AMERICAN MEDICAL SECURITY GROUP INC
10-K, 2000-03-15
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, 1999
                                                        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) 661-3075
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. |_|

     As of February 29, 2000, there were outstanding 15,474,446 shares of Common
Stock.  The  aggregate  market  value  of the  shares  of  such  stock  held  by
non-affiliates  of the registrant was $66,112,860 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
                            March 31, 2000 (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, 1999


                                                                            PAGE

PART I

Item 1      Business...........................................................3
Item 2      Properties.........................................................9
Item 3      Legal Proceedings..................................................9
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.......................................12
Item 6      Selected Financial Data...........................................13
Item 7      Management's Discussion and Analysis of Financial Condition and
            Results of Operations.............................................14
Item 7A     Quantitative and Qualitative Disclosures About Market Risk .......22
Item 8      Financial Statements and Supplementary Data.......................23
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", "possible",  "potential", "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 - Cautionary Factors."

GENERAL

     American Medical  Security Group,  Inc. is a leading provider of individual
and small  employer group health care benefits and insurance  products.  As used
herein,  the terms "the Company" or "AMSG"  include  American  Medical  Security
Group,  Inc. and its subsidiaries.  The Company's  principal product offering is
health  insurance for small employer  groups and  individuals.  The Company also
offers  life,  dental,   prescription  drug,  disability  and  accidental  death
insurance,  and provides self funded benefit  administration.  See the Company's
Notes to Consolidated  Financial Statements,  Note 11 "Segments of the Business"
for  information  concerning  the  Company's  two  reportable  segments:  health
insurance  products  (which  accounted for 92% of the Company's  revenue for the
year  ended  December  31,  1999,  compared  to 93% at the end of 1998) and life
insurance products.

     The Company's products are sold through  independent  licensed agents in 31
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.  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) 661-3075.

     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,  as  described  in the Form 10 of  Newco/UWS,  Inc.  ("Newco/UWS")  in
connection with the spin-off of Newco/UWS  referred to below.  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." 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 - Spin-Off").  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.


                                                                               3
<PAGE>

ACQUISITIONS

     In October 1997, the Company acquired most of the health insurance business
marketed to individuals and small groups that was previously underwritten by Pan
American Life Insurance  Company ("Pan  American").  The Company assumed most of
Pan  American's  remaining  domestic  health  insurance  business  in July 1998.
Effective  January  1999,  the Company  acquired  the  majority  of  Continental
Assurance Company's ("CNA") fully insured employer group health business.

PRODUCTS

     The Company is a leading  provider of health care  benefits  and  insurance
products  tailored  to meet the  varied  health  benefits  needs of its  primary
markets,   including  individuals  and  families,  small  employer  groups,  and
employers  that choose to self fund their health  benefits.  In providing  these
products and services, the Company specializes in designing products to maximize
choice and control costs.

     The Company  customizes  employee benefit  packages for businesses  through
IT'S YOUR  CHOICES(service  mark),  an option  that allows  businesses  to offer
employees  multiple health plan options in a single package.  For example,  this
strategy  allows an employer  with four  employees to offer four  different  and
distinct health 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.

     Through its medical insurance products marketed to individuals and families
("MedOne"  products),  the Company  provides  coverage to fit the various health
care needs and budgets of consumers. In early 2000, the Company introduced a new
MedOne product, called AFFORDABLEONE(service mark), that is marketed as a health
care plan for cost-conscious individuals.

     The Company  augments its core business with a select line of complementary
products and services.  Ancillary  benefits  available in  conjunction  with the
Company's plans include group dental,  group  short-term  disability,  group and
individual  term  life and  accidental  death,  and  dependent  life  insurance.
Voluntary  dental and term life  insurance  products may be elected by employees
with no employer  contribution  requirements.  Additionally,  the Company offers
COBRA   administration   services  to  groups  subject  to  regulations  of  the
Consolidated Omnibus Budget Reconciliation Act of 1985, as amended.

     The  Company  provides  insureds  and  plan  participants  with  toll-free,
personal customer service 24 hours a day, 365 days a year. In addition,  through
the  Company's   wholly-owned   subsidiary,   Nurse  Healthline,   Inc.  ("Nurse
Healthline"), insureds and plan participants have access to a toll-free, 24-hour
medical information line staffed by registered nurses.

MARKETING

     The Company  currently  markets its employer  group products and individual
products in 31 states and the  District  of  Columbia.  The leading  states with
respect to medical  membership  during 1999 were  Florida,  Illinois,  Michigan,
Ohio,  Texas and Missouri,  which  accounted  for 48% of the  Company's  medical
membership.  For the year ended December 31, 1999, the top ten insured  employer
groups in the aggregate  accounted for approximately 1% of the Company's medical
membership.  As part of the Company's strategy to improve  profitability,  which
was  announced in October  1999,  the Company  ceased  marketing its small group
business  in  Maryland,  Minnesota  and  Florida.  The Company  also  decided to
terminate its existing small group business in these states.

     Product sales are conducted  through licensed  independent  agents.  During
1999,  the Company  continued its  initiative  to streamline  its sales force by
reducing the number of agents selling its products. As of December 31, 1999, the
Company marketed products through approximately 17,000 independent agents, a 47%
reduction  in the number of agents from the prior year.  Independent  agents are
paid  commissions  on new and renewal  sales.  The Company  offers an attractive
incentive and service  package to agents,  creating an  environment as an "agent
friendly"  company.  In early 2000, the Company began marketing a MedOne medical
insurance  product for individuals  over the internet  through online  insurance
agencies.










