7.4% for the year ended December 31,
1997,  compared to 6.8% for 1996. The average yield for 1997 includes the mutual
fund  distribution  of $1.4 million  discussed  above in the comparison of years
1998 and 1997.

     Other  revenue for the year ended  December  31,  1997,  increased to $24.2
million from $2.9 million for the year ended  December 31, 1996.  Other  revenue
principally   represents   administrative   and  other  related  fees  from  the
administration  of medical  polices.  The  increase in other  revenue in 1997 is
principally due to the merger with Old AMS in December 1996.

     For the year ended December 31, 1997, the expense ratio for health products
was 23.0% compared with 24.2% (pro forma) for 1996. The improved  health expense
ratio for the year reflects a decline in commissions on new business,  increased
productivity,  a reduction in personnel and the  automation of claims  payments.
Interest  expense  increased  from $4.3 million in 1996 to $9.3 million in 1997.
The increase is  attributable  to $70.0 million of  additional  debt borrowed to
finance  the  merger  with Old AMS.  For  1997,  amortization  of  goodwill  and
intangibles  increased  to $8.0  million  from $0.7  million in 1996.  The large
increase in  amortization  expenses is due to the $150.0 million of goodwill and
other intangibles recorded at the time of the merger with Old AMS.

     The effective tax rate for 1997 was 39.9%, compared with 38.2% for 1996.

                                                                              17

<PAGE>


DISCONTINUED OPERATIONS

     Income from  discontinued  operations  reflects  the  operating  results of
Newco/UWS (now called United  Wisconsin  Services,  Inc.) through  September 25,
1998, the  distribution  date of the spin-off.  Reported results of discontinued
operations in 1998 included  direct costs  associated  with the spin-off of $4.9
million.

LIQUIDITY AND CAPITAL RESOURCES

     The Company's sources of cash flow consist primarily of insurance premiums,
administrative  fee  revenue and  investment  income.  The primary  uses of cash
include   payment  of  medical  and  other   benefits,   selling,   general  and
administrative expenses and debt service costs. Positive cash flows are invested
pending  future  payments  of medical  and other  benefits  and other  operating
expenses.  The  Company's  investment  policies are designed to maximize  yield,
preserve   principal  and  provide   liquidity  to  meet   anticipated   payment
obligations.

     The  Company's  cash flows from  operations  were negative at $3.7 million,
$31.8  million  and $17.0  million  for the  years  ended  1998,  1997 and 1996,
respectively.  Negative cash flows from operations are principally the result of
the  decline in medical  and other  benefits  payable  of $14.9  million,  $32.2
million and $13.5 million for the years ended December 31, 1998,  1997 and 1996,
respectively.  The  decline  in  medical  and  other  benefits  payable  results
primarily  from a decline in business and a reduction in the inventory of claims
pending  adjudication.  The Company's cash flows from  operations  were positive
during the last half of 1998 and should  remain  positive  during  1999 due to a
leveling of the claims  inventory,  growth in membership  and lower debt service
costs as a result of the  assumption  of $70.0  million in debt by  Newco/UWS in
September 1998.

     The Company's insurance subsidiaries operate in states that require certain
levels of  regulatory  capital and surplus and may  restrict  dividends to their
parent companies.  The National Association of Insurance  Commissioners ("NAIC")
has adopted  risk-based  capital ("RBC")  standards for life and health insurers
designed to evaluate the  adequacy of statutory  capital and surplus in relation
to various  business  risks faced by such  insurers.  The RBC formula is used by
state  insurance  regulators  as an early  warning  tool to  identify  insurance
companies that potentially are inadequately  capitalized.  At December 31, 1998,
the Company's principal insurance company subsidiaries had an RBC ratio that was
substantially above the levels which would require regulatory action.

     On July 31, 1998, in anticipation of the spin-off transaction,  the Company
refinanced its  subordinated  notes  outstanding in the amount of $44.9 million.
The  subordinated  notes,   including  accrued  interest,   were  replaced  with
borrowings of $45.2  million on a bank line of credit with a maximum  commitment
of $70.0 million.  The line of credit contains certain  covenants  which,  among
other matters, requires the Company to maintain a minimum tangible net worth and
restricts  the  Company's  ability to incur  additional  debt,  pay future  cash
dividends  and  transfer  assets.  The  Company is in  compliance  with all such
covenants at December 31, 1998.

     In addition to internally  generated  funds and periodic  borrowings on its
bank line of credit,  the Company  believes that  additional  financing could be
obtained through equity offerings,  debt offerings or bank borrowings, as market
conditions may permit or dictate.

     The Company does not expect to pay any cash  dividends  in the  foreseeable
future and intends to employ its earnings in the  continued  development  of its
business.  The  Company's  future  dividend  policy will depend on its earnings,
capital requirements,  financial condition and other factors considered relevant
by the Board of Directors.

MARKET RISK EXPOSURE

     The primary investment  objective of the Company is to maximize  investment
income while  controlling risks and preserving  principal.  The Company seeks to
meet this investment  objective  through  diversity of coupon rates,  liquidity,
investment  type,  industry,  issuer and  geographic  location.  The  investment
portfolio of the Company consists primarily of investment grade debt securities.
Outside investment  managers who seek to maximize return on the portfolio within
the Company's investment  guidelines are utilized.  At December 31, 1998, $296.5
million or 99.2% of the  Company's  total  investment  portfolio was invested in
debt securities.

                                                                              18
<PAGE>

     The bond  portfolio  had an average  quality  rating of A1 at December  31,
1998,  and Aa3 at December 31, 1997,  as measured by Moody's  Investor  Service.
Almost the entire  portfolio was  classified as available for sale.  The Company
had no investment  mortgage loans,  non-publicly  traded securities  (except for
principal  only  strips of U.S.  Government  securities),  real  estate held for
investment or financial  derivatives.  The market value of the total  investment
portfolio exceeded amortized cost by $1.9 million at December 31, 1998.

     The primary  market  risk  affecting  the  Company is  interest  rate risk.
Assuming an immediate  increase of 100 basis points in interest  rates,  the net
hypothetical  decline in fair value of  shareholders'  equity is estimated to be
$7.2  million  (after  tax)  at  December  31,  1998.  This  amount   represents
approximately 2.7% of the Company's shareholders' equity.

     At December 31, 1998, the fair value of the Company's  borrowings under the
line of  credit  facility  approximated  the  carrying  value.  Market  risk was
estimated  as  the  potential  increase  in  the  fair  value  resulting  from a
hypothetical 1% decrease in the Company's weighted average short-term  borrowing
rate at December 31, 1998,  and was not  materially  different from the year end
carrying value.

INFLATION

     Health care costs have been rising and are  expected to continue to rise at
a rate that  exceeds the  consumer  price  index.  The  Company's  cost  control
measures and premium rate increases are designed to reduce the adverse effect of
medical cost  inflation  on its  operations.  In addition,  the Company uses its
underwriting and medical  management  capabilities to help control  inflation in
health care costs. However, there can be no assurance that the Company's efforts
will fully offset the impact of inflation or that premium revenue increases will
equal or exceed increasing health care costs.

YEAR 2000

     The Year 2000 issue is the result of computer  programs being written using
two digits rather than four to define the applicable  year.  Computer  equipment
and software  devices  with  embedded  technology  that are  time-sensitive  may
recognize  a date using "00" as the year 1900  rather  that the year 2000.  This
could  result in a system  failure or  miscalculations  causing  disruptions  of
operations,  including,  among other  things,  a temporary  inability to process
transactions or engage in similar normal business activities.

     The Company has divided the Year 2000 issues facing the  organization  into
three major sections:  1) software  applications  developed in-house  ("In-house
Applications");  2) software  applications acquired from a third party that have
been  customized  by the Company  ("Customized  Applications");  and 3) software
applications  acquired  from a third party that have not been  customized by the
Company and those products and services provided to the Company by third parties
("Third Party Products").

     In-house  Applications  represent  the  primary  operating  software of the
Company and include  applications that perform premium billing and cash posting,
claims adjudication and commission payment  processing.  The project to make all
In-House  Applications  Year 2000  compliant was completed in November 1998. The
deletion of temporary  bridges and workfiles  used to  facilitate  communication
between  compliant  and  non-compliant  computer  codes during the course of the
implementation was completed in early March 1999.

     Customized  Applications include electronic data interchange  applications,
publishing  systems,  fax  capabilities,  accounting  packages and other special
application  software as well as utility  software  packages that serve as links
between different  packages.  Each of these software packages is currently being
upgraded or replaced. It is anticipated that all Customized Applications will be
compliant  prior to the end of the third quarter of 1999.  With respect to Third
Party  Products,  the Company has reviewed its business  processes that may have
Year 2000 concerns  performed by, with or through external business  associates.
This  includes  computer  hardware,  


                                                                              19
<PAGE>

telephone  systems,  security  systems  and
numerous other products as well as third party  applications  that have not been
customized by the Company.  The Company has evaluated various third parties that
provide  products or  services,  such as printing  companies,  power and utility
companies and other  vendors.  Where  appropriate,  agreements  with third party
vendors  have been  amended and Year 2000  compliance  certifications  have been
obtained.  Significant business partners and vendors will be required to provide
the Company with Year 2000  certified  products or services.  Such  products and
services  are  being   tested  by  the  Company  to  validate   the   compliance
certification.  The Company  estimates this portion of the plan is approximately
73% complete, is on schedule and is planned for completion in September 1999.

YEAR 2000 PLAN                   PERCENT COMPLETE             COMPLETION DATE

In-house Applications                  100%                   March 1999

Customized Applications                 43%                   September 1999

Third Party Products                    73%                   September 1999

     The cost of the Year 2000 project is being funded  through  operating  cash
flows and is not expected to be material to the  Company's  financial  position.
Through December  31,1998,  the Company has incurred costs of $2.0 million ($1.5
million  in 1998)  relating  to the Year  2000  project.  In 1999,  the  Company
anticipates  an  additional  cost of $1.1  million  which  will be  expensed  as
incurred.  The Company has made capital  expenditures  of $1.8  million  through
December 31,  1998,  and expects to make an  additional  $3.1 million in capital
expenditures to complete the project.

     The Company is  developing  a  comprehensive  analysis  of the  operational
problems  and costs  (including  loss of  revenues)  that could  result from the
unlikely  failure by the Company and certain third  parties to complete  efforts
necessary to achieve Year 2000 compliance on a timely basis. The majority of the
contingency  plans has been  developed and documented for dealing with the worst
case scenarios with the highest chance of occurring. The Company currently plans
to complete such analysis and contingency  planning during the second quarter of
1999.

     The  costs  of the  project  and the  date on which  the  Company  plans to
complete the necessary Year 2000  modifications  are based on management's  best
estimates,  which were  derived  using  numerous  assumptions  of future  events
including  the  continued   availability  of  certain  resources,   third  party
remediation  plans  and other  factors.  There can be no  guarantee  that  these
timelines or estimates will be achieved.  Actual results could differ materially
from those planned.  Specific factors that might cause such material differences
to occur include, but are not limited to, the availability and cost of personnel
trained in this area;  the ability to locate and correct all  relevant  computer
codes;  and the ability of the Company's  significant  suppliers,  customers and
others  with which it  conducts  business,  including  federal,  state and local
governmental  agencies,  to identify and resolve  their own Year 2000 issues and
similar uncertainties.  Due to these uncertainties, the Company may face certain
claims,  the impact of which is not  currently  estimable.  No assurance  can be
given that the cost of defending  and  resolving  such claims,  if any, will not
significantly  affect the Company's results of operations.  Although the Company
has some  agreements  with  third  party  vendors  and  suppliers  that  contain
indemnification  provisions that protect the Company under certain circumstances
relating  to  Year  2000  issues,   there  can  be  no   assurances   that  such
indemnification provisions will cover all of the Company's liabilities and costs
related to Year 2000 claims by third parties.

                                                                              20

<PAGE>


FORWARD LOOKING STATEMENTS

     Statements  contained  in this  report  that are not  historical  facts are
forward looking  statements subject to inherent risks and uncertainties that may
cause actual results or events to differ  materially from those  contemplated by
such forward looking statements. The terms "anticipate",  "believe", "estimate",
"expect", "objective", "plan", "project" and similar expressions are intended to
identify  forward looking  statements.  In addition to the assumptions and other
factors  referred to specifically in connection  with such  statements,  factors
that may  cause  actual  results  or  events to  differ  materially  from  those
contemplated by such forward looking statements,  include, among others, (1) the
effects of either federal or state health care reform or other legislation;  (2)
rising health care costs,  including the Company's ability to predict such costs
and adequately  price its products;  (3) changes in membership  utilization  and
risk; (4) government  regulations,  including changes in insurance,  health care
and other  regulatory  conditions;  (5)  delays  in  regulatory  approvals,  and
regulatory   action   resulting  from  market   conduct   activity  and  general
administrative  compliance  with state and federal  laws;  (6) general  business
conditions,  including  competitive  practices  and  demand  for  the  Company's
products;  (7)  development of claims  reserves;  (8) rating agency policies and
practices; (9) general economic conditions,  including changes in interest rates
and the effect of such changes on the Company's investment  portfolio;  (10) the
Company's   ability  to  integrate   acquisitions;   (11)  unforeseen  costs  or
consequences  of Year 2000  issues;  (12) the  retention of key  management  and
technical  employees,  and (13) other  factors  that may be  referred  to in the
Company's reports filed with the Securities and Exchange Commission from time to
time.

ITEM 7A. QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK.

     See "Item 7.  Management's  Discussion and Analysis of Financial  Condition
and Results of Operations -- Market Risk  Exposure" for  information  concerning
potential market risks related to the Company's investment portfolio.

                                                                              21

<PAGE>


ITEM 8.  FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA.


                         REPORT OF INDEPENDENT AUDITORS

Board of Directors
American Medical Security Group, Inc.

     We have audited the  accompanying  consolidated  balance sheets of American
Medical  Security  Group,  Inc. and its  subsidiaries,  formerly known as United
Wisconsin  Services,  Inc.,  (the Company) as of December 31, 1998 and 1997, and
the related consolidated  statements of income,  changes in shareholders' equity
and  comprehensive  income  and cash  flows for each of the  three  years in the
period ended December 31, 1998. Our audits also included the financial statement
schedules  listed in the Index at Item 14(a).  These  financial  statements  and
schedules are the responsibility of the Company's management. Our responsibility
is to express an opinion on these  financial  statements and schedules  based on
our audits.

     We conducted  our audits in accordance  with  generally  accepted  auditing
standards.  Those standards require that we plan and perform the audit to obtain
reasonable assurance about whether the financial statements are free of material
misstatement.  An audit includes examining, on a test basis, evidence supporting
the amounts and disclosures in the financial statements.  An audit also includes
assessing the  accounting  principles  used and  significant  estimates  made by
management,  as well as evaluating the overall financial statement presentation.
We believe that our audits provide a reasonable basis for our opinion.

     In our opinion,  the consolidated  financial  statements  referred to above
present fairly, in all material respects, the consolidated financial position of
the Company as of December 31, 1998 and 1997,  and the  consolidated  results of
its  operations  and its cash  flows for each of the three  years in the  period
ended  December 31, 1998,  in  conformity  with  generally  accepted  accounting
principles.  Also, in our opinion,  the related financial  statement  schedules,
when considered in relation to the basic financial  statements taken as a whole,
present fairly in all material respects the information set forth therein.


/s/ Ernst & Young LLP

Milwaukee, Wisconsin
February 5, 1999

                                                                              22
<PAGE>


<TABLE>


                                                                              
                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                            CONSOLIDATED BALANCE SHEETS

<CAPTION>

                                                                                    December 31,
                                                                                1998            1997
                                                                          ---------------------------------
                                                                                   (IN THOUSANDS)
<S>                                                                       <C>               <C>    
ASSETS

Investments:
   Securities available for sale, at fair value:
       Fixed maturities                                                      $   293,096     $   266,976
       Equity securities-preferred                                                 2,457             787
   Fixed maturity securities held to maturity, at amortized cost                   3,361           3,804
                                                                          ---------------------------------

                Total Investments                                                298,914         271,567

Cash and Cash Equivalents                                                         10,648          45,291

Other Assets:
   Property and equipment, net                                                    35,356          37,169
   Goodwill and other intangibles, net                                           116,093         137,796
   Other assets                                                                   37,711          32,697
                                                                          ---------------------------------

                Total Other Assets                                               189,160         207,662

Net Assets of Discontinued Operations                                                  -         123,616
                                                                          ---------------------------------

Total Assets                                                                 $   498,722     $   648,136
                                                                          =================================



















SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>
                                                                              23

<PAGE>

<TABLE>

                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                      CONSOLIDATED BALANCE SHEETS (CONTINUED)

<CAPTION>

                                                                                  December 31,
                                                                             1998              1997
                                                                       ------------------------------------
                                                                                 (IN THOUSANDS)
<S>                                                                    <C>                <C>    
LIABILITIES AND SHAREHOLDERS' EQUITY

Liabilities:
   Medical and other benefits payable                                   $     113,133      $   126,882
   Advance premiums                                                            18,157           19,986
   Payables and accrued expenses                                               23,439           28,930
   Notes payable                                                               55,064          124,578
   Other liabilities                                                           22,478           21,383
                                                                       ------------------------------------

         Total Liabilities                                                    232,271          321,759

Redeemable  preferred  stock - Series A adjustable rate  
   nonconvertible,  $1,000 stated value, 25,000 shares
   authorized                                                                       -                -

Shareholders' Equity:
   Preferred stock (no par value, 475,000 shares authorized)                        -                -
   Common stock (no par value, $1 stated value, 50,000,000 shares
     authorized, 16,653,179 and 16,509,578 shares issued and
     outstanding at December 31, 1998 and 1997, respectively)                  16,653           16,510
   Paid-in capital                                                            188,981          186,768
   Retained earnings                                                           59,572          117,331
   Accumulated other comprehensive income (net of taxes
     of $642,000 in 1998 and $123,000 in 1997)                                  1,245            5,768
                                                                       ------------------------------------

         Total Shareholders' Equity                                           266,451          326,377
                                                                       ------------------------------------

Total Liabilities and Shareholders' Equity                              $     498,722      $   648,136
                                                                       ====================================












SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>
                                                                              24


<PAGE>


<TABLE>


                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                         CONSOLIDATED STATEMENTS OF INCOME
<CAPTION>


                                                                          Year ended December 31,
                                                                   1998            1997             1996
                                                             --------------------------------------------------
                                                                   (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                                          <C>                <C>              <C>    
Revenues:
   Insurance premiums                                           $     914,017   $     957,204    $     596,099
   Net investment income                                               24,220          24,071           24,570
   Other revenue                                                       22,632          24,249            2,935
                                                             --------------------------------------------------
         Total Revenues                                               960,869       1,005,524          623,604

Expenses:
   Medical and other benefits                                         691,767         733,491          472,319
   Selling, general and administrative                                242,073         252,160          157,136
   Interest                                                             7,691           9,311            4,325
   Amortization of goodwill and other intangibles                       8,781           7,975              670
   Write-off of intangible assets and related charges                  15,453               -                -
                                                             --------------------------------------------------
         Total Expenses                                               965,765       1,002,937          634,450
                                                             --------------------------------------------------

Income (Loss) From Continuing Operations,
   Before Income Taxes                                                 (4,896)          2,587          (10,846)

Income Tax Expense (Benefit)                                           (1,868)          1,032           (4,140)
                                                             --------------------------------------------------

Income (Loss) From Continuing Operations                               (3,028)          1,555           (6,706)

Income From Discontinued Operations,
   Less Applicable Income Taxes                                        10,003          16,595           16,909
                                                             --------------------------------------------------

Net Income                                                      $       6,975   $      18,150    $      10,203
                                                             ==================================================

Earnings (Loss) Per Common Share - Basic
   Continuing operations                                        $       (0.18)  $        0.10    $       (0.52)
   Discontinued operations                                               0.60            1.01             1.31
                                                             --------------------------------------------------
Net Income Per Common Share                                     $        0.42   $        1.11    $        0.79
                                                             ==================================================

Earnings (Loss) Per Common Share - Diluted
   Continuing operations                                        $       (0.18)  $        0.10    $       (0.52)
   Discontinued operations                                               0.60            1.00             1.31
                                                             --------------------------------------------------
Net Income Per Common Share                                     $        0.42   $        1.10    $        0.79
                                                             ==================================================











SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>

                                                                              25

<PAGE>
<TABLE>


                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                CONSOLIDATED STATEMENTS OF CHANGES IN SHAREHOLDERS' EQUITY AND COMPREHENSIVE INCOME
<CAPTION>

                                                                                          Accumulated
                                                                                             Other
                                         Common                                          Comprehensive      Total
                                         Shares       Common      Paid-In     Retained    Income, Net   Shareholders'
                                       Outstanding     Stock      Capital     Earnings      of Taxes        Equity
                                      ---------------------------------------------------------------------------------
                                                     (IN THOUSANDS, EXCEPT SHARES AND PER SHARE DATA)
<S>                                   <C>            <C>         <C>         <C>           <C>             <C>

Balance at January 1, 1996               12,599,715  $  12,600   $  86,902   $ 103,361     $    9,548      $ 212,411

Comprehensive income:
   Net income                                                                   10,203                        10,203
   Change in net unrealized gain
     on securities, net of
     reclassification adjustment
     in net income of $4,615,000
     and net of taxes of                                                                       
     $3,789,000                                                                                (3,279)        (3,279)
                                                                                                        ---------------
Comprehensive income                                                                                           6,924
                                                                                                        ---------------

Cash dividends paid on common
   stock ($.48 per share)                                                       (6,491)                       (6,491)
Issuance of common stock and
   options related to
   acquisition of subsidiary              3,694,280      3,694      97,117                                   100,811
                                      ---------------------------------------------------------------------------------
Balance at December 31, 1996             16,293,995     16,294     184,019     107,073          6,269        313,655

Comprehensive income:
   Net income                                                                   18,150                        18,150
   Change in net unrealized gain
     on securities, net of
     reclassification adjustment
     in net income of $1,854,000
     and net of taxes of $123,000                                                                (501)          (501)
                                                                                                        ---------------
Comprehensive income                                                                                          17,649
                                                                                                        ---------------

Cash dividends paid on common
   stock ($.48 per share)                                                       (7,892)                       (7,892)
Issuance of common stock                    215,583        216       2,749                                     2,965
                                      ---------------------------------------------------------------------------------
Balance at December 31, 1997             16,509,578     16,510     186,768     117,331          5,768        326,377

Comprehensive income:
   Net income                                                                    6,975                         6,975
   Change in net unrealized gain
     on securities, net of
     reclassification adjustment
     in net income of $3,670,000
     and net of taxes of $642,000                                                              (4,613)        (4,613)
                                                                                                        ---------------
Comprehensive income                                                                                           2,362
                                                                                                        ---------------

Cash dividends paid on common
   stock ($.36 per share)                                                       (5,956)                       (5,956)
Issuance of common stock                    143,601        143       2,213                                     2,356
Distribution of Newco/UWS to
   shareholders                                                                (58,778)            90        (58,688)
                                      ---------------------------------------------------------------------------------
Balance at December 31, 1998             16,653,179  $  16,653   $ 188,981   $  59,572     $    1,245      $ 266,451
                                      =================================================================================
SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>
                                                                              26

<PAGE>


<TABLE>


                                          AMERICAN MEDICAL SECURITY, INC.

                                       CONSOLIDATED STATEMENTS OF CASH FLOWS
<CAPTION>

                                                                          Year ended December 31,
                                                                1998              1997             1996
                                                          -----------------------------------------------------
                                                                             (IN THOUSANDS)
<S>                                                       <C>                 <C>              <C>    
OPERATING ACTIVITIES:
   Income (loss) from continuing operations               $        (3,028)    $      1,555     $      (6,706)
     Adjustments to reconcile income (loss) from
       continuing operations to net cash used in
       operating activities:
         Depreciation and amortization                             15,343           17,424             1,611
         Write-off of intangible asset                             12,833                -                 -
         Net realized investment gains                             (3,670)          (1,854)           (4,615)
         Deferred income tax benefit                               (8,256)          (1,722)             (319)
         Changes in operating accounts:
         Other assets                                              (4,869)          10,204            15,877
         Medical and other benefits payable                       (14,911)         (32,181)          (13,536)
         Advance premiums                                          (2,004)          (5,485)           (7,792)
         Payables and accrued expenses                             (6,129)           2,122               266
         Funds held on behalf of affiliated reinsurers                  -                -           (21,002)
         Other liabilities                                         10,982          (21,882)           19,237
                                                          -----------------------------------------------------
             Net Cash Used in Operating Activities                 (3,709)         (31,819)          (16,979)

INVESTING ACTIVITIES:
   Acquisition of subsidiaries (net of cash and
     cash equivalents acquired of $2,773,000 in 1998
     and $14,793,000 in 1996)                                       2,623                -           (56,837)
   Purchases of available for sale securities                    (347,931)        (276,510)         (126,361)
   Proceeds from sale of available for sale securities            300,416          311,374           200,605
   Proceeds from maturity of available for sale securities         20,225              400            23,694
   Purchases of held to maturity securities                          (540)          (1,629)           (1,416)
   Proceeds from maturity of held to maturity securities            1,100              935             1,195
   Purchases of property and equipment                             (3,326)          (1,839)             (102)
   Proceeds from sale of property and equipment                       254            2,404                 6
                                                          -----------------------------------------------------
             Net Cash Provided by (Used in) Investing
               Activities                                         (27,179)          35,135            40,784
Activities

FINANCING ACTIVITIES:
   Cash dividends paid                                             (5,956)          (7,892)           (6,491)
   Issuance of common stock                                         2,356            2,965                 -
   Proceeds from notes payable borrowings                          45,158                -                 -
   Repayment of notes payable                                     (46,944)          (1,210)           (9,277)
   Proceeds from notes with affiliate                                   -                -            70,000
   Repayment of notes with affiliate                                    -                -           (65,000)
                                                          -----------------------------------------------------
             Net Cash Used in Financing Activities                 (5,386)          (6,137)          (10,768)

Net Cash Provided by Discontinued Operations                        1,631           16,113            13,751
                                                          -----------------------------------------------------

Cash and cash equivalents:
   Net increase (decrease) during year                            (34,643)          13,292            26,788
   Balance at beginning of year                                    45,291           31,999             5,211
                                                          -----------------------------------------------------
             Balance at End of Year                       $        10,648     $     45,291     $      31,999
                                                          =====================================================
SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>
                                                                              27

<PAGE>



                      AMERICAN MEDICAL SECURITY GROUP, INC.

                   NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

1.       ORGANIZATION AND SIGNIFICANT ACCOUNTING POLICIES

ORGANIZATION

     American Medical Security Group,  Inc.,  formerly known as United Wisconsin
Services,   Inc.,  together  with  its  subsidiary   companies  ("AMSG"  or  the
"Company"),  provides life and health  insurance  products for  individuals  and
small  employer  groups.  The Company  offers a wide  variety of health and life
insurance  products including medical,  dental,  prescription drug,  disability,
group term life and accidental death insurance.  The Company's products are sold
through licensed,  independent agents in 33 states and the District of Columbia.
Approximately 120 Company sales managers located in sales offices throughout the
United States support the independent  agents. The Company  principally  markets
health  benefit  products  that  provide  discounts  to  insureds  that  utilize
preferred provider  organizations  (PPOs).  AMSG owns a large preferred provider
network  and  also  contracts  with  more  than  65  other  networks  to  ensure
cost-effective health care choices to its customers.

BASIS OF PRESENTATION

     The consolidated  financial  statements include the accounts of the Company
and all of its majority-owned  subsidiaries.  Significant  intercompany accounts
and transactions have been eliminated.

     The accompanying  consolidated  financial  statements have been prepared in
accordance  with  generally  accepted  accounting   principles   ("GAAP").   The
preparation of financial  statements in conformity with GAAP requires management
to make  estimates  and  assumptions  that  affect the  amounts  reported in the
consolidated  financial  statements and accompanying notes. Actual results could
differ from those estimates.

CASH AND CASH EQUIVALENTS

     Cash and cash equivalents include operating cash and short-term investments
with original  maturities of three months or less. These amounts are recorded at
cost, which approximates market.

INVESTMENTS

     Investments    are    classified    as    either     held-to-maturity    or
available-for-sale.  Investments  which the Company has the positive  intent and
ability to hold to maturity are designated as held-to-maturity and are stated at
amortized cost. All other investments are classified as  available-for-sale  and
are stated at fair value based on quoted market prices,  with  unrealized  gains
and losses  excluded  from  earnings  and  reported as a separate  component  of
shareholders'  equity as accumulated other  comprehensive  income, net of income
tax effects.  Realized gains and losses from the sale of available-for-sale debt
securities and equity securities are based on the first-in, first-out basis.

FAIR VALUE OF FINANCIAL INSTRUMENTS

     The fair values of  investments  are reported in Note 4. The fair values of
other  financial  instruments,  principally  other  assets,  advanced  premiums,
payables and accrued expenses,  notes payable and other liabilities  approximate
their December 31, 1998 and 1997 carrying values.

GOODWILL AND OTHER INTANGIBLES

     Goodwill  represents  the excess of cost over the fair market  value of net
assets acquired.  Goodwill and other intangible  assets are being amortized on a
straight-line basis over a period of 40 years or less. Accumulated  amortization
was $8,403,000 and $8,895,000 at December 31, 1998 and 1997, respectively.

                                                                              28
<PAGE>

     The Company  periodically  evaluates whether events and circumstances  have
occurred which may affect the estimated useful life or the recoverability of the
remaining  balance  of  its  intangibles.   The  study  conducted  during  1998,
determined that the Company's sales  distribution  system intangible assets were
considered to be impaired as the Company largely eliminated its commission-based
sales offices, replacing them with salaried sales offices since the acquisition.
This resulted in an after-tax charge of $9,251,000 or $0.56 per share, including
$7,683,000 of intangible  distribution  system assets and  $1,568,000 of related
costs. The Company's  management  believes that no other material  impairment of
goodwill or other intangible assets exists at December 31, 1998.

REVENUE RECOGNITION

     Premiums for group life and health policies are recognized ratably over the
period that insurance coverage is provided.

MEDICAL AND OTHER BENEFITS

     The  liabilities  for  medical  and other  benefits  are  determined  using
statistical  analyses  and  represent  estimates of the ultimate net cost of all
reported  and  unreported  claims  that are  unpaid at year end.  The  Company's
year-end claim liabilities are substantially satisfied through claim payments in
the subsequent  year.  Management  believes that the  liabilities  for insurance
claims are adequate.  The liability  for medical and other  benefits,  excluding
reinsurance recoverables, of $123,907,000 at December 31, 1997, was deficient in
the  subsequent  year by  $1,228,000.  At December 31,  1996,  medical and other
benefits payable, including reinsurance recoverables of $155,114,000,  developed
favorably by  $9,418,000  in the  subsequent  year.  The  estimates are reviewed
periodically  and, as  adjustments  to the  liabilities  become  necessary,  the
adjustments are reflected in current operations.

REINSURANCE

     Reinsurance premiums,  commissions and expense  reimbursements on reinsured
business are accounted for on a basis  consistent  with those used in accounting
for the original  policies  issued and the terms of the  reinsurance  contracts.
Premiums and benefits ceded to other companies have been reported as a reduction
of premium revenue and benefits. Reinsurance receivables and prepaid reinsurance
premium amounts are reported as assets.

     The Company  limits the maximum net loss that can arise from certain  lines
of business by reinsuring (ceding) a portion of these risks with other insurance
organizations  (reinsurers)  on an  excess  of loss or quota  share  basis.  The
Company  is  contingently  liable on  reinsurance  ceded in the  event  that the
reinsurers do not meet their contractual obligations.

     The Company has  acquired  certain  business  from other  carriers  through
reinsurance transactions.  A summary of reinsurance ceded and assumed related to
acquired business is as follows:
<TABLE>
<CAPTION>

                                                         1998               1997
                                                    --------------- -- ---------------
                                                             (IN THOUSANDS)
<S>                                                 <C>                <C>    
Reinsurance Assumed:
  Insurance Premiums                                $    99,645        $      30,256
  Medical and Other Benefits                             80,786               23,270

Reinsurance Ceded:
  Insurance Premiums                                $    14,074        $           -
  Medical and Other Benefits                             12,958                    -

</TABLE>
                                                                              29
<PAGE>


PROPERTY AND EQUIPMENT

     Property and equipment are recorded at cost.  Depreciation and amortization
are provided  using the  straight-line  method over the estimated  useful lives,
which are 20 to 30 years for land improvements, 10 to 40 years for buildings and
building  improvements,  three to five years for computer equipment and software
and three to 10 years for furniture and other equipment.

INCOME TAXES

     Deferred income taxes reflect the net tax effects of temporary  differences
between the carrying  amounts of assets and liabilities for financial  statement
purposes and the amounts used for income tax purposes.  A valuation allowance is
recorded on deferred tax assets that  management  believes  more likely than not
will not be realized.

EARNINGS PER COMMON SHARE

     In 1997, the Financial Accounting Standards Board ("FASB") issued Statement
of Financial  Accounting Standards ("SFAS") No. 128, "Earnings per Share," which
replaces  the  presentation  of primary  and fully  diluted  earnings  per share
("EPS") with a presentation of basic and diluted EPS.

     The following table sets forth the computation of basic and diluted EPS:
<TABLE>
<CAPTION>

                                                                          Year ended December 31,
                                                                    1998           1997           1996
                                                                -------------- -------------- --------------
                                                              (IN THOUSANDS, EXCEPT SHARE AND PER SHARE DATA)
<S>                                                             <C>            <C>            <C>    

Numerator:
 Income (loss) from continuing operations                        $     (3,028)  $      1,555   $     (6,706)

Denominator:
  Denominator for basic EPS - weighted average shares              16,558,887     16,423,270     12,892,431
  Effect of dilutive securities - employee stock options                    -        147,715              -
                                                                -------------- -------------- --------------
  Denominator for diluted EPS                                      16,558,887     16,570,985     12,892,431
                                                                ============== ============== ==============

Income (loss) from continuing operations:
  Basic                                                          $      (0.18)  $       0.10   $      (0.52)
  Diluted                                                        $      (0.18)  $       0.10   $      (0.52)
</TABLE>

     The  effect  of  dilutive  securities  is  excluded  from the  diluted  EPS
computation  for the years 1998 and 1996  because  employee  stock  options  are
antidilutive during such periods. Options to purchase 1,908,449 shares of common
stock were  outstanding  and  exercisable at the end of 1997 and all but 147,715
were not included in the  computation of diluted  earnings per share because the
options'  exercise  price was greater  than the average  market  price of common
shares and, therefore, the effect would be antidilutive.

COMPREHENSIVE INCOME

     In June  1997,  the FASB  issued  SFAS No.  130,  "Reporting  Comprehensive
Income"   which   established   standards  for  the  reporting  and  display  of
comprehensive   income  and  its   components  in  a  full  set  of  comparative
general-purpose  financial  statements.  The statement  became effective for the
Company as of January 1, 1998. Comprehensive income is defined in this statement
as net income plus other  comprehensive  income,  which for the  Company,  under
existing  accounting  standards,  includes  unrealized gains and losses,  net of
income tax  effects,  on  certain  investments  in debt and  equity  securities.
Comprehensive  income is reported by the Company in the consolidated  statements
of changes in shareholders' equity and comprehensive income.

                                                                              30
<PAGE>

RECLASSIFICATIONS

     Certain  reclassifications have been made to the 1997 and 1996 consolidated
financial statements to conform with the 1998 presentation.

2.       DISTRIBUTION OF NEWCO/UWS TO SHAREHOLDERS

     On May 27,  1998,  the Board of  Directors  of the  Company,  then known as
United Wisconsin Services, Inc., ("UWS") approved a plan to spin off its managed
care  companies  and  specialty  management  business to its  shareholders  (the
"Distribution").  In connection with the spin-off,  the Company changed its name
to  "American  Medical  Security  Group,   Inc."  On  September  25,  1998,  the
distribution date,  shareholders of AMSG received one share of common stock of a
newly formed company,  Newco/UWS,  Inc.  ("Newco/UWS"),  for every share of AMSG
owned as of September  11, 1998,  the record  date.  At December 31, 1998,  Blue
Cross and Blue Shield United of Wisconsin  ("BCBSUW") holds approximately 38% of
the outstanding stock of AMSG.

     The net assets of  Newco/UWS  consisted  of assets and  liabilities  of the
managed care and specialty  management  business along with  $70,000,000 in debt
that was assumed by Newco/UWS in conjunction  with the  Distribution.  Newco/UWS
was renamed United Wisconsin  Services,  Inc. AMSG has obtained a private ruling
from the Internal  Revenue Service to the effect that the spin-off  qualifies as
tax  free  to  AMSG,  Newco/UWS  and to AMSG  shareholders.  The  operations  of
Newco/UWS,  along with direct costs of approximately  $4,900,000 associated with
the spin-off, have been reflected in discontinued operations.  All prior periods
of the consolidated  financial  statements of AMSG have been restated to reflect
Newco/UWS operations as discontinued operations in the accompanying consolidated
financial statements of AMSG. Discontinued operations reported total revenues of
$488,033,000,   $609,109,000   and   $539,764,000   for  1998,   1997  and  1996
respectively.  Interest  expense on the $70,000,000 debt assumed by Newco/UWS is
reflected in continuing operations only through September 11, 1998.

3.       ACQUISITIONS

     Prior to December 3, 1996,  the  Company  owned 12% of the common  stock of
American Medical Security Group, Inc., a Delaware corporation,  ("Old AMS"). The
Company also had a joint venture agreement with Old AMS and its subsidiaries and
was a party to related reinsurance  agreements.  Effective December 3, 1996, the
Company acquired the remaining 88% of Old AMS. The aggregate  consideration  for
the  acquisition was cash of $71,800,000,  including  expenses,  and $98,719,000
representing  the market value of 3,694,280 newly issued shares of the Company's
common stock and options to purchase the  Company's  common  stock.  Most of the
cash  consideration  came from $70,000,000  borrowed from BCBSUW. In conjunction
with the  acquisition,  $150,018,000  of  goodwill  and  other  intangibles  and
$22,173,000  of  related   deferred  tax   liabilities   were  recorded  on  the
consolidated balance sheet.

     The above  acquisition  has been accounted for using the purchase method of
accounting,  and the accompanying  consolidated financial statements include the
results of operations from the date of acquisition.

     On a pro forma basis,  assuming the  acquisition had occurred on January 1,
1996, after giving effect to certain  adjustments  arising from the recording of
the  transaction,  including  amortization  of goodwill  and other  intangibles,
reduction of investment  income due to cash payments,  interest  expense on debt
and intercompany eliminations, 1996 revenues would have been $1,150,000,000.  In
addition,  the loss from  continuing  operations  would  have been  $25,112,000,
resulting in a loss per common share of $1.95.

     These pro forma results are not necessarily  indicative of the results that
would have  occurred  had the  acquisition  taken  place on January 1, 1996,  or
indicative of future results of operations for the combined companies.

                                                                              31

<PAGE>


4.       INVESTMENTS

         Net  investment   income  from  continuing   operations   includes  the
following:
<TABLE>
<CAPTION>

                                                                          Year ended December 31,
                                                                    1998           1997           1996
                                                                -------------- -------------- --------------
                                                                              (IN THOUSANDS)

<S>                                                             <C>             <C>            <C>   
Interest on fixed maturities                                     $   18,437     $   19,037     $   18,889
Dividends on equity securities                                          716          2,369          1,205
Realized gains                                                        5,078          2,219          7,413
Realized losses                                                      (1,408)          (365)        (2,798)
Interest on cash equivalents and other investment income              2,112          1,720            744
                                                                -------------- -------------- --------------
Gross investment income                                              24,935         24,980         25,453
Investment expenses                                                    (715)          (909)          (883)
                                                                -------------- -------------- --------------
                                                                 $   24,220     $   24,071     $   24,570
                                                                ============== ============== ==============
</TABLE>

     Unrealized gains (losses) are computed as the difference  between estimated
fair  value and  amortized  cost for  equity  securities  and  fixed  maturities
classified  as available  for sale. A summary of the net increase  (decrease) in
unrealized gains, which is included in other accumulated  comprehensive  income,
is as follows:

<TABLE>
<CAPTION>

                                                                          Year ended December 31,
                                                                    1998           1997           1996
                                                                -------------- -------------- --------------
                                                                              (IN THOUSANDS)

<S>                                                             <C>            <C>            <C>    
Fixed maturities                                                 $   (1,849)    $    7,669     $   (6,186)
Equity securities                                                      (105)        (7,545)        (4,841)
Funds held on behalf of affiliated reinsurer, net of
   deferred income taxes                                                  -              -          3,511
Discontinued operations, net of deferred income taxes                (3,211)          (748)           448
                                                                -------------- -------------- --------------
                                                                 $   (5,165)    $     (624)    $   (7,068)
                                                                ============== ============== ==============
</TABLE>

                                                                              32

<PAGE>


         The amortized  cost and  estimated  fair values of  investments  are as
follows:
<TABLE>
<CAPTION>

                                                                Gross           Gross
                                             Amortized       Unrealized       Unrealized      Estimated
                                                Cost            Gains           Losses        Fair Value
                                           --------------- ---------------- --------------- ---------------
                                                                   (IN THOUSANDS)
<S>                                        <C>             <C>              <C>             <C>    
AT DECEMBER 31, 1998:
   Available for sale:
     Fixed maturities:
       U.S. Treasury securities             $    35,932     $       630      $       (31)    $    36,531
       Corporate debt securities                168,853           3,201           (2,230)        169,824
       Foreign government securities             18,055             371             (476)         17,950
       Government agency mortgage-backed
         securities                              68,291             536              (36)         68,791
                                           --------------- ---------------- --------------- ---------------
                                                291,131           4,738           (2,773)        293,096
       Equity securities - preferred              2,507               -              (50)          2,457
   Held to maturity:
       U.S. Treasury securities                   3,361              85                -           3,446
                                           --------------- ---------------- --------------- ---------------
                                            $   296,999     $     4,823      $    (2,823)    $   298,999
                                           =============== ================ =============== ===============
</TABLE>
<TABLE>
<CAPTION>



                                                               Gross           Gross
                                             Amortized      Unrealized      Unrealized       Estimated
                                                Cost           Gains          Losses         Fair Value
                                           --------------- -------------- ---------------- ---------------
                                                                   (IN THOUSANDS)
<S>                                        <C>             <C>            <C>              <C>    
AT DECEMBER 31, 1997:
   Available for sale:
     Fixed maturities:
       U.S. Treasury securities             $    59,038     $       625    $         -      $    59,663
       Corporate debt securities                145,289           2,847           (177)         147,959
       Foreign government securities             16,489             218           (298)          16,409
       Government agency mortgage-backed
         securities                              42,346             607             (8)          42,945
                                           --------------- -------------- ---------------- ---------------
                                                263,162           4,297           (483)         266,976
       Equity securities - preferred                732              55              -              787
   Held to maturity:
       U.S. Treasury securities                   3,804              91              -            3,895
                                           --------------- -------------- ---------------- ---------------
                                            $   267,698     $     4,443    $      (483)     $   271,658
                                           =============== ============== ================ ===============

</TABLE>
                                                                              33
<PAGE>


     The amortized cost and estimated fair values of debt securities at December
31, 1998, by contractual  maturity,  are shown below.  Expected  maturities will
differ from contractual  maturities because borrowers may have the right to call
or prepay obligations.
<TABLE>
<CAPTION>

                                                             Available-for-Sale           Held-to-Maturity
                                                          Amortized     Estimated      Amortized     Estimated
                                                             Cost       Fair Value       Cost        Fair Value
                                                         ------------- ------------- -------------- -------------
                                                                             (IN THOUSANDS)
<S>                                                      <C>           <C>           <C>            <C>    
Available for sale:
   Due in one year or less                                $     12,597  $    12,635   $       617    $       627
   Due after one through five years                             89,529       89,852         2,744          2,819
   Due after five through ten years                             83,619       84,304             -              -
   Due after ten years                                          37,095       37,514             -              -
                                                         ------------- ------------- -------------- -------------
                                                               222,840      224,305         3,361          3,446
  Government agency mortgage-backed securities                  68,291       68,791             -              -
                                                         ------------- ------------- -------------- -------------
                                                          $    291,131  $   293,096   $     3,361    $     3,446
                                                         ============= ============= ============== =============
</TABLE>

     At December 31, 1998, the insurance  subsidiaries  had fixed securities and
cash  equivalents  on deposit  with various  state  insurance  departments  with
carrying values of approximately $3,361,000.