                                                                               4
<PAGE>

     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 a
total of  approximately  100 sales  managers  in offices  throughout  the United
States in coordinating the Company's sales and marketing efforts.  Additionally,
through an agreement with the Principal Life  Insurance  Company  ("Principal"),
regional sales managers of Principal's Old Northwest Agent distribution  network
have  responsibility  for product sales in Arkansas,  Mississippi,  Nebraska and
Utah.

COMPETITION

     The market for the Company's  health care  products is highly  competitive.
The major  competition  for the  Company's  products  comes  from  national  and
regional firms.  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  primarily 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.

PROVIDERS

     The Company uses more than 65 commercial provider networks in 31 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  20% of the  Company's  business was conducted
through this network for the year ended December 31, 1999, as compared to 23% in
1998. This network services the Company's  business and is also offered to other
insurers,  third party  administrators and self funded employers.  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 contracts with ProVantage Health Services, Inc., a prescription
drug benefit manager,  for the  administration of drug benefits offered with the
Company's products. This arrangement allows members to access their prescription
benefit at  thousands  of retail  outlets  nationwide  or  through a  mail-order
service and is designed to provide cost and efficiency benefits to the Company.

COST CONTAINMENT

     The Company provides  substantially all of the medical management  services
for its members. The Company's  utilization review program,  which is accredited
to meet  national  standards,  is  designed to ensure  that  services  are being
provided at an appropriate  level and meeting 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 demand  management  telephonic  service through
its Nurse Healthline subsidiary.  Members can access Nurse Healthline registered
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 accessing appropriate health care.














                                                                               5
<PAGE>

INFORMATION TECHNOLOGY

     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.  The systems support all products and provider
arrangements for both fully insured and self funded administrative needs.

     The Company  regularly  evaluates,  upgrades,  and enhances its  management
information systems to further improve its operating  efficiencies and services.
An artificial intelligence system assists in claims processing,  eligibility and
enrollment  tasks.  The Company's data  warehouse  provides the capability to do
data analysis of the business;  looking for trends in utilization,  product mix,
claim  costs,  product  pricing and other  business  factors.  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.

     In 1999, the Company  completed its initiative to test its computer systems
for  Year  2000  compliance  and  developed  detailed  business  continuity  and
contingency  plans to deal with identified worst case scenarios with the highest
chance of occurring.  The Company  experienced  no known  significant  Year 2000
issues or disruptions  during the beginning of 2000,  and  anticipates no future
significant  problems.  See "Item.  7  Management's  Discussion  and Analysis of
Financial  Condition  and  Results  of  Operations  - Year  2000" for a complete
discussion of Year 2000 matters.

REINSURANCE

     The Company has entered into a variety of  reinsurance  arrangements  under
which it (1) cedes business to other insurance companies to mitigate large claim
risk,  and (2) accepts risk from other  insurance  carriers in  connection  with
certain acquisitions and other business.

     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.

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.












                                                                               6
<PAGE>

     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 3, "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 the
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.

         FEDERAL INSURANCE REGULATION

     In  recent  years,  federal  legislation   significantly  expanded  federal
regulation  of small 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.

     The  Clinton  Administration  and members of  Congress  have also  proposed
numerous  other  health  care  reform  measures  in recent  years.  Congress  is
currently considering legislation called a "Patients Bill of Rights" which could
affect  various  aspects of the  Company's  business.  The  Company is unable to
predict when or whether such  legislation  or any additional  federal  proposals
will be enacted or, if enacted, the likely impact on the Company's operations.

         STATE 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 (1) the licensing of insurance  companies;  (2)
the  approval  of forms and  insurance  policies  used;  (3) the  nature of, and
limitation on, an insurance company's  investments;  (4) periodic examination of
the  operations  of  insurance  companies;  (5) the form and  content  of annual
financial  statements  and other  reports  required to be filed on the financial
condition of insurance  companies;  (6) capital  adequacy;  and (7) 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.







                                                                               7
<PAGE>

     On an ongoing basis,  states  consider  various health care reform measures
relating to network  management,  mandated benefits,  underwriting,  appeals and
administrative  procedures and other  matters.  The Company is unable to predict
what  reforms,  if any,  may be enacted or how these  reforms  would  affect the
Company's operations.

     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: (1) asset quality; (2) mortality and morbidity;
(3) asset  and  liability  matching;  and (4) other  business  factors.  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, 1999, the Company's principal insurance company subsidiaries had an
RBC ratio that was substantially above the levels which would require regulatory
action.

     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, 1999,  as filed with the  insurance
regulators, no dividends may be paid without regulatory approval in 2000.

         INSURANCE HOLDING COMPANY SYSTEMS

     The Company is an insurance  holding company system under  applicable state
laws.  As such,  the  Company  and its  insurance  subsidiaries  are  subject to
regulation  under state  insurance  holding  company laws and regulations in the
states in which the insurance subsidiaries are domiciled.  The insurance holding
company laws and  regulations  generally  require annual  registration  with the
state  departments  of insurance  and the filing of reports  describing  capital
structure, ownership, financial condition, certain intercompany transactions and
general business  operations.  Various notice and reporting  requirements  often
apply to transactions between an insurer and its affiliated companies, depending
on the size and nature of the  transactions.  Certain  state  insurance  holding
company laws and regulations also require prior regulatory approval or 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.

         THIRD PARTY ADMINISTRATORS

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

         PREFERRED PROVIDER ORGANIZATIONS

     Certain of the  operations  of the  Company's  subsidiaries  are subject to
state PPO or managed care laws and regulations. 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
monitor  the  activities  of the third  party for  compliance  with the laws and
regulations.

         UTILIZATION REVIEW ACTIVITIES

     A number of states have enacted laws and/or adopted  regulations  governing
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 monitor the activities of
the third party for compliance with the laws and regulations.