5.       PROPERTY AND EQUIPMENT

     Property and equipment are stated at cost and are summarized as follows:
<TABLE>
<CAPTION>

                                                                                      December 31,
                                                                                  1998            1997
                                                                             --------------- ---------------
                                                                                     (IN THOUSANDS)
<S>                                                                          <C>             <C>    
Land and land improvements                                                    $     3,877     $     3,877
Building and building improvements                                                 23,740          23,232
Computer equipment and software                                                    13,052          10,594
Furniture and other equipment                                                      13,137          12,281
                                                                             --------------- ---------------
                                                                                   53,806          49,984
Less accumulated depreciation                                                     (18,450)        (12,815)
                                                                             --------------- ---------------
                                                                              $    35,356     $    37,169
                                                                             =============== ===============
</TABLE>

     The Company  recognized  depreciation  expense on property and equipment of
$5,450,000, $8,625,0000 and $1,425,000 in 1998, 1997 and 1996, respectively.

                                                                              34

<PAGE>


6.       DEBT

     Notes payable consists of the following:
<TABLE>
<CAPTION>

                                                                                      December 31,
                                                                                  1998            1997
                                                                             -------------------------------
                                                                                     (IN THOUSANDS)
<S>                                                                          <C>              <C>    
Line of credit,  commercial bank, adjusted periodically,  interest payments
due quarterly through July 31, 2003                                           $      45,158    $          -
                                                                 
Mortgage  payable,  commercial  bank,  9.05%  interest,  monthly  principal
payments of $100,000 plus interest through January 1, 2004                            8,500           9,700

Notes payable, commercial bank, adjusted periodically, one year
note due March 31, 1999, interest payments due monthly                                1,000               -

Promissory note, 8.00% interest, quarterly principal payments of
$47,000 plus interest through October 1, 2001                                           406               -

Subordinated notes, 7.75% interest, due July 1, 2000; retired
July 30, 1998                                                                             -          44,878

Note payable, BCBSUW, 1.25% in excess of LIBOR, adjusted quarterly                        -          70,000

                                                                             --------------- ---------------
                                                                              $      55,064    $    124,578
                                                                             =============== ===============
</TABLE>

     As further  discussed  in Note 2, the note payable to BCBSUW was assumed by
Newco/UWS in conjunction with the Distribution.

     On July 31, 1998, the Company  entered into a five year revolving bank line
of credit with a maximum commitment of $70,000,000,  and a $10,000,000  sublimit
for swingline loans.  Under the bank line of credit,  the Company has the option
to select an interest rate at the  Eurodollar  rate or the alternate  base rate.
The  alternate  base rate is the  larger of the  bank's  corporate  base rate of
interest or the federal funds rate plus 1/2% per annum.  The swingline loans are
used for short term  borrowing  and are  required  to be repaid no later than 30
days after they are made.  Swingline loans are charged the bank's daily floating
rate of interest.  The agreement  contains certain convenants which, among other
matters,  require  the  Company  to  maintain a minimum  tangible  net worth and
restrict  the  Company's  ability to incur  additional  debt,  pay  future  cash
dividends and transfer  assets.  The aggregate  commitment on the line of credit
must be reduced to  $60,000,000,  $50,000,000  and $35,000,000 on July 31, 2000,
July 31, 2001 and July 31, 2002, respectively.

     During 1998 the Company borrowed  $45,158,000 on the bank line of credit to
retire its subordinated notes outstanding.  A six month Eurodollar rate of 6.00%
was selected on November 5, 1998 for the outstanding line of credit  borrowings.
The weighted  average  interest rate on swingline  loans as of December 31, 1998
was 7.75%. The mortgage payable is  collateralized  by the Company's home office
property located in Green Bay, Wisconsin.

     The Company  believes the carrying value of all notes payable  approximates
their  fair  value.  Future  annual  principal  amounts  due for all  notes  are
$2,222,000 for 1999,  $1,392,000 for 2001,  $11,358,000 for 2002 and $36,200,000
for  2003.  During  1998,  1997  and  1996  interest  paid  totaled  $6,971,000,
$9,320,000 and $5,105,000, respectively.

                                                                              35

<PAGE>

7.       RELATED-PARTY TRANSACTIONS

     The Company has loans and advances  receivable from  employees,  agents and
joint  venture  partners of $2,517,000  and  $2,204,000 at December 31, 1998 and
1997,  respectively.   The  Company  has  a  deferred  compensation  payable  to
executives of $1,421,000 and $1,288,000 for 1998 and 1997, respectively.

     Prior to the  Company's  acquisition  of Old AMS on December  3, 1996,  the
Company  ceded to Old AMS,  on a quota  share  basis,  approximately  50% of the
premium revenue on small group health care and life business sold by Old AMS. As
a result,  the Company retained 50% of the premium revenue and 50% of the profit
(loss) on the products sold by Old AMS.

8.       INCOME TAXES

     The Company and most of its subsidiaries file a consolidated federal income
tax return.  The Company and its  subsidiaries  file separate  state  franchise,
income and premium tax returns as applicable.

     The  Company had a net  federal  income tax  payable of $620,000  and a net
federal  income tax  receivable  of  $1,373,000  at December  31, 1998 and 1997,
respectively.  The Company and its  subsidiaries  have state net  business  loss
carryforwards  totaling  $45,622,000  at December 31, 1998,  which expire in the
year  2013.  Federal  and  state  income  tax  payments  related  to  continuing
operations,  net of refunds, were $710,000 in 1998 and $3,534,000 in 1997, while
1996 netted a refund of $1,495,000.

     The components of income tax expense (benefit) are as follows:
<TABLE>
<CAPTION>

                                                                          Year ended December 31,
                                                                    1998           1997           1996
                                                                -------------- -------------- --------------
                                                                              (IN THOUSANDS)
<S>                                                             <C>            <C>            <C>  
  Current:
     Federal                                                     $    5,295     $    1,965     $   (4,874)
     State                                                            1,091            292             (9)
                                                                -------------- -------------- --------------
                                                                      6,386          2,257         (4,883)
  Deferred:
     Federal                                                         (5,522)          (137)           962
     State                                                           (2,732)        (1,088)          (219)
                                                                -------------- -------------- --------------
                                                                     (8,254)        (1,225)           743
                                                                -------------- -------------- --------------
Income Tax Expense (Benefit) from Continuing
   Operations                                                        (1,868)         1,032         (4,140)
Income Tax Expense from Discontinued Operations                       9,028          9,918         10,986
                                                                -------------- -------------- --------------
Total Income Tax Expense                                         $    7,160     $   10,950     $    6,846
                                                                ============== ============== ==============
</TABLE>

                                                                              36

<PAGE>


     The  differences  between taxes computed at the federal  statutory rate and
recorded income taxes attributable to continuing operations are as follows:
<TABLE>
<CAPTION>

                                                                          Year ended December 31,
                                                                    1998           1997           1996
                                                                -------------- -------------- --------------
                                                                              (IN THOUSANDS)

<S>                                                             <C>            <C>            <C>    
Tax expense (benefit) at federal statutory rate                  $   (1,714)    $      904     $   (3,796)
Goodwill amortization                                                   878            844             96
State income and franchise taxes, net of federal
   benefit                                                           (1,066)          (559)          (140)
Other, net                                                               34           (157)          (300)
                                                                -------------- -------------- --------------
Tax Expense (Benefit) From Continuing Operations                 $   (1,868)    $    1,032     $   (4,140)
                                                                ============== ============== ==============
</TABLE>

     Significant  components  of the  Company's  federal and state  deferred tax
liabilities and assets are as follows:
<TABLE>
<CAPTION>

                                                        December 31, 1998            December 31, 1997
                                                   ---------------------------- ----------------------------
                                                     Federal         State         Federal        State
                                                   ------------- -------------- -------------- -------------
                                                                        (IN THOUSANDS)
<S>                                                <C>           <C>            <C>            <C>    

Deferred tax liabilities:
   Intangibles                                      $   (6,685)   $      759     $  (13,275)    $   (3,263)
   Unrealized gains on investments                        (669)            -         (1,316)             -
   Other taxable temporary differences                  (2,228)         (147)        (3,573)          (105)
                                                   ------------- -------------- -------------- -------------
                                                        (9,582)          612        (18,164)        (3,368)
Deferred tax assets:
   Advance premium discounting                           1,203             5          1,354              -
   Basis in minority-owned subsidiaries                  1,317           313          1,031            249
   Medical and other benefits payable discounting
                                                         1,415            51          1,300             27
   Unearned income                                       1,172           226          1,699            327
   Bad debt reserve and other non-deductible
     liabilities                                         1,756           371            457            148
   Specified policy acquisition costs                      802             -          1,701              -
   Depreciation and amortization                           544           299          1,647            440
   State net business loss carryforwards                     -         2,646              -          3,159
   Other deductible temporary differences                  286            38            804            390
                                                   ------------- -------------- -------------- -------------
                                                         8,495         3,949          9,993          4,740
Valuation allowance                                       (519)       (2,135)             -         (1,277)
                                                   ------------- -------------- -------------- -------------
                                                         7,976         1,814          9,993          3,463
                                                   ------------- -------------- -------------- -------------
Net Deferred Tax Assets (Liabilities)               $   (1,606)   $    2,426     $   (8,171)    $       95
                                                   ============= ============== ============== =============
</TABLE>

     The  federal  deferred  benefit  arising  from the  deductibility  of state
deferred tax is included as a component of other federal deferred taxes. The net
deferred  tax  assets  and   liabilities   are  included  in  other  assets  and
liabilities, as applicable in the accompanying balance sheets.

9.       COMMITMENTS AND CONTINGENCIES

     The Company is involved in various  legal  actions and other  contingencies
occurring in the normal  course of its business.  In the opinion of  management,
adequate  provision has been made for losses which may result from these actions
and,  accordingly,  the  outcome  of these  matters  is not  expected  to have a
material adverse effect on the consolidated financial statements.

                                                                              37
<PAGE>

     As of  December  31,  1998,  aggregate  minimum  rental  commitments  under
noncancelable  leases  amount  to  $3,193,000  in  1999,   $2,292,000  in  2000,
$1,555,000 in 2001, $350,000 in 2002 and $58,000 in 2003.

10.      SHAREHOLDERS' EQUITY

STATUTORY FINANCIAL INFORMATION

     Insurance  companies  are  subject to state  insurance  regulations.  These
regulations  require,  among other matters,  the filing of financial  statements
prepared  in  accordance  with  statutory  accounting  practices  prescribed  or
permitted  for  insurance  companies.  The  combined  statutory  surplus  of the
Company's  insurance  subsidiaries,  United Wisconsin Life Insurance Company and
American Medical Security Insurance Company of Georgia, at December 31, 1998 and
1997, was $183,288,000 and $176,518,000, respectively.

     State  insurance  regulations  also  require the  maintenance  of a minimum
compulsory  surplus based on a percentage of premiums  written.  At December 31,
1998,  the  Company's  insurance  subsidiaries  were in  compliance  with  these
compulsory regulatory requirements.

RESTRICTIONS ON DIVIDENDS FROM SUBSIDIARIES

     Dividends paid by the insurance  subsidiaries to the Company are limited by
state insurance  regulations.  The insurance  regulator in the state of domicile
may  disapprove  any dividend  which,  together with other  dividends paid by an
insurance company in the prior twelve months,  exceeds the regulatory maximum as
computed  for the  insurance  company  based on its  statutory  surplus  and net
income.   Based  upon  the  financial  statements  of  the  Company's  insurance
subsidiaries  as of December 31, 1998, as filed with the  insurance  regulators,
the aggregate amount available for dividends in 1999 without regulatory approval
is $18,329,000.

11.      EMPLOYEE BENEFIT PLANS

STOCK BASED COMPENSATION PLANS

     The Company has a stock-based compensation plan, Equity Incentive Plan (the
"Plan"),  for the benefit of eligible employees of the Company. The Plan permits
the grant of nonqualified stock options ("NQSO"), incentive stock options, stock
appreciation  rights,  restricted stock awards and performance  awards.  Persons
eligible to  participate  in the Plan include all  full-time  active  employees,
including  employees  who are members of the board of  directors,  but excluding
directors  who are not  employees.  The Plan  allows for the  granting  of up to
4,000,000  shares  of which  1,121,303  shares  are  available  for  grant as of
December 31,  1998.  No benefits  other than NQSOs have been  granted  under the
plan.

     The terms of incentive stock options and nonqualified stock options granted
under the Plan cannot  exceed more than 10 and 12 years,  respectively,  and the
option exercise price generally cannot be less than the fair market value of the
Company's  common stock on the date of grant.  Incentive stock options and NQSOs
are not exercisable in any event prior to six months following the grant date.

     Stock  appreciation  rights  generally have a grant price at least equal to
100% of the fair market value of the  Company's  common  stock.  The term of the
stock appreciation  rights cannot exceed 12 years. Stock appreciation rights are
not exercisable prior to six months following the grant date.

     Restricted  stock  generally may not be sold or otherwise  transferred  for
certain  periods based on the passage of time,  the  achievement  of performance
goals or the occurrence of other events. However, participants may exercise full
voting rights and are entitled to receive all dividends and other  distributions
with respect to restricted  stock.  Restricted  stock does not vest prior to six
months following the date of grant.

     On  November  17,  1998,  the Company and a key  executive  entered  into a
deferred stock  agreement.  Under the agreement the Company has an obligation to
issue  73,506  shares  of AMSG  common  stock  provided  the  

                                                                              38
<PAGE>

executive remains continuously employed with AMSG through November 17, 2002. The
Company incurred expense of $28,000 in 1998 related to this agreement.

     The Company also has a Director  Stock Option Plan which  permits the grant
of NQSOs. As of December 31, 1998, 29,000 shares are available for grant.

     Stock option activity for all plans is as follows:
<TABLE>
<CAPTION>

                                                                                        December 31,
                                                                          1998              1997               1996
                                                                    ----------------- ------------------ -----------------
<S>                                                                 <C>               <C>                <C>   
TOTAL NUMBER OF NQSOS
Outstanding at beginning of year                                          2,217,307         2,244,459            394,404
Granted                                                                     874,560           184,500          1,863,259
Exercised                                                                  (114,028)         (204,152)                 -
Forfeited                                                                   (20,000)           (7,500)           (13,204)
Spin-off related:
  Conversion to UWS options (a)                                            (351,322)                -                  -
  AMSG modification (b)                                                     312,376                 -                  -
                                                                    ----------------- ------------------ -----------------
Outstanding at end of year                                                2,918,893         2,217,307          2,244,459
                                                                    ================= ================== =================

Exercisable at end of year                                                2,365,893         1,908,449          2,029,557
Available for grant at end of year                                        1,150,303           403,541            580,541

WEIGHTED AVERAGE EXERCISE PRICE OF NQSOS
Outstanding at beginning of year                                             $27.02            $25.00             $26.36
Granted - Exercise price equals market price on grant date                    10.75             27.32              24.26
Granted - Exercise price is less than market price on grant date                  -                 -              11.05
Granted - Exercise price exceeds market price on grant date                   12.00                 -              32.83
Exercised                                                                      4.15              4.95                  -
Forfeited                                                                     18.44             32.67              27.78
Outstanding at end of year                                                    15.18             27.02              25.00
Exercisable at end of year                                                    16.23             27.16              25.02

NQSOS BY EXERCISE PRICE RANGE
Exercise price                                                                $3.01             $4.66              $4.66
Weighted average exercise price                                               $3.01             $4.66              $4.66
Weighted average remaining contractual life (years)                            3.93              4.93               5.93
Exercisable at end of year                                                   47,960           104,044            305,696
Weighted average exercise price of options exercisable at end of
   year                                                                       $3.01             $4.66              $4.66

Range of exercise prices                                            $10.25 - $14.38   $18.13 - $26.63    $18.13 - $26.00
Weighted average exercise price                                              $11.38            $22.91             $22.33
Weighted average remaining contractual life (years)                           10.62             10.24              11.07
Exercisable at end of year                                                  595,765           708,582            657,895
Weighted average exercise price of options exercisable at end of
   year                                                                      $12.01            $22.30             $22.25

Range of exercise prices                                            $15.76 - $22.74   $28.00 - $37.13    $28.00 - $35.00
Weighted average exercise price                                              $18.06            $32.39             $32.39
Weighted average remaining contractual life (years)                            5.69              4.64               5.52
Exercisable at end of year                                                1,722,168         1,095,823          1,065,966
Weighted average  exercise price of options  exercisable at end of           
   year                                                                      $18.06            $32.44             $32.56

(a)  Effective on the date of the Distribution,  certain AMSG stock options held
     by Newco/UWS employees were converted to Newco/UWS stock options.
(b)  Immediately following the Distribution, the number of options was increased
     and exercise  prices were  decreased (the  "modification")  to preserve the
     economic value of those options that existed just prior to the Distribution
     for the holders of certain AMSG stock options.
</TABLE>
                                                                              39

<PAGE>


     The  Black-Scholes   option  valuation  model  was  developed  for  use  in
estimating the fair value of traded  options which have no vesting  restrictions
and are fully  transferable.  In addition,  option  valuation models require the
input of highly  subjective  assumptions  including  the  expected  stock  price
volatility.  Since the Company's  employee  stock  options have  characteristics
significantly different from those of traded options, and because changes in the
subjective input assumptions can materially affect the fair value estimates,  in
management's  opinion, the existing models do not necessarily provide a reliable
single measure of the fair value of its employee stock options.

     The Company follows Accounting  Principles Board Opinion No. 25 under which
no  compensation  expense is recorded  when the exercise  price of the Company's
employee stock options  equals the market price of the  underlying  stock on the
date of grant. The Company's pro forma information  regarding net income and net
income per share has been  determined as if these options had been accounted for
since January 1, 1995, in accordance with the fair value method of SFAS No. 123,
"Accounting for Stock-Based Compensation".

     For  purposes of pro forma  disclosures,  the  estimated  fair value of the
options is amortized to expense over the options' vesting period.  The Company's
pro forma information is as follows:
<TABLE>
<CAPTION>

                                                                  Year ended December 31,
                                                        1998                1997               1996
                                                 ------------------- ------------------- ------------------
                                                           (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                              <C>                 <C>                 <C>    
Pro forma net income                              $      6,484        $     17,719        $       8,862
Pro forma earnings per common share:
    Basic                                         $       0.39        $       1.08        $        0.69
    Diluted                                       $       0.39        $       1.06        $        0.67
</TABLE>

     In determining  compensation  cost pursuant to SFAS No. 123, the fair value
for these  options was  estimated  at the date of grant using the  Black-Scholes
option pricing model with the following  weighted  average  assumptions for 1998
and 1997,  respectively:  risk-free interest rates of 4.53% and 5.71%;  dividend
yields of 0.00% and 1.78%;  volatility  factors of the expected  market price of
the Company's  common stock of 0.39 and 0.38;  and a weighted  average  expected
life  of  the  options  of  3.55  and  6.03  years.  As  calculated   using  the
Black-Scholes  model,  the weighted  average,  grant-date  fair value of options
granted in which the exercise  price equaled the market price on the date of the
grant was $4.83 per share for 1998 and $10.66  per share for 1997 and 1996.  The
weighted average  grant-date fair value of options granted in which the exercise
price  was less  than the  market  price on the date of the  grant was $7.37 per
share for 1998 and $1.29 per share for 1996.  The  weighted  average  grant-date
fair  value of options  granted in which the  exercise  price was  greater  than
market price on the date of the grant was $1.77 per share for 1998.

     The pro forma  disclosures  only  include  the  effect of  options  granted
subsequent to January 1, 1995. Accordingly, the effects of applying the SFAS No.
123 pro forma  disclosures  to future  periods may not be  indicative  of future
effects.

RETIREMENT SAVINGS PLAN

     The Company's  employees are included in a defined  contribution  plan (the
"Retirement  Savings  Plan")  with  profit  sharing  and  discretionary  savings
provisions  covering all eligible  salaried and hourly  employees.  Beginning in
1998,  participant  contributions up to 6% of the participants  compensation are
matched 50% by the  Company.  Profit  sharing  contributions  to the  Retirement
Savings  Plan are  determined  annually  by the  Company.  Participants  vest in
company   contributions   over  seven  years.  The  Company  recognized  expense
associated with the Retirement Savings Plan of $1,449,000 and $1,044,000 in 1998
and 1997, respectively.

                                                                              40

<PAGE>

12.      QUARTERLY FINANCIAL INFORMATION (UNAUDITED)

     Selected continuing operations quarterly financial data for the years ended
December 31, 1998 and 1997 are as follows:
<TABLE>
<CAPTION>

                                                                   Quarter
                                             ------------ -------------------------- ------------ ------------
                                                First        Second        Third       Fourth        Total
                                             ------------ ------------- ------------ ------------ ------------
                                                          (IN THOUSANDS, EXCEPT PER SHARE DATA)
<S>                                          <C>          <C>           <C>          <C>          <C>    
1998
Total Revenues                                $  245,840   $  237,354    $  237,409   $  240,266   $  960,869
Income (Loss) From Continuing 
  Operations                                       1,551          392         1,637       (6,608)      (3,028)
Net Income (Loss)                                  6,391        1,266         5,926       (6,608)       6,975

Earnings (Loss) Per Common Share - 
  Basic (1)
      Continuing Operations                         0.09         0.03          0.10        (0.40)       (0.18)
      Discontinued Operations                       0.29         0.05          0.26            -         0.60
Net Income (Loss) Per Common Share                  0.38         0.08          0.36        (0.40)        0.42

Earnings (Loss) Per Common Share -
  Diluted (1)
      Continuing Operations                         0.09         0.03          0.10        (0.40)       (0.18)
      Discontinued Operations                       0.29         0.05          0.26            -         0.60
Net Income (Loss) Per Common Share                  0.38         0.08          0.36        (0.40)        0.42

1997
Total Revenues                                $  265,455   $  253,376    $  234,168   $  252,525   $1,005,524
Income (Loss) From Continuing 
  Operations                                        (831)       1,471         2,349       (1,434)       1,555
Net Income                                         3,370        5,563         6,411        2,806       18,150

Earnings (Loss) Per Common Share - 
  Basic (1)
      Continuing Operations                        (0.05)        0.09          0.15        (0.09)        0.10
      Discontinued Operations                       0.26         0.25          0.24         0.26         1.01
Net Income  Per Common Share                        0.21         0.34          0.39         0.17         1.11

Earnings (Loss) Per Common Share - 
  Diluted (1)
      Continuing Operations                        (0.05)        0.09          0.14        (0.09)        0.10
      Discontinued Operations                       0.26         0.25          0.24         0.26         1.00
Net Income  Per Common Share                        0.21         0.34          0.38         0.17         1.10

(1)  The sum of the four quarters does not equal the earnings  (loss) per common
     share for the year due to the  change in the  number of shares  outstanding
     during the year.
</TABLE>

                                                                              41

<PAGE>

13.      SEGMENTS OF THE BUSINESS

     The Company has two reportable  segments:  1) health insurance products and
2) life insurance  products.  The Company's health insurance products consist of
the  following  coverages  related to small group PPO  products:  fully  insured
medical, self funded medical,  dental and short-term  disability.  Life products
consist primarily of group term-life insurance. The "All Other" segment includes
operations  not  directly  related  to the  business  segments  and  unallocated
corporate  items  (i.e.,  corporate  investment  income,   interest  expense  on
corporate  debt,  amortization  of  goodwill  and  intangibles  and  unallocated
overhead  expenses).  The Company's all other segment also includes data for its
80% owned HMO subsidiary. The reportable segments are managed separately because
they differ in the nature of the products offered and in profit margins.

     The  Company  evaluates  segment  performance  based on profit or loss from
continuing operations before income taxes, not including gains and losses on the
Company's  investment  portfolio.  The  accounting  policies  of the  reportable
segments  are  the  same  as  those  described  in the  summary  of  significant
accounting  policies.  Intercompany  transactions  have been eliminated prior to
reporting reportable segment information.
<TABLE>
<CAPTION>

YEAR ENDED DECEMBER 31, 1998:
                                             Health           Life                        Consolidated
                                            Insurance      Insurance       All Other         Total
                                          -------------- --------------- -------------- -----------------
                                                                  (IN THOUSANDS)
<S>                                       <C>            <C>             <C>            <C>    
Revenues:
    Insurance premiums                     $  865,187     $   24,488      $   24,342     $  914,017
    Net investment income                       8,463            214          15,543         24,220
    Other revenue                              17,317            268           5,047         22,632
                                          -------------- --------------- -------------- -----------------
                                              890,967         24,970          44,932        960,869
Benefits and Expenses:
    Medical and other benefits                663,775          7,713          20,279        691,767
    Selling, general and
      administrative expenses                 223,976          7,839          10,258        242,073
    Interest                                        -              -           7,691          7,691
    Amortization of goodwill and other
     intangibles                                    -              -           8,781          8,781
    Write-off of intangible assets and
     related charges                                -              -          15,453         15,453
                                          -------------- --------------- -------------- -----------------
                                              887,751         15,552          62,462        965,765
                                          -------------- --------------- -------------- -----------------
Income (loss) from continuing
   operations, before income taxes         $    3,216     $    9,418      $  (17,530)    $   (4,896)
                                          ============== =============== ============== =================

As of December 31, 1998:
    Segment assets                         $  153,965     $    3,753      $  341,004     $  498,722
                                          ============== =============== ============== =================

</TABLE>

                                                                              42

<PAGE>
<TABLE>
<CAPTION>


YEAR ENDED DECEMBER 31, 1997:
                                             Health           Life                        Consolidated
                                            Insurance      Insurance       All Other         Total
                                          -------------- --------------- -------------- -----------------
                                                                  (IN THOUSANDS)
<S>                                       <C>            <C>             <C>            <C>    
Revenues:
    Insurance premiums                     $  918,566     $   28,942      $   9,696      $    957,204
    Net investment income                      11,256            298         12,517            24,071
    Other revenue                              22,437            241          1,571            24,249
                                          -------------- -------------- --------------- -----------------
                                              952,259         29,481         23,784         1,005,524
Benefits and Expenses:
    Medical and other benefits                712,059         10,226         11,206           733,491
    Selling, general and
      administrative expenses                 233,613          8,907          9,640           252,160
    Interest                                        -              -          9,311             9,311
    Amortization of goodwill and other
     intangibles                                    -              -          7,975             7,975
                                          -------------- -------------- --------------- -----------------
                                              945,672         19,133         38,132         1,002,937
                                          -------------- -------------- --------------- -----------------
Income (loss) from continuing
   operations, before income taxes         $    6,587     $   10,348      $ (14,348)     $      2,587
                                          ============== ============== =============== =================

As of December 31, 1997:
    Segment assets                         $  158,008     $    4,142      $ 362,370      $    524,520
                                          ============== ============== =============== =================
</TABLE>
<TABLE>
<CAPTION>

YEAR ENDED DECEMBER 31, 1996:
                                             Health           Life                        Consolidated
                                            Insurance      Insurance       All Other         Total
                                          -------------- --------------- -------------- -----------------
                                                                  (IN THOUSANDS)
<S>                                       <C>            <C>             <C>            <C>    
Revenues:
    Insurance premiums                     $  562,091     $   33,613      $      395     $    596,099
    Net investment income                       8,821            218          15,531           24,570
    Other revenue                               2,369             29             537            2,935
                                          -------------- --------------- -------------- -----------------
                                              573,281         33,860          16,463          623,604
Benefits and Expenses:
    Medical and other benefits                453,576         18,409             334          472,319
    Selling, general and
      administrative expenses                 144,973          5,214           6,949          157,136
    Interest                                        -              -           4,325            4,325
    Amortization of goodwill and other
     intangibles                                    -              -             670              670
                                          -------------- --------------- -------------- -----------------
                                              598,549         23,623          12,278          634,450
                                          -------------- --------------- -------------- -----------------
Income (loss) from continuing
   operations, before income taxes         $  (25,268)    $   10,237      $    4,185     $    (10,846)
                                          ============== =============== ============== =================

As of December 31, 1996:
    Segment assets                         $  173,055     $    5,793      $  390,548     $    569,396
                                          ============== =============== ============== =================
</TABLE>

                                                                              43


<PAGE>




ITEM 9.  CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND 
         FINANCIAL DISCLOSURE.

     None.


                                    PART III

ITEM 10. DIRECTORS AND EXECUTIVE OFFICERS OF THE REGISTRANT.

     Information  required by this item with respect to directors  and executive
officers is incorporated  herein by reference to the information  included under
the headings  "Election of Directors"  and "Section 16(a)  Beneficial  Ownership
Reporting  Compliance" in the Company's definitive Proxy Statement,  to be dated
April 14, 1999,  relating to the 1999 Annual Meeting of  Shareholders  currently
scheduled  for May 27, 1999 (the "1999  Proxy  Statement")  and the  information
under the  heading  "Executive  Officers  of the  Registrant"  in Part I of this
report.  The 1999 Proxy Statement will be filed with the Securities and Exchange
Commission not later than 120 days after the end of the Company's fiscal year.

ITEM 11. EXECUTIVE COMPENSATION.

     Information  required by this item is  incorporated  herein by reference to
the  information  included  under  the  headings  "Executive  Compensation"  and
"Election  of  Directors  --  Compensation  of  Directors"  in  the  1999  Proxy
Statement.

ITEM 12. SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT.

     Information  required by this item is included under the heading  "Security
Ownership  of  Certain  Beneficial  Owners  and  Management"  in the 1999  Proxy
Statement, which section is hereby incorporated by reference.

ITEM 13. CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS.

     Information  required by this item is included  under the heading  "Certain
Transactions" in the 1999 Proxy Statement,  which section is hereby incorporated
by reference.


                                     PART IV

ITEM 14. EXHIBITS, FINANCIAL STATEMENT SCHEDULES, AND REPORTS ON FORM 8-K.

      (A)    1 AND 2. FINANCIAL STATEMENTS AND FINANCIAL STATEMENT SCHEDULES

<TABLE>
<CAPTION>
                                                                                                      PAGE IN
                                                                                                     FORM 10-K
                                                                                                      REPORT
<S>                                                                                                  <C> 
The following  consolidated  financial  statements of American  Medical Security
Group, Inc. and subsidiaries are included in Item 8:


Report of Independent Auditors....................................................................      22
Consolidated Balance Sheets at December 31, 1998 and 1997.........................................      23
Consolidated Statements of Income for the years ended December 31, 1998, 1997 and 1996............      25
Consolidated Statements of Changes in Shareholders' Equity and Comprehensive Income
   for the years ended December 31, 1998, 1997, and 1996..........................................      26
Consolidated Statements of Cash Flows for the years ended December 31, 1998, 1997 and 1996........      27
Notes to Consolidated Financial Statements........................................................      28

</TABLE>
                                                                              44

<PAGE>


<TABLE>
<CAPTION>


                                                                                                     PAGE IN
                                                                                                    FORM 10-K
                                                                                                     REPORT

<S>                                                                                                 <C>   
The following  financial statement schedules of American Medical Security Group,
Inc. and subsidiaries are included in Item 14(d):


   Schedule II - Condensed Financial Information of Registrant.................................        46
   Schedule III - Supplementary Insurance Information..........................................        49
   Schedule IV - Reinsurance...................................................................        50
   Schedule V - Valuation and Qualifying Accounts..............................................        51
</TABLE>

All  other  schedules  for  which  provision  is made in  applicable  accounting
regulations of the Securities and Exchange Commission are not required under the
related instructions or are inapplicable, and therefore have been omitted.

             3.  EXHIBITS

     See the Exhibit Index following the Signature page of this report, which is
incorporated herein by reference. Each management contract and compensatory plan
or  arrangement  required to be filed as an exhibit to this report is identified
in the Exhibit Index by an asterisk following its exhibit number.

      (B)    REPORTS ON FORM 8-K

     No reports on Form 8-K were filed during the fourth quarter of 1998.

      (C)    EXHIBITS

     See the Exhibit Index following the Signature page of this report.

      (D)    FINANCIAL STATEMENT SCHEDULES

     The financial statement schedules referenced in Item 14(a) are as follows.

                                                                              45

<PAGE>

<TABLE>


                                                                                                        SCHEDULE II

                                       AMERICAN MEDICAL SECURITY GROUP, INC.
                                               (PARENT COMPANY ONLY)

                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                             CONDENSED BALANCE SHEETS
<CAPTION>

                                                                                         December 31,
                                                                                  1998                  1997
                                                                            ---------------------------------------
                                                                                        (IN THOUSANDS)
<S>                                                                         <C>                   <C>    

ASSETS

Cash and Cash Equivalents                                                      $        128          $          -

Other Assets:
   Investment in consolidated subsidiaries                                          300,262               306,530
   Goodwill and other intangibles, net                                               21,355                21,919
   Other assets                                                                       1,421                 1,528
                                                                            -----------------     -----------------

         Total Other Assets                                                         323,038               329,977

Net Assets of Discontinued Operations                                                     -               123,616
                                                                            -----------------     -----------------

Total Assets                                                                   $    323,166          $    453,593
                                                                            =================     =================

LIABILITIES AND SHAREHOLDERS' EQUITY

Liabilities:
   Notes payable                                                               $     45,158          $    114,878
   Taxes payable                                                                      6,995                10,819
   Payables and accrued expenses                                                        532                    41
   Due to affiliates                                                                  3,158                     -
   Other liabilities                                                                    872                 1,478
                                                                            -----------------     -----------------

         Total Liabilities                                                           56,715               127,216

Shareholders' Equity:
   Common stock                                                                      16,653                16,510
   Paid-in capital                                                                  188,981               186,768
   Retained earnings                                                                 59,572               117,331
   Accumulated other comprehensive income                                             1,245                 5,768
                                                                            -----------------     -----------------

         Total Shareholders' Equity                                                 266,451               326,377
                                                                            -----------------     -----------------

Total Liabilities and Shareholders' Equity                                     $    323,166          $    453,593
                                                                            =================     =================

</TABLE>

                                                                              46

<PAGE>


<TABLE>


                                                                                                        SCHEDULE II

                                       AMERICAN MEDICAL SECURITY GROUP, INC.
                                               (PARENT COMPANY ONLY)

                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                          CONDENSED STATEMENTS OF INCOME
<CAPTION>


                                                                           Year ended December 31,
                                                                 1998               1997                1996
                                                            --------------- --- -------------- ---- --------------
                                                                               (IN THOUSANDS)
<S>                                                         <C>                 <C>                 <C>    
Revenues:
   Fees from consolidated subsidiaries                       $      2,013        $      2,303        $        213
   Net investment income                                                -                   -               1,054
   Other                                                               35                   -                   -
                                                            ---------------     --------------      --------------
         Total revenues                                             2,048               2,303               1,267

Expenses:
   General and administrative                                         888               1,620               3,242
   Interest                                                         5,960               8,371               4,043
   Amortization of goodwill and intangibles                           563                 278                  44
                                                            ---------------     --------------      --------------
         Total expenses                                             7,411              10,269               7,329
                                                            ---------------     --------------      --------------

Loss from continuing operations before income tax
   benefit and equity in net income of subsidiaries                (5,363)             (7,966)             (6,062)

Income tax benefit                                                 (1,793)             (3,031)             (2,314)
                                                            ---------------     --------------      --------------

Loss from continuing operations before
   equity in net income (loss) of subsidiaries                     (3,570)             (4,935)             (3,748)

Equity in net income (loss) of subsidiaries                           542               6,490              (2,958)
                                                            ---------------     --------------      --------------

Income (loss) from continuing operations                           (3,028)              1,555              (6,706)

Income from discontinued operations, less
   applicable income taxes                                         10,003              16,595              16,909
                                                            ---------------     --------------      --------------

Net income                                                   $      6,975        $     18,150        $     10,203
                                                            ===============     ==============      ==============

</TABLE>

                                                                              47

<PAGE>

<TABLE>



                                                                                                        SCHEDULE II

                                       AMERICAN MEDICAL SECURITY GROUP, INC.
                                               (PARENT COMPANY ONLY)

                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                        CONDENSED STATEMENTS OF CASH FLOWS

<CAPTION>

                                                                           Year ended December 31,
                                                                 1998               1997                1996
                                                            --------------- --- -------------- ---- --------------
                                                                               (IN THOUSANDS)
<S>                                                         <C>                 <C>                 <C>    
OPERATING ACTIVITIES:
   Income (loss) from continuing operations                  $     (3,028)       $      1,555        $     (6,706)
   Adjustments to reconcile income (loss) from
   continuing operations to net cash provided by
   (used in) operating activities:
     Equity in the net (income) loss of subsidiaries                 (542)             (6,490)              2,958
     Dividends received (contributed to) subsidiaries               5,000             (10,330)                  -
     Amortization of intangibles                                      563                 278                  44
     Deferred income tax benefit                                     (772)               (407)             11,246
     Changes in operating accounts:
       Net other assets and liabilities                               596               5,718               8,916
                                                            ---------------     --------------      --------------
         Net cash provided by (used in)
         operating activities                                       1,817              (9,676)             16,458

INVESTING ACTIVITIES:
   Acquisition of subsidiaries                                          -                   -            (195,751)
   Investment in subsidiaries                                           -              (1,500)            (66,677)
   Proceeds from sale of security investments                           -                   -              70,000
                                                            ---------------     --------------      --------------
         Net cash used in investing activities                          -              (1,500)           (192,428)

FINANCING ACTIVITIES:
   Cash dividends paid                                             (5,956)             (7,892)             (6,491)
   Issuance of common stock                                         2,356               2,965              98,720
   Proceeds from noted payable borrowings                          45,158                   -                   -
   Repayment of notes payable                                     (44,878)                (10)                (10)
   Proceeds from notes with affiliate                                   -                   -              70,000
                                                            ---------------     --------------      --------------
         Net cash provided by (used in)
         financing activities                                      (3,320)             (4,937)            162,219

Net cash provided by discontinued operations                        1,631              16,113              13,751
                                                            ---------------     --------------      --------------

Cash and cash equivalents:
   Net increase (decrease) during year                                128                   -                   -
   Balance at beginning of year                                         -                   -                   -
                                                            ---------------     --------------      --------------
         Balance at end of year                              $        128        $          -        $          -
                                                            ===============     ==============      ==============

</TABLE>

                                                                              48

<PAGE>

<TABLE>

                                                                                                       SCHEDULE III

                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                        SUPPLEMENTARY INSURANCE INFORMATION
<CAPTION>



                                Deferred Policy    Medical and                            Other
                                  Acquisition     Other Benefits       Advance        Policyholder
          Segment                    Costs           Payable           Premiums           Funds
- ------------------------------  ---------------- ----------------- ----------------- ----------------
                                                         (IN THOUSANDS)
<S>                             <C>              <C>               <C>               <C>    
DECEMBER 31, 1998:
     Health                      $            -   $       106,427   $        16,778   $            -
     Life                                     -             2,189               927                -
     All Other                                -             4,517               452                -
                                ---------------- ----------------- ----------------- ----------------
          Total                  $            -   $       113,133   $        18,157   $            -
                                ================ ================= ================= ================

DECEMBER 31, 1997:
     Health                      $            -   $       118,730   $        19,350   $            -
     Life                                     -             3,632               636                -
     All Other                                -             4,520                 -                -
                                ---------------- ----------------- ----------------- ----------------
          Total                  $            -   $       126,882   $        19,986   $            -
                                ================ ================= ================= ================

DECEMBER 31, 1996:
     Health                      $            -   $       151,561   $        24,528   $            -
     Life                                     -             4,933               943                -
     All Other                                -             2,569                 -                -
                                ---------------- ----------------- ----------------- ----------------
          Total                  $            -   $       159,063   $        25,471   $            -
                                ================ ================= ================= ================

</TABLE>
<TABLE>
<CAPTION>



                                                                           Amortization
                                                             Medical and   of Deferred
                                                   Net          Other         Policy         Other
                                  Premium      Investment       Benefit    Acquisition    Operating      Premiums
          Segment                 Revenue        Income        Expenses        Costs        Expenses      Written
- ------------------------------  ------------- -------------- ------------- -------------- ------------- -------------
                                                                    (IN THOUSANDS)
<S>                             <C>           <C>            <C>           <C>            <C>           <C>

1998:
   Health                        $   865,187   $      8,463   $   663,775   $          -   $   223,976   $   862,615
   Life                               24,488            214         7,713              -         7,839           
   All Other                          24,342         15,543        20,279              -        10,258        24,794
                                ------------- -------------- ------------- -------------- -------------
       Total                     $   914,017   $     24,220   $   691,767   $          -   $   242,073   
                                ============= ============== ============= ============== ============= 

1997:
  Health                         $   918,566   $     11,256   $   712,059   $          -   $   233,613   $   913,388
  Life                                28,942            298        10,226              -         8,907           
  All Other                            9,696         12,517        11,206              -         9,640         9,696
                                ------------- -------------- ------------- -------------- ------------- 
       Total                     $   957,204   $     24,071   $   733,491   $          -   $   252,160          
                                ============= ============== ============= ============== ============= 

1996:
  Health                         $   562,091   $      8,821   $   453,576   $          -   $   144,973   $   568,312
  Life                                33,613            218        18,409              -         5,214          
  All Other                              395         15,531           334              -         6,949           395
                                ------------- -------------- ------------- -------------- ------------- 
       Total                     $   596,099   $     24,570   $   472,319   $          -   $   157,136   
                                ============= ============== ============= ============== ============= 
</TABLE>

                                                                              49

<PAGE>
<TABLE>


                                                                                                        SCHEDULE IV


                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                                    REINSURANCE
<CAPTION>


                                                                                                        Percentage
                                                          Ceded to      Assumed from                     of Amount
                                           Direct          Other           Other            Net          Assumed
                                          Business       Companies       Companies         Amount         to Net
                                       --------------- --------------- --------------- -------------- ---------------
                                                                      (IN THOUSANDS)

<S>                                    <C>             <C>             <C>             <C>            <C>  
YEAR ENDED DECEMBER 31, 1998

    Life insurance in force             $  13,467,780   $   9,670,800   $           -   $  3,796,980
 
    Premiums:
       Accident and Health                    859,560          14,680          44,649        889,529            5.0%
       Life                                    26,337           2,256             407         24,488            1.7%
                                       --------------- --------------- --------------- --------------
     Total Premiums                           885,897          16,936          45,056        914,017            4.9%


YEAR ENDED DECEMBER 31, 1997

     Life insurance in force            $  11,750,841   $   9,320,314   $   2,033,624   $   ,464,151           45.6%

     Premiums:
       Accident and Health                    878,369           3,097          52,990        928,262            5.7%
       Life                                    29,527             585               -         28,942               -
                                       --------------- --------------- --------------- --------------
     Total Premiums                           907,896           3,682          52,990        957,204            5.5%


YEAR ENDED DECEMBER 31, 1996

     Life insurance in force            $  17,187,431   $     321,528   $           -   $ 16,865,903               -
                                                   
     Premiums:
       Accident and Health                  1,014,589         478,575          26,472        562,486            4.7%
       Life                                    42,545          19,808          10,876         33,613           32.4%
                                       --------------- --------------- --------------- --------------
     Total Premiums                         1,057,134         498,383          37,348        596,099            6.3%

</TABLE>

                                                                              50

<PAGE>

<TABLE>

                                                                                                         SCHEDULE V

                                       AMERICAN MEDICAL SECURITY GROUP, INC.