                                                                               8
<PAGE>

         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 benefit 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, 1999,  the Company had 2,030  employees,  1,730 of which
are located at its home office  facility  in Green Bay,  Wisconsin.  None of its
employees are represented by a union.  The Company  considers its relations with
its employees to be good.

TRADEMARKS

     The phrase ITS YOUR CHOICESM 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
400,000 square foot office building owned by the Company and used by both of its
business  segments.  The  property  is pledged as  collateral  to the  Company's
commercial  lender  pursuant to a mortgage that continues until January 1, 2004.
The Company also leases property at  approximately  50 locations  throughout the
United States for its field sales and provider network offices.


ITEM 3.       LEGAL PROCEEDINGS

     On August 26,  1999, a $6.9 million  verdict was entered  against  American
Medical  Security,  Inc. ("AMS Inc."),  the Company's third party  administrator
("TPA") subsidiary,  in the United States District Court for the Middle District
of  Alabama.  The  decision  was made in a lawsuit  brought  against AMS Inc. by
Skilstaf,  Inc.  ("Skilstaf"),  an Alabama employee leasing company,  in January
1998  alleging  that AMS Inc.  delayed  claims  payments  under a contract  with
Skilstaf to avoid  liability  under a stop-loss  policy issued by its affiliate,
United Wisconsin Life Insurance Company  ("UWLIC").  Skilstaf sought unspecified
damages. The contract, which was entered into in 1992 and terminated by Skilstaf
in 1996, was a TPA contract for Skilstaf's  self funded  employee  benefit plan.
AMS Inc.  has argued  that this case was  governed  by the  Employee  Retirement
Income Security Act of 1974, as amended,  which preempts all state law causes of
action and limits damages to contract  damages.  On September 14, 1999, AMS Inc.
filed a post-trial motion to set aside the jury's finding. If the court does not
grant the motion, it is AMS Inc.'s intent to appeal the decision to the Eleventh
Circuit  Federal  Appeals  Court.  Based on  discussions  with outside  counsel,
management  expects the $6.9  million  verdict to be  reversed or  substantially
reduced following appeal.

















                                                                               9
<PAGE>

     On February 7, 2000,  a $5.4 million  verdict was entered  against AMS Inc.
and UWLIC in the Common Pleas Court of Delaware County, Ohio, Civil Division, in
a lawsuit brought against AMS Inc. and UWLIC in 1996 by Health Administrators of
America, Inc. ("Health Administrators"),  an insurance agency owned and operated
by a former  agent of AMS Inc.  The lawsuit  alleges  breach of written and oral
contracts involving commission amounts and fraud. The case was heard and decided
by a magistrate who awarded damages to Health Administrators, based on breach of
written  contracts  and  ruled in favor of AMS Inc.  and UWLIC on breach of oral
contracts and fraud.  On February 22, 2000, AMS Inc. and UWLIC filed  objections
with the Common Pleas Court  requesting that the  magistrate's  decision against
AMS Inc. and UWLIC be reversed.  If the court does not reverse the decision,  it
is AMS Inc.  and  UWLIC's  intention  to file an  appeal  to the  Ohio  Court of
Appeals. Based on discussions with outside counsel,  management expects the $5.4
million judgment to be reversed or substantially  reduced following the decision
on the objections or an appeal.

     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  the  Skilstaf
litigation,  the Health Administrators litigation and other legal and regulatory
actions and, accordingly, the outcome of these matters is not expected to have a
material adverse effect on the consolidated financial statements.


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 1999.

EXECUTIVE OFFICERS OF THE REGISTRANT

     The executive officers of the Company,  who are elected for one year terms,
are as follows:
<TABLE>
         <S>                       <C>      <C>
                Name               Age                     Title
         Samuel V. Miller          54       Chairman of the Board, President and Chief Executive Officer
         Gary D. Guengerich        54       Executive Vice President and Chief Financial Officer
         James C. Modaff           42       Executive Vice President and Chief Actuary
         Thomas G. Zielinski       52       Executive Vice President of Operations
         Christopher N. Earl       46       Senior Vice President of Sales and Marketing
         Timothy J. Moore          48       Senior  Vice  President  of  Corporate  Affairs,  General  Counsel  and
                                            Secretary
         Clifford A. Bowers        48       Vice President, Corporate Communications
         John R. Wirch             46       Vice President, Human Resources
</TABLE>

     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.

     Gary D.  Guengerich has been  Executive Vice President and Chief  Financial
Officer of the Company since September 1998,  having also served as Treasurer of
the Company until November 1999. He also served in the same  capacities 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.

     James C. Modaff has been  Executive Vice President and Chief Actuary of the
Company since August 1999.  Prior to joining the Company,  he was a principal of
Milliman & Robertson,  Inc. (a national  actuarial and consulting  firm) for the
majority of his 14-year career with the firm.











                                                                              10
<PAGE>

     Thomas G.  Zielinski has been Executive Vice President of Operations of the
Company since August 1999. Prior to joining the Company, he was a Vice President
of  Humana,  Inc.  (a health  services  company)  where he  served as  Executive
Director of the Wisconsin  Service  Center of Humana,  Inc. and in various other
capacities  since 1981 as a Vice  President of a predecessor  company of Humana,
Inc.

     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 (a health services company) from 1993 to 1999. From 1989
to 1993,  Mr. Earl held senior  marketing  positions with  Prudential  Insurance
Company of America.

     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 that 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.

     Clifford A. Bowers has been Vice President of Corporate  Communications  of
the Company since  September 1998. He also served in that capacity with AMS Inc.
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 to form Fort James Corporation).

     John R. Wirch has been Vice  President  of Human  Resources  of the Company
since  September  1998. He also served in that 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.















































                                                                              11
<PAGE>

                                     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 September  25, 1998 are not adjusted to reflect
the spin-off.

<TABLE>
<S>                                                               <C>           <C>                    <C>
                                                                                                          Cash
                                                                        Market Price                    Dividends
                                                                     High         Low                     Paid
                                                                  -------------------------            ------------

Year ended December 31, 1999
   First Quarter                                                    $   16.25   $   12.06                $      -
   Second Quarter                                                       15.50        7.81                       -
   Third Quarter                                                        11.25        6.50                       -
   Fourth Quarter                                                        6.75        4.00                       -

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                       -
</TABLE>


     During the fourth quarter of 1999, the Company entered into an agreement to
amend the terms of its line of credit.  The  amendment  contains a debt covenant
restriction  which  prohibits  the  Company  from  declaring  or paying any cash
dividends.  In addition,  dividends  paid by the insurance  subsidiaries  to the
Company are limited by state  insurance  regulations.  Based upon the  financial
statements of the Company's  insurance  subsidiaries as of December 31, 1999, as
filed with the insurance  regulators,  no dividends may be paid by such entities
without prior regulatory approval in 2000.

     As of February 29, 2000,  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  3,000 beneficial owners of shares of common
stock.































                                                                              12
<PAGE>

ITEM 6.       SELECTED FINANCIAL DATA.

     The  following  selected  financial  data  as of and for  the  years  ended
December 31, 1995 through 1999 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>
<S>                                                  <C>           <C>          <C>         <C>          <C>
                                                              As of and for the years ended December 31,
                                                        1999       1998(b)       1997       1996(a)       1995
                                                     --------------------------------------------------------------
                                                                 (IN THOUSANDS, EXCEPT PER SHARE DATA)
STATEMENT OF OPERATIONS DATA:
Revenues:
   Premium revenue                                   $ 1,056,107   $ 914,017    $ 957,204   $ 596,099    $ 506,349
   Net investment income                                  18,912      24,220       24,071      24,570       31,186
   Other revenue                                          22,361      22,632       24,249       2,935            -
                                                     --------------------------------------------------------------
       Total revenues                                  1,097,380     960,869    1,005,524     623,604      537,535

Expenses:
   Medical and other benefits                            860,473     691,767      733,491     472,319      399,449
   Selling, general and administrative                   268,059     242,073      252,160     157,136      135,052
   Interest                                                3,564       7,691        9,311       4,325        3,483
   Amortization of goodwill and other intangibles          4,273       8,781        7,975         670            -
   Write-off of intangible assets and related charges          -      15,453            -           -            -
                                                     --------------------------------------------------------------
       Total expenses                                  1,136,369     965,765    1,002,937     634,450      537,984
                                                     --------------------------------------------------------------
Income (loss) from continuing operations,
   before income taxes                                   (38,989)     (4,896)       2,587     (10,846)        (449)

Income tax expense (benefit)                             (13,043)     (1,868)       1,032      (4,140)        (728)
                                                     --------------------------------------------------------------
Income (loss) from continuing operations                 (25,946)     (3,028)       1,555      (6,706)         279

Income from discontinued operations,
   less applicable income taxes                                -      10,003       16,595      16,909        6,094
                                                     --------------------------------------------------------------
Net income (loss)                                      $ (25,946)  $   6,975    $  18,150   $  10,203    $   6,373
                                                     ==============================================================

Earnings (loss) per common share - basic
   Continuing operations                               $   (1.58)  $   (0.18)   $    0.10   $   (0.52)   $    0.02
   Discontinued operations                                     -        0.60         1.01        1.31         0.48
                                                     --------------------------------------------------------------
Net income (loss) per common share - basic             $   (1.58)  $    0.42    $    1.11   $    0.79    $    0.50
                                                     ==============================================================

Earnings (loss) per common share - diluted
   Continuing operations                               $   (1.58)  $   (0.18)   $    0.10   $   (0.52)   $    0.02
   Discontinued operations                                     -        0.60         1.00        1.31         0.48
                                                     --------------------------------------------------------------
Net income (loss) per common share - diluted           $   (1.58)  $    0.42    $    1.10   $    0.79    $    0.50
                                                     ==============================================================

Weighted average common shares outstanding                16,470      16,559       16,423      12,892       12,551
Cash dividends per common share                        $       -   $    0.36    $    0.48   $    0.48    $    0.48

BALANCE SHEET DATA:
Cash and investments                                   $ 293,539   $ 309,562    $ 316,858   $ 335,839    $ 402,711
Total assets                                             503,094     498,722      648,136     693,278      580,121
Notes payable                                             42,523      55,064      124,578     125,788      109,898
Total shareholders' equity                               220,280     266,451      326,377     313,655      212,411

(a)  Includes  operations  of Old  AMS  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 spin-off effective date.
</TABLE>



                                                                              13
<PAGE>

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

OVERVIEW

     American  Medical  Security  Group,  Inc.,  together  with  its  subsidiary
companies  ("AMSG" or the "Company"),  is a provider of health care benefits and
insurance  products for  individuals  and small employer  groups.  The Company's
principal  product  offering is health  insurance for small employer  groups and
health  insurance  for  individuals  and families  ("MedOne").  The Company also
offers  life,  dental,   prescription  drug,  disability  and  accidental  death
insurance,  and  provides  self funded  benefit  administration.  The  Company's
products are actively marketed in 31 states and the District of Columbia through
independent  agents.  Approximately  100 Company sales managers located in sales
offices  throughout  the United  States  support  the  independent  agents.  The
Company's   products  generally  provide  discounts  to  insureds  that  utilize
preferred  provider  organizations  ("PPOs").  AMSG  owns a  preferred  provider
network and also contracts with several other networks to ensure  cost-effective
health care choices to its customers.