                                         VALUATION AND QUALIFYING ACCOUNTS
<CAPTION>


                                                                    
                                                  Balance at        Additions
                                                   Beginning     Charged to Cost                     Balance at End
                                                   of Period       and Expenses      Deductions        of Period
                                                ---------------- ----------------- ---------------- -----------------
                                                                           (IN THOUSANDS)

<S>                                             <C>              <C>               <C>              <C>    
YEAR ENDED DECEMBER 31, 1998
  Write-down of intangible asset                 $            -   $        12,833   $       12,833   $             -
  Allowance for bad debts                                 1,061                84               27             1,118
  Valuation allowance for deferred taxes (a)              1,277             1,555              178             2,654
                                                ---------------- ----------------- ---------------- -----------------
       Total                                     $        2,338   $        14,472   $       13,038   $         3,772
                                                ================ ================= ================ =================



YEAR ENDED DECEMBER 31, 1997
  Allowance for bad debts                        $        1,439   $           140   $          518   $         1,061
  Valuation allowance for deferred taxes                    636               641                -             1,277
                                                ---------------- ----------------- ---------------- -----------------
       Total                                     $        2,075   $           781   $          518   $         2,338
                                                ================ ================= ================ =================



YEAR ENDED DECEMBER 31, 1996
  Allowance for bad debts (b)                    $            -   $         1,439   $            -   $         1,439
  Valuation allowance for deferred taxes                    294               342                -               636
                                                ================ ================= ================ =================
      Total                                      $          294   $         1,781   $            -   $         2,075
                                                ================ ================= ================ =================






(a)  A valuation  allowance for deferred taxes of approximately $1.5 million was
     established  in the  first  quarter  of 1998  upon the  consolidation  of a
     subsidiary previously accounted for under the equity method.
(b)  Allowance for bad debts of $1.4 million was  established  with the purchase
     of American Medical Security Group, Inc. ("Old AMS") on December 3, 1996.

</TABLE>

                                                                              51

<PAGE>


                                                    SIGNATURES

     Pursuant  to the  requirements  of  Section  13 or 15(d) of the  Securities
Exchange Act of 1934, the Registrant has duly caused this report to be signed on
its behalf by the undersigned, thereunto duly authorized.

                                     AMERICAN MEDICAL SECURITY GROUP, INC.

                                     By:  /s/ SAMUEL V. MILLER
                                          -----------------------------
                                          Samuel V. Miller, Chairman, President,
                                          and Chief Executive Officer

                                     Date:     March 26, 1999

     Pursuant to the  requirements of the Securities  Exchange Act of 1934, this
report  has  been  signed  below  by the  following  persons  on  behalf  of the
Registrant and in the capacities and on the dates indicated.*

       SIGNATURE                             TITLE

/s/ SAMUEL V. MILLER        Chairman of the Board, President and Chief Executive
Samuel V. Miller            Officer; Director

/s/ GARY D. GUENGERICH      Executive Vice President and Chief Financial Officer
Gary D. Guengerich          (Principal Financial Officer and Principal 
                            Accounting Officer)

/s/ ROGER H. BALLOU         Director
Roger H. Ballou

/s/ W. FRANCIS BRENNAN      Director
W. Francis Brennan

/s/ JAMES C. HICKMAN        Director
James C. Hickman

/s/ WILLIAM R. JOHNSON      Director
William R. Johnson

/s/ EUGENE A. MENDEN        Director
Eugene A. Menden

/s/ MICHAEL T. RIORDAN      Director
Michael T. Riordan

/s/ FRANK L. SKILLERN       Director
Frank L. Skillern

/s/ J. GUS SWOBODA          Director
J. Gus Swoboda

- ---------------

*Each of the above signatures is affixed as of March 26, 1999.

                                                                              52

<PAGE>


<TABLE>
<CAPTION>
                                                                                                               EX-4


                                       AMERICAN MEDICAL SECURITY GROUP, INC.
                                           (COMMISSION FILE NO. 1-13154)

                                                   EXHIBIT INDEX
                                                        TO
                                              FORM 10-K ANNUAL REPORT
                                       FOR THE YEAR ENDED DECEMBER 31, 1998
<S>                  <C>                                    <C>                                   <C>    
EXHIBIT NUMBER                                              INCORPORATED HEREIN                   FILED
                     DOCUMENT DESCRIPTION                   BY REFERENCE TO                       HEREWITH

2.1                  Distribution and Indemnity Agreement   Exhibit 2.1 to Newco/UWS'
                     between the United Wisconsin           Registration Statement on Form 10,
                     Services, Inc., now known as           as amended (File No. 1-14177)
                     American Medical Security Group,
                     Inc. ("AMSG f/k/a UWS or
                     Registrant") and Newco/UWS, Inc.
                     ("Newco/UWS") dated as of September
                     11, 1998

2.2                  Employee Benefits Agreement dated as   Exhibit 10.1 to Newco/UWS'
                     of September 11, 1998, by and          Registration Statement on Form 10,
                     between AMSG f/k/a UWS and Newco/UWS   as amended (File No. 1-14177)

2.3                  Tax Allocation Agreement, entered      Exhibit 10.2 to Newco/UWS'
                     into as of September 11, 1998, by      Registration Statement on Form 10,
                     and between AMSG f/k/a UWS and         as amended (File No. 1-14177)
                     Newco/UWS

3.1                  Restated Articles of Incorporation                                                   X
                     of Registrant dated as February 17,
                     1999

3.2                  Bylaws of Registrant as amended and                                                  X
                     restated February 17, 1999

4.1                  Amended and Restated Credit            Exhibit 4 to the Registrant's Form
                     Agreement dated as of October 15,      10-Q for the quarter ended
                     1998 among the Registrant, United      September 30, 1998 (the "9/30/98
                     Wisconsin Life Insurance Company and   10-Q")
                     the First National Bank of Chicago
                     and other Lenders

4.2                  Dividend Reinvestment and Direct       Exhibit 4.1 to AMSG f/k/a UWS' Form
                     Stock Purchase Plan                    S-3 Registration Statement
                                                            (No. 333-29425)

10.1*                Equity Incentive Plan as amended and                                                 X
                     restated March 15, 1999

10.2*                Form of Nonqualified Stock Option                                                    X
                     Award Agreement

                                                                            EX-1
<PAGE>

10.3*                Deferred Stock Agreement between the                                                 X
                     Registrant and Samuel V. Miller

10.4*                1995 Director Stock Option Plan as     Exhibit 10.2 to the 9/30/98 10-Q
                     amended and restated September 25,
                     1998

10.5*                Deferred Compensation Plan for         Exhibit 10.3 to the 9/30/98 10-Q
                     Directors as amended and restated
                     September 25, 1998

10.6*                Voluntary Deferred Compensation Plan   Exhibit 10.47 to AMSG f/k/a UWS'
                                                            Form 10-K for the year ended
                                                            December 31, 1998 (the "1998 10-K")

10.7*                Deferred Compensation Trust            Exhibit 10.48 to the 1998 10-K

10.8*                Executive Reimbursement Group                                                        X
                     Insurance Policy

10.9*                Change of Control Severance Benefit    Exhibit 10.4 to the 9/30/98 10-Q
                     Plan

10.10*               Severance Benefit for Certain                                                        X
                     Executive Officers

10.11*               Executive Management Incentive Plan                                                  X

10.12*               Employment and Noncompetition          Exhibit 10.1 to the AMSG f/k/a UWS'
                     Agreement of Samuel V. Miller dated    Form 10-Q for the quarter ended
                     April 7, 1998                          March 31, 1998

10.13*               Amendment No. 1 to Employment and                                                    X
                     Noncompetition Agreement of Samuel
                     V. Miller dated as of September 25,
                     1998

10.14*               Employment Agreement of Scott                                                        X
                     Westphal dated August 21, 1996

10.15                Employment and Noncompetition          Exhibit 4.1 to the AMSG f/k/a UWS'
                     Agreement between American Medical     Form 10-K for the year ended
                     Security Holdings, Inc. and Wallace    December 31, 1996 (the "1996 10-K")
                     J. Hilliard

                                                                            EX-2

<PAGE>

10.16                Employment and Noncompetition          Exhibit 4.2 to the 1996 10-K
                     Agreement between American Medical
                     Security Holdings, Inc. and Ronald
                     A. Weyers

10.17                Settlement Agreement between AMSG      Exhibit 10.3 to Newco/UWS'
                     f/k/a UWS, Wallace J. Hilliard and     Registration Statement on Form 10,
                     Ronald A. Weyers dated April 1, 1998   as amended (File No. 1-14177)

10.18                Registration Rights and Stock          Exhibit 2.1 to AMSG f/k/a UWS'
                     Restriction Agreement between AMSG     Registration Statement on Form S-4,
                     f/k/a UWS, Wallace J. Hilliard and     as amended (No. 333-10935)
                     Ronald A. Weyers dated December 3,
                     1996

10.19                Registration Rights Agreement                                                        X
                     between the Registrant and Blue
                     Cross Blue Shield United of
                     Wisconsin ("BCBSUW") dated as of
                     September 1, 1998

10.20                Agreement for Electronic Data          Exhibit 10.20 to AMSG f/k/a UWS'
                     Processing Services between BCBSUW     Registration Statement on Form S-1,
                     and EDS Federal Corporation (as        as amended (No. 33-42571) and
                     amended).  As amended by Settlement    Exhibit 10.20 to AMSG f/k/a UWS'
                     Agreement and Amendment No. 5 dated    Registration Statement on Form S-1
                     October 19, 1992.                      (No. 33-59798)

10.21*               BCBSUW/UWS Long Term Incentive Plan    Exhibit 10.44 to AMSG f/k/a UWS'
                     (1997-1999)                            Form 10-K for the year ended
                                                            December 31, 1997 ("1997 10-K")

10.22*               BCBSUW/UWS Long Term Incentive Plan    Exhibit 10.25 to 1996 10-K
                     (1996-1998)

10.23                Various service agreements between     Exhibits 10.13 to 10.25 and Exhibit
                     BCBSUW and AMSG f/k/a UWS and/or its   10.27 to the 1998 10-K
                     subsidiaries (assigned to Newco/UWS)

21                   Subsidiaries of the Registrant                                                       X

23                   Consent of Ernst & Young LLP                                                         X

27.1                 Financial Data Schedule                                                              X

27.2                 Restated Financial Data Schedule (12                                                 X
                     months ended 12/31/97)

                                                                            EX-3
<PAGE>

27.3                 Restated Financial Data Schedule (12                                                 X
                     months ended 12/31/96)


*  Indicates compensatory plan or arrangement.


</TABLE>


                                                                     EXHIBIT 3.1

                       RESTATED ARTICLES OF INCORPORATION
                                       OF
                      AMERICAN MEDICAL SECURITY GROUP, INC.


     The following Restated Articles of Incorporation,  duly adopted pursuant to
the authority and provisions of Chapter 180 of the Wisconsin Statutes, supersede
and take the place of the existing  Articles of Incorporation and all amendments
thereto:


                                ARTICLE I - NAME

     The name of the corporation shall be AMERICAN MEDICAL SECURITY GROUP, INC.


                              ARTICLE II - PURPOSES

     The  purposes  of this  Corporation  are to engage in any  lawful  activity
within the purposes for which  corporations may be organized under the Wisconsin
Business Corporation Law, Chapter 180 of the Wisconsin Statutes.


                           ARTICLE III - CAPITAL STOCK

     a. The  aggregate  number  of  authorized  shares  of  Common  Stock of the
Corporation  shall be Fifty  Million  (50,000,000)  shares,  designed as "Common
Stock", and having no par value per share.

     b. The  aggregate  number of  authorized  shares of Preferred  Stock of the
Corporation  shall  be Five  Hundred  Thousand  (500,000)  shares,  designed  as
"Preferred Stock", and having no par value per share. Authority is hereby vested
in the Board of  Directors  from time to time to issue  the  Preferred  Stock as
Preferred Stock in one or more series of any number of shares and, in connection
with the creation of each such series,  to fix, by resolution  providing for the
issue  of  shares  thereof,   the  voting  rights,  if  any;  the  designations,
preferences,  limitations  and relative  rights of such series in respect to the
rate of dividend, the price, the terms and conditions of redemption; the amounts
payable upon such series in the event of voluntary or  involuntary  liquidation;
sinking fund provisions for the redemption or purchase of such series of shares;
and, if the shares of any series are issued with the  privilege  of  conversion,
the terms and  conditions  on which such series of shares may be  converted.  In
addition to the  foregoing,  to the full extent now or  hereafter  permitted  by
Wisconsin law, in connection with each issue thereof, the Board of Directors may
at its discretion  assign to any series of the Preferred Stock such other terms,
conditions,  restrictions,  limitations,  rights and  privileges  as it may deem
appropriate. The aggregate number of preferred shares issued and not canceled of
any and all  preferred  series  shall not exceed  the total  number of shares of
Preferred Stock hereinabove authorized.  Each series of Preferred Stock shall be
distinctively designated by letter or descriptive words or both.

     Pursuant  to the  authority  expressly  granted  and vested in the Board of
Directors  of the  Corporation  and in  accordance  with the  provisions  of the
Restated and Amended Articles of Incorporation,  as amended as of July 31, 1991,
the Board of Directors  hereby  designates  25,000  shares of the  Corporation's
authorized and unissued  Preferred  Stock,  no par value per share,  as Series A
Adjustable Rate  Nonconvertible  Preferred Stock, $1,000 stated value per share,
which shall have the following  powers,  designations,  preferences and relative
participating, optional or other special rights and qualifications,  limitations
or restrictions:

     SECTION 1.  DESIGNATION  AND  AMOUNT.  The shares of such  series  shall be
designated as the "Series A Adjustable Rate Nonconvertible  Preferred Stock" and
the number of shares  constituting  such series  shall be Twenty  Five  Thousand
(25,000),  which  number,  subject  to the  Restated  and  Amended  Articles  of
Incorporation, may be increased or decreased by the Board of Directors without a
vote of the shareholders;  PROVIDED,  HOWEVER,  such number may not be decreased
below the number of the then currently outstanding shares of Series A Adjustable
Rate  Nonconvertible  Preferred  Stock  plus the  number of  shares  that may be
reserved for issuance upon the exercise of any options,  warrants,  or rights or
upon the  conversion of any  outstanding  securities  issued by the  Corporation
convertible into Series A Adjustable Rate  Nonconvertible  Preferred Stock. Upon
the issuance of any shares of Series A Adjustable Rate Nonconvertible  Preferred
Stock,  an amount  equal to the  aggregate  stated value of the shares so issued
will be assigned to the capital of the Corporation representing such shares.

     SECTION 2.  FRACTIONAL  SHARES.  The  Corporation  may issue  fractions and
certificates  representing  fractions  of a share of  Series A  Adjustable  Rate
Nonconvertible  Preferred  Stock in  integral  multiples  of one  one-thousandth
(1/1000) of a share of Series A Adjustable Rate Nonconvertible  Preferred Stock.
In the event that fractional  shares of Series A Adjustable Rate  Nonconvertible
Preferred  Stock are  issued,  the  holders  thereof  shall  have all the rights
provided  herein  for  holders  of full  shares  of  Series  A  Adjustable  Rate
Nonconvertible  Preferred Stock in the proportion which such fraction bears to a
full share.

     SECTION 3. VOTING RIGHTS.  Except as required by law,  holders of shares of
Series A Adjustable Rate  Nonconvertible  Preferred Stock shall have no right to
vote.

     SECTION  4.  CONVERSION  OR  EXCHANGE.  The  holders  of shares of Series A
Adjustable  Rate  Nonconvertible  Preferred  Stock  shall  not have any right to
convert  such shares into or exchange  such shares for shares of any other class
or classes or any other  series of any class or classes of capital  stock of the
Corporation.

     SECTION 5. DIVIDENDS.

          A. When and as declared  by the Board of  Directors,  the  Corporation
     shall pay, out of any funds legally available for the payment of dividends,
     cumulative  cash  dividends  to the  holders  of the  shares  of  Series  A
     Adjustable Rate Nonconvertible Preferred Stock from the date of issuance as
     provided in this  paragraph.  The  dividend  rate on the shares of Series A
     Adjustable Rate  Nonconvertible  Preferred Stock shall be fixed on a yearly
     basis ("Yearly Dividend Period") and shall be payable quarterly, out of any
     funds legally available for the payment of dividends,  in cash on March 31,
     June 30,  September  30 and December 31 in each year  ("Quarterly  Dividend
     Period").  The dividend rate for each Yearly Dividend Period,  payable each
     Quarterly  Dividend Period in that year, shall be at a rate per annum equal
     to the Applicable  Rate (as defined in Section 5(B)).  Such dividends shall
     be cumulative from the date of original issuance of such shares of Series A
     Adjustable Rate Nonconvertible  Preferred Stock and shall be payable out of
     funds  legally  available  therefor,  when and as  declared by the Board of
     Directors  in March,  June,  September  and  December  of each  year.  Such
     dividends will accrue whether or not they have been declared and whether or
     not there are funds of the Corporation legally available for the payment of
     dividends. Each of such dividends shall be paid to the holders of record of
     shares of Series A Adjustable Rate  Nonconvertible  Preferred Stock as they
     appear on the stock  register  of the  Corporation  on such  record date as
     shall be fixed by the Board of  Directors  or a  committee  of the Board of
     Directors duly authorized to fix such date. Dividends on account of arrears
     (accrued but not declared) for any past  Quarterly  Dividend  Period may be
     declared and paid at any time,  without  reference to any regular  dividend
     payment  date,  to  holders  of  record on such date as may be fixed by the
     Board of Directors or a committee of the Board of Directors duly authorized
     to fix such date. If at any time the  Corporation  pays less than the total
     amount of  dividends  then  accrued  with respect to the shares of Series A
     Adjustable  Rate  Nonconvertible  Preferred  Stock,  such payment  shall be
     distributed   ratably  among  the  holders  of  Series  A  Adjustable  Rate
     Nonconvertible  Preferred Stock based upon the aggregate accrued but unpaid
     dividends on the shares held by each such holder.

          B. The  "Applicable  Rate" for any Yearly Dividend Period shall be the
     Treasury Bill Rate plus 150 basis points. The "Treasury Bill Rate" for each
     Yearly  Dividend  Period shall be the weekly per annum market discount rate
     for  one-year  U.S.  Treasury  bills,  as  published  weekly by the Federal
     Reserve  Board,  during the last full week in the month of September in the
     year prior to the Yearly  Dividend  Period for which the Applicable Rate is
     being  determined.  In the event the Federal Reserve Board does not publish
     such a weekly per annum market  discount  rate for one-year  U.S.  Treasury
     bills during the last full week in the month of September in the year prior
     to the  Yearly  Dividend  Period  for  which the  Applicable  Rate is being
     determined, then the Applicable Rate shall mean the weekly per annum market
     discount rate for one-year U.S.  Treasury bills as published  weekly by any
     Federal  Reserve  Bank  or by any  U.S.  Government  department  or  agency
     selected  by the  Corporation,  during  the last  full week in the month of
     September  in the year  prior to the Yearly  Dividend  Period for which the
     Applicable  Rate  is  being  determined.   In  the  event  the  Corporation
     determines  in good faith that for any  reason no such U.S.  Treasury  bill
     rates are  published  as  provided  above  during the last full week in the
     month of  September  in the year  prior to the Yearly  Dividend  Period for
     which the Applicable  Rate is being  determined,  then the Applicable  Rate
     shall be the average  weekly per annum  market  discount  rate for one-year
     U.S.  Treasury  bills,  as quoted to the  Corporation by a recognized  U.S.
     Government  securities dealer selected by the Corporation.  Anything herein
     to the  contrary  notwithstanding,  the  Applicable  Rate  for  any  Yearly
     Dividend Period shall in no event be less than 7.00% or greater than 10.00%
     per annum.

          C. The Applicable  Rate shall be rounded to the nearest one thousandth
     (1/1000) of a percentage point.

          D. Dividends  payable on the Series A Adjustable  Rate  Nonconvertible
     Preferred  Stock for each full Quarterly  Dividend Period shall be computed
     by annualizing the Applicable Rate and dividing by four and multiplying the
     quotient  so  obtained  by the  stated  value  per  share  of the  Series A
     Adjustable Rate  Nonconvertible  Preferred Stock.  Dividends payable on the
     Series A Adjustable Rate Nonconvertible Preferred Stock for any period less
     than a full Quarterly  Dividend  Period shall be computed on the basis of a
     360-day year of 30-day  months and the actual number of days elapsed in the
     period for which dividends are payable.

          E.  Holders  of  shares  of Series A  Adjustable  Rate  Nonconvertible
     Preferred Stock shall not be entitled to any dividends,  whether payable in
     cash,  property or stock,  in excess of full  cumulative  dividends  on the
     Series A Adjustable Rate Nonconvertible Preferred Stock as provided in this
     Section 5. Accrued but unpaid  dividends  shall not bear  interest,  and no
     interest, or sum of money in lieu of interest,  shall be payable in respect
     of any  dividend  payment  or  payments  on the  Series A  Adjustable  Rate
     Nonconvertible Preferred Stock which may be in arrears.

          F. Anything herein to the contrary  notwithstanding,  dividends may be
     declared and paid upon any of the equity securities of the Corporation even
     if all accrued  dividends  on the Series A Adjustable  Rate  Nonconvertible
     Preferred Stock have not yet been declared and/or paid in full.

     SECTION 6. LIQUIDATION. Upon any liquidation,  dissolution or winding up of
the Corporation,  whether voluntary or involuntary,  the holders of the Series A
Adjustable  Rate  Nonconvertible  Preferred  Stock will be  entitled to be paid,
whether from capital or surplus, before any distribution or payment is made upon
the then  outstanding  shares of Common Stock or any other class of stock of the
Corporation  ranking  junior  to the  Series A  Adjustable  Rate  Nonconvertible
Preferred  Stock upon  liquidation,  an amount in cash equal to the stated value
of,  together with all accrued but unpaid  dividends on, the Series A Adjustable
Rate Nonconvertible Preferred Stock (the "Liquidation Price"). To the extent any
accrued  dividends  have not  been  paid by the  Corporation  as of the date the
Corporation  pays to the  holders  of the  shares  of Series A  Adjustable  Rate
Nonconvertible  Preferred  Stock the  Liquidation  Price  hereunder,  and to the
extent the Corporation has at that time funds legally  available for the payment
of  dividends,  the  Board  of  Directors  shall,  prior to the  payment  of the
Liquidation Price, declare and cause such dividends to be paid. If upon any such
liquidation,  dissolution,  or winding up of the Corporation,  the Corporation's
assets to be distributed  among the holders of the shares of Series A Adjustable
Rate  Nonconvertible  Preferred Stock are insufficient to permit payment to such
holders of the  aggregate  amount which they are  entitled to be paid,  then the
entire assets to be distributed  will be distributed  ratably among such holders
based upon the aggregate  Liquidation Price of the shares of Series A Adjustable
Rate  Nonconvertible  Preferred Stock held by each such holder.  Upon receipt of
the  aggregate  Liquidation  Price for each  share of Series A  Adjustable  Rate
Nonconvertible  Preferred  Stock,  holders of shares of Series A Adjustable Rate
Nonconvertible  Preferred  Stock shall have no further  rights to participate in
any liquidation, dissolution or winding up of the Corporation.

     SECTION  7.  RANKING OF CLASSES  OF STOCK.  The  Series A  Adjustable  Rate
Nonconvertible  Preferred  Stock  shall rank  junior to all other  series of the
Corporation's   Preferred   Stock  as  to  the  payment  of  dividends  and  the
distribution of assets in liquidation, unless the terms of any such series shall
provide  otherwise.  Nothing  contained  herein  shall be deemed to restrict the
ability of the Corporation to create and issue  additional  classes or series of
its Preferred  Stock or other capital stock ranking senior or junior to, or on a
parity with, the Series A Adjustable Rate  Nonconvertible  Preferred Stock as to
the payment of  dividends or the  distribution  of assets upon  liquidation,  or
both.  Specifically,  any stock of any class or classes of the Corporation shall
be deemed to rank:

               i. prior to the shares of Series A Adjustable Rate Nonconvertible
          Preferred Stock,  either as to dividends or upon  liquidation,  if the
          holders of such class or classes  shall be  entitled to the receipt of
          dividends or of amounts distributable upon dissolution, liquidation or
          winding up of the Corporation, as the case may be, in preference of or
          in  priority  to the  holders  of shares of Series A  Adjustable  Rate
          Nonconvertible Preferred Stock;

               ii.  on  a  parity  with  shares  of  Series  A  Adjustable  Rate
          Nonconvertible  Preferred  Stock,  either  as  to  dividends  or  upon
          liquidation, whether or not the dividend rates, dividend payment rates
          or  redemption  or  liquidation  prices  per  share  or  sinking  fund
          provisions,  if  any,  are  different  from  those  of  the  Series  A
          Adjustable Rate Nonconvertible Preferred Stock, if the holders of such
          stock  shall be entitled  to the  receipt of  dividends  or of amounts
          distributable  upon  dissolution,  liquidation  or  winding  up of the
          Corporation,  as the case may be, in  proportion  to their  respective
          dividend rates or liquidation prices,  without preference or priority,
          one over the  other,  as  between  the  holders  of such stock and the
          holders of shares of Series A Adjustable Rate Nonconvertible Preferred
          Stock; and

               iii. junior to shares of Series A Adjustable Rate  Nonconvertible
          Preferred Stock,  either as to dividends or upon liquidation,  if such
          class  shall be Common  Stock or if the  holders of shares of Series A
          Adjustable  Rate  Nonconvertible  Preferred Stock shall be entitled to
          receipt of dividends  or of amounts  distributable  upon  dissolution,
          liquidation or winding up of the  Corporation,  as the case may be, in
          preference  of or  priority  to the holders of shares of such class or
          classes.

     SECTION 8. REDEMPTION OF SHARES.

          A. The shares of Series A  Adjustable  Rate  Nonconvertible  Preferred
     Stock shall be subject to the following redemption rights:

               i. At any  time or from  time  to time  following  issuance,  the
          Corporation,  at its option,  may redeem shares of Series A Adjustable
          Rate  Nonconvertible   Preferred  Stock  in  whole  or  in  part.  The
          redemption  price  per share in such  event  shall be paid in cash and
          shall be equal to the greater of the following:  (aa) $1,000,  plus in
          each case an amount  equal to accrued  (whether or not  declared)  and
          unpaid  dividends  to  the  redemption  date  (out  of  funds  legally
          available therefor); or (bb) the fair market value per share as of the
          end of the quarter  preceding the quarter  during which the redemption
          is to occur,  as determined in good faith by the Board of Directors in
          accordance   with  a  written   appraisal  which  is  prepared  by  an
          independent  appraiser  selected  by the  Board  and  which  meets the
          requirements  of applicable law. Upon the date of notice to the holder
          of shares of Series A Adjustable Rate  Nonconvertible  Preferred Stock
          of the Corporation's  election to redeem shares,  notwithstanding that
          any  certificates  for  such  shares  have not  been  surrendered  for
          cancellation,  the shares of Series A Adjustable  Rate  Nonconvertible
          Preferred  Stock  represented   thereby  shall  no  longer  be  deemed
          outstanding,  the rights to receive  dividends  thereon shall cease to
          accrue  from and after the date of notice and all rights of the holder
          of shares so redeemed  shall cease and  terminate,  excepting only the
          right to receive the redemption price therefor; and

               ii. The  Corporation  shall redeem  shares of Series A Adjustable
          Rate  Nonconvertible  Preferred Stock which are beneficially  owned by
          any of  its  employees,  or  employees  of  any  of the  Corporation's
          Affiliates,  pursuant to the  Corporation's  or any of its Affiliates'
          employees  pre-tax  savings  plans (the "401(k)  Plans"),  immediately
          prior  to any  distribution  or  withdrawal  of  shares  of  Series  A
          Adjustable Rate Nonconvertible  Preferred Stock from any of the 401(k)
          Plans for any reason.  For purposes of this Section 8, an  "Affiliate"
          of the Corporation  means a "person" that directly,  or through one or
          more intermediaries, controls, or is controlled by, or is under common
          control with, the Corporation,  and a "person" means an individual,  a
          corporation,  a partnership,  an associate,  a joint-stock  company, a
          business trust or an unincorporated organization. The redemption price
          per  share in such  event  shall be paid in cash and shall be equal to
          the greater of the following: (aa) $1,000, plus in each case an amount
          equal to accrued (whether or not declared) and unpaid dividends to the
          redemption date (out of funds legally available therefor); or (bb) the
          fair market value per share as of the end of the quarter preceding the
          quarter during which the redemption is to occur, as determined in good
          faith by the Board of Directors in accordance with a written appraisal
          which is prepared by an  independent  appraiser  selected by the Board
          and  which  meets  the  requirements  of  applicable  law.  Upon  such
          attempted  withdrawal,  notwithstanding that any certificates for such
          shares  have not been  surrendered  for  cancellation,  the  shares of
          Series A Adjustable Rate  Nonconvertible  Preferred Stock  represented
          thereby shall no longer be deemed  outstanding,  the rights to receive
          dividends  thereon  shall  cease to accrue  from and after the date of
          attempted  withdrawal and all rights of the employee as a holder shall
          cease  and  terminate,   excepting  only  the  right  to  receive  the
          redemption  price therefor.  In the event the Corporation is unable to
          redeem  all such  shares of Series A  Adjustable  Rate  Nonconvertible
          Preferred  Stock upon the occurrence of such an attempted  withdrawal,
          the  obligation  of the  Corporation  to so  redeem  pursuant  to this
          subparagraph (ii) shall continue and funds legally available  therefor
          shall be applied for such purpose until such obligation is discharged.

          B. Anything herein to the contrary notwithstanding, in accordance with
     Section 180.0640 of the Wisconsin Business Corporation Law, the Corporation
     may not redeem shares of Series A Adjustable Rate Nonconvertible  Preferred
     Stock  pursuant to Section 8(A) (i) or (ii) if, after giving  effect to the
     redemption, either of the following would occur:

               i. The  Corporation  would  not be able to pay its  debts as they
          become due in the usual course of business; or

               ii. The Corporation's  total assets would be less than the sum of
          its total  liabilities  plus the amount  that would be needed,  if the
          Corporation  were to be  dissolved at the time of the  redemption,  to
          satisfy the preferential rights upon dissolution to shareholders whose
          preferential rights are superior to those of the holders of the Series
          A Adjustable Rate Nonconvertible Preferred Stock.

     SECTION  9.  REACQUIRED  SHARES.  Any  shares of Series A  Adjustable  Rate
Nonconvertible Preferred Stock redeemed or otherwise acquired by the Corporation
in any manner  whatsoever  shall be retained  and  canceled  promptly  after the
redemption or acquisition thereof. All such shares shall upon their cancellation
become  authorized but unissued shares of Preferred Stock and may be reissued as
part of a new series of Preferred  Stock which may be created by  resolutions of
the Board of Directors.

     SECTION  10. NO  SINKING  FUND.  The  shares of  Series A  Adjustable  Rate
Nonconvertible Preferred Stock are not subject or entitled to the operation of a
retirement or sinking fund.


               ARTICLE IV - REGISTERED OFFICE AND REGISTERED AGENT

     The registered office is 3100 AMS Boulevard,  Green Bay, Wisconsin,  54313,
and the registered agent at such address is Timothy J. Moore.


                         ARTICLE V - BOARD OF DIRECTORS

     a. The number of  directors of the  Corporation  shall be as is provided in
the bylaws.  The general powers,  number,  classification,  and requirements for
nomination  of  directors  shall be as set forth in  Articles  II and III of the
bylaws of the Corporation  (and as such sections shall exist from time to time).
The Board of  Directors  of the  Corporation  shall be  divided  into  three (3)
classes of not less than three (3) nor more than five (5)  directors  each.  The
term of office of the first class of directors  shall expire at the first annual
meeting after their initial election under the provisions of this Article V, the
term of office of the second  class shall  expire at the second  annual  meeting
after their  initial  election  under the  provisions of this Article V, and the
term of office of the third class shall expire at the third annual meeting after
their initial  election  under the  provisions of this Article V. At each annual
meeting after the initial  classification  of the Board of Directors  under this
Article  V, the  class  of  Directors  whose  term  expires  at the time of such
election  shall be  elected to hold  office  until the third  succeeding  annual
meeting.

     b. A director  may be removed  from office only by  affirmative  vote of at
least 80% of the  outstanding  shares  entitled to vote for the election of such
director, taken at an annual meeting or a special meeting of shareholders called
for that  purpose,  and any vacancy so created may be filled by the  affirmative
vote of at least 80% of such shares.

     c.  Notwithstanding  any other  provision  of these  Restated  Articles  of
Incorporation (and  notwithstanding  the fact that a lesser affirmative vote may
be specified by law), the affirmative  vote of shareholders  possessing at least
75% of the voting power of the then  outstanding  shares of all classes of stock
of the Corporation generally possessing voting rights in elections of directors,
considered  for this  purpose as one class,  shall be required to amend,  alter,
change or repeal,  or adopt any provision  inconsistent  with, the provisions of
this Article V.

     d.  Notwithstanding  the  foregoing  and  provisions  in the  bylaws of the
Corporation,  whenever the holders of any one or more series of Preferred  Stock
issued by the Corporation  pursuant to Article III hereof have the right, voting
separately as a class or by series,  to elect  directors at an annual or special
meeting of shareholders,  the election, term of office, filling of vacancies and
other  features  of such  directorships  shall be  governed  by the terms of the
series of Preferred  Stock  applicable  thereto,  and such  directors so elected
shall not be divided into classes unless expressly  provided by the terms of the
applicable series.


                             ARTICLE VI - AMENDMENTS

     These articles may be amended in the manner  provided by law at the time of
adoption of the amendment.

                                    * * * * *


<PAGE>


                                   CERTIFICATE

     This is to certify that the foregoing Restated Articles of Incorporation do
not contain any amendments requiring shareholder  approval,  and were adopted on
February 17, 1999 by the Board of Directors of the corporation.

     Dated as of the 17th day of February, 1999.

                                    AMERICAN MEDICAL SECURITY GROUP, INC.



                                    By:     /S/ TIMOTHY J. MOORE
                                       -----------------------------------------
                                          
                                    Name:    TIMOTHY J. MOORE
                                         ---------------------------------------
                                            Senior Vice President of Corporate
                                    Title:  AFFAIRS, SECRETARY & GENERAL COUNSEL
                                          --------------------------------------






This document was drafted by:

Bruce C. Davidson
Quarles & Brady LLP
411 East Wisconsin Avenue
Milwaukee WI  53202-4497





                                                                     EXHIBIT 3.2

                                    BYLAWS OF
                      AMERICAN MEDICAL SECURITY GROUP, INC.
                   (AS AMENDED AND RESTATED FEBRUARY 17, 1999)


                               ARTICLE I. OFFICES

     1.01.  PRINCIPAL  AND  BUSINESS  OFFICES.  The  Corporation  may have  such
principal  and other  business  offices,  either  within or without the State of
Wisconsin,  as the Board of  Directors  may  designate or as the business of the
Corporation may require from time to time.

     1.02.  REGISTERED OFFICE. The registered office of the Corporation required
by the  Wisconsin  Business  Corporation  Law to be  maintained  in the State of
Wisconsin  may be, but need not be,  identical  to the  principal  office in the
state of Wisconsin; and the address of the registered office may be changed from
time to time by any officer or by the registered  agent.  The business office of
the  registered  agent of the  Corporation  shall be identical to the registered
office.


                            ARTICLE II. SHAREHOLDERS

     2.01. ANNUAL MEETING.  The Annual Meeting of the Shareholders shall be held
at the  principal  office of the  Corporation  in the City of Green  Bay,  Brown
County,  Wisconsin,  unless  the  Board of  Directors  shall  designate  another
location  either  within or without the State of Wisconsin.  The Annual  Meeting
shall take place on the last Thursday of May each year or at such other time and
date as may be fixed by or under the authority of the Board of Directors. If the
day  fixed  for the  Annual  Meeting  shall be a legal  holiday  in the State of
Wisconsin,  such meeting shall be held on the next  succeeding  business day. At
such meeting the  Shareholders  shall elect  directors  and transact  such other
business as shall lawfully come before them.

          A. ELECTIONS AND OTHER  BUSINESS.  Nominations of persons for election
     to the Board of Directors of the  Corporation  and the proposal of business
     to be considered by the Shareholders may be made at the Annual Meeting:

               1. Pursuant to the Corporation's notice of meeting;

               2. By or at the direction of the Board of Directors; or

               3. By any  Shareholder of the Corporation who is a Shareholder of
          record at the time of the giving of the notice  provided  for in these
          Bylaws and who is entitled to vote at the  meeting and  complies  with
          the notice procedures set forth below.

          B. NOMINATIONS AND SUBMISSION OF BUSINESS MATTERS.  For nominations or
     other  business  to be  properly  brought  before  an Annual  Meeting  by a
     Shareholder,  the  Shareholder  must have given  timely  notice  thereof in
     writing to the Secretary of the  Corporation.  Timely notice is that notice
     which is received by the Secretary at the  Corporation's  principal  office
     not less than sixty (60) days nor more than  ninety  (90) days prior to the
     date on which the  Corporation  first  mailed its proxy  materials  for the
     prior year's Annual Meeting, provided,  however, that in the event the date
     of the Annual  Meeting is advanced by more than thirty (30) days or delayed
     by more than sixty (60) days from the last  Thursday in May,  notice by the
     Shareholder, to be timely, must be received, as provided above, not earlier
     than the ninetieth  (90th) day prior to the date of such Annual Meeting and
     not later than the close of business on the later of (x) the sixtieth  (60)
     day prior to such  Annual  Meeting,  or (y) the tenth  (10th)  day on which
     public  announcement  of the date of such a  meeting  is first  made.  Such
     Shareholder's  notice  shall be signed  by the  Shareholder  of record  who
     intends to make the  nomination or introduce the other  business (or his or
     her duly authorized proxy or other representative),  shall bear the date of
     signature of such Shareholder or representative, and shall set forth:

               1. The name and  address,  as they  appear  on the  Corporation's
          books,  of such  Shareholder and the beneficial  owner(s),  if any, on
          whose behalf the nomination or proposal is made;

               2. The class and  number of shares of the  Corporation  which are
          beneficially owned by such Shareholder or beneficial owner(s);

               3. A  representation  that such Shareholder is a holder of record
          of shares  entitled  to vote at such  meeting and intends to appear in
          person or by proxy at the meeting to make the  nomination or introduce
          the other business specified in the notice;

               4.  In the  case  of any  proposed  nomination  for  election  or
          reelection as a director:

                    (a) The name and residence address of the nominee;

                    (b) A  description  of all  arrangements  or  understandings
               between such Shareholder or beneficial  owner(s) and each nominee
               and any other person(s) (naming such person(s)) pursuant to which
               the nomination is to be made by the Shareholder;

                    (c) Such other  information  regarding each nominee proposed
               by such  Shareholder  as would be  required  to be  disclosed  in
               solicitations of proxies for elections of directors,  or would be
               otherwise  required  to be  disclosed,  in each case  pursuant to
               Regulation  14A under the  Securities  Exchange  Act of 1934,  as
               amended,  including any information  that would be required to be
               included in a proxy  statement  filed  pursuant to Regulation 14A
               had the nominee been nominated by the Board of Directors; and

                    (d) The  written  consent  of each  nominee to be named in a
               proxy  statement and to serve as a director of the Corporation if
               so elected; and

               5. In the  case  of any  other  business  that  such  Shareholder
          proposes to bring before the meeting,

                    (a) A  brief  description  of  the  business  desired  to be
               brought  before the  meeting,  and,  if the  business  includes a
               proposal  to amend these  Bylaws,  the  language of the  proposed
               amendment;

                    (b) Such  Shareholder's and beneficial  owner's(s')  reasons
               for conducting such business at such time; and

                    (c)  Any  material   interest  in  such   business  of  such
               Shareholder or beneficial owners(s).

                    Notwithstanding  anything  in  the  above  paragraph  to the
               contrary, in the event that the number of directors to be elected
               to the Board of Directors of this  Corporation  is increased  and
               there is no public  announcement  naming all of the  nominees for
               director  or  specifying  the  size  of the  increased  Board  of
               Directors  made by the  Corporation  at least  seventy  (70) days
               prior  to the  last  Thursday  in  May,  a  Shareholder's  notice
               required by this Section  shall also be  considered  timely,  but
               only with respect to nominees for new  positions  created by such
               increase, if it is received by the Secretary at the Corporation's
               principal  office  not later  than the close of  business  on the
               tenth  (10th)  day   following  the  day  on  which  such  public
               announcement is first made by the Corporation.

     2.02. SPECIAL MEETINGS.  Special meetings of the Shareholders may be called
by the  Chairman of the Board,  and shall be called by the  Secretary on written
request  of a  majority  of  members  of the Board of  Directors,  or on written
request of the holders of at least ten (10%) percent of the Corporation's shares
entitled to vote on a matter.  The request shall be signed,  dated and delivered
to the Secretary describing one (1) or more purposes for which the meeting is to
be held. The Board of Directors  shall set the place of the meeting.  If no such
designation  is made,  the place of the meeting shall be the principal  business
office of the  Corporation  in the State of  Wisconsin,  but any  meeting may be
adjourned to reconvene  at any place  designated  by a vote of a majority of the
shares represented thereat.

          A. ELECTIONS AND OTHER  BUSINESS.  Nominations of persons for election
     to the  Board  of  Directors  may be made at a  Special  Meeting  at  which
     directors are to be elected pursuant to such notice of meeting:

               1. By or at the direction of the Board of Directors; or

               2. By any Shareholder of the Corporation who:

                    (a) Is a Shareholder  of record at the time of giving notice
               of the meeting,

                    (b) Is entitled to vote at the meeting, and

                    (c) Complies with the notice procedures set forth below.

          B. NOMINATIONS AND SUBMISSION OF BUSINESS MATTERS.  Only such business
     as shall have been  described  in such  notice  shall be  conducted  at the
     Special Meeting.  Any Shareholder desiring to nominate persons for election
     to the Board of Directors at a Special  Meeting shall cause written  notice
     to be received by the Secretary of the Corporation at its principal  office
     not earlier  than ninety  (90) days prior to such  Special  Meeting and not
     later than the close of  business on the later of (x) the  sixtieth  (60th)
     day prior to such Special Meeting or (y) the tenth (10th) day following the
     day on which public  announcement is first made of the date of such Special
     Meeting  and of the  nominees  proposed  by the  Board of  Directors  to be
     elected  at such  meeting.  Such  written  notice  shall be  signed  by the
     Shareholder  of record who  intends to make the  nomination  (or his or her
     duly  authorized  proxy or other  representative),  shall  bear the date of
     signature of such Shareholder or other representative, and shall set forth:

               1. The name and  address,  as they  appear  on the  Corporation's
          books,  of such  Shareholder and the beneficial  owner(s),  if any, on
          whose behalf the nomination is made;

               2. The class and  number of shares of the  Corporation  which are
          beneficially owned by such Shareholder or beneficial owner(s);

               3. A  representation  that such Shareholder is a holder of record
          of shares of the  Corporation  entitled  to vote at such  meeting  and
          intends  to appear in  person or by proxy at the  meeting  to make the
          nomination specified in the notice;

               4.  The  name  and  residence  address  of  the  person(s)  to be
          nominated;

               5. A description of all  arrangements or  understandings  between
          such Shareholder or beneficial owner(s) and each nominee and any other
          person(s) (naming such person(s))  pursuant to which the nomination is
          to be made by such Shareholder;

               6. Such other information regarding each nominee proposed by such
          Shareholder as would be required to be disclosed in  solicitations  of
          proxies for elections of directors,  or would be otherwise required to
          be  disclosed,  in each  case  pursuant  to  Regulation  14A under the
          Securities Exchange Act of 1934, as amended, including any information
          that would be  required  to be  included  in a proxy  statement  filed
          pursuant to Regulation 14A had the nominee been nominated by the Board
          of Directors; and

               7. The  written  consent  of each  nominee to be named in a proxy
          statement and to serve as a director of the Corporation if so elected.

     2.03.  NOTICE OF ANNUAL OR SPECIAL  MEETING.  Notice may be communicated by
telegraph,  teletype, facsimile or other form of wire or wireless communication,
or by mail or  private  carrier,  and,  if these  forms of  personal  notice are
impracticable,  notice may be communicated by public  announcement.  Such notice
stating  the  place,  day and  hour of the  meeting  and,  in case of a  special
meeting, a description of each purpose for which the meeting is called, shall be
communicated or sent not less than ten days nor more than sixty (60) days before
the date of the meeting,  by or at the direction of the Chairman of the Board or
the  Secretary,  or other  officer  or  persons  calling  the  meeting,  to each
Shareholder  of record  entitled to vote at such meeting.  Written notice by the
Corporation to its Shareholders is effective when mailed and may be addressed to
the  Shareholder's   address  shown  in  the  Corporation's  current  record  of
Shareholders.

     2.04.  UNANIMOUS CONSENT WITHOUT MEETING. Any action that may be taken at a
meeting  of the  Shareholders  may be taken  without a meeting  if a consent  in
writing  setting  forth  the  action  so  taken  shall be  signed  by all of the
Shareholders entitled to vote with respect to the subject matter thereof.

     2.05.  FIXING OF RECORD DATE. A "Shareholder" of the Corporation shall mean
the person in whose name shares are  registered in the stock  transfer  books of
the  Corporation or the  beneficial  owner of shares to the extent of the rights
granted by a nominee  certificate  on file with the  Corporation.  Such  nominee
certificates,  if any,  shall be  reflected in the stock  transfer  books of the
Corporation.  The Board of Directors  may fix, in advance,  a date as the record
date  for one or  more  voting  groups  for any  determination  of  Shareholders
entitled to notice of a Shareholder's  meeting,  to demand a special meeting, to
vote,  or to take any  other  action,  such date in any case to be not more than
seventy (70) days prior to the meeting or action requiring such determination of
Shareholders,  and may fix the record date for determining  Shareholder entitled
to  share a  dividend  or  distribution.  If no  record  date is  fixed  for the
determination  of  Shareholders  entitled to demand a  Shareholder  meeting,  to
notice of or to vote at a  meeting  of  Shareholders,  or to  consent  to action
without a meeting,  (a) the close of business on the day before the  Corporation
received the first written  demand for a Shareholder  meeting,  (b) the close of
business  on the day  before  the  first  notice  of the  meeting  is  mailed or
otherwise  delivered  to  Shareholders,  or (c) the close of business on the day
before the first  written  consent to  Shareholder  action  without a meeting is
received by the  Corporation,  as the case may be,  shall be the record date for
the  determination  of  Shareholders.  If  no  record  date  is  fixed  for  the
determination   of  Shareholders   entitled  to  receive  a  share  dividend  or
distribution  (other than a  distribution  involving a purchase,  redemption  or
other acquisition of the Corporation's shares), the close of business on the day
on which the  resolution  of the Board of  Directors  is adopted  declaring  the
dividend or  distribution  shall be the record  date.  When a  determination  of
Shareholders  entitled to vote at any meeting of  Shareholders  has been made as
provided in this Section, such determination shall be applied to any adjournment
thereof  unless the Board of  Directors  fixes a new  record  date and except as
otherwise  required  by law.  A new  record  date  must be set if a  meeting  is
adjourned to a date more than one-hundred twenty (120) days after the date fixed
for the original meeting.

     2.06.  VOTING  RECORD.   The  Secretary  shall,   before  each  meeting  of
Shareholders,  make a complete list of the Shareholders entitled to vote at such
meeting,  or any  adjournment  thereof,  with the  address  of and the number of
shares held by each. Such record shall be produced and kept open at the time and
place of the meeting and shall be subject to the  inspection of any  Shareholder
during  the whole time of the  meeting  for the  purposes  of the  meeting.  The
original  stock  transfer  books shall be prima facie evidence as to who are the
Shareholders entitled to examine such record or transfer books or to vote at any
meeting of Shareholders. Failure to comply with the requirements of this Section
shall not affect the validity of any action taken at such meeting.

     2.07. QUORUM. Shares entitled to vote as a separate voting group as defined
in the  Wisconsin  Business  Corporation  Law may take  action  on a matter at a
meeting  only if a quorum of those  shares  exists with  respect to that matter.
Unless the Articles of Incorporation or the Wisconsin  Business  Corporation Law
provide otherwise,  a majority of the votes entitled to be cast on the matter by
a voting  group  constitutes  a quorum of that  voting  group for action on that
matter.

     Once a share is represented  for any purposes at a meeting,  other than for
the purpose of objecting to holding the meeting or  transacting  business at the
meeting,  it is considered present for purposes of determining  whether a quorum
exists for the remainder of the meeting and for any  adjournment of that meeting
unless a new record date is or must be set for that adjourned meeting.

     If a quorum exists, action on a matter by a voting group is approved if the
votes cast within the voting  group  favoring  the action  exceed the votes cast
opposing  the action,  unless the  Articles of  Incorporation  or the  Wisconsin
Business Corporation Law require a greater number of affirmative votes.

     "Voting group" means any of the following:

          A. All shares of one or more classes or series that under the Articles
     of Incorporation or the Wisconsin Business  Corporation Law are entitled to
     vote and be  counted  together  collectively  on a matter at a  meeting  of
     Shareholders.

          B.  All  shares  that  under  the  Articles  of  Incorporation  or the
     Wisconsin  Business  Corporation  Law are  entitled to vote  generally on a
     matter.

          Though less than a quorum of the outstanding shares are represented at
     a meeting,  a majority of the shares so represented may adjourn the meeting
     from time to time without  further  notice.  At such  adjourned  meeting at
     which a  quorum  shall be  present  or  represented,  any  business  may be
     transacted  which might have been  transacted  at the meeting as originally
     notified.

     2.08. PROXIES. At all meetings of Shareholders,  a Shareholder  entitled to
vote may vote in person or by proxy.  A Shareholder  may appoint a proxy to vote
or otherwise act for the  Shareholder  by signing an  appointment  form,  either
personally, by his or her attorney-in-fact, or in any other manner authorized by
the Wisconsin Business Corporation Law. Such proxy appointment is effective when
received  by the  Secretary  or  other  officer  or  agent  of  the  Corporation
authorized to tabulate votes.  Unless otherwise provided in the appointment form
of proxy, a proxy  appointment may be revoked at any time before it is voted, by
written notice filed with the Secretary or the acting  Secretary of the meeting,
by oral notice given by the  Shareholder  to the  presiding  officer  during the
meeting, or in any other manner authorized by the Wisconsin Business Corporation
Law. The presence of a  Shareholder  who has filed his or her proxy  appointment
shall not of itself constitute a revocation. No proxy appointment shall be valid
after eleven months from the date of its execution, unless otherwise provided in
the appointment  form of proxy.  The Board of Directors shall have the power and
authority  to  make  rules  establishing  presumptions  as to the  validity  and
sufficiency of proxy appointments.

     2.09.  VOTING OF SHARES.  Each  outstanding  share shall be entitled to one
vote upon each matter submitted to a vote at a meeting of  Shareholders,  except
to the extent that the voting rights of the shares of any voting group or groups
are enlarged, limited or denied by the Articles of Incorporation.

     2.10. VOTING OF SHARES BY CERTAIN HOLDERS.

          A.  OTHER  CORPORATIONS.  Shares  standing  in  the  name  of  another
     corporation  may be voted either in person or by proxy, by the president of
     such  corporation  or any other  officer  appointed by such  president.  An
     appointment  form of proxy executed by any principal  officer of such other
     corporation  or  assistant  thereto  shall be  conclusive  evidence  of the
     signer's  authority  to act,  in the  absence  of  express  notice  to this
     Corporation,  given in writing to the Secretary of this Corporation, or the
     designation of some other person by the Board of Directors or by the Bylaws
     of such other corporation.

          B.  LEGAL   REPRESENTATIVES   AND  FIDUCIARIES.   Shares  held  by  an
     administrator,  executor,  guardian,  conservator,  trustee in  bankruptcy,
     receiver or assignee for  creditors  may be voted by him or her,  either in
     person or by proxy, without a transfer of such shares into his or her name,
     provided  that there is filed with the  Secretary  before or at the time of
     meeting  proper  evidence of his or her incumbency and the number of shares
     held by him or her,  either in person or by proxy.  An appointment  form of
     proxy executed by a fiduciary shall be conclusive  evidence of the signer's
     authority  to act,  in the absence of express  notice to this  Corporation,
     given in writing to the Secretary,  that such manner of voting is expressly
     prohibited  or otherwise  directed by the document  creating the  fiduciary
     relationship.

          C. PLEDGEES.  A Shareholder whose shares are pledged shall be entitled
     to vote such shares until the shares have been transferred into the name of
     the  pledgee,  and  thereafter  the  pledgee  shall be entitled to vote the
     shares so transferred;  provided,  however,  a pledgee shall be entitled to
     vote  shares  held of record by the  pledgor  if the  Corporation  receives
     acceptable evidence of the pledgee's authority to sign.

          D. TREASURY  STOCK AND  SUBSIDIARIES.  Neither  treasury  shares,  nor
     shares held by another  corporation if a majority of the shares entitled to
     vote for the  election of directors  of such other  corporation  is held by
     this  Corporation,  shall be voted at any meeting or counted in determining
     the total number of outstanding  shares entitled to vote, but shares of its
     own issue held by this Corporation in a fiduciary capacity, or held by such
     other  corporation  in a  fiduciary  capacity,  may be voted  and  shall be
     counted in determining  the total number of outstanding  shares entitled to
     vote.

          E. MINORS. Shares held by a minor may be voted by such minor in person
     or by  proxy  and no  such  vote  shall  be  subject  to  disaffirmance  or
     avoidance,  unless prior to such vote the Secretary of the  Corporation has
     received  written notice or has actual knowledge that such Shareholder is a
     minor.  Shares  held by a minor may be voted by a personal  representative,
     administrator,  executor, guardian or conservator representing the minor if
     evidence  of such  fiduciary  status,  acceptable  to the  Corporation,  is
     presented.

          F.  INCOMPETENTS  AND  SPENDTHRIFTS.  Shares held by an incompetent or
     spendthrift may be voted by such incompetent or spendthrift in person or by
     proxy and no such vote  shall be  subject to  disaffirmance  or  avoidance,
     unless  prior to such vote the  Secretary  of the  Corporation  has  actual
     knowledge  that such  Shareholder  has been  adjudicated  an incompetent or
     spendthrift or actual knowledge of judicial  proceedings for appointment of
     a guardian.  Shares held by an incompetent or spendthrift may be voted by a
     personal representative,  administrator,  executor, guardian or conservator
     representing the minor if evidence of such fiduciary status,  acceptable to
     the Corporation, is presented.

          G. JOINT  TENANTS.  Shares  registered in the names of two (2) or more
     individuals who are named in the registration as joint tenants may be voted
     in person or by proxy signed by any one (1) or more of such  individuals if
     either (i) no other such individual or his or her legal  representative  is
     present and claims the right to participate in the voting of such shares or
     prior to the vote files with the  Secretary of the  Corporation  a contrary
     written voting authorization or direction or written denial of authority of
     the individual present or signing the appointment form of proxy proposed to
     be voted, or (ii) all such other individuals are deceased and the Secretary
     of the  Corporation  has no actual  knowledge  that the  survivor  has been
     adjudicated not to be the successor to the interests of those deceased.

     2.11. CONDUCT OF MEETINGS.  The Chairman of the Board, or in the Chairman's
absence,  the  President,  or,  in  their  absence  such  Vice  President  as is
designated by the Board of Directors, shall call the meeting to order and act as
Chairman  of  the  meeting.  Only  persons  nominated  in  accordance  with  the
procedures  set forth in Sections  2.01 and 2.02,  shall be eligible to serve as
directors.  Only such  business as shall have been  brought  before a meeting in
accordance  with the  procedures  set forth in Section  2.01 and 2.02,  shall be
eligible to be  conducted.  The Chairman of the meeting shall have the power and
duty to determine  whether any nomination or any business proposed to be brought
before the  meeting  was made in  accordance  with the  procedures  set forth in
Sections  2.01 and 2.02,  and, if any proposed  nomination or business is not in
compliance  therewith,   to  declare  that  such  defective  proposal  shall  be
disregarded.

     2.12. PUBLIC ANNOUNCEMENT.  For purposes of Sections 2.01 and 2.02, "public
announcement" shall mean disclosure in a press release reported by the Dow Jones
News Service,  Associated  Press,  or  comparable  national news service or in a
document  publicly  filed by the  Corporation  with the  Securities and Exchange
Commission  pursuant to Section 13, 14, or 15(d) of the Securities  Exchange Act
of 1934, as amended.

     2.13. INVALIDITY.  The Chairman, upon recommendation of the Secretary,  may
reject a vote, consent, waiver, or proxy appointment,  if the Secretary or other
officer or agent of the Corporation who is authorized to tabulate votes,  acting
in good faith, has reasonable doubt about the validity of the signature on it or
about the signatory's authority to sign for the Shareholder. The Corporation and
its  officer or agent who  accepts or rejects a vote,  consent,  waiver or proxy
appointment  in  good  faith  and in  accordance  with  the  Wisconsin  Business
Corporation  Law  shall  not be  liable  for  damages  to the  Shareholders  for
consequences of the acceptance or rejection.

     2.14.  WAIVER OF NOTICE. A Shareholder may waive any notice required by the
Wisconsin  Business  Corporation  Law, the Articles of  Incorporation,  or these
Bylaws before or after the date and time stated in the notice.  The waiver shall
be in writing and signed by the Shareholder entitled to the notice,  contain the
same information that would have been required in the notice under the Wisconsin
Business  Corporation Law (except that the time and place of meeting need not be
stated),  and be delivered to the  Corporation  for  inclusion in the  corporate
records. A Shareholder's attendance at any Annual Meeting or Special Meeting, in
person or by proxy, waives objection to all of the following: (a) lack of notice
or defective notice of the meeting, unless the Shareholder promptly upon arrival
or at the beginning of the meeting objects to holding,  or transacting  business
at, the meeting;  and (b)  consideration  of a particular  matter at the meeting
that is not within the  purpose  described  in the  meeting  notice,  unless the
Shareholder objects to considering the matter when it is presented.


                         ARTICLE III. BOARD OF DIRECTORS

     3.01. NUMBER OF DIRECTORS. Within the limits established in the Articles of
Incorporation,  the number of directors of the Corporation  shall be such number
as shall be determined by the Board of Directors from time to time.

     3.02.  TERM OF OFFICE.  Elected  directors  shall hold office for a term of
three (3) years and until their successors are elected and qualified,  except as
otherwise provided in this Section or until their death, resignation or removal.
The Board of  Directors  shall be divided into three (3) classes of three (3) or
more directors each,  with, as nearly as possible,  an equal number of directors
in each class.  The term of office of the first class of directors  shall expire
at the  first  annual  meeting  after  their  initial  election  and when  their
successors  are elected and  qualified,  the term of office of the second  class
shall expire at the second annual meeting after their initial  election and when
their successors are elected and qualified, and the terms of office of the third
class shall expire at the third annual meeting after their initial  election and
when their  successors are elected and  qualified.  At each annual meeting after
the initial  classification  of the Board of  Directors,  the class of directors
whose term expires at the time of such election  shall be elected to hold office
until the third succeeding annual meeting and until their successors are elected
and qualified.

     3.03. NOMINATIONS.  Nominations for the election of directors shall be made
in  accordance  with the  provisions  of Sections  2.01 and 2.02  hereof,  which
requirements are hereby incorporated by reference in this Section 3.03.

     3.04.  REGULAR MEETINGS.  A regular meeting of the Board of Directors shall
be held without other notice than this Bylaw immediately  after, and at the same
place as, the Annual Meeting of Shareholders, for election of corporate officers
and  transaction  of other  business.  The Board of  Directors  may  provide  by
resolution  the time and place for holding  additional  meetings  without  other
notice than such resolution.

     3.05. SPECIAL MEETINGS. Special Meetings of the Board of Directors shall be
held whenever  called by the Chairman of the Board or the Secretary upon written
request of any three (3) directors.  The Secretary shall give sufficient  notice
of such  meeting,  to be not less than two (2) days,  in person or by mail or by
telephone,  telegraph,  teletype,  facsimile  or other form of wire or  wireless
communication as to enable the directors so notified to attend such meeting. The
Chairman or Secretary who calls the meeting may fix any place, within or without
the State of  Wisconsin,  as the place for holding  any  Special  Meeting of the
Board of Directors.

     3.06.  WAIVER OF NOTICE.  Whenever any notice  whatsoever is required to be
given to any director of the Corporation  under the Articles of Incorporation or
Bylaws or any  provisions  of law, a waiver  thereof in  writing,  signed at any
time,  whether before or after the time of meeting,  by the director entitled to
such notice,  shall be deemed  equivalent to the giving of such notice,  and the
Corporation  shall retain  copies of such waivers in its  corporate  records.  A
director's  attendance  at or  participation  in a meeting  waives any  required
notice to him or her of the meeting  unless the director at the beginning of the
meeting or promptly  upon his or her arrival  objects to holding the meeting and
does not thereafter  vote for or assent to action taken at the meeting.  Neither
the  business  to be  transacted  at, nor the purpose of, any regular or special
meeting of the Board of  Directors  need be specified in the notice or waiver of
notice of such meeting.

     3.07.  QUORUM.  Except as  otherwise  provided  by the  Wisconsin  Business
Corporation  Law, a majority of the number of directors  (determined as provided
in Section 3.01) shall constitute a quorum of the Board of Directors.  Except as
otherwise provided by the Wisconsin Business  Corporation Law, a majority of the
number of  directors  appointed  to service on a committee  shall  constitute  a
quorum of the committee.

     3.08. VACANCIES.  Vacancies,  including those created by an increase in the
number of directors in the Board of  Directors,  may be filled by the  remaining
directors.  A director  elected to fill a vacancy  shall serve for the unexpired
term of his or her  predecessor.  In the  absence  of  action  by the  remaining
directors,  the  Shareholders  may fill such  vacancy  at a Special  Meeting  in
accordance with the Articles of Incorporation, or by unanimous consent according
to these Bylaws.

     3.09. REMOVAL. The Shareholders may remove one (1) or more directors,  with
or without  cause,  at a meeting  called for that  purpose,  the notice of which
reflects that purpose,  in accordance with the Articles of Incorporation of this
Corporation.

     3.10.  COMPENSATION.  A director may receive such compensation for services
as is  determined  by  resolution  of the  Board  irrespective  of any  personal
interest of its members.  A director also may serve the Corporation in any other
capacity and receive compensation  therefore.  The Board of Directors also shall
have  authority  to  provide  for or to  delegate  authority  to an  appropriate
committee to provide for reasonable  pensions,  disability or death benefits and
other  benefits or payments,  to directors,  officers and employees and to their
estates,  families,  dependents or  beneficiaries  on account of prior  services
rendered to the Corporation by such directors, officers and employees.

     3.11.  GENERAL POWERS.  All corporate powers shall be exercised by or under
the  authority  of, and the  business  and affairs of the  Corporation  shall be
managed  under  the  direction  of,  the  Board  of  Directors,  subject  to any
limitation set forth in these Bylaws or the Articles of Incorporation.

     3.12. CONDUCT OF MEETINGS.  The Chairman of the Board, or in the Chairman's
absence the President,  or in their absence such Vice President as is designated
by the Board of  Directors,  shall call  meetings of the Board of  Directors  to
order and shall act as Chairman of the meeting. The Secretary of the Corporation
shall act as  Secretary of all  meetings of the Board of  Directors,  but in the
absence of the  Secretary,  the  presiding  officer  may  appoint  an  Assistant
Secretary  or any director or other person  present or  participating  to act as
Secretary of the meeting.

     3.13. MANNER OF ACTING. If a quorum is present or participating when a vote
is  taken,  the  affirmative  vote  of  a  majority  of  directors   present  or
participating  is the act of the Board of  Directors or a committee of the Board
of Directors,  unless the Wisconsin Business  Corporation Law or the Articles of
Incorporation or these Bylaws require the vote of a greater number of directors.

     3.14.  PRESUMPTION OF ASSENT.  A director of the Corporation who is present
at or participates in a meeting of the Board of Directors or a committee thereof
which he or she is a member,  at which action on any corporate  matter is taken,
shall be presumed to have assented to the action taken unless his or her dissent
shall be  entered in the  minutes of the  meeting or unless he or she shall file
his or her  written  dissent  to such  action  with  the  person  acting  as the
Secretary of the meeting  before the  adjournment  thereof or shall forward such
dissent by registered mail to the Secretary of the Corporation immediately after
the  adjournment  of the  meeting.  Such right to  dissent  shall not apply to a
director who voted in favor of such action.

     3.15.  UNANIMOUS CONSENT WITHOUT MEETING.  Any action required or permitted
by the Articles of  Incorporation  or Bylaws or any provision of law to be taken
by the Board of Directors at a meeting or by  resolution  may be taken without a
meeting if a consent in  writing,  setting  forth the action so taken,  shall be
signed by all of the directors then in office.

     3.16. MEETING BY TELEPHONE OR BY OTHER COMMUNICATION  TECHNOLOGY.  Meetings
of the Board of  Directors  or  committees  may be  conducted by telephone or by
other  communication  technology  in  accordance  with  Section  180.0820 of the
Wisconsin Business Corporation Law.

     3.17. COMMITTEES.

          A. REGULAR COMMITTEES.

               1. GENERAL  DESCRIPTION.  In order to facilitate  the work of the
          Board  of  Directors  of  this  Corporation,   the  following  regular
          committees  shall be  elected  from  the  membership  of the  Board of
          Directors at the regular  meeting held in May of each year (or at such
          other time as the Board of Directors may determine):

                               Executive Committee
                                Finance Committee
                             Compensation Committee
                                 Audit Committee

               Each committee shall consist of such number of members,  not less
          than three (3), as shall be determined by the Board of Directors.  The
          Chairman of the Board of Directors,  and in the Chairman's absence the
          President,  and in their absence, such Vice President as is designated
          by the Board of Directors, shall submit nominations for such committee
          memberships.  Committee members shall hold office until the next board
          meeting at which committee  elections are conducted in accordance with
          these Bylaws,  and until their  successors  are elected and qualified.
          Each  Regular  Committee  of the Board of  Directors  may exercise the
          authority  of the full Board within the scope of the duties and powers
          delegated  to it in these  Bylaws,  except that no  committee  of this
          Board shall do any of the following:

                    (a) Authorize distributions;

                    (b)  Approve  or  propose to  Shareholders  action  that the
               Wisconsin  Business  Corporation  Law  requires to be approved by
               Shareholders;

                    (c) Fill  vacancies on the Board of Directors  or, except as
               provided herein, on any of its committees;

                    (d) Amend the Articles of Incorporation;

                    (e) Adopt, amend or repeal the Bylaws;

                    (f)  Approve  a plan of  merger  not  requiring  Shareholder
               approval;

                    (g)  Authorize or approve  reacquisition  of shares,  except
               according to a formula or method prescribed by the full Board; or

                    (h)  Authorize  or approve the  issuance or sale or contract
               for sale of shares or  determine  the  designation  and  relative
               rights,  preferences  and  limitations  of a class or  series  of
               shares,  except  that the  Board of  Directors  may  authorize  a
               committee or a senior executive  officer of the Corporation to do
               so within limits prescribed by the Board of Directors.

               2. THE EXECUTIVE COMMITTEE. When the Board of Directors is not in
          session,  the Executive  Committee  shall have and may exercise all of
          the powers and  authority of the full Board in the  management  of the
          business and affairs of the  Corporation  to the extent allowed by the
          Wisconsin Business Corporation Law.

               3. THE FINANCE  COMMITTEE.  When the Board of Directors is not in
          session,  the Finance Committee shall have and may exercise all of the
          powers of the full  Board of  Directors  solely  with  regard to those
          matters  which  are  within  the  scope  of  the  Finance  Committee's
          designated  duties,  as provided herein.  The Chairman of the Board of
          Directors shall be a member of the Finance Committee.

                    The Finance Committee shall:

                    (a) Review and approve the Corporation's investment policies
               and guidelines:

                    (b)  Monitor  performance  of the  Corporation's  investment
               portfolio;

                    (c) Consult with management regarding material  transactions
               involving real estate, accounts receivable and other assets;

                    (d)  Monitor  the  amount  and types of all  insurance  that
               should be carried by this Corporation;

                    (e) Monitor the Corporation's  relationship with its lenders
               and its  compliance  with  financing  agreements  including  debt
               covenants;

                    (f) Consult with management concerning the capital structure
               of the Corporation;

                    (g) Monitor  investment  options and performance  offered in
               the Corporation's retirement plan; and

                    (h)  Carry  out such  special  assignments  as the  Board of
               Directors may, from time to time, give to the Finance Committee.

               4. THE COMPENSATION COMMITTEE. When the Board of Directors is not
          in session, the Compensation Committee shall have and may exercise all
          of the powers of the full Board  solely with  regard to those  matters
          which are within the scope of the Compensation  Committee's designated
          duties, as provided herein.

                    The Compensation Committee shall:

                    (a) Evaluate the performance of the Chief Executive  Officer
               and other executive officers against objectives;

                    (b) Review and approve the compensation  (including  salary,
               bonus,  stock options and other  appropriate  equity or long-term
               incentives,  and any  severance  benefits) of the Chairman of the
               Board, the Chief Executive Officer and other executive officers;

                    (c) Administer compensation plans for executive officers and
               directors; and

                    (d)  Review,   on  a  general   policy  level   basis,   the
               compensation and benefits of officers, managers and employees for
               appropriateness;

                    (e) Act as the  Nominating  Committee for directors and make
               recommendations to the Board of Directors for types,  methods and
               levels of directors' compensation;

                    (f) Administer the  Corporation's  equity  incentive plan or
               any other equity-based  plans,  including the review and approval
               of all grants hereunder; and

                    (g)  Carry  out such  special  assignments  as the  Board of
               Directors  may,  from  time to  time,  give  to the  Compensation
               Committee.

               5. THE AUDIT  COMMITTEE.  The Audit  Committee shall have and may
          exercise all of the powers of the full Board of Directors  solely with
          regard  to those  matters  which  are  within  the  scope of the Audit
          Committee's designated duties, as provided herein.

                    The Audit Committee shall:

                    (a)  Select  and engage  the  independent  certified  public
               accountants to audit the financial  statements of the Corporation
               and its subsidiaries;

                    (b)  Meet  with  the  independent   auditors  and  financial
               management of the Corporation to review the scope of the proposed
               audit  for the  current  year  and  the  audit  procedures  to be
               utilized,  and at  the  conclusion  thereof,  review  such  audit
               including  any  comments or  recommendations  of the  independent
               auditors;

                    (c) Review the internal  audit  function of the  Corporation
               including  the   independence  and  authority  of  its  reporting
               obligations,  the proposed  audit plans for the coming year,  the
               coordination  of such plans with the  independent  auditors,  and
               summaries of findings of completed audits;

                    (d) Review with the  independent  accountants and management
               the  financial  statements  to  determine  that  the  independent
               auditors are  satisfied  with the  disclosure  and content of the
               financial statements;

                    (e) Review with the independent auditors,  the Corporation's
               internal  auditor,  and financial and accounting  personnel,  the
               adequacy  and  effectiveness  of  the  accounting  and  financial
               controls of the Corporation;

                    (f) Provide  sufficient  opportunity  for the  internal  and
               independent  auditors  to meet  with  the  members  of the  Audit
               Committee without members of management present;

                    (g)  Review  related  party  transactions  and  conflict  of
               interest statements for appropriateness;

                    (h)  Carry  out such  special  assignments  as the  Board of
               Directors may, from time to time, give to the Audit Committee.

          B.  SPECIAL   COMMITTEES.   In  addition  to  the  foregoing   Regular
     Committees,  the  Board of  Directors  may,  from  time to time,  establish
     Special Committees and specify the composition,  functions and authority of
     any such Special Committee.

          C. VACANCIES;  TEMPORARY APPOINTMENTS.  When, for any cause, a vacancy
     occurs in any  Regular  Committee,  the  remaining  committee  members,  by
     majority  vote,  may fill such  vacancy  by a  temporary  appointment  of a
     director on the Board of Directors not on the subject committee to fill the
     vacancy  until  the next  Board  Meeting  at which  time the full  Board of
     Directors shall fill the vacancy.

          D. ALTERNATE COMMITTEE MEMBERS.  All members of the Board of Directors
     who are not members of a given committee shall be alternate members of such
     committee  and may take the place of any  absent  member or  members at any
     meeting of such  committee,  upon  request by the  Chairman of the Board of
     Directors,  if there is one, the  President or upon request by the chairman
     of such meeting.

          E.  COMMITTEE  MINUTES AND REPORTS.  All of the  foregoing  committees
     shall keep minutes and records of all of their  meetings and activities and
     shall  report  the same to the  Board  of  Directors  at its  next  regular
     meeting.  Such minutes and records shall be available for inspection by the
     directors at all times.


                              ARTICLE IV. OFFICERS

     4.01.  GENERALLY.  The  principal  officers of the  Corporation  shall be a
Chairman of the Board (Chief Executive  Officer),  a President,  one (1) or more
Vice Presidents, a Secretary and a Treasurer. The Board of Directors shall elect
the principal  officers annually at the Annual Meeting.  All officers shall hold
office for a period of one (1) year and until their  successors are duly elected
and qualified, or until their prior death, resignation or removal.

     4.02.  REMOVAL.  Any  officer  or  agent  may be  removed  by the  Board of
Directors  with or without cause  whenever in its judgment the best interests of
the  Corporation  would be served  thereby,  but such  removal  shall be without
prejudice to the contract rights, if any, of the person so removed.  Election or
appointment shall not of itself create contract rights.

     4.03.  VACANCIES.  A vacancy  in any  principal  office  because  of death,
resignation,  removal,  or otherwise,  shall be filled by the Board of Directors
for the unexpired  portion of the term. The Board of Directors may, from time to
time, omit to elect one (1) or more officers, or may omit to fill a vacancy, and
in such case, the designated duties of such officer,  unless otherwise  provided
in these Bylaws,  shall be discharged by the Chairman of the Board or such other
officers as he or she may designate.

     4.04.  CHAIRMAN OF THE BOARD.  The Chairman of the Board, who shall also be
the Chief Executive  Officer,  shall preside at all meetings of the Shareholders
and of the  directors and shall do and perform such other duties as from time to
time may be assigned to that office by the Board of Directors.

     4.05.  PRESIDENT.  The  President  shall have  general  supervision  of the
business and affairs of the Corporation.  The President may sign and execute all
authorized bonds, notes, checks,  contracts, or other obligations in the name of
the  Corporation.  The President shall perform such other duties as from time to
time may be assigned to him or her by the Board of Directors.

     4.06. VICE PRESIDENTS. Should the Chairman of the Board or the President be
absent or unable to act, the Board of Directors shall designate a Vice President
or other  officer to  discharge  the duties of the vacant  office  with the same
power and  authority  as is vested in that  office.  The Vice  Presidents  shall
perform  such other  duties as from time to time may be  assigned to them by the
President or the Board of Directors.

     4.07.  SECRETARY.  The Secretary  shall keep a record of the minutes of the
meetings of the  Shareholders,  the Board of Directors and any committees of the
Board of Directors.  He or she shall  countersign  all instruments and documents
executed by the Corporation;  affix to instruments and documents the seal of the
Corporation;  keep in books therefore the transactions of the  Corporation;  see
that all  notices  are duly given in  accordance  with the  provisions  of these
Bylaws or as  required  by law;  and  perform  such other  duties as usually are
incident to such office or may be  assigned  by the  Chairman of the Board,  the
President or the Board of Directors.

     4.08.  TREASURER.  The  Treasurer,  subject to the  control of the Board of
Directors,  shall  collect,  receive,  and  safely  keep all  monies,  funds and
securities of the Corporation,  and attend to all its pecuniary  affairs.  He or
she shall keep full and complete  accounts and records of all its  transactions,
of sums owing to or by the Corporation, and all rents and profits in its behalf.

     4.09.  ASSISTANTS  AND ACTING  OFFICERS.  The  Chairman  of the Board,  the
President and the Board of Directors  shall have the power to appoint any person
to act as  assistant  to any  officer,  or as agent for the  Corporation  in the
officer's  stead,  or to perform  the duties of such  officer  whenever  for any
reason it is impracticable for the officer to act personally,  and the assistant
or acting officer or other agent so appointed by the Chairman of the Board,  the
President  or the Board of  Directors  shall have the power to  perform  all the
duties of the office to which he or she is so appointed to be  assistant,  or as
to which he or she is so appointed to act, except as such power otherwise may be
defined or restricted  by the Chairman of the Board,  the President or the Board
of Directors.


                       ARTICLE V. FUNDS OF THE CORPORATION

     5.01. FUNDS. All funds of the Corporation shall be deposited or invested in
such  depositories  or in such securities as may be authorized from time to time
by the Board of Directors or appropriate  committee under  authorization  of the
Board of Directors.

     5.02. NAME. All investments and deposits of funds of the Corporation  shall
be made and held in its  corporate  name,  except that  securities  kept under a
custodial  agreement  or trust  arrangement  with a bank or  banking  and  trust
company may be issued in the name of a nominee of such bank or banking and trust
company and except that securities may be acquired and held in bearer form.

     5.03.  LOANS.  All loans  contracted on behalf of the  Corporation  and all
evidences of indebtedness  that are issued in the name of the Corporation  shall
be  under  the  authority  of a  resolution  of the  Board  of  Directors.  Such
authorization may be general or specific.

     5.04.  CONTRACTS.  The Board of  Directors  may  authorize  one (1) or more
officers,  or agents,  to enter into any  contract  or execute  and  deliver any
instrument in the name of and on behalf of the Corporation.  Such  authorization
may be general or  specific.  In the  absence of other  designation,  all deeds,
mortgages and instruments of assignment or pledge made by the Corporation  shall
be executed in the name of the  Corporation  by the  Chairman of the Board,  the
President or one of the Vice  Presidents and by the Secretary or Treasurer;  the
Secretary,  when necessary or required,  shall affix the corporate seal thereto;
and when so executed no other party to such  instrument or any third party shall
be required to make any inquiry  into the  authority  of the signing  officer or
officers.

     5.05.  DISBURSEMENTS.  All monies of the Corporation  shall be disbursed by
check,  draft,  or written order only, and all checks and orders for the payment
of money shall be signed by such officer or officers as may be designated by the
Board of Directors. The officers and employees of the Corporation handling funds
and  securities of the  Corporation  shall give surety bonds in such sums as the
Board of Directors or appropriate committee may require.

     5.06. PROHIBITED  TRANSACTIONS.  No directors or officer of the Corporation
shall  borrow  money from the  Corporation,  or  receive  any  compensation  for
selling,  aiding  in the  sale,  or  negotiating  for the  sale of any  property
belonging  to  the  Corporation,  or  for  negotiating  any  loan  for or by the
Corporation.

     5.07. VOTING OF SECURITIES OWNED BY THIS CORPORATION. Subject always to the
specific directions of the Board of Directors:

          A. Any shares or other securities  issued by any other corporation and
     owned or  controlled  by this  Corporation  may be voted at any  meeting of
     security  holders of such other  corporation  by the Chairman of the Board,
     the  President or in their absence any Vice  President of this  Corporation
     who may be present and designated by the Board of Directors; and

          B.  Whenever,  in the  judgment  of the  Chairman  of the  Board,  the
     President,  or  in  their  absence,  a  designated  Vice  President,  it is
     desirable  for this  Corporation  to execute a proxy or written  consent in
     respect to any shares or other securities  issued by any other  corporation
     and owned by this  Corporation,  such proxy or consent shall be executed in
     the name of this  Corporation by the Chairman of the Board,  the President,
     or a designated Vice President of this Corporation in the order as provided
     in Subsection  A, without  necessity of any  authorization  by the Board of
     Directors,  affixation of corporate seal or countersignature or attestation
     by another  officer.  Any person or persons  designated in the manner above
     stated as the proxy or proxies of this  Corporation  shall have full right,
     power and authority to vote the shares or other  securities  issued by such
     other  corporation and owned by this Corporation the same as such shares or
     other securities might be voted by this Corporation.