SPIN-OFF

     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 PPO  business and the managed care and  specialty  business.  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. The
Company  thereupon adopted its current name of "American Medical Security Group,
Inc." and Newco/UWS changed its name to "United Wisconsin Services, Inc."

     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.  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.  The continuing operations
of the Company as reported herein reflect the small group PPO insurance  portion
of the Company's business. 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.

ACQUISITIONS

     During  1997 and  1998,  the  Company  acquired  the  following  blocks  of
business:

- -    In the fourth quarter of 1997, the Company  acquired from Pan American Life
     Insurance  Company ("Pan American") most of the health  insurance  business
     which is marketed to individuals and small employer groups.
- -    Effective  July  1,  1998,  the  Company  assumed  most  of Pan  American's
     remaining domestic health insurance business.
- -    Effective  January 1, 1999, the Company  acquired the majority of the fully
     insured group health business from Continental Assurance Company ("CNA").

     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.
Management will continue to evaluate potential targets for acquisition.

















                                                                              14
<PAGE>

SUMMARY OF 1999 RESULTS


     The Company experienced a difficult and challenging year with disappointing
1999 financial  results.  Reserve  strengthening  charges totaling $16.0 million
after-tax were recorded  primarily relating to adverse medical loss ratio trends
in its small group health business.  Factors which significantly  contributed to
the reserve  strengthening  charges include rapidly rising medical costs, higher
than anticipated claims utilization in certain markets, and development of prior
years' claim reserves.

     To combat the adverse  trends  recognized in 1999,  management  implemented
various  action  plans  including  higher  premium rate  increases,  accelerated
repricing  in  certain  targeted   business   segments,   the  exit  from  three
underperforming  markets,  and the introduction of redesigned  products with the
conversion  of older  group  health  plans into these new  benefit  designs.  In
response  to the  increased  pharmacy  costs and  utilization,  the  Company has
introduced  a two-tiered  drug copay plan.  Also,  in late  December  1999,  the
Company entered into a new agreement with its prescription benefit manager which
is  expected  to  provide  cost and  efficiency  benefits.  Management  has also
initiated  new  administrative  programs  designed to reduce  claim  costs.  The
benefits  expected from the  implementation  of these  programs  should begin to
materialize in 2000 and reduce the health loss ratio.

     During the third  quarter of 1999,  the  Company  announced  plans to cease
marketing  and  terminate  existing  small  group  business  in Florida  and all
remaining  business in Maryland and Minnesota  over a period of 18 months.  This
decision was made after it became clear to  management  that certain  regulatory
challenges  existed  which  made  it  impossible  to  return  these  markets  to
profitability. Management of the Company made a considerable effort to work with
state  regulators  on a reasonable  resolution  which  entailed  necessary  rate
increases.  Upon  notification  from the state  regulators  that the Company was
denied the rate  increases  considered  necessary,  management  reevaluated  the
assumptions used for this grouping of markets and found it necessary to record a
premium  deficiency  reserve.  Insurance  contracts  are  grouped as relating to
highly regulated markets and all other markets. Highly regulated markets include
exited and other  markets.  These markets are  identified  based on  significant
rating  restrictions,  states' general legislative and regulatory  environments,
and the Company's ability to effectively underwrite risk. The Company recorded a
$13.7 million  after-tax  charge for a premium  deficiency  reserve to recognize
expected losses related to highly regulated markets.

     Although  management is  disappointed  with the turn of events in 1999, the
combined  effect of the  unfavorable  developments  is  considered  a short-term
setback for the Company principally affecting 1999. Management remains confident
in the underlying  earnings  potential of the Company and has implemented action
plans,   described  above,   which  should  contribute  to  improved   financial
performance starting in early 2000.

     While the Company faced  challenges  with its small group health  products,
its ancillary  products were profitable.  The MedOne product,  combined with the
Company's group dental, group life, and self funded products combined to produce
net income of $15.0 million in 1999.

     The  expense  ratio  for the  Company's  health  segment  improved  in 1999
compared to 1998 due mainly to  management's  commitment  to increase  operating
efficiencies.  The  Company's  low cost  infrastructure  and superior  operating
efficiencies provide flexibility and opportunities for targeted acquisitions and
continued growth through new sales.

     The Company's  balance sheet remains  strong with a book value per share of
$14.86 as of December 31, 1999 and a tangible book value per share of $7.69.  In
addition,  the Company reported  positive cash flows from operations for 1999 of
$26.4 million.

     The Company's medical  membership inforce of 630,217 at the end of 1999 was
down  slightly  compared to 636,238 at the end of the prior year.  Membership in
the three  states that the  Company is exiting  totaled  66,964 at December  31,
1999. The effect of the implemented  premium rate increases and exited states is
expected to result in decreased membership in 2000.









                                                                              15
<PAGE>

COMPARISON OF RESULTS OF CONTINUING OPERATIONS

     The Company experienced unrelated  non-recurring items in each of the three
years in the period  ended  December 31, 1999.  Management  believes  that these
non-recurring  items are not reflective of the ongoing operations of the Company
and has  chosen  to  discuss  their  effects  separately.  The  following  table
illustrates the effect of non-recurring items on the Company's results:
<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
Income (loss) from continuing operations before interest on
   debt assumed by Newco/UWS and non-recurring items                       $   (12,241)  $     8,439   $     8,851

Interest on debt assumed by Newco/UWS, net of tax                                    -        (2,216)       (3,180)
Non-recurring items, net of tax                                                (13,705)       (9,251)       (4,116)
                                                                         ------------------------------------------

Income (loss) from continuing operations                                   $   (25,946)  $    (3,028)  $     1,555
                                                                         ==========================================
</TABLE>


     A summary description of each of the non-recurring items is as follows:

     In the fourth quarter of 1997, the Company  acquired from Pan American most
of the health  insurance  business  which is marketed to  individuals  and small
employer  groups.  The Company  incurred  an  after-tax  charge of $4.1  million
directly related to this acquisition.