             ARTICLE VI. CERTIFICATES FOR SHARES AND THEIR TRANSFER

     6.01.  CERTIFICATES  FOR SHARES.  Certificates  representing  shares of the
Corporation  shall be in such form,  consistent with law, as shall be determined
by the Board of Directors.  Such Certificates shall be signed by the Chairman of
the Board, the President, or a Vice President,  and the Secretary, or by another
officer  designated by the Chairman of the Board,  the President or the Board of
Directors.  All  certificates  for shares  shall be  consecutively  numbered  or
otherwise  identified.  The name and  address  of the  person to whom the shares
represented  thereby  are  issued,  with the number of shares and date of issue,
shall  be  entered  on  the  stock  transfer  books  of  the  Corporation.   All
certificates  surrendered to the  Corporation for transfer shall be canceled and
no new  certificate  shall be issued  until the  former  certificate  for a like
number of shares shall have been surrendered and canceled, except as provided in
Section 6.06.

     6.02.  FACSIMILE  SIGNATURES AND SEAL.  The seal of the  Corporation on any
certificates for shares may be a facsimile. The signature of the Chairman of the
Board,  the President or other  authorized  officer upon a certificate  may be a
facsimile if the  certificate is manually  signed on behalf of a transfer agent,
or a  registrar,  other  than  the  Corporation  itself  or an  employee  of the
Corporation.

     6.03.  SIGNATURE BY FORMER  OFFICER.  In case any officer who has signed or
whose facsimile  signature has been placed upon any certificate for shares shall
have ceased to be such  officer  before such  certificate  is issued,  it may be
issued by the Corporation with the same effect as if he or she were such officer
at the date of its issue.

     6.04.  TRANSFER OF SHARES.  Prior to due  presentment of a certificate  for
shares for  registration of transfer,  the Corporation may treat the Shareholder
of  such  shares  as  the  person  exclusively  entitled  to  vote,  to  receive
notifications and otherwise to have and exercise all the rights and powers of an
owner.  Where a certificate  for shares is presented to the  Corporation  with a
request to register for  transfer,  the  Corporation  shall not be liable to the
owner or any other person  suffering  loss as a result of such  registration  of
transfer if:

          A. There were on or with the certificate  the necessary  endorsements;
     and

          B. The  Corporation  had no duty to inquire into adverse claims or has
     discharged any such duty.

     The Corporation may require reasonable assurance that said endorsements are
genuine and effective and in compliance  with such other  regulations  as may be
prescribed by or under the authority of the Board of Directors:

     6.05.   RESTRICTIONS  ON  TRANSFER.  The  face  or  reverse  side  of  each
certificate  representing  shares  shall  bear  a  conspicuous  notation  of any
restriction imposed by the Corporation upon the transfer of such shares.

     6.06. LOST, DESTROYED OR STOLEN  CERTIFICATES.  Where the owner claims that
his or her certificate for shares has been lost,  destroyed or wrongfully taken,
a new certificate shall be issued in place thereof if the owner:

          A. So requests before the Corporation has notice that such shares have
     been acquired by a bona fide purchaser;

          B. If  required  by the  Corporation,  files  with the  Corporation  a
     sufficient indemnity bond; and

          C. Satisfies such other  reasonable  requirements as may be prescribed
     by or under the authority of the Board of Directors.

     6.07. CONSIDERATION FOR SHARES. The shares of the Corporation may be issued
for such  consideration  as shall be  fixed  from  time to time by the  Board of
Directors, provided that any shares having a par value shall not be issued for a
consideration less than the par value thereof.  The consideration to be received
for shares may consist of any tangible or intangible  property or benefit to the
Corporation, including cash, promissory notes, services performed, contracts for
services  to be  performed  or other  securities  of the  Corporation.  When the
Corporation  receives  the  consideration  for  which  the  Board  of  Directors
authorized the issuance of shares,  the shares issued for that consideration are
fully paid and  nonassessable,  except as  provided  by Section  180.0622 of the
Wisconsin  Business  Corporation  Law which may require  further  assessment for
unpaid wages to employees under certain circumstances. The Corporation may place
in escrow  shares  issued for a contract  for future  services  or benefits or a
promissory  note,  or make other  arrangements  to restrict  the transfer of the
shares,  and may credit  distributions  in respect of the shares  against  their
purchase price,  until the services are performed,  the benefits are received or
the note is paid.  If the  services  are not  performed,  the  benefits  are not
received or the note is not paid,  the  Corporation  may cancel,  in whole or in
part, the shares escrowed or restricted and the distributions credited.

     6.08.  UNCERTIFICATED  SHARES.  In accordance with Section  180.0626 of the
Wisconsin Business  Corporation Law, the Board of Directors may issue any shares
of any of its classes or series without certificates. The authorization does not
affect shares already  represented by certificates  until the  certificates  are
surrendered to the  Corporation.  Within a reasonable time after the issuance or
transfer  of  shares  without  certificates,  the  Corporation  shall  send  the
Shareholder  a  written   statement  of  the   information   required  on  share
certificates by Sections 180.0625 and 180.0627, if applicable,  of the Wisconsin
Business Corporation Law, and by the Bylaws of the Corporation.

     The  Corporation  shall  maintain at its  offices,  or at the office of its
transfer  agent,  an original or duplicate  stock  transfer book  containing the
names and  addresses of all  Shareholders  and the number of shares held by each
Shareholder. If the shares are uncertificated, the Corporation shall be entitled
to recognize the exclusive right of a person registered on its books as such, as
the owner of shares for all  purposes,  and shall not be bound to recognize  any
equitable  or other claim to or interest in such shares on the part of any other
person, whether or not it shall have express or other notice thereof,  except as
otherwise provided by the laws of the State of Wisconsin.

     6.09. TRANSFER AGENT AND REGISTRAR. The Corporation may maintain one (1) or
more transfer offices or agencies, each in charge of a transfer agent designated
by the Board of Directors, where the shares of stock of the Corporation shall be
transferable.  The  Corporation  also  may  maintain  one (1) or  more  registry
offices,  each in charge of a registrar  designated  by the Board of  Directors,
where such shares of stock shall be registered. The same person or entity may be
both a transfer agent and registrar.

     6.10.  STOCK  REGULATIONS.  The Board of Directors shall have the power and
authority to make all such further rules and regulations not  inconsistent  with
the laws of the  State of  Wisconsin  as it may deem  expedient  concerning  the
issue,  transfer and  registration  of certificates  representing  shares of the
Corporation.


                          ARTICLE VII. INDEMNIFICATION

     7.01.  INDEMNIFICATION  FOR SPECIAL DEFENSE.  Within twenty (20) days after
receipt of a written  request  pursuant to Section 7.03, the  Corporation  shall
indemnify a director or officer,  to the extent he or she has been successful on
the merits or  otherwise  in the  defense of a  proceeding,  for all  reasonable
expenses  incurred  in the  proceeding  if the  director  or officer was a party
because he or she is a director or officer of the Corporation.

     7.02. OTHER INDEMNIFICATION.

          A. In cases not included  under Section 7.01,  the  Corporation  shall
     indemnify  a director  or officer  against  all  liabilities  and  expenses
     incurred by the director or officer in a  proceeding  to which the director
     or officer  was a party  because he or she is a director  or officer of the
     Corporation,  unless liability was incurred because the director or officer
     breached or failed to perform a duty he or she owes to the  Corporation and
     the breach or failure to perform constitutes any of the following:

               1. A willful  failure to deal fairly with the  Corporation or its
          Shareholders  in  connection  with a matter in which the  director  or
          officer has a material conflict of interest.

               2. A violation  of criminal  law,  unless the director or officer
          had reasonable  cause to believe that his or her conduct was lawful or
          no reasonable cause to believe that his or her conduct was unlawful.

               3. A  transaction  from which the director or officer  derived an
          improper personal profit.

               4. Willful conduct.

          B.  Determination  of whether  indemnification  is required  under the
     Section shall be made pursuant to Section 7.05.

          C. The termination of a proceeding by judgment,  order,  settlement or
     conviction,  or upon a plea of no contest or an equivalent  plea, does not,
     by itself,  create a presumption  that  indemnification  of the director or
     officer is not required under this Section.

     7.03.  WRITTEN  REQUEST.  A director or officer  who seeks  indemnification
under Section 7.01 or 7.02 shall make a written request to the Corporation.

     7.04.  NONDUPLICATION.  The  Corporation  shall not indemnify a director or
officer  under  Sections  7.01 or 7.02 to the extent the director or officer has
previously  received  indemnification or allowances of expenses from any person,
including the Corporation, in connection with the same proceeding.  However, the
director or officer has no duty to look to any other person for indemnification.

     7.05. DETERMINATION OF RIGHT TO INDEMNIFICATION.

          A. Unless  otherwise  provided by the Articles of  Incorporation or by
     written agreement between the director or officer and the Corporation,  the
     director or officer seeking indemnification under Section 7.02 shall select
     one  (1) of the  following  means  for  determining  his  or her  right  to
     indemnification:

               1. By a  majority  vote of a quorum  of the  Board  of  Directors
          consisting of directors not at the time parties to the same or related
          proceedings.   If  a  quorum  of  disinterested  directors  cannot  be
          obtained,  by majority vote of a committee duly appointed by the Board
          of Directors and  consisting of two (2) or more  directors who are not
          at the time parties to the same or related proceedings.  Directors who
          are parties to the same or related  proceedings may participate in the
          designation of members of the committee.

               2. By independent legal counsel selected by a quorum of the Board
          of  Directors  or its  committee  in  the  manner  prescribed  in 1 of
          Subsection  A, if unable to obtain  such a quorum or  committee,  by a
          majority vote of the full Board of Directors,  including directors who
          are parties to the same or related proceedings.

               3. By a panel  of three  (3)  arbitrators  consisting  of one (1)
          arbitrator  selected by those directors entitled under 2 of Subsection
          A to select independent legal counsel,  one (1) arbitrator selected by
          the director or officer seeking indemnification and one (1) arbitrator
          selected by two (2) arbitrators previously selected.

               4. By an affirmative  vote of shares  represented at a meeting of
          Shareholders  at which a quorum of the voting  group  entitled to vote
          thereon is  present.  Shares  owned by, or voted under the control of,
          persons  who  are  at  the  time   parties  to  the  same  or  related
          proceedings,  whether  as  plaintiffs  or  defendants  or in any other
          capacity, may not be voted in making the determination.

               5. By a court under Section 7.08.

               6. By any other method  provided for in any  additional  right to
          indemnification permitted under Section 7.07.

          B. In any determination  under Subsection A, the burden of proof is on
     the   Corporation   to  prove  by  clear  and   convincing   evidence  that
     indemnification under Section 7.02 should not be allowed.

          C.  A  written   determination   as  to  a  director's   or  officer's
     indemnification   under  Section  7.02  shall  be  submitted  to  both  the
     Corporation  and the  director  or  officer  within  sixty (60) days of the
     selection made under Subsection A.

          D. If it is determined that  indemnification is required under Section
     7.02, the Corporation shall pay all liabilities and expenses not prohibited
     by  Section  7.04  within  ten  (10)  days  after  receipt  of the  written
     determination  under  Subsection  C.  The  Corporation  shall  also pay all
     expenses  incurred  by the  director  or  officer in the  determination  of
     process under Subsection A.

     7.06. ADVANCE OF EXPENSES.  Within ten (10) days after receipt of a written
request by a director or officer who is a party to a proceeding, the Corporation
shall pay or reimburse his or her reasonable  expenses  incurred if the director
or officer provides the Corporation with all of the following:

          A. A written  affirmation  of his or her good faith  belief that he or
     she  has not  breached  or  failed  to  perform  his or her  duties  to the
     Corporation.

          B. A written undertaking, executed personally or on his or her behalf,
     to repay the allowance to the extent that it is ultimately determined under
     Section 7.05 that  indemnification  under  Section 7.02 is not required and
     that  indemnification  is not ordered by a court under Section  7.08(B)(2).
     The  undertaking  under  this  subsection  shall  be an  unlimited  general
     obligation of the director or officer and may be accepted without reference
     to his or her  ability  to repay  the  allowance.  The  undertaking  may be
     secured or unsecured.

     7.07. NONEXCLUSIVITY.

          A. Except as provided in Subsection B, Sections 7.01, 7.02 and 7.06 do
     not  preclude  any  additional  right to  indemnification  or  allowance of
     expenses that a director or officer may have under any of the following:

               1. The Articles of Incorporation.

               2. A written  agreement  between the  director or officer and the
          Corporation.

               3. A resolution of the Board of Directors.

               4. A resolution,  after notice, adopted by a majority vote of all
          of the Corporation's voting shares then issued and outstanding.

          B. Regardless of the existence of an additional right under Subsection
     A, the Corporation  shall not indemnify a director or officer,  or permit a
     director  or officer  to retain  any  allowance  of  expenses  unless it is
     determined by or on behalf of the Corporation  that the director or officer
     did not breach or fail to perform a duty he or she owes to the  Corporation
     which  constitutes  conduct  under Section  7.02(A)(1),  (2), (3) or (4). A
     director  or officer who is a party to the same or related  proceeding  for
     which  indemnification  or an  allowance  of  expenses  is  sought  may not
     participate in a determination under this subsection.

          C. Sections 7.01 to 7.13 do not affect the Corporation's  power to pay
     or  reimburse  expenses  incurred  by a  director  or officer in any of the
     following circumstances.

               1. As a  witness  in a  proceeding  to  which  he or she is not a
          party.

               2. As a plaintiff or petitioner in a proceeding because he or she
          is or was an employee, agent, director or officer of the Corporation.

     7.08 COURT-ORDERED INDEMNIFICATION.

          A.  Except as  provided  otherwise  by written  agreement  between the
     director  or officer  and the  Corporation,  a director or officer who is a
     party to a proceeding may apply for indemnification to the court conducting
     the proceeding or to another court of competent  jurisdiction.  Application
     shall be made for an  initial  determination  by the  court  under  Section
     7.05(a)(5)  or for  review by the court of an adverse  determination  under
     Section 7.05(A)(1), (2), (3), (4), or (6). After receipt of an application,
     the court shall give any notice it considers necessary.

          B. The court shall order  indemnification  if it determines any of the
     following:

               1. That the  director or officer is  entitled to  indemnification
          under Sections 7.01 or 7.02.

               2. That the director or officer is fairly and reasonably entitled
          to  indemnification  in  view  of  all  the  relevant   circumstances,
          regardless of whether indemnification is required under Section 7.02.

          C. If the court  determines  under  Subsection  B that the director or
     officer is  entitled  to  indemnification,  the  Corporation  shall pay the
     director's  or  officer's  expenses  incurred  to obtain the  court-ordered
     indemnification.

     7.09.  INDEMNIFICATION  AND  ALLOWANCE OF EXPENSES OF EMPLOYEES AND AGENTS.
The  Corporation  shall  indemnify an employee of the  Corporation  who is not a
director  or officer of the  Corporation,  to the extent that he or she has been
successful  on the  merits or  otherwise  in defense  of a  proceeding,  for all
reasonable  expenses  incurred in the  proceeding  if the  employee  was a party
because  he or she  was  an  employee  of  the  Corporation.  In  addition,  the
Corporation may indemnify and allow reasonable  expenses of an employee or agent
who is not a director or officer of the  Corporation  to the extent  provided by
(i) the Articles of Incorporation,  (ii) these Bylaws, (iii) general or specific
action of the Board of Directors,  or (iv) by contract;  provided however,  that
the Corporation may not provide such indemnification to the extent prohibited by
law.

     7.10.  INSURANCE.  The Corporation  may purchase and maintain  insurance on
behalf of an individual  who is an employee,  agent,  director or officer of the
Corporation  against liability asserted against or incurred by the individual in
his or her capacity as an employee,  agent,  director or officer,  regardless of
whether the Corporation is required or authorized to indemnify or allow expenses
to the individual against the same liability.

     7.11. SECURITIES LAW CLAIMS.

          A.  Pursuant  to the  public  policy  of the State of  Wisconsin,  the
     Corporation shall provide indemnification and allowance of expenses and may
     insure for any liability incurred in connection with a proceeding involving
     securities  regulation  described under Subsection B to the extent required
     or permitted under Sections 7.01 to 7.10.

          B. Sections 7.01 to 7.10 apply, to the extent  applicable to any other
     proceeding,  to any proceeding involving federal or state statute,  rule or
     regulation regulating the offer, sale or purchase of securities, securities
     brokers or dealers, or investment companies or investment advisers.

     7.12.  LIBERAL  CONSTRUCTION.  In order for the  Corporation  to obtain and
retain qualified  directors,  officers and employees,  the foregoing  provisions
shall be liberally  administered in order to afford maximum  indemnification  of
directors,  officers and, where Section 7.09 of these Bylaws applies, employees.
The indemnification  above provided for shall be granted in all applicable cases
unless to do so would clearly  contravene law,  controlling  precedent or public
policy.

     7.13. DEFINITIONS APPLICABLE TO THIS ARTICLE. For purposes of the Article:

          A. "Affiliate"  shall include,  without  limitation,  any corporation,
     partnership,   joint  venture,   employee  benefit  plan,  trust  or  other
     enterprise that directly or indirectly through one or more  intermediaries,
     controls  or is  controlled  by,  or is  under  common  control  with,  the
     Corporation.

          B.  "Corporation"  means this  Corporation and any domestic or foreign
     predecessor  of  this  Corporation  where  the  predecessor   corporation's
     existence ceased upon the consummation of a merger or other transaction.

          C. "Director or Officer" means any of the following:

               1. An  individual  who is or was a  director  or  officer of this
          Corporation.

               2.  An  individual  who,  while a  director  or  officer  of this
          Corporation,  is or was  serving  at the  Corporation's  request  as a
          director,  officer,  partner,  trustee,  member  of any  governing  or
          decision-making committee, employee or agent of another corporation or
          foreign  corporation,  partnership,  joint  venture,  trust  or  other
          enterprise.

               3.  An  individual  who,  while a  director  or  officer  of this
          Corporation, is or was serving an employee benefit plan because his or
          her duties to the  Corporation  also  impose  duties on, or  otherwise
          involve  service by, the person to the plan or to  participants  in or
          beneficiaries of the plan.

               4. Unless the context requires otherwise,  the estate or personal
          representative of a director or officer.

          For  purposes  of  this  Article,  it shall  be conclusively  presumed
          that any director or officer serving as a director,  officer, partner,
          trustee,  member  of  any  governing  or  decision-making   committee,
          employee or agent of an  Affiliate  shall be so serving at the request
          of the Corporation.

          D. "Expenses" include fees, costs,  charges,  disbursements,  attorney
     fees and other expenses incurred in connection with a proceeding.

          E. "Liability" includes the obligation to pay a judgment,  settlement,
     penalty,  assessment,  forfeiture or fine, including an excise tax assessed
     with respect to an employee benefit plan, and reasonable expenses.

          F. "Party"  includes an individual who was or it, or who is threatened
     to be made, a named defendant or respondent in a proceeding.

          G.  "Proceeding"  means any  threatened,  pending or completed  civil,
     criminal,  administrative  or investigative  action,  suit,  arbitration or
     other  proceeding,  whether  formal or informal,  which  involves  foreign,
     federal,  state or local law and which is brought by or in the right of the
     Corporation or by any other person.


                        ARTICLE VIII. CORPORATE DIVIDENDS

     The Board of  Directors  may from  time to time  declare  dividends  on its
outstanding  shares in the manner and upon the terms and conditions  provided by
law and its Articles of Incorporation.


                           ARTICLE IX. CORPORATE SEAL

     The Board of Directors  may provide a corporate  seal which may be circular
in form and may have inscribed thereon the name of the Corporation and the state
of incorporation and the words "Corporate Seal."


                             ARTICLE X. FISCAL YEAR

     The fiscal year shall be set by the Board of Directors.


                             ARTICLE XI. AMENDMENTS

     11.01. BY  SHAREHOLDERS.  These Bylaws may be altered,  amended or repealed
and new Bylaws may be adopted by the  Shareholders  by  affirmative  vote of not
less than a  majority  of the  shares  present  or  represented  at an annual or
special meeting of the Shareholders at which a quorum is in attendance.

     11.02. BY DIRECTORS.  These Bylaws may also be altered, amended or repealed
and new Bylaws may be adopted by the Board of Directors by affirmative vote of a
majority of the number of directors  present at or  participating in any meeting
at which a quorum is in  attendance;  but no bylaw  adopted by the  Shareholders
shall be amended or repealed by the Board of  Directors  if the bylaw so adopted
so provides.

     11.03.   IMPLIED  AMENDMENTS.   Any  action  taken  or  authorized  by  the
Shareholders or by the Board of Directors,  which would be inconsistent with the
Bylaws then in effect but is taken or authorized by affirmative vote of not less
than the  number of shares or the  number  of  directors  required  to amend the
Bylaws so that the Bylaws would be consistent  with such action,  shall be given
the same effect as though the Bylaws had been  temporarily  amended or suspended
so far, but only so far, as is necessary to permit the specific  action so taken
or authorized.







                                                                    EXHIBIT 10.1










                              EQUITY INCENTIVE PLAN

                      AMERICAN MEDICAL SECURITY GROUP, INC.

                                  FEBRUARY 1993

                    (As Amended and Restated March 15, 1999)















                         THIS DOCUMENT CONSTITUTES PART
                       OF A PROSPECTUS COVERING SECURITIES
                            THAT HAVE BEEN REGISTERED
                  UNDER THE SECURITIES ACT OF 1933, AS AMENDED.





<PAGE>


                      AMERICAN MEDICAL SECURITY GROUP, INC.
                              EQUITY INCENTIVE PLAN
                    (As Amended and Restated March 15, 1999)

                                TABLE OF CONTENTS

                                                                            PAGE


ARTICLE 1.  ESTABLISHMENT, PURPOSE AND DURATION................................1
    1.1     Establishment of the Plan..........................................1
    1.2     Purpose of the Plan................................................1
    1.3     Duration of the Plan...............................................1

ARTICLE 2.  DEFINITIONS........................................................2

ARTICLE 3.  ADMINISTRATION.....................................................6
    3.1     The Committee......................................................6
    3.2     Authority of the Committee.........................................7
    3.3     Decisions Binding..................................................7

ARTICLE 4.  SHARES SUBJECT TO THE PLAN.........................................8
    4.1     Number of Shares...................................................8
    4.2     Lapsed Awards......................................................9
    4.3     Adjustments in Authorized Shares...................................9

ARTICLE 5.  ELIGIBILITY AND PARTICIPATION......................................9
    5.1     Eligibility........................................................9
    5.2     Actual Participation..............................................10

ARTICLE 6.  STOCK OPTIONS.....................................................10
    6.1     Grant of Options..................................................10
    6.2     Option Award Agreement............................................10
    6.3     Option Price......................................................10
    6.4     Duration of Options...............................................11
    6.5     Exercise of Options...............................................11
    6.6     Payment...........................................................11
    6.7     Restrictions on Share Transferability.............................11
    6.8     Termination of  Employment Due to Death, Disability or Retirement.12
    6.9     Termination of Employment for Other Reasons.......................13
    6.10    Exercise of Options With Respect to Directors.....................13
    6.11    Restrictions on Transferability...................................13

ARTICLE 7.  STOCK APPRECIATION RIGHTS.........................................14
    7.1     Grant of SARs.....................................................14
    7.2     Exercise of Tandem SARs...........................................14
    7.3     Exercise of Affiliated SARs.......................................15
    7.4     Exercise of Freestanding SARs.....................................15
    7.5     SAR Agreement.....................................................15
    7.6     Term of SARs......................................................15
    7.7     Payment of SAR Amount.............................................15
    7.8     Rule 16b-3 Requirements...........................................15
    7.9     Termination of Employment Due to Death, Disability, or Retirement.16
    7.10    Termination of Employment for Other Reasons.......................17
    7.11    Exercise of SARs With Respect to Directors........................17
    7.12    Non-transferability of SARs.......................................17

ARTICLE 8.  RESTRICTED STOCK..................................................17
    8.1     Grant of Restricted Stock.........................................17
    8.2     Restricted Stock Agreement........................................18
    8.3     Transferability...................................................18
    8.4     Other Restrictions................................................18
    8.5     Certificate Legend................................................18
    8.6     Removal of Restrictions...........................................19
    8.7     Voting Rights.....................................................19
    8.8     Dividends and Other Distributions.................................19
    8.9     Termination of Employment Due to Death, Disability, or Retirement.19
    8.10    Termination of Employment for Other Reasons.......................20
    8.11    Restricted Stock Granted to Directors.............................20

ARTICLE 9.  PERFORMANCE UNITS AND PERFORMANCE SHARES..........................20
    9.1     Grant of Performance Units/Shares.................................20
    9.2     Value of Performance Units/Shares.................................20
    9.3     Earning of Performance Units/Shares...............................21
    9.4     Form and Timing of Payment of Performance Units/Shares............21
    9.5     Termination of Employment Due to Death, Disability, Retirement, 
            or Involuntary Termination (Without Cause)........................21
    9.6     Termination of Employment for Other Reasons.......................22
    9.7     Performance Units/Shares Granted to Directors.....................22
    9.8     Non-transferability...............................................22

ARTICLE 10.  BENEFICIARY DESIGNATION..........................................22

ARTICLE 11.  DEFERRALS........................................................23

ARTICLE 12.  RIGHTS OF EMPLOYEES..............................................23
    12.1     Employment.......................................................23
    12.2     Participation....................................................23

ARTICLE 13.  CHANGE IN CONTROL................................................24

ARTICLE 14.  AMENDMENT, MODIFICATION, AND TERMINATION.........................24
    14.1     Amendment, Modification and Termination..........................24
    14.2     Awards Previously Granted........................................24

ARTICLE 15.  WITHHOLDING......................................................25
    15.1     Tax Withholding..................................................25
    15.2     Share Withholding................................................25

ARTICLE 16.  INDEMNIFICATION..................................................25

ARTICLE 17.  SUCCESSORS.......................................................26

ARTICLE 18.  LEGAL CONSTRUCTION...............................................26
    18.1     Gender and Number................................................26
    18.2     Severability.....................................................26
    18.3     Requirements of Law..............................................26
    18.4     Securities Law Compliance........................................26
    18.5     Governing Law....................................................27



<PAGE>


5

                      AMERICAN MEDICAL SECURITY GROUP, INC.
                              EQUITY INCENTIVE PLAN
                    (As Amended and Restated March 15, 1999)


                 ARTICLE 1. ESTABLISHMENT, PURPOSE AND DURATION

     1.1  ESTABLISHMENT OF THE PLAN.  American  Medical Security Group,  Inc., a
Wisconsin  corporation  formerly known as United Wisconsin  Services,  Inc. (the
"Company"),  established this incentive compensation plan known as the "American
Medical  Security Group,  Inc. Equity Incentive Plan" (herein referred to as the
"Plan")  effective as of February 24, 1993 (the "Effective  Date") upon approval
by its Board of Directors, and ratification by an affirmative vote of a majority
of Shares at an annual  shareholders'  meeting of the Company.  (The validity of
any awards granted prior to shareholder ratification of the Plan were contingent
upon such ratification.)
     The Plan, as set forth in this  document,  remains in effect as provided in
Section  1.3  herein  and  permits  the  grant of  Non-qualified  Stock  Options
("NQSOs"), Incentive Stock Options ("ISOs"), SARs, Restricted Stock, Performance
Units, and Performance Shares.

     1.2 PURPOSE OF THE PLAN. The purpose of the Plan is to promote the success,
and enhance  the value,  of the Company by linking  the  personal  interests  of
Participants  to those of Company  shareholders,  and by providing  Participants
with an incentive for outstanding performance.
     The Plan is further  intended to provide  flexibility to the Company in its
ability to motivate, attract, and retain the services of Participants upon whose
judgment,  interest,  and special effort the successful conduct of its operation
is dependent.

     1.3 DURATION OF THE PLAN.  Subject to approval by the Board of Directors of
the  Company and  ratification  by the  shareholders  of the  Company,  the Plan
commenced on the Effective  Date, as described in Section 1.1 herein,  and shall
remain in effect,  subject to the right of the Board of Directors of the Company
to  terminate  the Plan at any time  pursuant  to Article  14 herein,  until all
Shares  subject to it shall have been  purchased  or acquired  according  to the
Plan's provisions. However, to the extent required by the Internal Revenue Code,
no ISO may be granted  under the Plan on a date that is more than ten years from
the date the Plan is adopted,  or, if earlier,  the date the Plan is approved by
shareholders.

                             ARTICLE 2. DEFINITIONS

     Whenever used in the Plan, the following  terms shall have the meanings set
forth below and when the meaning is intended,  the initial letter of the word is
capitalized:

          (a)  "AFFILIATE"  - a company  closely  related  to  American  Medical
     Security Group,  Inc. which is designated as an Affiliate by the Board. For
     purposes of this Plan,  United Wisconsin  Services,  Inc. (f/k/a Newco/UWS,
     Inc.) and Blue  Cross & Blue  Shield  United  of  Wisconsin  shall  each be
     considered an Affiliate  only with respect to Stock Options issued prior to
     September 11, 1998.

          (b) "AFFILIATED SAR" means an SAR that is granted in connection with a
     related  Option,  and which will be deemed to  automatically  be  exercised
     simultaneous with the exercise of the related Option.

          (c) "AWARD" means,  individually or  collectively,  a grant under this
     Plan  of  Non-qualified  Stock  Options,  Incentive  Stock  Options,  SARs,
     Restricted Stock, Performance Units, or Performance Shares.

          (d)  "AWARD  AGREEMENT"  means  an  agreement  entered  into  by  each
     Participant  and the  Company,  setting  forth  the  terms  and  provisions
     applicable to Awards granted to Participants under this Plan.

          (e) "BENEFICIAL OWNER" shall have the meaning ascribed to such term in
     Rule 13d-3 of the General Rules and Regulations under the Exchange Act.

          (f) "BOARD" or "BOARD OF  DIRECTORS"  means the Board of  Directors of
     the Company.

          (g) "CAUSE" means:

               (i) willful  and gross  misconduct  on the part of a  Participant
          that is materially and demonstrably detrimental to the Company; or

               (ii) the  commission by a  Participant  of one or more acts which
          constitute an indictable crime under United States Federal,  state, or
          local law.  "Cause"  under either (i) or (ii) shall be  determined  in
          good faith by the Committee.

          (h) "CHANGE IN CONTROL"  of the Company in  connection  with any Award
     Agreement  entered  into  before  March 15,  1999  shall  mean a "Change in
     Control" as defined in the Plan prior to its amendment and  restatement  on
     March 15, 1999 and "Change in  Control" of the Company in  connection  with
     any Award Agreement entered into on or after March 15, 1999 shall be deemed
     to have occurred as of the date that:

               (i) a majority of Directors  of the Company  cease to continue to
          serve as Directors of the Company and the Chief  Executive  Officer of
          the Company  ceases to serve as the Chief  Executive of the Company as
          the direct or indirect result of, or in connection with the occurrence
          of:

                    (a) any  person,  including  a "group" as defined in Section
               13(d)(3)  of  the  Securities  Exchange  Act of  1934,  becoming,
               directly or indirectly, the beneficial owner of securities of the
               Company,  or any other  subsidiary,  representing  forty  percent
               (40%)  or  more  of  the  combined   voting  power  of  the  then
               outstanding  securities  of the Company  that may be cast for the
               election of Directors  of the Company  (other than as a result of
               an issuance of securities initiated by the Company or open market
               purchases  approved by the Board of  Directors  of the Company as
               long  as the  majority  of the  Directors  at the  time  of  such
               approval are also Directors at the time the purchases are made);

                    (b) a cash tender or exchange offer;

                    (c) a  hostile  or  involuntary  merger  or  other  business
               combination;

                    (d) a  sale  of  all  or  substantially  all  assets  of the
               Company;

                    (e) a contested election of directors; or

                    (f) any combination of the aforementioned events; or

               (ii)  the   shareholders   approve  a  plan  of   liquidation  or
          dissolution of the Company.

          (i) "CODE"  means the Internal  Revenue Code of 1986,  as amended from
     time to time.

          (j) "COMMITTEE"  means the Compensation  Committee of American Medical
     Security Group,  Inc., as appointed by the Board to administer the Plan, or
     such other  committee  as may be  appointed  by the Board  consistent  with
     Section 3.1.

          (k) "COMPANY" means American Medical Security Group, Inc., a Wisconsin
     corporation or any successor thereto as provided in Article 17 herein.

          (l) "COVERED  EMPLOYEE"  means a Participant  designated  prior to the
     grant of an award of Restricted  Stock,  Performance  Units, or Performance
     Shares by the  Committee who is or may be a "covered  employee"  within the
     meaning of Section  162(m)(3) of the  Internal  Revenue Code in the year in
     which such Restricted Stock,  Performance  Units or Performance  Awards are
     taxable to such Participant.

          (m)  "DIRECTOR"  means any  individual who is a member of the Board of
     Directors of the Company or any Subsidiary or Affiliate.

          (n) "DISABILITY" means with respect to any ISOs, a permanent and total
     disability within the meaning of Code Section 22(e)(3), and with respect to
     all other  Awards  under  the  Plan,  a  medically  determinable  mental or
     physical  impairment  which  renders a Participant  totally and  presumably
     permanently  unable to  continue  in  employment  with the  Company and all
     Affiliates.  The determination of disability shall be made by the Committee
     in good faith, upon receipt of sufficient competent medical advice from one
     or more individuals,  selected by the Committee,  who are qualified to give
     professional medical advice.

          (o) "EMPLOYEE"  means any full-time  employee of the Company or of the
     Company's Subsidiaries or Affiliates.

          (p)  "EXCHANGE  ACT" means the  Securities  Exchange  Act of 1934,  as
     amended from time to time, or any successor Act thereto.

          (q) "FAIR  MARKET  VALUE"  means the  closing  price for Shares on the
     relevant  date,  or (if there  were no sales on such  date) the  average of
     closing  prices on the  nearest  day before and the  nearest  day after the
     relevant  date, on a stock  exchange or over the counter,  as determined by
     the Committee.

          (r) "FREESTANDING  SAR" means an SAR that is granted  independently of
     any Options.

          (s)  "INCENTIVE  STOCK  OPTION" or "ISO"  means an option to  purchase
     Shares, granted under Article 6 herein, which is designated as an Incentive
     Stock Option and is intended to meet the requirements of Section 422 of the
     Code.

          (t)  "INSIDER"  shall mean an Employee or  Participant  who is, on the
     relevant date, an officer,  director of the Company,  as defined in Rule 16
     under the Exchange Act.

          (u) "NON-QUALIFIED STOCK OPTION" or "NQSO" means an option to purchase
     Shares,  granted  under  Article 6 herein,  which is not  intended to be an
     Incentive Stock Option.

          (v) "OPTION" means an Incentive Stock Option or a Non-qualified  Stock
     Option.

          (w) "OPTION  PRICE"  means the price at which a Share may be purchased
     by a Participant pursuant to an Option, as determined by the Committee.

          (x) "PARTICIPANT"  means a person who has outstanding an Award granted
     under the Plan.

          (y) "PERFORMANCE GOALS" means the performance goals established by the
     Committee prior to the grant of any Award of Restricted Stock,  Performance
     Units,  or  Performance  Shares that are based on the  attainment  of goals
     relating to one or more of the following  business  criteria measured on an
     absolute basis or in terms of growth or reduction:  net income  (pre-tax or
     after-tax and with adjustments as stipulated),  earnings per share,  return
     on equity,  return on assets,  return on  tangible  book  value,  operating
     income,  earnings before  depreciation,  interest,  taxes and  amortization
     (EBDITA),  loss  ratio,  expense  ratio,  increase  in stock  price,  total
     shareholder  return,  economic  value added and operating  cash flow.  With
     respect to Covered  Employees,  all  Performance  Goals shall be  objective
     performance  goals  satisfying  the  requirements  for   "performance-based
     compensation"  within  the  meaning of Section  162(m)(4)  of the  Internal
     Revenue  Code and shall be  established  by the  Committee  within the time
     prescribed  by Section  162(m) of such Code and related  regulations.  With
     respect to Participants  who are not Covered  Employees,  the Committee may
     establish  other  subjective  or  objective  performance  goals,  including
     individual goals, which it deems appropriate.

          (z)  "PERFORMANCE  UNIT" means an Award granted to a  Participant,  as
     described in Article 9 herein.

          (aa) "PERFORMANCE  SHARE" means an Award granted to a Participant,  as
     described in Article 9 herein.

          (bb)  "PERIOD  OF  RESTRICTION"  means  the  period  during  which the
     transfer of Shares of Restricted Stock is limited in some way (based on the
     passage  of  time,  the  achievement  of  Performance  Goals,  or upon  the
     occurrence  of  other  events  as  determined  by  the  Committee,  at  its
     discretion),   and  the  Shares  are  subject  to  a  substantial  risk  of
     forfeiture, as provided in Article 8 herein.

          (cc) "PERSON" shall have the meaning  ascribed to such term in Section
     3(a)(9) of the Exchange Act and used in Sections  13(d) and 14(d)  thereof,
     including a "group" as defined in Section 13(d).

          (dd)  "RESTRICTED  STOCK"  means an  Award  granted  to a  Participant
     pursuant to Article 8 herein.

          (ee)  "RETIREMENT"  shall have the  meaning  ascribed  to it under the
     Company's tax qualified retirement plan.

          (ff) "SHARES" means the shares of common stock of the Company.

          (gg)  "SUBSIDIARY"  means any  corporation  in which the Company  owns
     directly, or indirectly through subsidiaries,  at least fifty percent (50%)
     of the total  combined  voting power of all classes of stock,  or any other
     entity (including,  but not limited to, partnerships and joint ventures) in
     which the Company owns at least fifty percent (50%) of the combined  equity
     thereof.

          (hh) "STOCK APPRECIATION RIGHT" or "SAR" means an Award, granted alone
     or in connection with a related Option,  designated as an SAR,  pursuant to
     the terms of Article 7 herein.

          (ii)  "TANDEM SAR" means an SAR that is granted in  connection  with a
     related Option, the exercise of which shall require forfeiture of the right
     to purchase a Share under the related Option (and when a Share is purchased
     under the Option, an SAR shall similarly be canceled).

          (jj) "WINDOW  PERIOD"  means a window period of time as defined in the
     Company's then current insider trading policy.

                            ARTICLE 3. ADMINISTRATION

     3.1 THE  COMMITTEE.  The Plan  shall be  administered  by the  Compensation
Committee of the Board of American Medical Security Group, Inc., or by any other
Committee  appointed by the Board  consisting of not less than two (2) Directors
who are not Employees. The members of the Committee shall be appointed from time
to time by, and shall serve at the discretion of, the Board of Directors.
     It is intended that at all times,  the Committee shall be comprised  solely
of Directors who are both: (i) Non-Employee  Directors, as defined in Rule 16b-3
under the Exchange Act; and (ii) Outside  Directors,  as defined in Treas.  Reg.
1.162-27.  However,  the failure to so comply with Rule 16b-3 and/or Treas. Reg.
1.162-27  shall not affect the  validity of any Awards made by the  Committee in
accordance with the provisions of the Plan.

     3.2 AUTHORITY OF THE COMMITTEE.  The Committee shall have full power except
as limited by law or by the Articles of Incorporation or By-laws of the Company,
and subject to the provisions herein, to determine the size and types of Awards;
to determine the terms and conditions of such Awards in a manner consistent with
the Plan;  to construe and  interpret  the Plan and any  agreement or instrument
entered into under the Plan; to establish, amend, or waive rules and regulations
for the Plan's  administration;  and  (subject to the  provisions  of Article 14
herein) to amend the terms and conditions of any outstanding Award to the extent
such terms and conditions are within the discretion of the Committee as provided
in the Plan. Further,  the Committee shall make all other  determinations  which
may be necessary or advisable for the  administration  of the Plan. As permitted
by law, the Committee may delegate its authority as identified hereunder.

     3.3  DECISIONS  BINDING.  All  determinations  and  decisions  made  by the
Committee  pursuant  to the  provisions  of the Plan and all  related  orders or
resolutions of the Board of Directors shall be final, conclusive, and binding on
all Persons, including the Company, its stockholders,  Employees,  Participants,
and their estates and beneficiaries.

                      ARTICLE 4. SHARES SUBJECT TO THE PLAN

     4.1 NUMBER OF SHARES.  Subject to  adjustment  as  provided  in Section 4.3
herein,  the total number of Shares  available  for grant under the Plan may not
exceed  4,000,000.  These 4,000,000 Shares may be either authorized but unissued
or reacquired Shares.
     The  following  rules will apply for purposes of the  determination  of the
number of Shares available for grant under the Plan:

          (a) While an Award is  outstanding,  it shall be counted  against  the
     authorized pool of Shares, regardless of its vested status.

          (b) The grant of an Option or Restricted Stock shall reduce the Shares
     available for grant under the Plan by the number of Shares  subject to such
     Award.

          (c) The  grant of a Tandem  SAR  shall  reduce  the  number  of Shares
     available for grant by the number of Shares  subject to the related  Option
     (i.e.,  there is no double  counting  of Options and their  related  Tandem
     SARs).

          (d) The grant of an  Affiliated  SAR shall reduce the number of Shares
     available for grant by the number of Shares subject to the SAR, in addition
     to the number of Shares subject to the related Option.

          (e) The grant of a Freestanding  SAR shall reduce the number of Shares
     available for grant by the number of Freestanding SARs granted.

          (f) The Committee shall in each case determine the appropriate  number
     of Shares to deduct from the authorized  pool in connection  with the grant
     of Performance Units and/or Performance Shares.

          (g) To the  extent  that an Award is settled  in cash  rather  than in
     Shares,  the authorized  Share pool shall be credited with the  appropriate
     number  of Shares  represented  by the cash  settlement  of the  Award,  as
     determined  at  the  sole  discretion  of  the  Committee  (subject  to the
     limitation set forth in Section 4.2 herein).