     The Company's intangible  distribution system asset was acquired in 1996 as
part of a merger.  During  1997 and 1998,  the Company  experienced  significant
turnover of sales managers and began to reorganize  sales  offices.  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 that 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 other related costs.

     As more fully described in "Summary of 1999 Results," the Company  recorded
a $13.7 million after-tax charge for a premium  deficiency  reserve in the third
quarter  of 1999 to  recognize  expected  losses  related  to  highly  regulated
markets.

         YEARS ENDED DECEMBER 31, 1999 AND 1998

     The  Company  reported  a net loss of $25.9  million or $1.58 per share for
1999,  compared to an after-tax loss from continuing  operations of $3.0 million
or $0.18 per  share for 1998.  Excluding  non-recurring  charges  and  excluding
interest on debt  assumed by  Newco/UWS,  the  Company  reported a loss of $12.2
million or $0.74 per share for 1999, compared to income of $8.4 million or $0.51
per share for 1998.  The  decline in income from 1998 to 1999 is  primarily  the
result of a higher loss ratio and lower investment gains,  partially offset by a
lower  expense  ratio and lower  amortization  of goodwill and other  intangible
assets.




















                                                                              16
<PAGE>

     Health  insurance  premium  revenue  increased 13.9% to $985.3 million from
$865.2 million in 1998. The increase in premium  revenue  reflects both internal
growth and business  acquired from other  insurance  carriers.  Premium  revenue
related to CNA acquired  business  for the year ended  December 31, 1999 totaled
$83.4 million. In addition,  the Company's average fully insured medical premium
per member per month was higher in 1999 at $127 compared to $123 for 1998.  Life
insurance  premium  revenues  increased 6.9% in 1999 to $26.2 million from $24.5
million in 1998,  which is the result of a 6.0% increase in life membership from
1998 to 1999. Management  anticipates premium revenue to remain essentially flat
in 2000 as a slight membership decline is offset by premium rate increases.

     The health loss ratio,  excluding  non-recurring items, was 80.4% for 1999,
compared  to 76.7% for 1998.  The  increase  in the health  loss ratio is due to
reserve  strengthening  charges recorded in 1999 and adverse medical cost trends
as discussed  previously in greater detail.  The Company  reported a health loss
ratio of 78.6% in the fourth quarter of 1999.  Management believes the impact of
its actions will continue to have a positive  impact on the health loss ratio in
2000.  The life loss ratio  increased  to 39.2% for the year ended  December 31,
1999,  compared to 31.5% for 1998.  The life loss ratio tends to fluctuate  from
period to  period.  The  Company  experienced  higher  than  usual  life  claims
experience  during certain  months in 1999,  which caused the year-end life loss
ratio to be above historical  trends.  Management expects the life loss ratio to
improve in 2000.

     Net investment  income  includes  investment  income and realized gains and
losses on investments.  Net investment  income for 1999 decreased 21.9% to $18.9
million from $24.2 million for 1998. Investment gains and losses are realized in
the normal investment process in response to market opportunities.  During 1999,
the Company had $0.8 million in realized  investment losses compared to realized
investment  gains in 1998  totaling  $3.7  million.  Average  annual  investment
yields, excluding realized gains and losses, were also down to 6.7% for the year
ended December 31, 1999, compared to 7.3% for the same period in the prior year.

     Other  revenues,  which is primarily made up of  administrative  fee income
from claim processing and other  administrative  services,  remained  relatively
stable decreasing to $22.4 million in 1999 from $22.6 million in 1998.

     The expense ratio includes commissions, administrative expenses and premium
taxes and assessments, but excludes non-recurring charges. The expense ratio for
health  products was 23.0% for 1999, an improvement  from the prior year expense
ratio of 23.9%. The  administrative  expense ratio decreased in 1999 as a result
of  successfully  leveraging the Company's  expenses over a larger premium base.
Management  believes the health expense ratio will increase slightly in 2000 due
to the implementation of certain administrative initiatives. Management believes
the cost of these  initiatives  will be more than offset by reduced claim costs.
The health commission  expense ratio increased slightly from 1998 as a result of
growth in new business.

     Interest  expense  decreased  to $3.6  million in 1999 from $4.3 million in
1998,  excluding  interest on the $70.0  million  debt  assumed by  Newco/UWS in
conjunction  with the spin-off.  In July 1998,  the Company  refinanced its debt
replacing its subordinated  notes with a bank line of credit at a lower interest
rate, which accounts for the decrease in interest expense from 1998 to 1999.

     Amortization of goodwill and other intangible assets declined significantly
in 1999 to $4.3 million  from $8.8  million in 1998.  The decrease was caused by
the  write-off  of  the  Company's   distribution  system  intangible  asset  as
previously discussed.

     The effective tax rate for 1999 was 33.5% compared with 38.1% for 1998. The
change in the effective tax rate relates to the  amortization of  non-deductible
goodwill in relation to pre-tax income.

         YEARS ENDED DECEMBER 31, 1998 AND 1997

     Results from  continuing  operations  for 1998 was a loss of $3.0  million,
which  was 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 reflected an improved loss ratio offset by increased selling, general
and administrative expenses.







                                                                              17
<PAGE>

     For 1998,  health insurance  premiums  declined 5.8% to $865.2 million from
$918.6  million in 1997.  The decline in premium was  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 was 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,  reflected 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 was 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 7.3% for the year ended  December 31,  1998,  compared to 8.3% for the same
period in the prior year. Net  investment  income for 1997 included $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 was 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 1998  reflected  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  reflected  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.