     The maximum  number of Shares with  respect to which  Awards may be made to
any  Participant  annually (in any one calendar  year) shall not exceed  250,000
shares.  Notwithstanding  the foregoing,  if the Participant  receives the Award
prior to March 31, 1997 in connection with the Employee's  initial employment by
the Company or in connection  with a merger or acquisition  by the Company,  the
maximum  number of Shares  with  respect to which  Awards may be made during the
three  (3) year  period  ended  March  31,  1997  shall be  850,000  Shares.  No
Participant may be granted  Performance Units in any one calendar year that when
payable would exceed $3,000,000.

     4.2  LAPSED  AWARDS.  If any Award  granted  under  this Plan is  canceled,
terminates,  expires,  or  lapses  for any  reason  (with the  exception  of the
termination  of a  Tandem  SAR  upon  exercise  of the  related  Option,  or the
termination of a related Option upon exercise of the corresponding  Tandem SAR),
any Shares  subject to such Award again shall be  available  for the grant of an
Award under the Plan.

     4.3  ADJUSTMENTS  IN  AUTHORIZED  SHARES.  In  the  event  of  any  merger,
reorganization, consolidation,  recapitalization, separation, liquidation, stock
dividend,  split-up,  Share  combination,  or  other  change  in  the  corporate
structure of the Company affecting the Shares,  such adjustment shall be made in
the number of class of Shares which may be delivered  under the Plan, and in the
number and class of and/or price of Shares subject to outstanding Options, SARs,
and  Restricted  Stock  granted  under  the  Plan,  as may be  determined  to be
appropriate and equitable by the Committee,  in its sole discretion,  to prevent
dilution  or  enlargement  of  rights;  and  provided  that the number of Shares
subject to any Award shall always be a whole number.

                    ARTICLE 5. ELIGIBILITY AND PARTICIPATION

     5.1  ELIGIBILITY.  Persons eligible to participate in this Plan include all
Directors and all full-time,  active Employees of the Company,  its Subsidiaries
and Affiliates, as determined by the Committee.

     5.2  ACTUAL  PARTICIPATION.  Subject  to the  provisions  of the Plan,  the
Committee may, from time to time, select from all eligible  Participants,  those
to whom  Awards  shall be granted and shall  determine  the nature and amount of
each award.

                            ARTICLE 6. STOCK OPTIONS

     6.1 GRANT OF  OPTIONS.  Subject  to the terms and  provisions  of the Plan,
Options  may be  granted  to  Participants  at any time and from time to time as
shall be determined by the  Committee.  The Committee  shall have  discretion in
determining the number of Shares subject to Options granted to each Participant.
The Committee may grant ISOs, NQSOs, or a combination thereof.
     If required by applicable tax rules  regarding a particular  grant of ISOs,
to the extent that the aggregate fair market value (determined as of the date an
ISO is  granted) of Shares with  respect to which ISOs are  exercisable  for the
first time by a Participant  during any calendar year exceeds  $100,000 (or such
other limit as  prescribed  by the Code) such option grant shall be treated as a
grant of NQSOs rather than ISOs.

     6.2 OPTION  AWARD  AGREEMENT.  Each Option  grant shall be  evidenced by an
Option Award Agreement that shall specify the Option Price,  the duration of the
Option,  the  number  of Shares to which the  Option  pertains,  and such  other
provisions as the Committee  shall  determine.  The Option Award  Agreement also
shall specify  whether the Option is intended to be an ISO within the meaning of
Section 422 of the Code,  or an NQSO whose  grant is intended  not to fall under
the Code provisions of Section 422.

     6.3 OPTION  PRICE.  The Option  Price for each grant of an Option  shall be
determined  by the  Committee;  provided that the Option Price shall not be less
than one hundred  percent (100%) of the Fair Market Value of a Share on the date
the Option is granted.

     6.4  DURATION OF  OPTIONS.  Each  Option  shall  expire at such time as the
Committee shall determine at the time of grant;  provided,  however, that no ISO
shall be exercisable later than the tenth (10th)  anniversary date of its grant,
and no NQSO shall be exercisable later than the twelfth (12th)  anniversary date
of its grant.

     6.5  EXERCISE  OF  OPTIONS.   Options  granted  under  the  Plan  shall  be
exercisable at such times and be subject to such  restrictions and conditions as
the  Committee  shall in each instance  approve,  which need not be the same for
each grant or for each Participant.  However, in no event may any Option granted
under this Plan become exercisable prior to six (6) months following the date of
its grant.

     6.6 PAYMENT. Options shall be exercised by the delivery of a written notice
of exercise to the Secretary of the Company,  setting forth the number of Shares
with respect to which the Option is to be exercised,  accompanied  by payment in
full of the Option Price.
     The  Option  Price  upon  exercise  of any  Option  shall be payable to the
Company  in full  either:  (a) in cash or its  equivalent,  or (b) by  tendering
previously  acquired Shares having an aggregate Fair Market Value at the time of
exercise  equal to the total  Option Price  (provided  that the Shares which are
tendered  must  have been held by the  Participant  for at least six (6)  months
prior to their tender to satisfy the Option  Price),  or (c) by a combination of
(a) and (b).
     The Committee also may allow cashless  exercise as permitted  under Federal
Reserve Board's Regulation T, subject to applicable securities law restrictions,
or by any other means which the Committee  determines to be consistent  with the
Plan's purpose and applicable law.
     As soon as practicable after receipt of a written  notification of exercise
and  full  payment,  the  Company  shall  deliver  to  the  Participant,  in the
Participant's  name, Share  certificates in an appropriate amount based upon the
number of Shares purchased under the Option(s).

     6.7  RESTRICTIONS ON SHARE  TRANSFERABILITY.  The Committee may impose such
restrictions on any Shares acquired  pursuant to the exercise of an Option under
the Plan, as it may deem advisable, including, without limitation,  restrictions
under  applicable  Federal  securities laws, under the requirements of any Stock
exchange or market upon which such Shares are then  listed  and/or  traded,  and
under any Blue Sky or state securities laws applicable to such Shares.

     6.8 TERMINATION OF EMPLOYMENT DUE TO DEATH, DISABILITY OR RETIREMENT.

          (a) TERMINATION BY DEATH. In the event the employment of a Participant
     is terminated by reason of death,  all outstanding  Options granted to that
     Participant  shall  immediately vest one hundred percent (100%),  and shall
     remain  exercisable at any time prior to their  expiration date, or for one
     (1) year  after the date of death,  whichever  period is  shorter,  by such
     person  or  persons   as  shall  have  been  named  as  the   Participant's
     beneficiary, or by such persons that have acquired the Participant's rights
     under the Option by will or by the laws of descent and distribution.

          (b)  TERMINATION  BY  DISABILITY.  In the  event the  employment  of a
     Participant is terminated by reason of Disability,  all outstanding Options
     granted to that  Participant  shall  immediately  vest one hundred  percent
     (100%) as of the date the Committee determines the definition of Disability
     to have been satisfied,  and shall remain  exercisable at any time prior to
     their  expiration  date,  or for one (1)  year  after  the  date  that  the
     Committee  determines the definition of Disability to have been  satisfied,
     whichever period is shorter.

          (c)  TERMINATION  BY  RETIREMENT.  In the  event the  employment  of a
     Participant  is terminated  by reason of  Retirement,  the Committee  shall
     retain discretion over the treatment of Options.

          (d)  EMPLOYMENT  TERMINATION  FOLLOWED  BY DEATH.  In the event that a
     Participant's  employment terminates by reason of Disability or Retirement,
     and within the exercise  period  allowed by the  Committee  following  such
     termination the Participant dies, then the remaining  exercise period under
     outstanding  Options shall equal the longer of: (i) one (1) year  following
     death;  or (ii) the  remaining  portion of the  exercise  period  which was
     triggered by the employment termination.  Such Options shall be exercisable
     by such  person or persons  who shall have been named as the  Participant's
     beneficiary,  or by such persons who have acquired the Participant's rights
     under the Option by will or by the laws of descent and distribution.

          (e)  EXERCISE  LIMITATIONS  ON  ISOS.  In the  case of  ISOs,  the tax
     treatment  prescribed  under  Section 422 of the  Internal  Revenue Code of
     1986,  as amended,  may not be available  if the Options are not  exercised
     within the Section 422  prescribed  time periods  after each of the various
     types of employment termination.

     6.9  TERMINATION OF EMPLOYMENT  FOR OTHER  REASONS.  If the employment of a
Participant  shall  terminate for any reason other than the reasons set forth in
Section 6.8 (and other than for  Cause),  all  Options  held by the  Participant
which  are  not  vested  as of the  effective  date  of  employment  termination
immediately  shall be  forfeited  to the  Company  (and shall once again  become
available  for grant  under  the  Plan).  However,  the  Committee,  in its sole
discretion,  shall have the right to immediately vest all or any portion of such
Options,  subject to such terms as the Committee, in its sole discretion,  deems
appropriate.
     Options which are vested as of the effective date of employment termination
may be  exercised  by the  Participant  for a  period  of up to six  (6)  months
following  termination,  or for  such  longer  period  up to one (1) year as the
Committee determines with respect to a particular Participant.
     If the  employment of a Participant  shall be terminated by the Company for
Cause,  all  outstanding  options held by the Participant  immediately  shall be
forfeited  to the Company and no  additional  exercise  period shall be allowed,
regardless of the vested status of the Option.
     For purposes of this Section and Section 6.8, a  termination  of employment
shall occur only after the Employee  ceases to be an Employee of the Company and
all Subsidiaries or Affiliates.

     6.10  EXERCISE OF OPTIONS WITH  RESPECT TO  DIRECTORS.  Options  granted to
Directors shall be exercisable at such times and be subject to such restrictions
and conditions as the Committee shall in each instance  approve,  which need not
be the same for each grant or for each such  Participant.  However,  in no event
may any such Option  become  exercisable  prior to six (6) months  following the
date of its grant.

     6.11 RESTRICTIONS ON TRANSFERABILITY.  No Option granted under the Plan may
be sold, transferred,  pledged, assigned or otherwise alienated or hypothecated,
other  than by will or by the laws of  descent  and  distribution,  and shall be
exercisable by a Participant  during his or her lifetime only by the Participant
except  that NQSOs may be  transferred  by a  Participant  to the  Participant's
spouse,  children or grandchildren or to a trust for the benefit of such spouse,
children or grandchildren.

                      ARTICLE 7. STOCK APPRECIATION RIGHTS

     7.1 GRANT OF SARS.  Subject to the terms and conditions of the Plan, an SAR
may be  granted to a  Participant  at any time and from time to time as shall be
determined  by  the  Committee.   The  Committee  may  grant   Affiliated  SARs,
Freestanding SARs, Tandem SARs, or any combination of these forms of SAR.
     The Committee  shall have complete  discretion in determining the number of
SARs granted to each  Participant  (subject to Article 4 herein) and  consistent
with the  provisions  of the Plan,  in  determining  the  terms  and  conditions
pertaining to such SARs. However, the grant price of a Freestanding SAR shall be
at least equal to one hundred percent (100%) of the Fair Market Value of a Share
on the date of grant of the SAR.  The grant price of Tandem  SARs or  Affiliated
SARs shall equal the Option Price of the related  Option.  In no event shall any
SAR granted hereunder become  exercisable within the first six (6) months of its
grant.

     7.2 EXERCISE OF TANDEM SARS.  Tandem SARs may be exercised  for all or part
of the Shares  subject to the related  Option upon the surrender of the right to
exercise  the  equivalent  portion of the  related  Option.  A Tandem SAR may be
exercised  only with respect to the Shares for which its related  Option is then
exercisable.
     Notwithstanding  any other  provision  of this Plan to the  contrary,  with
respect to a Tandem SAR granted in  connection  with an ISO:  (i) the Tandem SAR
will expire no later than the expiration of the  underlying  ISO; (ii) the value
of the payout with respect to the Tandem SAR may be for no more than one hundred
percent (100%) of the difference  between the Option Price of the underlying ISO
and the Fair Market  Value of the Shares  subject to the  underlying  ISO at the
time the Tandem SAR is exercised; and (iii) the Tandem SAR may be exercised only
when the Fair Market  Value of the Shares  subject to the ISO exceeds the Option
Price of the ISO.

     7.3  EXERCISE OF  AFFILIATED  SARS.  Affiliated  SARs shall be deemed to be
exercised  upon the  exercise of the  related  Options.  The deemed  exercise of
Affiliated  SARs  shall not  necessitate  a  reduction  in the number of related
Options.

     7.4 EXERCISE OF FREESTANDING SARS.  Freestanding SARs may be exercised upon
whatever terms and conditions the  Committee,  in its sole  discretion,  imposes
upon them.

     7.5 SAR AGREEMENT.  Each SAR grant shall be evidenced by an Award Agreement
that  shall  specify  the  grant  price,  the  term of the SAR,  and such  other
provisions as the Committee shall determine.

     7.6  TERM OF SARS.  The  term of an SAR  granted  under  the Plan  shall be
determined by the Committee,  in its sole discretion;  provided,  however,  that
such term shall not exceed twelve (12) years.

     7.7 PAYMENT OF SAR AMOUNT.  Upon exercise of an SAR, a Participant shall be
entitled  to  receive  payment  from the  Company  in an  amount  determined  by
multiplying:

          (a) The  difference  between the Fair  Market  Value of a Share on the
     date of exercise over the grant price; by

          (b) The number of Shares with respect to which the SAR is exercised.

     At the discretion of the Committee, the payment upon the exercise of an SAR
may be in cash, in Shares of equivalent value, or in some combination thereof.

     7.8 RULE 16B-3  REQUIREMENTS.  Notwithstanding  any other  provision of the
Plan, the Committee may impose such conditions on exercise of an SAR (including,
without limitation,  the right of the Committee to limit the time of exercise to
specified  periods) as may be required to satisfy the requirements of Section 16
(or any successor rule) of the Exchange Act.
     Further,  unless the Committee determines otherwise,  if the Participant is
an Insider,  the  ability of the  Participant  to exercise  SARs for cash may be
limited to the Window  Period or  otherwise  as provided in the  Company's  then
current insider trading policy.

     7.9 TERMINATION OF EMPLOYMENT DUE TO DEATH, DISABILITY, OR RETIREMENT.

          (a) TERMINATION BY DEATH. In the event the employment of a Participant
     is  terminated  by reason of death,  all  outstanding  SARs granted to that
     Participant  shall  immediately vest one hundred percent (100%),  and shall
     remain  exercisable at any time prior to their  expiration date, or for one
     (1) year  after the date of death,  whichever  period is  shorter,  by such
     person  or  persons   as  shall  have  been  named  as  the   Participant's
     beneficiary, or by such persons that have acquired the Participant's rights
     under the SAR by will or by the laws of descent and distribution.

          (b)  TERMINATION  BY  DISABILITY.  In the  event the  employment  of a
     Participant is terminated by reason of  Disability,  all  outstanding  SARs
     granted to that  Participant  shall  immediately  vest one hundred  percent
     (100%) as of the date the Committee determines the definition of Disability
     to have been satisfied,  and shall remain  exercisable at any time prior to
     their  expiration  date,  or for one (1)  year  after  the  date  that  the
     Committee  determines the definition of Disability to have been  satisfied,
     whichever period is shorter.

          (c)  TERMINATION  BY  RETIREMENT.  In the  event the  employment  of a
     Participant  is terminated  by reason of  Retirement,  the Committee  shall
     retain discretion over the treatment of SARs.

          (d)  EMPLOYMENT  TERMINATION  FOLLOWED  BY DEATH.  In the event that a
     Participant's  employment terminates by reason of Disability or Retirement,
     and within the exercise  period  allowed by the  Committee  following  such
     termination, the Participant dies, then the remaining exercise period under
     outstanding  SARs shall  equal the  longer  of: (i) one (1) year  following
     death;  or (ii) the  remaining  portion of the  exercise  period  which was
     triggered by the employment termination.  Such SARs shall be exercisable by
     such  person or  persons  who shall  have been  named as the  Participant's
     beneficiary,  or by such persons who have acquired the Participant's rights
     under the SAR by will or by the laws of descent and distribution.

     7.10  TERMINATION OF EMPLOYMENT  FOR OTHER REASONS.  If the employment of a
Participant  shall  terminate for any reason other than the reasons set forth in
Section 7.9 (and other than for Cause),  all SARs held by the Participant  which
are not vested as of the effective  date of employment  termination  immediately
shall be forfeited to the Company  (and shall once again  become  available  for
grant under the Plan).  However,  the Committee,  in its sole discretion,  shall
have the right to immediately  vest all or any portion of such SARs,  subject to
such terms as the Committee, in its sole discretion, deems appropriate.
     SARs which are vested as of the effective  date of  employment  termination
may be exercised by the Participant within the period beginning on the effective
date of employment termination, and ending six (6) months after such date.
     If the  employment of a Participant  shall be terminated by the Company for
Cause,  all  outstanding  SARs  held by the  Participant  immediately  shall  be
forfeited  to the Company and no  additional  exercise  period shall be allowed,
regardless of the vested status of the SARs.

     7.11 EXERCISE OF SARS WITH RESPECT TO DIRECTORS.  SARs granted to Directors
may be exercised upon whatever  terms and conditions the Committee,  in its sole
discretion, imposes on them.

     7.12  NON-TRANSFERABILITY  OF SARS.  No SAR  granted  under the Plan may be
sold,  transferred,  pledged,  assigned, or otherwise alienated or hypothecated,
other than by will or by the laws of descent and distribution. Further, all SARs
granted to a Participant  under the Plan shall be exercisable  during his or her
lifetime only by such Participant.

                           ARTICLE 8. RESTRICTED STOCK

     8.1 GRANT OF RESTRICTED  STOCK.  Subject to the terms and provisions of the
Plan,  the  Committee,  at any time and from time to time,  may grant  Shares of
Restricted Stock to eligible Participants in such amounts as the Committee shall
determine.

     8.2  RESTRICTED  STOCK  AGREEMENT.  Each  Restricted  Stock  grant shall be
evidenced  by a  Restricted  Stock  Agreement  that shall  specify the Period of
Restriction, or Periods, the number of Restricted Stock Shares granted, and such
other provisions as the Committee shall determine.

     8.3  TRANSFERABILITY.  Except as provided in this  Article 8, the Shares of
Restricted Stock granted herein may not be sold, transferred, pledged, assigned,
or otherwise alienated or hypothecated until the end of the applicable Period of
Restriction  established by the Committee and specified in the Restricted  Stock
Agreement, or upon earlier satisfaction of any other conditions, as specified by
the  Committee  in its sole  discretion  and set forth in the  Restricted  Stock
Agreement.  However, in no event may any Restricted Stock granted under the Plan
become vested in a Participant prior to six (6) months following the date of its
grant.  All rights with respect to the Restricted Stock granted to a Participant
under  the Plan  shall be  available  during  his or her  lifetime  only to such
Participant.

     8.4  OTHER  RESTRICTIONS.  The  Committee  shall  in the  case  of  Covered
Employees,  and may in the case of other Participants,  condition the vesting of
Shares of Restricted Stock upon the attainment of Performance  Goals established
before  or at the  time of the  grant.  The  Committee  may  impose  such  other
restrictions on any Shares of Restricted  Stock granted  pursuant to the Plan as
it may deem advisable,  and/or  restrictions  under applicable  Federal or state
securities laws; and may legend the certificates  representing  Restricted Stock
to give appropriate  notice of such  restrictions.  The provisions of Restricted
Stock Award need not be the same with respect to each Participant.

     8.5 CERTIFICATE  LEGEND.  In addition to any legends placed on certificates
pursuant  to  Section  8.4  herein,  each  certificate  representing  Shares  of
Restricted Stock granted pursuant to the Plan shall bear the following legend:

               "The sale or other transfer of the Shares of stock represented by
               this certificate, whether voluntary, involuntary, or by operation
               of law,  is subject to certain  restrictions  on  transfer as set
               forth  in  the  American  Medical  Security  Group,  Inc.  Equity
               Incentive Plan, and in a Restricted  Stock  Agreement.  A copy of
               the Plan and such Restricted Stock Agreement may be obtained from
               the Secretary of American Medical Security Group, Inc."

     8.6 REMOVAL OF RESTRICTIONS.  Except as otherwise  provided in this Article
8, Shares of Restricted  Stock covered by each Restricted Stock grant made under
the Plan shall become freely  transferable by the Participant after the last day
of  the  Period  of   Restriction.   Once  the  Shares  are  released  from  the
restrictions,  the Participant  shall be entitled to have the legend required by
Section 8.5 removed from his or her Share certificate.

     8.7 VOTING RIGHTS.  During the Period of Restriction,  Participants holding
Shares of  Restricted  Stock  granted  hereunder may exercise full voting rights
with respect to those Shares.

     8.8 DIVIDENDS AND OTHER  DISTRIBUTIONS.  During the Period of  Restriction,
Participants  holding  Shares of  Restricted  Stock granted  hereunder  shall be
entitled to receive all dividends and other  distributions  paid with respect to
those Shares while they are so held. If any such dividends or distributions  are
paid in  Shares,  the  Shares  shall  be  subject  to the same  restrictions  on
transferability  and  forfeitability  as the  Shares of  Restricted  Stock  with
respect to which they were paid.

     8.9 TERMINATION OF EMPLOYMENT DUE TO DEATH, DISABILITY,  OR RETIREMENT.  In
the event the  employment of a  Participant  is terminated by reason of death or
Disability,  all outstanding  Shares of Restricted Stock shall  immediately vest
one hundred percent (100%) as of the date of employment termination (in the case
of Disability,  the date  employment  terminates  shall be deemed to be the date
that  the  Committee  determines  the  definition  of  Disability  to have  been
satisfied).  The Committee  retains  discretion over the treatment of Restricted
Stock  upon  Retirement.  In the  event  of  full  vesting,  the  holder  of the
certificates   of   Restricted   Stock   shall   be   entitled   to   have   any
non-transferability  legends  required  under  Sections 8.4 and 8.5 of this Plan
removed from the Share certificates.

     8.10  TERMINATION OF EMPLOYMENT  FOR OTHER REASONS.  If the employment of a
Participant  shall  terminate for any reason other than those  specifically  set
forth in  Section  8.9  herein,  all  Shares  of  Restricted  Stock  held by the
Participant  which  are  not  vested  as of the  effective  date  of  employment
termination  immediately  shall be forfeited  and returned to the Company  (and,
subject to Section 4.2 herein, shall once again become available for grant under
the Plan).
     With the exception of a termination of employment for Cause, the Committee,
in its sole  discretion,  shall  have the right to  provide  for  lapsing of the
restrictions of Restricted  Stock following  employment  termination,  upon such
terms and provisions as it deems proper.

     8.11  RESTRICTED  STOCK GRANTED TO DIRECTORS.  Restricted  Stock granted to
Directors shall be subject to all of the provisions in this Article 8 other than
Section 8.9 and 8.10.  The  Committee,  in its sole  discretion,  shall have the
right to provide for the lapsing of the  restrictions  on the  Restricted  Stock
following the Director's cessation of service as a director, upon such terms and
provisions as it deems proper.

               ARTICLE 9. PERFORMANCE UNITS AND PERFORMANCE SHARES

     9.1 GRANT OF  PERFORMANCE  UNITS/SHARES.  Subject to the terms of the Plan,
Performance Units and Performance Shares may be granted to eligible Participants
at any time and from  time to time,  as shall be  determined  by the  Committee.
Subject  to  Section  4.1,  the  Committee  shall have  complete  discretion  in
determining the number of Performance  Units and  Performance  Shares granted to
each Participant.

     9.2 VALUE OF PERFORMANCE UNITS/SHARES.  Each Performance Unit shall have an
initial value that is  established  by the Committee at the time of grant.  Each
Performance  Share shall have an initial value equal to the Fair Market Value of
a Share on the date of grant.  The Committee shall set Performance  Goals in its
discretion which,  depending on the extent to which they are met, will determine
the number and/or value of Performance Units/Shares that will be paid out to the
Participants.  The time period  during which the  Performance  Goals must be met
shall be called a "Performance Period." Performance Periods shall, in all cases,
exceed six (6) months in length.

     9.3 EARNING OF PERFORMANCE  UNITS/SHARES.  After the applicable Performance
Period has ended,  the holder of Performance  Units/Shares  shall be entitled to
receive  payout  on  the  number  of  Performance  Units/Shares  earned  by  the
Participant over the Performance  Period,  to be determined as a function of the
extent to which the corresponding Performance Goals have been achieved.

     9.4 FORM AND  TIMING OF  PAYMENT OF  PERFORMANCE  UNITS/SHARES.  Payment of
earned  Performance  Units/Shares  shall be made in a single  lump  sum,  within
forty-five (45) calendar days following the close of the applicable  Performance
Period.  The  Committee,  in its sole  discretion,  may pay  earned  Performance
Units/Shares  in the form of cash or in Shares  (or in a  combination  thereof),
which  have an  aggregate  Fair  Market  Value  equal to the value of the earned
Performance Units/Shares at the close of the applicable Performance Period.
     Prior to the beginning of each Performance  Period,  Participants may elect
to defer the  receipt of  Performance  Unit/Share  payout upon such terms as the
Committee deems appropriate.

     9.5  TERMINATION OF EMPLOYMENT  DUE TO DEATH,  DISABILITY,  RETIREMENT,  OR
INVOLUNTARY  TERMINATION  (WITHOUT  CAUSE).  In the  event the  employment  of a
Participant  is  terminated  by reason  of death or  Disability  or  involuntary
termination  without Cause during a Performance  Period,  the Participant  shall
receive a prorated payout of the Performance Units/Shares. The Committee retains
discretion over the treatment of Performance  Units/Shares upon Retirement.  Any
prorated  payout shall be determined by the Committee,  in its sole  discretion,
and  shall be based  upon  the  length  of time  that the  Participant  held the
Performance  Units/Shares  during the Performance  Period,  and shall further be
adjusted based on the achievement of the pre-established Performance Goals.
     Timing of payment of earned Performance Units/Shares shall be determined by
the Committee at its sole discretion.

     9.6  TERMINATION  OF  EMPLOYMENT  FOR OTHER  REASONS.  In the event  that a
Participant's  employment terminates for any reason other than those reasons set
forth in Section 9.5 herein, all Performance  Units/Shares shall be forfeited by
the  Participant  to the Company,  and shall once again be  available  for grant
under the Plan.

     9.7 PERFORMANCE  UNITS/SHARES  GRANTED TO DIRECTORS.  Performance Units and
Performance  Shares  granted to Directors  shall be subject to all provisions of
this  Article 9 other  than  Sections  9.5 and 9.6.  The  Committee,  in is sole
discretion,  shall have the right to provide for the  treatment  of  Performance
Units/Shares following the Director's cessation of services as a director,  upon
such terms and conditions as it deems proper.

     9.8   NON-TRANSFERABILITY.   Performance  Units/Shares  may  not  be  sold,
transferred,  pledged,  assigned, or otherwise alienated or hypothecated,  other
than by will or by the laws of descent and distribution. Further a Participant's
rights under the Plan shall be  exercisable  during the  Participant's  lifetime
only by the Participant or the Participant's legal representative.

                       ARTICLE 10. BENEFICIARY DESIGNATION

     Each  Participant  under  the  Plan  may,  from  time  to  time,  name  any
beneficiary or beneficiaries  (who may be named contingently or successively) to
whom any benefit under the Plan is to be paid in case of his or her death before
he or she  receives  any or all of such  benefit and who is eligible to exercise
vested  Options and SARs in the event of the  Participant's  death prior to such
exercise.  Each such designation shall revoke all prior designations by the same
Participant,  shall  be in the  form  prescribed  by the  Company  and  will  be
effective only when any necessary  spousal  consent is obtained and filed by the
Participant   in  writing  with  the   Secretary  of  the  Company   during  the
Participant's  lifetime.  In the  absence  of  any  such  designation,  benefits
remaining unpaid at the  Participant's  death shall be paid to the Participant's
estate and any vested Options and/or SARs not previously  exercised prior to the
Participant's  death may be exercised by the  administrator of the Participant's
estate.

                              ARTICLE 11. DEFERRALS

     The Committee may permit a Participant to defer such Participant's  receipt
of the payment of cash or the delivery of Shares that would  otherwise be due to
such  Participant  by virtue of the  exercise of the Option or SAR, the lapse or
waiver of restrictions  with respect to Restricted Stock, or the satisfaction of
any requirements or goals with respect to Performance Units/Shares.  If any such
deferral  election is required or permitted,  the Committee  shall,  in its sole
discretion, establish rules and procedures for such payment deferrals.

                         ARTICLE 12. RIGHTS OF EMPLOYEES

     12.1  EMPLOYMENT.  Nothing in the Plan shall interfere with or limit in any
way the right of the Company to terminate  any  Participant's  employment at any
time, nor confer upon any Participant any right to continue in the employ of the
Company.
     For purposes of the Plan,  transfer of employment of a Participant  between
the  Company  and  any  one  of  its  Subsidiaries  or  Affiliates  (or  between
Subsidiaries and/or Affiliates) shall not be deemed a termination of employment.

     12.2  PARTICIPATION.  No  Employee  shall have the right to be  selected to
receive an Award under this Plan, or having been so selected,  to be selected to
receive a future Award.

                          ARTICLE 13. CHANGE IN CONTROL

     Upon the occurrence of a Change in Control,  unless otherwise  specifically
prohibited by the terms of Section 18, herein:

          (a) Any and all  Options  and  SARs  granted  hereunder  shall  become
     immediately exercisable;

          (b) Any  restriction  periods and  restrictions  imposed on Restricted
     Shares shall lapse,  and within ten (10) business days after the occurrence
     of a Change in  Control,  the  stock  certificates  representing  Shares of
     Restricted  Stock,  without any  restrictions or legend  thereon,  shall be
     delivered to the applicable Participants;

          (c) The  target  value  attainable  under  all  Performance  Units and
     Performance Shares shall be deemed to have been fully earned for the entire
     Performance  Period as of the effective date of the Change in Control,  and
     shall be paid out in cash to Participants within thirty (30) days following
     the effective date of the Change in Control; provided,  however, that there
     shall not be an  accelerated  payout with respect to  Performance  Units or
     Performance Shares which were granted less than six (6) months prior to the
     effective date of the Change in Control;

          (d)  Subject  to  Article  14  herein,  the  Committee  shall have the
     authority  to make any  modifications  to the Awards as  determined  by the
     Committee  to be  appropriate  before the  effective  date of the Change in
     Control.

              ARTICLE 14. AMENDMENT, MODIFICATION, AND TERMINATION

     14.1  AMENDMENT,  MODIFICATION  AND  TERMINATION.  With the approval of the
Board, at any time and from time to time, the Committee may terminate,  amend or
modify the Plan.

     14.2 AWARDS PREVIOUSLY GRANTED. No termination,  amendment, or modification
of the Plan shall  adversely  affect in any  material  way any Award  previously
granted under the Plan, without the written consent of the affected  Participant
(or if the Participant is not then living, the affected  beneficiary);  provided
that  adjustments  pursuant to Section 4.3 shall not be subject to the foregoing
limitations of this Section 14.2.

                             ARTICLE 15. WITHHOLDING

     15.1 TAX  WITHHOLDING.  The  Company  shall have the power and the right to
deduct or withhold,  or require a Participant to remit to the Company, an amount
sufficient  to  satisfy   Federal,   state,   and  local  taxes  (including  the
Participant's  FICA  obligation)  required by law to be withheld with respect to
any taxable event arising or as a result of this Plan.

     15.2 SHARE  WITHHOLDING.  With  respect to  withholding  required  upon the
exercise of Options or SARs, upon the lapse of restrictions on Restricted Stock,
or upon any other taxable event hereunder,  Participants  may elect,  subject to
the approval of the Committee, to satisfy the withholding requirement,  in whole
or in part, by having the Company  withhold Shares having a Fair Market Value on
the date the tax is to be determined  equal to the minimum  statutory  total tax
which could be imposed on the  transaction.  All elections shall be irrevocable,
made in writing and signed by the  Participant,  and elections by Insiders shall
additionally  comply  with  any  applicable  requirements  of Rule  16b-3 of the
Exchange Act.

                           ARTICLE 16. INDEMNIFICATION

     Each person who is or shall have been a member of the Committee,  or of the
Board,  shall be indemnified  and held harmless by the Company  against and from
any loss,  cost,  liability,  or expense that may be imposed upon or  reasonably
incurred by him or her in connection  with or resulting from any claim,  action,
suit,  or proceeding to which he or she may be a party or in which he or she may
be involved  by reason of any action  taken or failure to act under the Plan and
against and from any and all amounts paid by him or her in  settlement  thereof,
with  the  Company's  approval,  or  paid by him or her in  satisfaction  of any
judgment in any such action, suit, or proceeding against him or her, provided he
or she shall give the Company an opportunity,  at its own expense, to handle and
defend the same  before he or she  undertakes  to handle and defend it on his or
her own behalf. The foregoing right of indemnification shall not be exclusive of
any other rights of  indemnification to which such persons may be entitled under
the  Company's  Articles of  Incorporation  or  By-laws,  as a matter of law, or
otherwise, or any power that the Company may have to indemnify them or hold them
harmless.

                             ARTICLE 17. SUCCESSORS

     All  obligations  of the  Company  under the Plan,  with  respect to Awards
granted hereunder, shall be binding on any successor to the Company, whether the
existence  of such  successor  is the result of a direct or  indirect  purchase,
merger, consolidation, or otherwise, of all or substantially all of the business
and/or assets of the Company.

                         ARTICLE 18. LEGAL CONSTRUCTION

     18.1 GENDER AND NUMBER.  Except where  otherwise  indicated by the context,
any masculine term used herein also shall include the feminine; the plural shall
include the singular and the singular shall include the plural.

     18.2  SEVERABILITY.  In the event any  provision  of the Plan shall be held
illegal or invalid for any reason, the illegality or invalidity shall not affect
the remaining parts of the Plan, and the Plan shall be construed and enforced as
if the illegal or invalid provision had not been included.

     18.3 REQUIREMENTS OF LAW. The granting of Awards and the issuance of Shares
under the Plan shall be subject to all applicable laws,  rules, and regulations,
and to such  approvals  by any  governmental  agencies  or  national  securities
exchanges as may be required.

     18.4 SECURITIES LAW COMPLIANCE.  Transactions  under this Plan are intended
to comply with all applicable  conditions or Rule 16b-3 or its successors  under
the  Exchange  Act.  To the  extent any  provision  of the plan or action by the
Committee  fails to so comply,  it shall be deemed null and void,  to the extent
permitted by law and deemed advisable by the Committee.

     18.5  GOVERNING  LAW. To the extent not preempted by Federal law, the Plan,
and all agreements hereunder, shall be construed in accordance with and governed
by the laws of the State of Wisconsin.




                                                                    EXHIBIT 10.2


                      AMERICAN MEDICAL SECURITY GROUP, INC.
                              EQUITY INCENTIVE PLAN
                    NONQUALIFIED STOCK OPTION AWARD AGREEMENT

     You have been selected to be a Participant in the American Medical Security
Group, Inc. Equity Incentive Plan (the "Plan"), as specified below:

PARTICIPANT:    ____________________
DATE OF GRANT:  ____________________
DATE OF EXPIRATION:  _____________________
NUMBER OF SHARES COVERED BY THIS OPTION:  __________________ Shares
OPTION PRICE:  $__________ per Share

     THIS  AGREEMENT,  effective  as of the Date of Grant  set forth  above,  is
between  American  Medical  Security Group,  Inc., a Wisconsin  corporation (the
"Company")  and the  Participant  named above  pursuant to the provisions of the
Plan. Unless otherwise  indicated,  capitalized terms used herein shall have the
meanings  assigned to such terms under the Plan.  The  parties  hereto  agree as
follows:

     1. GRANT OF STOCK  OPTION.  The Company  hereby grants to  Participant  the
option (the "Option(s)") to purchase the number of shares of common stock of the
Company  ("Common  Stock") set forth above at the stated Option Price,  which is
one  hundred  percent  (100%)  of the Fair  Market  Value on the Date of  Grant,
subject to the terms and conditions of the Plan and this  Agreement.  This award
is intended to be  Nonqualified  Stock  Option,  and therefore is not subject to
Section 422 of the Code.

     2. VESTING OF STOCK OPTION. Except as hereinafter provided, with respect to
the Options  granted  hereunder,  vesting  shall occur at a rate of  twenty-five
percent (25%) per year  beginning on the first  anniversary of the Date of Grant
and each subsequent anniversary date thereafter.

     3.  EXERCISABILITY OF OPTION. The Options are exercisable at any time after
the  Date of  Grant,  in whole  or in  part,  but  only if all of the  following
conditions are met at the time of exercise:

          (a) The Options to be  exercised  are vested as described in Section 2
     above;

          (b) The date of  exercise is on or before the Date of  Expiration  set
     forth above;

          (c) The Options to be exercised are exercised only in compliance  with
     the Company's then current Insider Trading Policy; and

          (d)  Participant  is  employed by the Company or any present or future
     parent,  subsidiary  or Affiliate  of the  Company;  or, if he or she is no
     longer  so  employed,  the  date of  exercise  is in  accordance  with  the
     provisions of this Agreement and the Plan.

     4.  TERMINATION OF EMPLOYMENT BY DEATH.  In the event the employment of the
Participant is terminated by reason of death,  all  outstanding  Options granted
pursuant to this Agreement  shall  immediately  vest one hundred percent (100%),
and shall remain  exercisable for a period ending on the earlier of (i) the Date
of  Expiration  identified  above,  or (ii) one (1) year  after  the date of the
Participant's death.

     5. TERMINATION OF EMPLOYMENT BY DISABILITY.  In the event the employment of
the Participant is terminated by reason of Disability,  all outstanding  Options
granted  pursuant to this Agreement shall  immediately  vest one hundred percent
(100%) as of the date the Compensation  Committee (the  "Committee")  determines
the  definition  of  Disability  to  have  been  satisfied,   and  shall  remain
exercisable  for a period  ending on the  earlier of (i) the Date of  Expiration
identified  above, or (ii) one (1) year after the date the Committee  determines
the definition of Disability to have been satisfied.

     6. TERMINATION OF EMPLOYMENT BY RETIREMENT.  In the event the employment of
Participant  is  terminated  by  reason  of  Retirement  (as  defined  under the
then-established  rules of the Company's  tax-qualified  retirement  plan),  the
Committee shall retain  discretion  over the treatment of any unvested  Options.
However,  at the date of termination of employment by reason of Retirement,  any
vested  Options shall remain  exercisable  for a period ending on the earlier of
(i) the Date of Expiration  identified above, or (ii) the end of the third (3rd)
year following the date of termination of the Participant's employment by reason
of Retirement.

     7. EMPLOYMENT  TERMINATION  FOLLOWED BY DEATH.  In the event  Participant's
employment  terminates  by reason of Disability  or  Retirement,  and within the
exercise  period  allowed  by  the  Committee  following  such  termination  the
Participant dies, then the remaining  exercise period under outstanding  Options
shall  equal  the  longer  of:  (i) one (1) year  following  death;  or (ii) the
remaining  portion of the exercise  period which was triggered by the employment
termination.

     8.  TERMINATION  OF  EMPLOYMENT  FOR OTHER  REASONS.  If the  employment of
Participant  shall  terminate  for  any  reason  other  than  his or her  death,
Disability,  or Retirement  (and other than for Cause),  all Options held by the
Participant  which  are  not  vested  as of the  effective  date  of  employment
termination  immediately  shall  be  forfeited  to  the  Company.  However,  the
Committee, in its sole discretion,  shall have the right to immediately vest all
or any portion of such Options  subject to such terms as the  Committee,  in its
sole discretion, deems appropriate.

     Options which are vested as of the effective date of employment termination
may be exercised by the Participant within the period beginning on the effective
date of  employment  termination,  and ending on the  earlier of (i) the Date of
Expiration identified above, or (ii) six (6) months after the date of employment
termination.

     If the  employment  of  Participant  shall be terminated by the Company for
Cause,  all  outstanding  Options held by the Participant  immediately  shall be
forfeited  to the Company and no  additional  exercise  period shall be allowed,
regardless of the vested status of the Options.

     9.  CHANGE IN  CONTROL.  In the event of a Change in Control (as defined in
the Plan) which occurs  prior to the  Participant's  termination,  Participant's
right to  exercise  the  Options  shall vest fully as of the first date that the
definition of Change in Control has been fulfilled, and shall become immediately
exercisable in accordance with the terms of this Agreement and the Plan.

     10.  RESTRICTIONS  ON TRANSFER.  The Options may not be sold,  transferred,
pledged, assigned, or otherwise alienated or hypothecated, other than by will or
by the  laws of  descent  and  distribution  and  shall  be  exercisable  during
Participant's    lifetime   only   by   Participant   or   Participant's   legal
representative, except that the Options may be transferred by the Participant to
the Participant's  spouse,  children or grandchildren or a trust for the benefit
of such  spouse,  children  or  grandchildren.  In the  event  the  Options  are
transferred, they shall remain subject to this Agreement and the Plan.

     11. RECAPITALIZATION.  In the event there is any change in the Common Stock
of  the  Company   through  the   declaration  of  stock  dividends  or  through
recapitalization resulting in stock split-ups or through merger,  consolidation,
exchange of shares, or otherwise, the number and class of shares of Common Stock
subject to the Options, as well as the Option Price, shall be equitably adjusted
by the Committee, in its sole discretion,  to prevent dilution or enlargement of
rights.

     12.  PROCEDURE  FOR  EXERCISE OF OPTIONS.  The Options may be  exercised by
giving written notice to the Company at its executive offices,  addressed to the
attention of its Secretary. Such notice is to be received by the Secretary on or
before the date on which the Options are to be exercised.  Such notice (a) shall
be  signed by the  Participant  or his or her  legal  representative;  (b) shall
specify the number of full shares then elected to be  purchased  with respect to
the Option; and (c) unless a Registration  Statement under the Securities Act of
1933 is in effect with respect to the Shares to be  purchased,  shall  contain a
representation  of Participant  that the Shares are being acquired by him or her
for  investment  purposes  only,  and that he or she will not sell or  otherwise
transfer the Shares except in compliance with all applicable securities laws and
requirements  of any stock  exchange  upon which the shares of Common  Stock may
then be listed and/or traded,  and under any blue sky or state  securities  laws
applicable to such Shares;  and (d) shall be  accompanied  by payment in full of
the Option Price of the Shares to be purchased.

     The  Option  Price upon  exercise  of the  Options  shall be payable to the
Company  in  full  either  (a)  in  cash  or  its  equivalent  (acceptable  cash
equivalents shall be determined at the sole discretion of the Committee); (b) by
tendering  previously  acquired  Shares  (held at least  six  months)  having an
aggregate  Fair Market Value at the time of exercise equal to the total price of
the Shares  for which the Option is being  exercised;  (c)  through a  "cashless
exercise" procedure pursuant to the terms and conditions  specified in the Plan;
or (d) by a combination of (a), (b) and (c).

     As promptly as  practicable  after receipt of such notice and payment,  the
Company shall cause to be issued and delivered to the  Participant or his or her
legal  representative,  as the  case  may be,  certificates  for the  Shares  so
purchased,  which may, if appropriate,  be endorsed with appropriate restrictive
legends.  The Company shall maintain a record of all  information  pertaining to
Participant's  rights under this  Agreement,  including the number of Shares for
which the Option is  exercisable.  If the Option  shall have been  exercised  in
full, this Agreement shall be returned to the Company and canceled.

     13.  RIGHTS  AS A  STOCKHOLDER.  Participant  shall  have  no  rights  as a
stockholder of the Company with respect to the shares of Common Stock subject to
this Option  Agreement  until such time as the purchase  price has been paid and
the Shares have been issued and delivered to him or her.

     14.  CONTINUATION  OF  EMPLOYMENT.  This  Agreement  shall not confer  upon
Participant any right to  continuation  of employment by the Company,  nor shall
this Agreement interfere in any way with the Company's right to terminate his or
her employment at any time.

     15. MISCELLANEOUS.

          (a) This Agreement and the rights of Participant hereunder are subject
     to all the terms and  conditions  of the Plan,  as the same may be  amended
     from  time  to  time,  as  well as to such  rules  and  regulations  as the
     Compensation  Committee  may adopt  for  administration  of the  Plan.  The
     Committee  shall have the right to impose  such  restrictions  on any Share
     acquired pursuant to the exercise of the Options, as it may deem advisable,
     including,  without  limitation,   restrictions  under  applicable  federal
     securities  laws,  under the  requirements  of any stock exchange or market
     upon which such Shares are then listed  and/or  traded,  and under any blue
     sky or state securities laws applicable to such Shares.

          It is  expressly  understood  that  the  Committee  is  authorized  to
     administer,  construe, and make all determinations necessary or appropriate
     to the administration of the Plan and this Agreement, all of which shall be
     binding upon Participant.  Any inconsistency between this Agreement and the
     Plan shall be resolved in favor of the Plan.

          (b) With the approval of the Board of  Directors  of the Company,  the
     Committee may terminate, amend, or modify the Plan; provided, however, that
     no such  termination,  amendment,  or  modification  of the Plan may in any
     material way adversely affect  Participant's  vested rights with respect to
     Options granted under this Agreement.

          (c) The Company  shall have the  authority to deduct or  withhold,  or
     require  Participant  to remit to the  Company,  an  amount  sufficient  to
     satisfy  federal,  state,  and local taxes  (including  Participant's  FICA
     obligation)  required by law to be withheld with respect to any exercise of
     Participant's rights under this Agreement.

          Participant may elect, unless otherwise determined by the Committee in
     its sole discretion, to satisfy the withholding requirement, in whole or in
     part,  by having the  Company  withhold  shares of Common  Stock  having an
     aggregate Fair Market Value, on the date the tax is to be determined, equal
     to the minimum  amount  required to be  withheld.  All  elections  shall be
     irrevocable and in writing,  and shall be signed by Participant,  and shall
     be made in accordance with rules set forth in Section 15.2 of the Plan.

          (d) Participant  agrees to take all steps necessary to comply with all
     applicable  provisions  of federal and state  securities  law in exercising
     Participant's rights under this Agreement.

          (e) The  Plan and this  Agreement  are not  intended  to  qualify  for
     treatment under the provisions of the Employee  Retirement  Income Security
     Act of 1974, as amended, ("ERISA").

          (f) This Agreement shall be subject to all applicable  laws, rules and
     regulations, and to such approvals by any governmental agencies or national
     securities exchanges as may be required.

          (g) To the extent not preempted by federal law, this  Agreement  shall
     be governed by, and construed in  accordance  with the laws of the State of
     Wisconsin without regard to principles of conflicts of law.

          IN WITNESS  WHEREOF,  the parties have caused this Option Agreement to
     be executed as of the Date of Grant.

                                           AMERICAN MEDICAL SECURITY GROUP, INC.


                                           By:__________________________________
                                                 John R. Wirch
                                                 Vice President, Human Resources


                                                 _______________________________
                                                 Participant








                                                                    EXHIBIT 10.3


                            DEFERRED STOCK AGREEMENT
                                     BETWEEN
                      AMERICAN MEDICAL SECURITY GROUP, INC.
                                       AND
                                SAMUEL V. MILLER


     THIS AGREEMENT,  effective as of November 17, 1998 (the "Effective  Date"),
is by and between American Medical Security Group, Inc., a Wisconsin corporation
("AMSG") and Samuel V. Miller (the "Executive"), parties to this Agreement.

                                    RECITALS

     The Executive is a key employee  performing valuable services for AMSG, and
AMSG desires to retain the Executive in its service.

     It is to the mutual  benefit  of the  parties  to this  Agreement  that the
relationship  continue  and that the  Executive  continue to  contribute  to the
operations of AMSG.

     AMSG desires to reward Executive for his past service, loyalty and counsel,
and wishes to provide an inducement to encourage  Executive's  continued efforts
on behalf of AMSG.

     AMSG  desires to provide such reward and  inducement  by promising to issue
shares of AMSG common stock to the Executive upon the Executive's termination of
employment after the satisfaction of certain vesting requirements.

                                   AGREEMENT

     NOW THEREFORE, AMSG and the Executive agree, in consideration of the mutual
promises set forth in this Agreement, as follows:

          1.   AMSG  DEFERRED  STOCK.  As of  the  Effective  Date,  AMSG  shall
               recognize an obligation to issue to the Executive,  in accordance
               with  Section 2 of the  Agreement,  73,506  shares of AMSG common
               stock  (the  "Deferred  Stock"),   provided  that  the  Executive
               acquires a vested interest in such Deferred Stock pursuant to the
               provisions of Section 3 of the Agreement.

          2.   ISSUANCE  OF   DEFERRED   STOCK.   Subject  to  the   Executive's
               satisfaction of the vesting  requirements  set forth in Section 3
               of the Agreement,  upon the Executive's termination of employment
               for any reason,  AMSG shall issue to the  Executive  the Deferred
               Stock promised under Section 1 of the Agreement.  The issuance of
               such  Deferred  Stock  to the  Executive  (or to the  Executive's
               designated  beneficiary  in the  event of the  Executive's  death
               before  such  Deferred  Stock is issued)  shall occur in a single
               issuance  of shares of AMSG  common  stock on January  2nd of the
               year  following  the  calendar  year during  which the  Executive
               terminates employment with AMSG.

               At AMSG's  option,  the shares of Deferred  Stock to be issued to
               the Executive  under the Agreement shall be authorized but as yet
               unissued  shares,  treasury shares or shares of AMSG common stock
               acquired on the open market.

          3.   VESTING  IN  DEFERRED   STOCK.   The   Executive   shall  have  a
               nonforfeitable and vested interest in the Deferred Stock promised
               under  Section  1  of  the  Agreement  on  the  earliest  of  the
               following:

               (a)  November  17,  2002,  provided  that the  Executive  remains
                    continuously employed with AMSG through November 17, 2002;

               (b)  the Executive's death while employed by AMSG;

               (c)  the Executive's Disability while employed by AMSG;

               (d)  the occurrence of a Change in Control while the Executive is
                    employed by AMSG;

               (e)  AMSG's  termination  of the  Executive  for any reason other
                    than  Cause if the Fair  Market  Value of a share of  AMSG's
                    common stock exceeds  $12.00 on the date of the  Executive's
                    termination.

               If the Executive terminates employment prior to the occurrence of
               one  of the  events  specified  in (a)  through  (e)  above,  the
               Executive  shall have no vested  interest in any  Deferred  Stock
               hereunder  and no shares of AMSG common  stock shall be issued to
               the Executive under this Agreement.

               For purposes of this Agreement,  the terms "Cause," "Disability,"
               "Change in Control" and "Fair  Market  Value" shall have the same
               meanings as provided in the American Medical Security Group, Inc.
               Equity  Incentive  Plan,  as  amended  as of  the  date  of  this
               Agreement.

          4.   NO TRUST CREATED.  Nothing in this Agreement, and no action taken
               pursuant to the provisions of this Agreement,  shall create or be
               construed  to  create  a  trust  of  any  kind,  or  a  fiduciary
               relationship  between  AMSG  and the  Executive,  his  designated
               beneficiary  or any  other  person.  The  right of any  person to
               receive  Deferred  Stock under the  provisions of this  Agreement
               shall be an unsecured  claim against AMSG, and no person shall by
               virtue of the  provisions of this  Agreement have any interest in
               such  Deferred  Stock.  To the extent that any person  acquires a
               right to receive Deferred Stock under this Agreement,  such right
               shall be no  greater  than the  right  of any  unsecured  general
               creditor of AMSG.

          5.   DESIGNATED BENEFICIARY. The Executive shall designate one or more
               beneficiaries  to receive any  Deferred  Stock  issued under this
               Agreement  in the event of the  Executive's  death  prior to such
               issuance.  The Executive may change the designated beneficiary at
               any time by filing a new beneficiary  designation  with AMSG in a
               form as prescribed by AMSG. The beneficiary  designation  form on
               file with AMSG at the Executive's death shall be controlling.  If
               the  Executive  fails to validly  designate  a  beneficiary,  any
               Deferred  Stock to be issued  after  the  death of the  Executive
               shall be issued to the Executive's estate.

          6.   ASSIGNMENT PROHIBITED.  The Deferred Stock promised hereunder may
               not be sold transferred, pledged, assigned or otherwise alienated
               or hypothecated, other than by will or by the laws of descent and
               distribution.

          7.   DIVIDENDS, OTHER DISTRIBUTIONS. Prior to the issuance of Deferred
               Stock  hereunder,  the Executive shall not be entitled to receive
               any dividend equivalents or other distributions which may be paid
               with  respect  to AMSG's  common  stock,  except as  provided  in
               Section 11.

          8.   BINDING   AGREEMENT.   This  Agreement   constitutes  the  entire
               agreement  between the  parties,  may be amended  only in writing
               with the consent of both  parties,  and shall be binding upon the
               parties   hereto,   their   heirs,   executors,   administrators,
               successors and assigns, including any successor of AMSG resulting
               from a direct or indirect  purchase,  merger,  consolidation,  or
               otherwise,  of all or  substantially  all of the business  and/or
               assets of AMSG.

          9.   WITHHOLDING.

               (a)  AMSG  shall  have  the  power  and the  right to  deduct  or
                    withhold,  or require  the  Executive  to remit to AMSG,  an
                    amount sufficient to satisfy federal,  state and local taxes
                    (including the Executive's FICA obligations) required by law
                    to be withheld with respect to any taxable  event  occurring
                    in connection with the issuance of Deferred Stock hereunder.

               (b)  With respect to any  withholding  required upon the issuance
                    of Deferred Stock,  the Executive may elect,  subject to the
                    approval of AMSG, to satisfy the withholding requirement, in
                    whole or in part, by having AMSG withhold shares of Deferred
                    Stock  having a Fair Market  Value on the date the tax is to
                    be determined  equal to the minimum  statutory tax liability
                    which  could be imposed  on the  transaction.  Any  election
                    shall be  irrevocable,  made in  writing,  and signed by the
                    Executive.

          10.  AMSG  AFFILIATES.  For purposes of the Agreement  (including  the
               issuance  and  vesting  provisions  in  Sections  2 and 3 of  the
               Agreement,  respectively),  employment  with AMSG  shall  include
               employment  with any AMSG  Affiliate  (as such term is defined in
               the American Medical Security Group, Inc. Equity Incentive Plan),
               and a transfer of the Executive's  employment  among AMSG and any
               of its  Affiliates  shall  not be  deemed  a  termination  of the
               Executive's employment.

          11.  ADJUSTMENTS IN DEFERRED STOCK SHARES. In the event of any merger,
               reorganization,  consolidation,   recapitalization,   separation,
               liquidation, partial liquidation, stock dividend,  extra-ordinary
               dividend,  split-up, spin-off, share combination, or other change
               in the corporate  structure of AMSG which affects the AMSG common
               stock, an appropriate and equitable  adjustment  shall be made in
               the number of shares of Deferred  Stock,  to prevent  dilution or
               enlargement  of  rights  and  to  preserve  the  benefit  of  the
               Agreement to AMSG and the Executive.

          12.  IMPACT ON OTHER  AMSG  BENEFITS.  Neither  the  promise  to issue
               Deferred  Stock,  nor the issuance of such  Deferred  Stock under
               this  Agreement,  shall be taken into account in determining  the
               Executive's  benefits  under any other pension,  profit  sharing,
               deferred compensation or welfare benefit plan maintained by AMSG,
               unless specifically provided to the contrary in such other plan.

          13.  EXECUTIVE'S EMPLOYMENT. Nothing in this Agreement shall interfere
               with or  limit  in any way the  right  of AMSG to  terminate  the
               Executive's employment at any time, nor confer upon the Executive
               any  right to  continue  in the  employ of the AMSG for any given
               period or upon any specific terms or conditions.

          14.  GOVERNING  LAW. This  Agreement  shall be construed in accordance
               with and governed by the internal  laws of the State of Wisconsin
               to the extent not preempted by federal law.

          15.  REQUIREMENTS  OF LAW. The  issuance of Deferred  Stock under this
               Agreement  shall be subject to all applicable  laws,  rules,  and
               regulations,  and to any  approvals by  governmental  agencies or
               national securities exchanges as may be required, and the parties
               shall make a good faith  effort to  implement  this  Agreement in
               compliance  with such  applicable  laws,  rules,  regulations and
               approvals.

          16.  ACCOUNTING  TREATMENT.  The parties  intend that the  issuance of
               Deferred Stock under this Agreement result in fixed,  rather than
               variable,  accounting  treatment to AMSG and shall implement this
               Agreement in a manner consistent with such intent.

     IN WITNESS WHEREOF,  the parties have executed this Agreement on this _____
day of _______________, 1999, with an Effective Date of November 17, 1998.


                                           AMERICAN MEDICAL SECURITY GROUP, INC.


                                           By:
                                              ----------------------------------

                                           Title:
                                                 -------------------------------


                                           EXECUTIVE:


                                           -------------------------------------
                                           Samuel V. Miller


<PAGE>


2

                          BENEFICIARY DESIGNATION FORM

                            DEFERRED STOCK AGREEMENT
                                     BETWEEN
                      AMERICAN MEDICAL SECURITY GROUP, INC.
                                       AND
                                SAMUEL V. MILLER


     Pursuant to the terms of the November  17, 1998  Deferred  Stock  Agreement
Between  American  Medical  Security  Group,   Inc.  ("AMSG")  and  myself  (the
"Agreement"),  I hereby revoke any prior beneficiary designation I may have made
and designate the following  person(s) as my  beneficiary(ies)  for any Deferred
Stock which may be issued under the Agreement after my death:

                        Name:

               Soc. Sec. No.:

                     Address:

                Relationship:

          [If more than one  beneficiary  is named,  attach a separate sheet and
          identify the percentage to go to each beneficiary.]

     I reserve  the right to revoke  or  change my  beneficiary  designation  by
filing a new Beneficiary Designation Form with AMSG.

     I understand that if I am married and a Wisconsin  resident,  my spouse may
have an interest in any Deferred Stock issued under the Agreement after my death
pursuant to Wisconsin  marital  property  law and that such  interest may impact
upon my beneficiary designation.  I further understand that if I fail to validly
designate a  beneficiary  or leave no designated  beneficiary  surviving me, any
Deferred  Stock issued under the  Agreement  after my death will be issued to my
estate.


Dated: 
       -------------------------                --------------------------------
                                                Samuel V. Miller

Received on behalf of American Medical
Security Group, Inc.:

Dated:                                          By:
       -------------------------                    ----------------------------
                                                    Signature




                                                                    EXHIBIT 10.8

UWG | UNITED WISCONSIN GROUP                                POST OFFICE BOX 2013
                                                       MILWAUKEE, WI  53201-2013
- --------------------------------------------------------------------------------


                       UNITED WISCONSIN INSURANCE COMPANY

                 EXECUTIVE REIMBURSEMENT GROUP INSURANCE POLICY


POLICYHOLDER:              American Medical Security

POLICY NUMBER:             0045137 0000

POLICY EFFECTIVE DATE:     May 1, 1997

POLICY RENEWAL DATE:       May 1, 1998

GOVERNING JURISDICTION:    Wisconsin


This group  insurance  policy is issued to the named  policyholder  in the state
specified and is governed by the laws of that state.

Risk assumed under this policy will be insured from the  effective  date of this
policy, subject to all policy provisions.

The  initial  term of this  policy is the period  specified  except that if this
policy is issued as a successor contract to provide  continuous  coverage of the
risk assumed by any prior policy issued by the company,  subsequent  revision of
coverage or premium rate  notwithstanding,  the initial policy period  specified
above will be deemed to have occurred under that prior policy.

All of the following articles, schedules, and amendments are part of this policy
and available benefits are dependent upon them. Altogether this policy is issued
on our authority.

United Wisconsin Insurance Company

/s/ Mark H. Granoff

President

The policyholder agrees to all of the terms of this policy.



- --------------------------------------------------------------------------------
Authorized Signature                  Title                     Date


<PAGE>


                                TABLE OF CONTENTS



Policy Schedule................................................................3

Definitions....................................................................4

Benefit Payment................................................................6

Benefit Changes................................................................6

Benefit Administration.........................................................6

Limitations and Exclusions.....................................................7

Right of Recovery..............................................................7

Continuation and Termination of Insurance......................................8

Premium Computation and Payment................................................9

General Provisions............................................................10


<PAGE>


POLICY SCHEDULE

SCHEDULE OF BENEFITS

Class             Class                                   Annual Policy Proceeds
NUMBER            DESCRIPTION                             MAXIMUM AMOUNT PAYABLE
- ------            -----------                             ----------------------

01                All Actively at Work                    $5,000
                  Full-Time Vice-Presidents,
                  Presidents & CEO


Service  Waiting  Period:  Effective  first  of the  month  coinciding  with  or
following thirty (30) days of employment


AMENDMENTS:  None



PREMIUM SCHEDULE


Billed Premium Rate (per insured person per month).......................$202.50

Initial Policy Fee.......................................................$ 50.00

Retrospective Premium Adjustment Limit
     (as a fraction of annual billed premium)......................150%


<PAGE>


DEFINITIONS

The following  terms,  when used in this policy and in any articles,  schedules,
and amendments attached to the policy, are defined as follows and are limited to
that meaning only:

ACTIVELY  AT WORK OR ACTIVE WORK means that the  eligible  member is working for
you:

          1)      in the usual course of your business;
          2)      full time at his principal place of employment; and
          3)      for at least the greater of:

               a)   the  number  of hours  per  week  that  you  stated  on your
                    application as the normal work week; or
               b)   30 hours per week.

BILLED  PREMIUM means the charge based on the premium rates  established  by the
company prior to the settlement  period,  which has been invoiced and paid or is
payable by the policyholder during the current settlement period, and which does
not include a retrospective premium amount for the current period.

CERTIFICATE  means a  document  given  to the  insured  person  as proof of this
coverage under the policy.  It is not part of the entire  contract of insurance.
It contains all statements required by law.

CHILDREN mean the Insured Person's:

         1)       natural child; or
         2)       legally adopted child; or
         3)       step-child or foster child.

Each child must depend on the insured for support and either:

         1)       live with insured; or
         2)       be a full time student.

Each child must also be:

         1)       unmarried; and
         2)       under age 25.

CLASS means a grouping of insureds:

         1)       based on their job positions; and
         2)       determined by you.

CONTROLLING AUTHORITY means the policyholder's  administrator who is responsible
for submission of claims under this policy.

COVERAGE means all the terms and provisions of this policy and any amendments.

COVERED means insured under this policy.

COVERED  EXPENSES means those  expenses  which are specified in Section  213(e),
Part  VII,  Chapter  1B,  Subtitle  A of the  Internal  Revenue  Code of 1954 as
amended.

DEDUCTIBLE  means  the  amount  of loss  incurred  by an  insured  which  is not
indemnified by this policy.

DEPENDENT means the spouse and children of the insured who are not:

         1)       insured employees themselves under this policy; or
         2)       in full time military service.

A dependent can only be insured under one insured employee.

EFFECTIVE DATE means the date coverage is put in force.

ELIGIBLE MEMBER means a person who:

         1)       is a member of a class specified on the policy schedule;
         2)       is within the age requirements of the policy;
         3)       has satisfied  any waiting period  shown on  your application;
                  and
         4)       is actively at work on the member's effective date.

EMPLOYER  includes  divisions and associated  companies  unless excluded in your
application.

HE, HIS, AND HIM refer to both genders.

INCURRED  CLAIMS means the dollar  amount of indemnity for an insured loss which
occurred under this policy.

IN FORCE  means that this  policy is in  effect,  as  premiums  are paid and all
insuring conditions are met.

INSURED PERSON means an eligible member who:

         1)       has  fulfilled  all  conditions under  this  Policy to  become
                  insured; and
         2)       has insurance in force under the Policy.

NOTICE means written notice in a form satisfactory to us for that purpose.

POLICYHOLDER means the legal entity to whom this policy is issued.

PAID  CLAIMS  means the dollar  amount of  indemnity  for an insured  loss which
occurred under this policy and which has been satisfied.

PROCEEDS  means the amount of funds we will pay to indemnify the insured  person
for covered expenses incurred under this policy. This amount is:

         1)       shown in the Policy and Certificate schedules; and
         2)       subject  to the amount that  the insured  person  is  eligible
                  for as shown in the policy schedule for his class.

PROOF means a properly completed claim form, plus:- written documentation of the
loss which is acceptable to us.

RETENTION  means that amount of operational  charges which,  together with claim
expenses, is used to calculate all premium amounts.

RETROSPECTIVE PREMIUM ADJUSTMENT LIMIT means the maximum amount of premium which
may be called for by the company  following the end of any settlement period and
which is  comprised  of paid  claims,  incurred  claims,  and current  retention
amounts.

RETROSPECTIVE  PREMIUM AMOUNT means the amount of premium that may be called for
by the company following the end of any settlement period and which is comprised
of paid claims, and/or incurred claims, and/or current retention amounts.

SETTLEMENT  PERIOD means one year, during which coverage is in force; or, in the
event the  policy  terminates  before  the end of a full  year,  that  period of
coverage  which extends from the effective  date of the policy or the end of the
prior settlement period, if later, through the termination date of the policy.

SPOUSE means the legal husband or wife of the insured person.

USUAL, CUSTOMARY AND REASONABLE AND U.C.R. describes rates charged for a service
or item  provided  to an insured  which do not  exceed the rates  charged to the
majority of persons by the  institution  or individual  providing the service or
item nor do those  rates  exceed  level of rates for  similar  services or items
charged by others within the community where the service or item was provided.

WE, US, AND OUR means United Wisconsin Insurance Company.

YOU AND YOURS means the group who is:

         1)       also the policyholder; and
         2)       named in the application.

BENEFIT PAYMENT

         For the covered  expenses  incurred by the insured person,  spouse,  or
         dependents which are in excess of any deductible amounts,  proceeds are
         paid subject to policy provisions to the insured person.

         At the option of the  insured  person  proceeds  may be assigned to the
         provider of the service for which that expense was incurred.

         The sum of all proceeds  paid to an insured  person during a settlement
         period may not  exceed the  proceeds  maximum  specified  in the policy
         schedule.

         Proceeds  available to an insured  person who is eligible for less than
         one year or less than the full  settlement  period are prorated for the
         number of months the insured person is covered.

BENEFIT CHANGES

         An insured  person,  spouse or  dependent  will not be eligible for any
         benefit change  whatsoever under this or any successor policy issued by
         the company until the insured  person has been actively at work for one
         month.

         Benefit  changes  will apply only to indemnity  for loss that  occurred
         after the effective date of the benefit change.

BENEFIT ADMINISTRATION

         A.       Claim Forms

                  The company  will  provide the  policyholder  with a supply of
                  claim forms.  An insured  person may request  claim forms from
                  the  policyholder  or the company.  If the insured person does
                  not  receive a claim form  within a thirty day period from the
                  date of a  written  request  then he  will be  deemed  to have
                  complied with the  requirements for proof of claim when notice
                  is received by the company that establishes the date of claim,
                  the basis for the incurred charges, and the eligibility of the
                  claimant.  That proof should be  forwarded to the  controlling
                  authority.

         B.       Proof of Claim

                  Claims under this policy should be submitted on the claim form
                  provided  or  with  such  statements  as  may be  required  to
                  establish  the  validity  of  such  claim  to the  controlling
                  authority of the policyholder.  The controlling authority will
                  certify the  eligibility of the insured person and approve the
                  claim for submission to the company.

                  Notice of claim  should be given to the  company as soon as is
                  reasonably  possible  after the claim has been incurred but no
                  later than ninety days after the end of any settlement period.
                  Failure of an insured  person to submit any claim  within that
                  specified period will cause the late claim to:

                           1)       be paid in and charged to the next following
                                    settlement period; or,
                           2)       become ineligible for payment if this policy
                                    has terminated.

         C.       Timely Payment of Claims

                  Claims  submitted in accord with the provisions of this policy
                  will be  processed  and  proceeds  paid within  thirty days of
                  receipt of such claims  unless notice to the contrary is given
                  to the insured prior to the expiry of that thirty day period.

LIMITATIONS AND EXCLUSIONS

         Claims  for any  loss  incurred  during  a  settlement  period  must be
         submitted for payment during that  settlement  period or the ninety day
         closing period which follows the settlement period. If coverage remains
         in force  during  the  subsequent  settlement  period  then  claims not
         submitted  from that  prior  settlement  period  will be  accepted  for
         payment;  however, such late claims will be charged to the then current
         settlement period and be subject to the policy maximum for that period.
         Claims for loss  incurred in any other  period of time are not eligible
         for payment.

         The sum of all proceeds paid to or on behalf of the insured person, the
         spouse,  and any  children  is limited to the amount  specified  in the
         policy schedule as the proceeds maximum.

         Benefits  are not  payable  and  covered  expenses  do not  include any
         expense:  which is eligible for payment or for reimbursement  under any
         insurance policy or policyholder  sponsored plan which provided covered
         expense  indemnity  to  the  insured  person,  the  spouse,  or to  any
         children;  which is not medically necessary; and which does not qualify
         under the  Internal  Revenue  Code of 1954 as amended in  Subtitle  A.,
         Chapter 1B, Part VII, Section 213 (e).

RIGHT OF RECOVERY

          Whenever  any  benefit  payments  may have been made by the Company in
          excess of the payment  amounts  required,  the Company  shall deem the
          excess  payment  amount a debt of the Insured  person which is due the
          Company.  The Company  shall have the right to recover  that debt from
          the Insured  person or to reduce future  benefits  payable in order to
          recover that debt.

CONTINUATION AND TERMINATION OF INSURANCE

         A.       Renewal Of Policy By Company

                  This  policy  will   initially  be  in  effect  for  one  year
                  commencing on the effective  date.  This policy may be renewed
                  by the policyholder for additional  periods,  specified by and
                  subject to the consent of the company.

                  Each   subsequent   renewal   will  be  in  accord   with  the
                  eligibility,  premium  computation  and payment  provisions of
                  this policy.

         B.       Termination Of Policy By Company

                  The  company  may  cancel  this  policy  on the  first  policy
                  anniversary  or  thereafter  on the first day of any period of
                  coverage for which premium is due, by giving written notice to
                  the   policyholder   at  least  31  days  in  advance  of  the
                  cancellation date.

                  If premium  payment is in default then this  provision will be
                  without force or effect.

                  If the ratio of insured persons covered under this policy,  to
                  persons eligible for coverage,  is less than that shown in the
                  policy schedule as the  participation  ratio, then the company
                  may  cancel  this  policy  by giving  written  notice at least
                  thirty-one days in advance of the cancellation date.

         C.       Termination Of Policy By Policyholder

                  The  policyholder  may cancel  this policy on the first day of
                  any period of  coverage  for which  premium is due,  by giving
                  written notice of the cancellation to the company prior to the
                  premium due date.

         D.       Termination Of Individual Insurance Coverage

                  Insurance  will  terminate in accord  with this section except
                  when the Extension Of Benefits provision is operative.

                  1.       The  insurance coverage  of any  insured  person will
                           terminate  upon the  first  to occur  of  any  of the
                           following events:

                           a)       cancellation of the policy;

                           b)       modification  of  the   policy  to   exclude
                                    insurance  coverage  for the  class to which
                                    the insured person belongs;
                           c)       failure of the insured  person to make, when
                                    due, any  required  contribution  toward the
                                    cost of the insurance coverage;
                           d)       termination  of  employment  or  termination
                                    as  a  member  of  the  class  of  employees
                                    eligible  for insurance  coverage as defined
                                    in this policy;

                  2.       The insurance coverage  of any  insured  person  will
                           immediately terminate on the date the insured person 
                           is  laid  off, leaves,  is dismissed from employment,
                           or is retired.

                  3.       The  insurance  coverage of an  insured person who is
                           granted a leave of absence, except disability  leave,
                           will terminate on the day  immediately preceding  the
                           start of the leave of absence.

                  4.       The insurance coverage  of an  insured  person who is
                           placed on part-time employment basis will continue in
                           effect  through the end of  the policy month in which
                           the   change  in   employment  status   occurs.   The
                           policyholder  may  notify   the  company  to   cancel
                           insurance coverage for that employee as of an earlier
                           date or may  discontinue forwarding  premium  payment
                           to the  company for that employee for a period ending
                           on an earlier date.

                  5.       The insurance  coverage under  this  policy  will not
                           remain in force during the  course of a work stoppage
                           which is the result of a labor dispute.

PREMIUM COMPUTATION AND PAYMENT

         A.       Billed Premium

                  Premium  will be  charged  to the  Policyholder  at the Billed
                  Premium rate;  subject to a Retrospective  Premium call by the
                  company following the close of the Settlement Period.

         B.       Predecessor Policies

                  If the  policyholder  was  insured  by  the  company  under  a
                  predecessor  policy, then  any remaining  balance of income or
                  expense   which   accrued   under   such   a   policy  may  be
                  incorporated in  the premium  calculations  under this policy.
                  Should  any balance of  income or expense  accrue in excess of
                  retrospective  adjustments,  that  remainder  may  be  carried
                  forward to future policy years.

         C.       Retrospective Adjustment

                  Ninety  days  after  the close of each  Settlement  Period the
                  company will compare  the total amount of  billed premium with
                  the   total  amount of  Paid  Claims,  Reserves  for  Incurred
                  Claims,  and  Retention,  then  if  the  total  premium  is in
                  excess of  the total  charges the company will  not call for a
                  Retrospective Premium Amount.

                  The excess  Premium may be applied to reduce  premium rates in
                  subsequent  years  or  may,  at  the  sole  discretion  of the
                  Company, be returned to the Policyholder;  however, if the sum
                  of the  charges  exceeds  the total  premium  amount  then the
                  excess  charges will become the  Retrospective  Premium Amount
                  and will be invoiced to the  policyholder.  The  Retrospective
                  Premium  Amount  will not  exceed  the  Retrospective  Premium
                  Adjustment limit.

         D.       Grace Period

                  If, after payment of the first  premium,  premium  amounts due
                  are in default and the  policyholder has not given the company
                  notice of policy cancellation,  then a grace period of 31 days
                  will be extended from the last day of paid coverage.

                  During the  grace period coverage  under the insurance  policy
                  will continue  to be in force until the  first to occur of the
                  following: either,

                  1.       written  notice to cancel the policy is received from
                           the  policyholder,  which will terminate on the later
                           of  either  the date the  notice is  received  or the
                           requested  termination date; the policyholder will be
                           liable for premium payments prorated for the time the
                           policy remained in force during the grace period; or,

                  2.       expiration  of the grace  period  without  payment of
                           premium due, in which case the policyholder is liable
                           for the payment of all premium amounts due for policy
                           coverage which was extended during the grace period.

GENERAL PROVISIONS

         A.       Entire Contract Changes

                  This   policy,  including   all  provisions,   schedules,  and
                  amendments,  the  application  of  the  policyholder  and  the
                  individual applications, if  any, of the insured  persons will
                  constitute  the  entire  contract  of  insurance  between  the
                  policyholder and the company.

                  Any  statement  made  by the  policyholder  or by any  insured
                  person will be deemed a representation and not a warranty.  No
                  such  statement will void the insurance  coverage,  reduce the
                  benefits under this policy,  nor be used in defense of a claim
                  under  this  policy,  unless  it  is  contained  in a  written
                  application  signed by the policyholder or the insured person,
                  a copy of which has been furnished to the  policyholder  or to
                  the insured person or his beneficiary.

                  No change in this  policy  will be valid  unless  approved  in
                  writing by an executive officer of the company and attached to
                  this policy. No agent has the authority to change this policy,
                  or to waive any of its provisions.

         B.       Legal Actions

                  No  action at law or in equity  will be  brought to recover on
                  this policy  prior to  the  expiration  of the  60 day period,
                  which will  extend from the date that  submission  of  written
                  proof of claims has  been  provided  to the company in  accord
                  with the requirements of this policy.

                  No  action,  at law or in  equity,  may be  brought  after the
                  expiration of the three year period which will extend from the
                  insured's date of disability, for which written proof of claim
                  is required to be provided to the company by that insured.

         C.       Statements By The Policyholder or Persons Insured

                  A statement made by the policyholder or a person insured under
                  this  policy  will not be used in any legal  contest  unless a
                  copy of the instrument containing the statement is or has been
                  furnished to that policyholder, person, or other party to such
                  a contest.

         D.       Time Limits On Certain Defenses

                  Except for fraudulent misstatements,  no statement made by any
                  person  insured  under this policy  relating to that  person's
                  insurability  will be  used to  contest  the  validity  of the
                  coverage  extended to that person  after the coverage has been
                  in force for a period of two years prior to the contest.

         E.       Data Required From Policyholder

                  The   policyholder   will   furnish  to  the  company   timely
                  information  about  persons  who  become  insured,  changes in
                  insurance  coverage and  termination of insurance  coverage as
                  may be required for the  administration  of this  policy.  The
                  company  will have the right to  inspect  any  records  of the
                  policyholder which relate to the insurance coverage under this
                  policy at any reasonable time.

         F.       Clerical Error

                  Failure of the policyholder,  due to clerical error, to report
                  the  name  of any  person  who  has  qualified  for  insurance
                  coverage under this policy or to report the name of any person
                  whose  classification  has been  changed will not deprive that
                  person of insurance  coverage.  Failure of the policyholder to
                  report the  termination of insurance  coverage for any insured
                  will not continue that insurance  coverage  beyond the date of
                  termination  determined in accord with the  provisions of this
                  policy.

         G.       Certificates For Insured Persons

                  The company  will issue to the  policyholder,  for delivery to
                  each  person   insured   under  this  policy,   an  individual
                  certificate,  or  certificate  substitute,  that describes the
                  insurance coverage for which that person is eligible,  how and
                  to whom the policy  benefits are paid,  and which contains the
                  principal provisions of this policy that affect the insureds.

         H.       Worker's Compensation, Not Affected

                  The insurance  provided under this policy is entirely separate
                  from  and does  not  satisfy  any  statutory  requirement  for
                  coverage by worker's compensation insurance.

         I.       Pronouns

                  All personal  pronouns used in this policy will include either
                  gender; unless, the context clearly indicates to the contrary.

         J.       Conformity With State Statutes

                  Any provision of this policy which,  on its effective date, is
                  in  conflict  with the  statutes  of the  state in which it is
                  issued, or issued for delivery,  is amended by this section to
                  conform to the minimum requirements of that state statute.

         K.       Severability

                  Any  provision of this policy which may be  prohibited by law,
                  will be and will become  without  force or effect  within that
                  jurisdiction;   however,   the  void  provision  will  neither
                  invalidate  nor  impair  the   enforceability   of  any  other
                  provision of this policy.

         L.       Benefit Assignment

                  Benefits under this policy may be assigned.

         M.       Hold Harmless

                  During  the term of this  policy  the  Policyholder  agrees to
                  indemnify  the Company and hold the Company  harmless  against
                  all  loss,  damage,  and  expense  including  attorney's  fees
                  occasioned by claims, demands, or lawsuits brought against the
                  Company with respect to coverage provided by this policy which
                  may  result  from or arise out of any  change to the  Internal
                  Revenue Code of 1954 as amended.







                                                                   EXHIBIT 10.10



                      DESCRIPTION OF SEVERANCE BENEFIT FOR
                           CERTAIN EXECUTIVE OFFICERS


     American  Medical  Security  Group,   Inc.  and/or  its  subsidiaries  (the
"Company") has agreed to provide  executive  officers who do not have employment
contracts with the Company with  severance  benefits in the event of involuntary
termination of employment by the Company,  other than for cause,  such as theft,
fraud or malfeasance  ("Involuntary  Termination").  In the event of Involuntary
Termination,  the Company will pay the executive officer his regular salary then
in effect for a period of 12  months.  In  addition,  the  Company  will pay the
executive  officers'  Consolidated  Omnibus  Budget  Reconciliation  Act (COBRA)
continuation premium for a period of 12 months.





                                                                   EXHIBIT 10.11


              DESCRIPTION OF AMERICAN MEDICAL SECURITY GROUP, INC.
                       EXECUTIVE MANAGEMENT INCENTIVE PLAN

PURPOSE.

The purpose of the American Medical Security Group,  Inc.  Executive  Management
Incentive  Plan (the  "Plan") is to (i) provide  motivation  for  executives  to
attain and  maintain  the highest  standards  of  performance,  (ii) attract and
retain  executives  of  outstanding  competence,  (iii)  maintain a  competitive
compensation  package for highly  motivated key  management  employees and, (iv)
direct the energies of executives  toward the  achievement of specific  business
goals  and  personal  objectives  which  are of  the  utmost  importance  in the
attainment of corporate goals and objectives.


ELIGIBILITY AND PARTICIPATION.

Except  for  the  Chief  Executive  Officer  ("CEO"),   who  participates  in  a
contractual  plan, and, unless otherwise  determined by the CEO or the Committee
(as  defined  below),  the Senior Vice  President  of Sales and  Marketing,  who
participates  in a  stand-alone  sales  performance  plan,  all  members  of the
Executive  Management  Group,  as determined  by the CEO,  (the  "Participants")
participate in the Plan.


ADMINISTRATION AND INTERPRETATION.

The Plan is administered by the Compensation  Committee (the "Committee") of the
Board of Directors of American Medical Security Group,  Inc. Action taken by the
Committee  in the  administration  and  interpretation  of the Plan is final and
binding on all concerned. The Committee maintains overall responsibility for the
Plan and is given  complete  discretion to administer  the Plan and to interpret
and/or modify all terms and conditions of the Plan.


COMPONENTS OF THE PLAN.

Bonus awards are determined by the following components:

         1.       Company Performance Component - 60%
         2.       Individual Performance Component - 40%

For each Plan year, the Committee  establishes one or more specified percentages
of base salary ("Target Bonus"),  to be used to calculate awards under the Plan.
The  Committee  also  establishes  minimum and maximum  range spread  around the
Target  Bonus,  to be used (i) if the  Company's  actual  financial  performance
differs from the performance  goals in specified  amounts,  and (ii) for varying
levels of individual performance.

From year to year,  the  Committee  may change the  percentage  of bonus  awards
attributable to the two components described above.

COMPANY PERFORMANCE COMPONENT.  The company performance component of the Plan is
based on earnings before depreciation, interest, taxes and amortization (EBIDTA)
or such other  appropriate  corporate  performance  measures  determined  by the
Committee,  including  individual  measures  of  performance.  Actual  financial
performance is measured by reference to the Company's  financial records and the
consolidated  financial  statements of the Company. In determining  performance,
the Committee in its discretion may direct that  adjustments to the  performance
goals  or  actual   financial   performance  as  reported  be  made  to  reflect
extraordinary  organizational,  operational  or other changes that have occurred
during  such year,  such as  (without  limitation)  acquisitions,  dispositions,
expansions,  contractions,  material  non-recurring  items of income or loss, or
events that might create unwarranted hardships or windfalls to Participants.

The percentage of Target Bonus achieved for the company performance component is
determined by the Committee by comparing  actual  financial  performance  to the
corporate  performance  goals  for the  preceding  Plan  year  and the  range of
percentages of Target Bonus adopted by the Committee for such year.

INDIVIDUAL  PERFORMANCE  COMPONENT.  The percentage of Target Bonus achieved for
the individual performance component is a function of a discretionary evaluation
of the  performance of the individual  executive.  After each Plan year, the CEO
provides  the  Committee  with  an  overall  performance   evaluation  for  each
Participant.  The Committee uses this  evaluation in determining the amount of a
Participant's bonus award for the individual performance component of the Plan.


PAYMENT OF BONUS AWARDS.

Bonus awards under the Plan are paid in cash promptly  following approval of the
bonus award amount by the Committee (generally paid in February).

Bonus awards are not considered as  compensation  in calculating  any insurance,
profit-sharing, retirement, or other benefit for which the recipient is eligible
unless  any such  insurance,  profit-sharing,  retirement  or other  benefit  is
granted under a plan which  expressly  provides that incentive  compensation  is
considered as compensation under such plan.