     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  was  primarily  due  to  recorded
intangible  assets related to the Pan American small group business  acquired in
October 1997.

     The effective tax rate for the year 1998 was 38.1%  compared with 39.9% for
the year 1997. The change in the effective tax rate relates to the  amortization
of non-deductible goodwill in relation to pre-tax income.

DISCONTINUED OPERATIONS

     Income from  discontinued  operations  reflects  the  operating  results of
Newco/UWS  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.






                                                                              18
<PAGE>

     The Company's cash flows from operations were positive at $26.4 million for
1999,  and negative at $3.7 million and $31.8  million for the years ended 1998,
and  1997,  respectively.  Positive  cash  flows  from  operations  in 1999  are
principally  the  result  of 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. Cash flows from operations were
negative in 1998 and 1997,  due mainly to a decline in business  and a reduction
in the inventory of claims pending  adjudication.  Management believes that cash
flows for 2000 will be  positive  but may  decline  from 1999 due to an expected
decline in business in force.

     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. Based upon the financial statements of the Company's insurance
subsidiaries as of December 31, 1999, as filed with the insurance regulators, no
dividends may be paid by these subsidiaries  without prior regulatory  approval.
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,  1999,  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, the Company entered into a five-year  revolving bank line
of credit with a maximum  commitment of $70.0 million.  During 1998, the Company
borrowed  $45.2  million on the bank line of credit to retire  its  subordinated
notes  outstanding.  Effective  November 5, 1999,  the Company  entered  into an
agreement  to amend the line of credit to reduce  the  maximum  commitment  from
$70.0 million to $40.0 million.  In conjunction  with the commitment  reduction,
the  Company  paid $10.0  million on the loan  outstanding  on November 5, 1999,
reducing the outstanding  balance to $35.2 million.  The maximum commitment will
be further  reduced to $30.0  million on July 31,  2001.  The stock of  American
Medical Security  Holdings,  Inc. and United  Wisconsin Life Insurance  Company,
subsidiaries  of the Company,  has been pledged as collateral  for the loan. The
line of credit contains certain  covenants which,  among other matters,  require
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 was in compliance with all such covenants at December 31, 1999.

     During 1999,  the Company's  Board of Directors  authorized  the Company to
repurchase up to $10.0 million of the Company's  outstanding  common stock.  The
Company  purchased  1.1 million  shares of its  outstanding  common  stock at an
aggregate  purchase  price of $7.5  million.  As the majority of the shares were
purchased in the fourth  quarter of 1999, the share  repurchase  program did not
have a material impact on the earnings (loss) per share computation for the year
ended December 31, 1999.

     In addition to internally  generated  funds and periodic  borrowings on its
existing bank line of credit,  the Company  believes that  additional  financing
could be obtained 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.
The Company uses outside investment  managers who seek to maximize return on the
portfolio  within the  Company's  investment  guidelines.  At December 31, 1999,
$274.1 million or 99.2% of the Company's total investment portfolio was invested
in debt securities.









                                                                              19
<PAGE>

     The bond  portfolio  had an average  quality  rating of Aa3 at December 31,
1999,  and A1 at December 31,  1998,  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 amortized cost of the total investment
portfolio  exceeded  market  value  by  $16.1  million  at  December  31,  1999.
Management  believes that cash flow from  operations  will be sufficient for its
cash flow needs and that  liquidation  of its  investment  portfolio will not be
necessary.

     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
$7.5  million   after-tax  at  December   31,  1999.   This  amount   represents
approximately 3.4% of the Company's shareholders' equity.

     At December 31, 1999, 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, 1999,  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

     During 1998 and 1999, the Company devoted significant time and resources in
the  effort to  prepare  for the Year  2000  initiative.  The Year 2000  project
focused  on  issues  facing  the  Company  in three  major  areas:  1)  software
applications  developed  internally,  2) software  applications  acquired from a
third  party  that  had  been  customized  by  the  Company,   and  3)  software
applications  acquired  from a third party that had not been  customized  by the
Company  and those  products  and  services  provided  to the  Company  by third
parties.

     The Company  evaluated  all of its major  business  processes and developed
detailed  business  continuity  and  contingency  plans  designed  to deal  with
identified worst case scenarios with the highest chance of occurring. By the end
of 1999, the Company had reached a state of readiness such that all  significant
applications were Year 2000 compliant.

     The  Company   experienced  no  known   significant  Year  2000  issues  or
disruptions during the first part of 2000, and anticipates no future significant
problems relating to the Year 2000 issue.  While the Company currently  believes
that the Year 2000  project was a success and that future  material  operational
problems are unlikely,  there can be no guarantee  that future Year 2000 related
issues will not arise.  Given the  uncertainties  surrounding  unlikely possible
future  events  relating to the Year 2000 issue,  the Company  will  continue to
monitor its applications and business processes.

     The cost of the Year 2000 project was funded  through  operating cash flows
and did not have a material  impact on the  Company's  financial  position.  The
Company  incurred total costs of $3.2 million ($1.2 million in 1999) relating to
the Year 2000 project. In addition,  the Company made total capital expenditures
of $4.5  million  ($2.7  million  in  1999).  The  Company  does not  anticipate
significant future operating and capital  expenditures  related to the Year 2000
project.