There is no requirement  that the maximum  amount  available for bonus awards in
any year be awarded.




                                                                   EXHIBIT 10.13

                      AMERICAN MEDICAL SECURITY GROUP, INC.

           EMPLOYMENT AND NONCOMPETITION AGREEMENT OF SAMUEL V. MILLER

                              AMENDMENT NUMBER ONE

     An Employment and  Noncompetition  Agreement (the  "Agreement") was entered
into on April 7,  1998,  effective  January 1, 1997,  between  United  Wisconsin
Services, Inc. ("UWS"), American Medical Security Holding, Inc. (the "Company"),
and Samuel V. Miller  ("Employee").  The  Agreement  replaced a prior  agreement
dated as of October 30, 1995 between UWS and Employee.

     Effective  September 11, 1998, UWS was renamed  American  Medical  Security
Group,  Inc.,  UWS  transferred  its managed care business to Newco/UWS,  Inc. a
wholly-owned subsidiary of UWS ("Newco"), and that subsidiary was renamed United
Wisconsin  Services,  Inc. On September 25, 1998, UWS  distributed the shares of
Newco to the shareholders of UWS.

     To reflect these and certain other events,  the Agreement is hereby amended
as follows, effective September 25, 1998:

     1. The following  paragraphs are hereby added  immediately after the second
paragraph of the recitals:

          Since the date this Agreement was executed,  UWS has established a new
     subsidiary  ("Newco"),  UWS has  transferred  its managed care  business to
     Newco, UWS has been renamed American Medical  Securities Group, Inc., Newco
     has been renamed United Wisconsin Service, Inc., and the stock of Newco has
     been distributed to shareholders of UWS (the "Spinoff").

          UWS shall be a party to the  Agreement in connection  with  Employee's
     options  to  purchase  stock  of UWS,  and  Newco  shall  be a party to the
     Agreement in connection with Employee's options to purchase stock of Newco.

     2.  Section 1.2  (Positions  and  Duties) is hereby  amended to replace the
phrase  "President  and Chief  Executive  Officer"  with the  phrase  "Chairman,
President and Chief Executive  Officer" both times it occurs,  and the following
sentence is hereby added at the end of Section 1.2:

          Employee  shall also occupy the  position of Chairman,  President  and
          Chief Executive Officer of UWS.

     3. Section  3.2(c) is amended to delete the word "and" prior to clause (iv)
and to add at the end thereof:  "and (v) any rights  Employee may have under the
American Medical Security Group, Inc. Change of Control Severance Benefit Plan."

     4.  Section  5.1(a) and Section  5.1(b) are amended and Section  5.1(c) and
Section 5.1(d) are added to read as follows:

(a)   If to the Company:                         (d)   If to Employee:

      American Medical Security Holdings, Inc.         Samuel V. Miller
      3100 AMS Boulevard                               3100 AMS Boulevard
      Green Bay, WI  54313           or                Green Bay, WI  54313   or
      P.O. Box 19032                                   P.O. Box 19032
      Green Bay, WI  54307-9032                        Green Bay, WI  54307-9032
      Attn.: General Counsel
                                                       With a copy to:

(b)   If to UWS:                                       David S. Foster
                                                       Thelen Reid & Priest LLP
      American Medical Security Group, Inc.            2 Embarcadero Center
      3100 AMS Boulevard                               San Francisco, CA 94111
      Green Bay, WI  54313           or
      P.O. Box 19032
      Green Bay, WI  54307-9032
      Attn.: General Counsel

(c)   If to Newco:

      United Wisconsin Services, Inc.
      401 West Michigan Street
      Milwaukee, Wisconsin 53203
      Attn: General Counsel

     IN WITNESS WHEREOF,  the parties have executed this Amendment Number One as
of September 25, 1998.


AMERICAN MEDICAL SECURITY                         AMERICAN MEDICAL SECURITY 
HOLDINGS, INC.                                    GROUP, INC.


By:______________________________                 By:___________________________


UNITED WISCONSIN SERVICES, INC.


By:______________________________                 ______________________________
   Thomas R. Hefty, Chairman, President           Samuel V. Miller
   and Chief Executive Officer






                                                                   EXHIBIT 10.14

                              EMPLOYMENT AGREEMENT

     THIS  EMPLOYMENT  AGREEMENT  made and  entered  into this 21 day of August,
1996, by and between AMERICAN  MEDICAL  SECURITY,  INC., a Delaware  corporation
(the "Corporation") and SCOTT B. WESTPHAL (the "Employee").

                                   WITNESSETH:

     WHEREAS,  the Employee  desires to be employed by the  Corporation  and the
Corporation desires to employ the Employee; and
        
     WHEREAS,  the  Corporation  and the  Employee  desire  to set forth in this
Agreement the terms and conditions under which the Employee is to be employed by
the Corporation.

     NOW, THEREFORE,  the Corporation and the Employee,  in consideration of the
mutual promises hereinafter set forth, do hereby promise and agree as follows:

                                    ARTICLE I
                                      TERM

     The term of the Employee's  employment  under this Agreement shall commence
effective as of the date hereof and shall  continue  until  terminated by either
party as set forth in Article V, below.

                                   ARTICLE II
                                EMPLOYMENT DUTIES

     During the term of the Employee's  employment  hereunder,  the  Corporation
shall employ the Employee and the Employee shall serve the Corporation as a Vice
President of the Corporation. The Employee shall be subject to the authority and
direction of the President of the Corporation and those persons appointed by the
President of the  Corporation to have authority and direction over the Employee.
The Employee  shall  devote his entire  working time and efforts to the business
affairs of the Corporation  and shall  faithfully and to the best of his ability
perform his duties hereunder.

                                   ARTICLE III
                                  COMPENSATION

     3.1 BASE SALARY.  The Corporation  shall pay to the Employee an annual base
salary  in an amount  equal to One  Hundred  Thousand  Dollars  ($100,000).  The
Employee's  base  salary  shall  be  payable  in  equal  installments  not  less
frequently than bi-weekly.

     3.2  ADJUSTMENT  TO BASE  SALARY.  From  time to time,  but not  less  than
annually, Employee's base salary shall be reviewed and any salary increases will
be given based upon merit as determined by a performance evaluation.

     3.3 PERFORMANCE BONUS. Any additional  compensation payable to the Employee
under this  Article  III shall be in the form of a bonus or bonuses and the time
or times  payable  and the amount or amounts  thereof  shall be a matter  solely
within the  discretion of the President of the  Corporation.  Nothing  contained
herein  shall be  deemed  to  require  the  Corporation  to pay any bonus to the
Employee at any time during the term of this Agreement or any extension thereof.

     3.4 OTHER  COMPENSATION.  In  addition to the  compensation  referred to in
Paragraphs  3.1,  3.2  and  3.3,  above,  the  Employee  shall  be  eligible  to
participate in any other  compensation  plan which may become  available to most
other employees of a similar  supervisory  level (e.g.,  deferred  compensation,
stock option or shadow stock plans),  provided,  however, that the levels of the
Employee's  participation in such plans shall be solely within the discretion of
the Corporation.

     3.5 WITHHOLDING  TAXES.  The Corporation  shall deduct from all payments to
the Employee hereunder any federal, state or local withholding or other taxes or
charges  which the  Corporation  has from  time-to-time  been required to deduct
under  applicable  law, and all amounts  payable to the Employee  hereunder  are
stated herein before any such deductions.  The Corporation  shall have the right
to rely upon a written opinion of local counsel,  which may be independent legal
counsel or legal counsel regularly employed by the Corporation, if any questions
should arise as to any such deductions.

                                   ARTICLE IV
                      CONFIDENTIALITY AND NON-SOLICITATION

     4.1 CONFIDENTIAL INFORMATION: INTELLECTUAL PROPERTY.

          (i) Employee  acknowledges  that  Employee will be required to use his
     personal  intellectual  skills on behalf of the  Corporation and that it is
     reasonable and fair that the fruits of such skills should inure to the sole
     benefit of the  Corporation.  Employee further  acknowledges  that Employee
     already has and will acquire  information of a confidential nature relating
     to the operation, finances, business relationships and trade secrets of the
     Corporation.  During Employee's employment and for a period of one (1) year
     following  termination thereof,  within the geographical area in which such
     use,  publication or disclosure  could harm the  Corporation's  existing or
     potential business interests,  Employee will not use (except for use in the
     course  of the  Employee's  regular  authorized  duties  on  behalf  of the
     Corporation), publish, disclose or authorize anyone else to use, publish or
     disclose,  without  the  prior  written  consent  of the  Corporation,  any
     confidential  information  pertaining to the  Corporation or its affiliated
     entities,  including,  without  limitation,  any  information  relating  to
     existing or potential business,  customers,  trade or industrial practices,
     plans, costs,  processes,  technical or engineering data, or trade secrets;
     PROVIDED, HOWEVER, that following termination of the Employee's employment,
     Employee  shall be prohibited  from ever using,  publishing,  disclosing or
     authorizing  anyone  else to use,  publish  or  disclose  any  confidential
     information which constitutes a trade secret under applicable law. Employee
     shall not remove or retain any figures,  calculations,  formulae,  letters,
     papers, software, abstracts, summaries, drawings, blueprints, diskettes, or
     any other  material,  or  copies  thereof,  which  contain  or  embody  any
     confidential  information  of the  Corporation,  except  for the use in the
     course of Employee's regular authorized duties on behalf of the Corporation
     or with the prior written consent of the Corporation.  Notwithstanding  the
     foregoing, the Employee has no obligation to refrain from using, publishing
     or disclosing  any  confidential  information  which is or hereafter  shall
     become  available  to the  public  otherwise  than by use,  publication  or
     disclosure by Employee.  This prohibition also does not prohibit Employee's
     use of general skills and know-how acquired during and prior to employment,
     as long as such use does not involve the use,  publication or disclosure of
     the Corporation's confidential information.

          (ii) AGREEMENT TO TRANSFER.  Employee shall,  without further payment,
     assign,  transfer and set over,  and does hereby  assign,  transfer and set
     over,  to the  Corporation,  its  successors  and assigns,  all  Employee's
     rights,  title and interest in and to all trade secrets,  secret processes,
     inventions,   improvements,   patents,  patent  applications,   trademarks,
     trademark  applications,  copyrights and any and all intellectual  property
     rights which Employee  solely or jointly with others has  conceived,  made,
     acquired or  suggested  at any time during  employment  or within a one (1)
     year  period  after  termination  of  employment  and  which  relate to the
     existing  or  potential  products,   processes,  work,  research  or  other
     activities of the Corporation.

     4.2  NON-SOLICITATION.  For a period of one (1) year after  termination  of
Employee's  employment,Employee will not solicit, or assist any person or entity
to solicit,  any employee,  customer,  supplier or other person having  business
relations  with the  Corporation  to terminate  such  employee's  employment  or
terminate or curtail such  customer's,  supplier's  or other  person's  business
relationship with the Corporation.

     4.3  RETURN OF  DOCUMENTS.  Immediately  upon  termination  of  employment,
Employee will return to the Corporation, and upon request, so certify in writing
to the  Corporation,  that  Employee  has  returned to the  Corporation  all the
Corporation's papers, documents and things, including information stored for use
in or with the computers and software  applicable to the Corporation's  business
(and all copies thereof), which are in Employee's possession or under Employee's
control,  regardless  of  whether  such  papers,  documents  or  things  contain
confidential information or trade secrets.

                                    ARTICLE V
                            TERMINATION OF EMPLOYMENT

     5.1 MANNER AND EFFECT OF TERMINATION.  Employee's  employment hereunder may
be terminated by the Corporation or the Employee at any time.

     5.2 CONSEQUENCES OF TERMINATION. In the event that the Employee voluntarily
terminates  his  employment or the  Corporation  terminates  his  employment for
cause,  the  Employee  shall be entitled  to receive  only his base  salary,  as
adjusted from time to time pursuant to Section 3.2,  above (the "Base  Salary"),
accrued  to the date of  termination  of his  employment.  In the event that the
Employee's  employment  is  terminated  by the  Corporation  not for cause,  the
Employee  shall  continue to receive the Base Salary for a period  commencing on
the date of termination  and ending on the later of: (i) one year after the date
of termination; or (ii) two years after the date of the UWS Buyout. For purposes
of this  Agreement,  the date of the UWS  Buyout  shall be the date that  United
Wisconsin Services, Inc. purchases a majority of the stock of the Corporation or
otherwise  acquires  majority control of the  Corporation.  For purposes of this
Agreement,  only the  occurrence of one or more of the following acts shall be a
basis for termination for cause:

          (i) the willful and continued failure of the Employee to substantially
     perform his duties for the Corporation;

          (ii) use of alcohol or  non-prescription  drugs in such a manner as to
     interfere  with  the   performance   of  the  Employee's   duties  for  the
     Corporation;

          (iii)  willful  conduct  by the  Employee  which is  demonstrably  and
     materially injurious to the Corporation, monetarily or otherwise; or

          (iv)  conviction of the Employee of a felony or misdemeanor  which, in
     the reasonable  judgment of the board of directors of the  Corporation,  is
     likely to have a material  adverse  effect on the business or reputation of
     the  Employee  or the  Corporation,  or  which  substantially  impairs  the
     Employee's ability to perform his duties for the Corporation.

                                   ARTICLE VI
                                    EXPENSES

     During the term of the Employee's  employment  hereunder,  the  Corporation
shall pay or reimburse the Employee for all  reasonable  and necessary  business
expenses  incurred by the  Employee  in the  interest  of the  Corporation.  The
Employee  shall be required to submit an itemized  account of such  expenditures
and such proof as may be  necessary  to  establish  to the  satisfaction  of the
Corporation  that the  expenses  incurred  by the  Employee  were  ordinary  and
necessary business expenses incurred on behalf of the Corporation.

                                   ARTICLE VII
                                 FRINGE BENEFITS

     During  the  term of the  Employee's  employment  hereunder,  he  shall  be
entitled  to  participate  in any  individual  or group life  insurance,  health
insurance,  qualified pension or profit sharing plan or any other fringe benefit
program  which the  Corporation  may from  time-to-time  make  available  to its
similarly situated employees, and in particular to its executive level officers,
but the Employee  acknowledges  that he shall have no vested  rights in any such
program  except as  expressly  provided  under the terms  thereof  and that such
programs may be terminated as well as supplemented.

                                  ARTICLE VIII
                                WAIVER OF BREACH

     The  waiver  by the  Corporation  of any  breach of any  provision  of this
Agreement by the Employee shall not be deemed a waiver by the Corporation of any
subsequent breach.

                                   ARTICLE IX
                                     NOTICE

     Any notice  required or permitted to be given hereunder shall be in writing
and shall be deemed to be  sufficiently  given and received in all respects when
personally  delivered  or when  deposited in the United  States mail,  certified
mail,  postage prepaid,  return receipt requested and addressed to the principal
office of the Corporation or the residence of the Employee, as the case may be.

                                    ARTICLE X
                                   ASSIGNMENT

     The  Employee  may not  assign,  pledge or  encumber  any  interest in this
Agreement  or  any  part  thereof  without  the  prior  written  consent  of the
Corporation.

                                   ARTICLE XI
                          COMPLETE AGREEMENT; AMENDMENT

     This Agreement  contains the full and complete  understanding and agreement
of the parties and supersedes all prior  agreements or  understandings,  whether
oral or written,  between the parties with respect to the subject matter hereof.
This Agreement may not be modified, amended or discharged orally.

                                   ARTICLE XII
                                  GOVERNING LAW

     This  Agreement  and  all  questions  of its  interpretation,  performance,
enforceability  and the rights  and  remedies  of the  parties  hereto  shall be
governed  by and  determined  in  accordance  with  the  laws  of the  State  of
Wisconsin.

     IN WITNESS  WHEREOF,  the parties hereto have executed this Agreement as of
the day, month and year first above written.


                                                 AMERICAN MEDICAL SECURITY, INC.

                                            By:       /S/ WALLACE J. HILLIARD
                                               ---------------------------------
                                               Its:   PRESIDENT



                                                      /S/ SCOTT B. WESTPHAL
                                               ---------------------------------
                                               Scott B. Westphal





                                                                   EXHIBIT 10.19


                          REGISTRATION RIGHTS AGREEMENT



     This Agreement ("Agreement") is made and entered into as of this 1ST day of
September,  1998 by and between  UNITED  WISCONSIN  SERVICES,  INC., a Wisconsin
corporation  ("UWS")  and  BLUE  CROSS & BLUE  SHIELD  UNITED  OF  WISCONSIN,  a
Wisconsin service insurance corporation ("BCBSUW").


                                    RECITALS

     WHEREAS, BCBSUW organized UWS in 1983;

     WHEREAS,  until 1991,  BCBSUW owned all of the issued and outstanding stock
of UWS and since that date has continued to be the largest shareholder of UWS;

     WHEREAS,  UWS  has  organized  Newco/UWS,  Inc.,  a  Wisconsin  corporation
("Newco") and intends to (a) contribute its managed care and specialty  products
operations to Newco;  and (b) distribute all of the outstanding  shares of Newco
to UWS shareholders (the "Spin-Off");

     WHEREAS, since 1986 the Chief Executive Officer of BCBSUW and UWS have been
the same person;

     WHEREAS,  following  the  Spin-Off  Newco will be  managed by the  existing
management  of UWS,  and UWS will be  managed  by the  personnel  who have  been
responsible for the operations of the small group products businesses located in
Green Bay, Wisconsin; and

     WHEREAS,  in  connection  with  the  Spin-Off,  BCBSUW  desires  to  obtain
registration  rights with respect to its UWS Common Stock ("UWS Common  Stock"),
and UWS  desires to agree with  BCBSUW  regarding  its future  ownership  of UWS
Common Stock.

     NOW THEREFORE, the parties agree as follows:

                                    ARTICLE I
                               REGISTRATION RIGHTS

     Section 1.01 GENERAL.  For purposes of Article I: (I) the terms "register",
"registered" and  "registration"  refer to a registration  effected by preparing
and filing a registration  statement (a "registration  statement") in compliance
with  the  Securities  Act of  1933,  as  amended  (the  "1933  Act"),  and  the
declaration or ordering of effectiveness  of such  registration  statement;  and
(ii) the term "Registrable Securities" means the shares of UWS Common Stock held
by BCBSUW from time to time immediately after the Spin-Off.

     Section 1.02 DEMAND  REGISTRATION.  Subject to Section 1.08(a)  hereof,  at
anytime  on or after  the date  hereof if UWS  shall  receive a written  request
(specifying  that it is being made  pursuant to this  Section  1.02) from BCBSUW
that  UWS  register  at  least  fifty  percent  (50%)  of the  then  outstanding
Registrable  Securities,  then UWS  shall  use its best  efforts  to cause to be
registered all Registrable  Securities that BCBSUW have requested be registered.
Notwithstanding  the  foregoing,   UWS  shall  not  be  obligated  to  effect  a
registration  pursuant to this Section 1.02 during the period  starting with the
date forty-five (45) days prior to UWS's estimated date of filing of, and ending
on a date  one-hundred-eighty  (180)  days  following  the  effective  date  of,
registration  statement  pertaining to an  underwritten  public  offering of UWS
Common  Stock for the account of UWS.  UWS shall be obligated to effect not more
than two (2)  registrations  pursuant  to this  Section  1.02.  Any  request for
registration  under  this  Section  must  be for a  firmly  underwritten  public
offering in  accordance  with terms  agreed  upon  between  the  underwriter  or
underwriters  and  BCBSUW  to be  managed  by  an  underwriter  or  underwriters
designated by BCBSUW and reasonably acceptable to UWS.  Notwithstanding anything
else in this  Agreement to the  contrary,  all of UWS's  obligations  under this
Section  shall  expire on the  earlier  of July 31,  2008,  or the date on which
BCBSUW owns in the  aggregate  less than three  percent of the  outstanding  UWS
Common Stock.  Subject to the provisions of Section 1.07(a) hereof, UWS shall be
permitted  to cause to be  registered  additional  shares  of UWS  Common  Stock
(whether  previously  unissued or owned by a person or entity designated by UWS)
in connection with any registration  effected pursuant to this Section 1.02. If,
while a registration  request is pending  pursuant to this Section 1.02, UWS has
determined in good faith that (A) the filing of a registration  statement  could
jeopardize or delay any contemplated material transaction other than a financing
plan involving UWS or would require the disclosure of material transaction other
than a financing  plan involving UWS or would require the disclosure of material
information  that  UWS  had a bona  fide  business  purpose  for  preserving  as
confidential;  or (B) UWS then is  unable  to comply  with  requirements  of the
Securities  and  Exchange   Commission   ("SEC")  applicable  to  the  requested
registration  (notwithstanding  its best efforts to so comply), UWS shall not be
required  to effect a  registration  pursuant  to this  Section  1.02  until the
earlier of (1) the date upon which such contemplated transaction is completed or
abandoned or such material  information is otherwise  disclosed to the public or
ceases  to be  material  or  UWS  is  able  to so  comply  with  applicable  SEC
requirements,  as the  case  may be,  and  (2) 45  days  after  UWS  makes  such
good-faith determination.

     Section 1.03 PIGGYBACK REGISTRATION.  Subject to Section 1.08(b) hereof, if
at any time UWS  determines  to register any UWS Common Stock under the 1933 Act
in connection with the public offering of such securities  solely for cash, on a
form  that  would  also  permit  the  registration  of any  of  the  Registrable
Securities,  UWS shall  promptly give BCBSUW written  notice  thereof.  Upon the
written  request of BCBSUW  received  by UWS within  thirty  (30) days after the
giving of any such notice by UWS,  UWS shall use its best efforts to cause to be
registered  all of the  Registrable  Securities  that  BCBSUW has  requested  be
registered  together with the  registration  of UWS Common Stock otherwise being
registered  by UWS or its  shareholders,  as the case may be.  UWS may,  for any
reason or for no reason,  elect to either not file or withdraw the filing of any
registration statement relating to a registration described in this Section 1.03
at any time prior to the effectiveness thereof.

     Section  1.04  RESALE  REGISTRATIONS.  If at any time in the future  BCBSUW
proposes to sell Registrable Securities to one or more third parties, BCBSUW may
request in writing that UWS register  such  Registerable  Securities on Form S-3
prior to such sale ("Resale Registration").  Upon receipt by UWS of such written
request,  UWS shall use its best  efforts  to come to be  registered  all of the
Registrable  Securities that BCBSUW proposes to sell. At UWS's election, UWS may
maintain  an  effective  shelf  registration  in Form  S-3 for  the  purpose  of
effecting Resale Registrations.  Notwithstanding anything else in this Agreement
to the contrary, all of UWS's obligations under this Section shall expire on the
earlier of July 31, 2008, or the date on which BCBSUW owns in the aggregate less
than three percent of the outstanding UWS Common Stock. BCBSUW shall be entitled
to unlimited registrations under this Section.

     Section  1.05  OBLIGATIONS  OF UWS.  Whenever  UWS shall be required  under
Sections  1.02,  1.03 or 1.04  hereof  to use its best  efforts  to  effect  the
registration of any Registrable Securities, UWS shall:

     (a)  as  expeditiously  as  possible,  prepare  and  file  with  the  SEC a
registration  statement with respect to such Registrable  Securities and use its
reasonable  efforts to cause such  registration  statement  to become and remain
effective  under the 1933 Act, except that UWS shall in no event be obligated to
cause any such registration to remain effective for more than three months;

     (b) as  expeditiously  as  possible,  prepare  and  file  with the SEC such
amendments  and  supplements to such  registration  statement and the prospectus
used in  connection  with such  registration  statement  as may be  necessary to
comply with the  provisions of the 1933 Act with respect to the  disposition  of
all securities covered by such registration statement;

     (c) as expeditiously as possible,  furnish to BCBSUW such numbers of copies
of a prospectus, including a preliminary prospectus, and such other documents as
they  may  reasonable   request  in  order  to  facilitate  the  disposition  of
Registrable Securities owned by it;

     (d) as  expeditiously as possible,  use its reasonable  efforts to register
and qualify the securities  covered by such  registration  statement  under such
securities  or Blue  Sky  laws of such  jurisdictions  as  shall  be  reasonably
appropriate  or  requested  by BCBSUW,  except that UWS shall not be required in
connection  therewith or as a condition  thereto to qualify to do business or to
file a general consent to service of process in any such jurisdiction;

     (e)  advise  BCBSUW,  promptly  after it shall  receive  notice  or  obtain
knowledge  thereof,  of (i) the issuance of any stop order by the SEC suspending
the  effectiveness  of  such   registration   statement  or  the  initiation  or
threatening of any  proceeding for that purpose,  and (ii) any similar action by
any regulatory agency of competent jurisdiction under the securities or Blue Sky
laws of any jurisdiction,  and in any such case promptly use its reasonable best
efforts  to  prevent  the  issuance  of any stop order or the taking of any such
similar  action or to obtain its  withdrawal if such stop order should be issued
or any such similar action shall be taken; and

     (f)  furnish to BCBSUW  copies of all  documents  proposed to be filed with
respect  to any  amendment  or  supplement  to such  registration  statement  or
prospectus at a reasonable time prior to such filing.

     Section 1.06 FURNISH INFORMATION.  It shall be a condition precedent to the
obligations  of UWS to take any action  pursuant  to this  Article I that BCBSUW
shall  furnish  to  UWS  such  information  regarding  BCBSUW,  the  Registrable
Securities  held by  BCBSUW,  and the  intended  method of  disposition  of such
securities  and such other  matters as may be required by the 1933 Act and other
applicable  law and  regulation as UWS shall request and as shall be required in
connection with the action to be taken by UWS.

     Section 1.07 EXPENSES OF  REGISTRATION.  In connection  with a registration
pursuant to Section  1.02,  all  underwriter's  discounts and  commissions,  all
registration and qualification fees, printers' and any extraordinary  accounting
fees, required as a result of BCBSUW's  registration,  shall be borne by BCBSUW.
All such expenses incurred in connection with a registration pursuant to Section
1.03 shall be borne by UWS, BCBSUW and any other sellers pro rata in relation to
the number of shares of UWS Common  Stock being  registered  by each such party.
All expenses  incurred in connection with Section 1.04 shall be borne by BCBSUW.
For any registrations pursuant to Sections 1.02, 1.03 or 1.04, all parties shall
pay all of their own respective attorneys' fees.

     Section 1.08 UNDERWRITING REQUIREMENTS.

     (a) In connection with any  registration  requested by BCBSUW under Section
1.02, UWS shall not be required  under Section 1.02 to register any  Registrable
Securities  of  BCBSUW  unless  BCBSUW  accepts  the  terms of the  underwriting
required  by Section  1.02,  and then only in such  quantity as will not, in the
written  opinion of the  managing  underwriters,  exceed the  maximum  number of
shares that can be marketed at a price  reasonably  related to the then  current
market price for such shares, or otherwise  materially and adversely affect such
offering  or  the  trading  market  for  such  shares  (the  "Maximum   Feasible
Quantity"). All securities sold to cover any over-allotment shall be apportioned
between BCBSUW and UWS in proportion to the total number of shares being sold by
each, provided,  however,  that any such over-allotment shall first be allocated
to BCBSUW to the extent any of the  Registrable  Securities  of BCBSUW  were not
included in such registration because the total number of Registrable Securities
requested to be registered by BCBSUW exceeded the Maximum Feasible  Quantity for
such  registration,  and shall thereafter be allocated to UWS to the extent that
the  shares  requested  to be  registered  by UWS  were  not  included  in  such
registration  because such shares,  when added to the shares being registered by
BCBSUW, exceeded the Maximum Feasible Quantity for such registration.

     (b) In connection with any  registration in which  Registerable  Securities
are  included  pursuant  to Section  1.03  hereof,  UWS shall not be required to
include any Registrable  Securities in such  registration  unless BCBSUW accepts
the terms of the  underwriting  as agreed upon between UWS and the  underwriters
selected by it, and then only in such  quantity  as will not,  when added to the
shares otherwise being registered by UWS, in the written opinion of the managing
underwriters,  exceed the Maximum Feasible Quantity for such  registration.  All
securities sold to cover any over-allotment  shall be apportioned between BCBSUW
and UWS in  proportion  to the  total  number  of  shares  being  sold by  each;
provided,  however, that any such over-allotment shall first be allocated to UWS
to  the  extent  any  of the  securities  of  UWS  were  not  included  in  such
registration because the total number of Registrable Securities included in such
registration by BCBSUW,  when added to the shares  otherwise being registered by
UWS,  exceeded the Maximum Feasible  Quantity for such  registration,  and shall
thereafter be allocated to BCBSUW to the extent that the Registrable  Securities
requested  to be  registered  by BCBSUW were not  included in such  registration
because  such shares when added to the shares being  requested by UWS,  included
the Maximum Feasible Quantity for such registration.

                                   ARTICLE II
                                   STANDSTILL

     BCBSUW agrees that until July 31, 2008, it, without the written  consent of
UWS, will not purchase or otherwise  acquire any additional shares of UWS Common
Stock other than as the result of any stock dividend or distribution or pursuant
to the  reinvestment  of dividends  under the United  Wisconsin  Services,  Inc.
Dividend Reinvestment and Direct Stock Purchase Plan.

                                   ARTICLE III
                               GENERAL PROVISIONS

     Section 3.01 NOTICES. All notices and other communications  hereunder shall
be in writing and shall be deemed given (i) when delivered personally;  (ii) the
second  business day after being  deposited in the United States mail registered
or certified  (return  receipt  requested);  (iii) the first  business day after
being deposited with Federal Express or any other recognized  national overnight
courier  service or (iv) on the business day on which it is sent and received by
facsimile,  in each case to the parties at the  following  addresses (or at such
other address for a party as shall be specified by like notice):

(a)      If to UWS:

                           American Medical Security Group, Inc.
                           3100 AMS Boulevard
                           Green Bay, WI  54313
                           Attention:  President

(b)      If to BCBSUW:

                           401 West Michigan Street
                           Milwaukee, WI  53203
                           Attention:  Thomas R. Hefty, President

     Section  3.02  MISCELLANEOUS.   This  Agreement  (including  the  exhibits,
documents and instruments referred to herein or therein):

          (a) constitutes the entire  agreement,  and supersedes all other prior
     agreements and understandings,  both written and oral, between the parties,
     or either of them, with respect to the subject matter hereof;

          (b) is not  intended  to confer  upon any person  which is not a party
     hereto any rights or remedies hereunder;

          (c) may be assigned by BCBSUW by operation of law or otherwise; and

          (d) may be executed in two or more  counterparts  which together shall
     constitute a single agreement.

     Section 3.03 WAIVER: REMEDIES. No delay or failure on the part of any party
hereto to exercise any right,  power, or privilege  hereunder shall operate as a
waiver  thereof,  nor  shall any  waiver on the part of any party  hereto of any
right,  power,  or privilege  hereunder  operate as a waiver of any other right,
power, or privilege  hereunder,  nor shall any single or partial exercise of any
right,  power,  or privilege  hereunder  preclude any other or further  exercise
thereof or the exercise of any other right, power, or privilege hereunder.

     Section 3.04 SEVERABILITY. If any provision of this Agreement shall be held
by any court of competent jurisdiction to be illegal,  invalid or unenforceable,
such  provision  shall be construed and enforced as if it had been more narrowly
drawn so as not to be illegal,  invalid or  unenforceable,  and such illegality,
invalidity  or  unenforceability  shall have no effect upon and shall not impair
the enforceability of any other provision of this Agreement.

     Section 3.05 GOVERNING LAW. This Agreement shall be construed in accordance
with  the law of the  State  of  Wisconsin  (without  regard  to  principles  of
conflicts  of  laws)  applicable  to  contracts  made  and  to be  performed  in
Wisconsin.


         IN WITNESS WHEREOF,  the parties have executed this Agreement as of the
date first above written.

                                            UNITED WISCONSIN SERVICES, INC.


                                            By:    /S/ STEPHEN E. BABLITCH
                                                --------------------------------


                                            BLUE CROSS & BLUE SHIELD
                                            UNITED OF WISCONSIN


                                            By:   /S/ GAIL L. HANSON
                                                --------------------------------





                                                                      EXHIBIT 21


SUBSIDIARIES OF THE REGISTRANT

American Medical Security Holdings, Inc., a Wisconsin corporation

American Medical Security, Inc., a Delaware corporation

American Medical Security Insurance Company of Georgia, a Georgia corporation

U & C Real Estate Partnership, a Wisconsin general partnership

United Wisconsin Life Insurance Company, a Wisconsin insurance corporation

Continental Plan Services, Inc., a Wisconsin corporation

Nurse Healthline, Inc., a Wisconsin corporation

Accountable Health Plans, Inc., a Texas corporation
         d/b/a Accountable Health Plans of Texas, Inc. and
         d/b/a Plaines Health Networks, Inc.

AMS HMO Holdings, Inc., a Delaware corporation

Unity HMO of Illinois, Inc., an Illinois corporation

American Medical Security Health Plan, Inc., a Florida corporation
         d/b/a American Medical Healthcare






                                                                      EXHIBIT 23




CONSENT OF INDEPENDENT AUDITORS


     We consent to  incorporation  by  reference in the  Registration  Statement
(Form  S-8  No.  333-21857)   pertaining  to  the  Equity  Incentive  Plan,  the
Registration  Statement (Form S-8 No. 333-22673) pertaining to the 1995 Director
Stock Option  Plan,  and the  Registration  Statement  (Form S-3 No.  333-29425)
pertaining  to the  Dividend  Reinvestment  and Direct  Stock  Purchase  Plan of
American Medical Security Group, Inc. (f/k/a United Wisconsin  Services,  Inc. )
of our report dated February 5, 1999, with respect to the consolidated financial
statements and schedules of American  Medical Security Group,  Inc.  included in
the Annual Report on Form 10-K for the year ended December 31, 1998.



                                                  /s/ Ernst & Young LLP
                                                  ------------------------------
                                                  ERNST & YOUNG LLP

Milwaukee, Wisconsin
March 23, 1999




<TABLE> <S> <C>


<ARTICLE> 7
<LEGEND>
THIS FINANCIAL DATA SCHEDULE  CONTAINS SUMMARY FINANCIAL  INFORMATION  EXTRACTED
FROM THE AUDITED CONSOLIDATED  FINANCIAL STATEMENTS OF AMERICAN MEDICAL SECURITY
GROUP,  INC. FOR THE TWELVE  MONTHS ENDED  DECEMBER 31, 1998 AND IS QUALIFIED IN
ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1998
<PERIOD-START>                             JAN-01-1998
<PERIOD-END>                               DEC-31-1998
<EXCHANGE-RATE>                                      1  
<DEBT-HELD-FOR-SALE>                           293,096
<DEBT-CARRYING-VALUE>                            3,361
<DEBT-MARKET-VALUE>                                  0
<EQUITIES>                                       2,457
<MORTGAGE>                                           0
<REAL-ESTATE>                                        0
<TOTAL-INVEST>                                 298,914
<CASH>                                          10,648
<RECOVER-REINSURE>                                   0
<DEFERRED-ACQUISITION>                               0
<TOTAL-ASSETS>                                 498,722
<POLICY-LOSSES>                                      0
<UNEARNED-PREMIUMS>                             18,157
<POLICY-OTHER>                                 113,133
<POLICY-HOLDER-FUNDS>                                0
<NOTES-PAYABLE>                                 55,064
                                0
                                          0
<COMMON>                                        16,653
<OTHER-SE>                                     249,798
<TOTAL-LIABILITY-AND-EQUITY>                   498,722
                                     914,017
<INVESTMENT-INCOME>                             24,220
<INVESTMENT-GAINS>                                   0
<OTHER-INCOME>                                  22,632
<BENEFITS>                                     691,767
<UNDERWRITING-AMORTIZATION>                          0
<UNDERWRITING-OTHER>                           242,073
<INCOME-PRETAX>                                (4,896)
<INCOME-TAX>                                   (1,868)
<INCOME-CONTINUING>                            (3,028)
<DISCONTINUED>                                  10,003
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     6,975
<EPS-PRIMARY>                                      .42
<EPS-DILUTED>                                      .42
<RESERVE-OPEN>                                       0
<PROVISION-CURRENT>                                  0
<PROVISION-PRIOR>                                    0
<PAYMENTS-CURRENT>                                   0
<PAYMENTS-PRIOR>                                     0
<RESERVE-CLOSE>                                      0
<CUMULATIVE-DEFICIENCY>                              0


        

</TABLE>

<TABLE> <S> <C>

<ARTICLE> 7
<LEGEND>
THIS RESTATED  FINANCIAL DATA SCHEDULE  CONTAINS SUMMARY  FINANCIAL  INFORMATION
EXTRACTED FROM THE AUDITED CONSOLIDATED FINANCIAL STATEMENTS OF AMERICAN MEDICAL
SECURITY GROUP,  INC.  (F/K/A UNITED  WISCONSIN  SERVICES,  INC.) FOR THE TWELVE
MONTHS ENDED  DECEMBER 31, 1997, AS ADJUSTED TO REFLECT THE  RESTATEMENT  OF THE
CONSOLIDATED FINANCIAL STATEMENTS FOR CONTINUING OPERATIONS, AND IS QUALIFIED IN
ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<RESTATED>
<MULTIPLIER> 1,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1997
<PERIOD-START>                             JAN-01-1997
<PERIOD-END>                               DEC-31-1997
<EXCHANGE-RATE>                                      1
<DEBT-HELD-FOR-SALE>                           266,976
<DEBT-CARRYING-VALUE>                            3,804
<DEBT-MARKET-VALUE>                                  0
<EQUITIES>                                         787
<MORTGAGE>                                           0
<REAL-ESTATE>                                        0
<TOTAL-INVEST>                                 271,567
<CASH>                                          45,291
<RECOVER-REINSURE>                                   0
<DEFERRED-ACQUISITION>                               0
<TOTAL-ASSETS>                                 648,136
<POLICY-LOSSES>                                      0
<UNEARNED-PREMIUMS>                             19,986
<POLICY-OTHER>                                 126,882
<POLICY-HOLDER-FUNDS>                                0
<NOTES-PAYABLE>                                124,578
                                0
                                          0
<COMMON>                                        16,510
<OTHER-SE>                                     309,867
<TOTAL-LIABILITY-AND-EQUITY>                   648,136
                                     957,204
<INVESTMENT-INCOME>                             24,071
<INVESTMENT-GAINS>                                   0
<OTHER-INCOME>                                  24,249
<BENEFITS>                                     733,491
<UNDERWRITING-AMORTIZATION>                          0
<UNDERWRITING-OTHER>                           252,160
<INCOME-PRETAX>                                  2,587
<INCOME-TAX>                                     1,032
<INCOME-CONTINUING>                              1,555
<DISCONTINUED>                                  16,595
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    18,150
<EPS-PRIMARY>                                     1.11
<EPS-DILUTED>                                     1.10
<RESERVE-OPEN>                                       0
<PROVISION-CURRENT>                                  0
<PROVISION-PRIOR>                                    0
<PAYMENTS-CURRENT>                                   0
<PAYMENTS-PRIOR>                                     0
<RESERVE-CLOSE>                                      0
<CUMULATIVE-DEFICIENCY>                              0


        

</TABLE>

<TABLE> <S> <C>

<ARTICLE> 7
<LEGEND>
THIS RESTATED  FINANCIAL DATA SCHEDULE  CONTAINS SUMMARY  FINANCIAL  INFORMATION
EXTRACTED FROM THE AUDITED CONSOLIDATED FINANCIAL STATEMENTS OF AMERICAN MEDICAL
SECURITY GROUP,  INC.  (F/K/A UNITED  WISCONSIN  SERVICES,  INC.) FOR THE TWELVE
MONTHS ENDED  DECEMBER 31, 1996, AS ADJUSTED TO REFLECT THE  RESTATEMENT  OF THE
CONSOLIDATED FINANCIAL STATEMENTS FOR CONTINUING OPERATIONS, AND IS QUALIFIED IN
ITS ENTIRETY BY REFERENCE TO SUCH FINANCIAL STATEMENTS.
</LEGEND>
<RESTATED>
<MULTIPLIER> 1,000
<CURRENCY> U.S. DOLLARS
       
<S>                             <C>
<PERIOD-TYPE>                   YEAR
<FISCAL-YEAR-END>                          DEC-31-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-31-1996
<EXCHANGE-RATE>                                      1
<DEBT-HELD-FOR-SALE>                           278,340
<DEBT-CARRYING-VALUE>                            5,930
<DEBT-MARKET-VALUE>                                  0
<EQUITIES>                                      19,570
<MORTGAGE>                                           0
<REAL-ESTATE>                                        0
<TOTAL-INVEST>                                 303,840
<CASH>                                          31,999
<RECOVER-REINSURE>                                   0
<DEFERRED-ACQUISITION>                               0
<TOTAL-ASSETS>                                 693,278
<POLICY-LOSSES>                                      0
<UNEARNED-PREMIUMS>                             25,471
<POLICY-OTHER>                                 159,063
<POLICY-HOLDER-FUNDS>                                0
<NOTES-PAYABLE>                                125,788
                                0
                                          0
<COMMON>                                        16,294
<OTHER-SE>                                     297,361
<TOTAL-LIABILITY-AND-EQUITY>                   693,278
                                     596,099
<INVESTMENT-INCOME>                             24,570
<INVESTMENT-GAINS>                                   0
<OTHER-INCOME>                                   2,935
<BENEFITS>                                     472,319
<UNDERWRITING-AMORTIZATION>                          0
<UNDERWRITING-OTHER>                           157,136
<INCOME-PRETAX>                               (10,846)
<INCOME-TAX>                                   (4,140)
<INCOME-CONTINUING>                            (6,706)
<DISCONTINUED>                                  16,909
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                    10,203
<EPS-PRIMARY>                                      .79
<EPS-DILUTED>                                      .79
<RESERVE-OPEN>                                       0
<PROVISION-CURRENT>                                  0
<PROVISION-PRIOR>                                    0
<PAYMENTS-CURRENT>                                   0
<PAYMENTS-PRIOR>                                     0
<RESERVE-CLOSE>                                      0
<CUMULATIVE-DEFICIENCY>                              0


        

</TABLE>


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