                                                                              20
<PAGE>

CAUTIONARY FACTORS

     This report and other documents or oral presentations prepared or delivered
by  and on  behalf  of  the  Company  contain  or  may  contain  forward-looking
statements. Such statements are based upon management's current expectations and
are subject to risks and  uncertainties  that could cause the  Company's  actual
results to differ materially from those contemplated in the statements.  Readers
are cautioned  not to place undue  reliance on the  forward-looking  statements.
When used in written documents or oral  presentations,  the terms  "anticipate",
"believe", "estimate",  "expect", "objective", "plan", "possible",  "potential",
"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 could cause the
Company's  actual results to differ  materially  from those  contemplated in any
forward-looking statements include, among others, the following:

- -    Increasing  health care costs  resulting from the aging of the  population,
     advances in medical technology,  increased  utilization of medical services
     and drugs, health care inflation  (particularly  pharmacy costs),  possible
     epidemics and natural  disasters  and other factors  affecting the delivery
     and cost of health care that are beyond the Company's control.

- -    The  Company's  ability to  profitably  distribute  and sell its  products,
     including  changes in business  relationships  with independent  agents who
     sell the Company's  products,  competitive  factors such as the entrance of
     additional  competitors  into the Company's  markets,  competitive  pricing
     practices,  demand for the  Company's  existing and new  products,  and the
     Company's  ability to predict future health care cost trends and adequately
     price its products.

- -    Federal  and state  health  care  reform  laws  adopted  in  recent  years,
     currently  proposed or that may be proposed in the future  which  affect or
     may affect the Company's  operations,  products,  profitability or business
     prospects.  Reform laws adopted in recent years generally limit the ability
     of  insurers  and  health  plans  to use  risk  selection  as a  method  of
     controlling costs for small group business.

- -    Regulatory  factors,  including  delays  in  regulatory  approvals  of rate
     increases and policy forms; regulatory action resulting from market conduct
     activity and general administrative compliance with state and federal laws;
     restrictions on the ability of the Company's subsidiaries to transfer funds
     to the  Company or its other  subsidiaries  in the form of cash  dividends,
     loans or advances without prior approval or notification;  the granting and
     revoking  of  licenses  to  transact  business;  the  amount  and  type  of
     investments  that  the  Company  may  hold;  minimum  reserve  and  surplus
     requirements; and risk-based capital requirements.

- -    Factors  related to the Company's  plans to deal with adverse  medical loss
     ratio trends in its small group health business (which include implementing
     significant  rate  increases,  exiting  three  nonproductive  markets,  and
     introducing  redesigned  products),  including the willingness of employers
     and individuals to accept rate increases,  premium repricing and redesigned
     products.

- -    The development of and changes in claims reserves,  particularly for exited
     markets  where  insured may be inclined  to increase  utilization  prior to
     termination of their policies.

- -    The  ability of the Company to continue  the growth of its  individual  and
     small group health  business,  and its ancillary group products,  including
     group life, dental and self funded business.

- -    The  cost  and  other  effects  of legal  and  administrative  proceedings,
     including the expense of investigating,  litigating and settling any claims
     against the  Company,  and the general  increase  in  litigation  involving
     managed care and medical insurers.

- -    Adverse outcomes of litigation against the Company, including the inability
     of the Company to prevail in having the verdicts in the Skilstaf litigation
     and the Health Administrators litigation reversed or substantially reduced.









                                                                              21
<PAGE>

- -    Possible  restrictions  on cash  flow  resulting  from a  denial  by  state
     regulators of the payment of dividends by the Company's  insurance  company
     subsidiaries.

- -    Restrictions  imposed by financing  arrangements  that limit the  Company's
     ability to incur  additional  debt,  pay future cash dividends and transfer
     assets.

- -    Changes in rating  agency  policies  and  practices  and the ability of the
     Company's insurance subsidiaries to maintain or exceed their A- (Excellent)
     rating by A.M. Best.

- -    General  economic  conditions,  including  changes in  interest  rates and
     inflation  that may  impact the  performance  on the  Company's  investment
     portfolio  or  decisions  of  individuals  and  employers  to purchase  the
     Company's products.

- -    The Company's ability to maintain  attractive  preferred  provider networks
     for its insureds.

- -    The Company's ability to integrate effectively the operational,  managerial
     and financial aspects of future acquisitions.

- -    Unanticipated  developments  related to Year 2000 issues,  including  those
     affecting third parties with whom the Company does business.

- -    Factors  affecting the Company's  ability to hire and retain key executive,
     managerial and technical employees.

- -    Other business or investment considerations that may be disclosed from time
     to time in the  Company's  Securities & Exchange  Commission  filings or in
     other publicly disseminated written documents.

     The Company  undertakes  no  obligation  to  publicly  update or revise any
forward-looking  statements,  whether  as a result  of new  information,  future
events or otherwise.


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.




































                                                                              22
<PAGE>

ITEM 8.       FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA.


                         REPORT OF INDEPENDENT AUDITORS


Board of Directors and Shareholders
American Medical Security Group, Inc.


     We have audited the  accompanying  consolidated  balance sheets of American
Medical  Security  Group,  Inc.  and its  subsidiaries,  (the  "Company")  as of
December  31,  1999  and  1998,  and  the  related  consolidated  statements  of
operations,  changes in shareholders' equity and comprehensive income (loss) and
cash flows for each of the three years in the period  ended  December  31, 1999.
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  auditing  standards  generally
accepted in the United States.  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, 1999 and 1998,  and the  consolidated  results of
its  operations  and its cash  flows for each of the three  years in the  period
ended  December 31, 1999, in conformity  with  accounting  principles  generally
accepted in the United  States.  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 7, 2000

































                                                                              23
<PAGE>

<TABLE>
<CAPTION>

                                       AMERICAN MEDICAL SECURITY GROUP, INC.


                                            CONSOLIDATED BALANCE SHEETS

<S>                                                                                    <C>             <C>
                                                                                              December 31,
                                                                                           1999          1998
                                                                                       ----------------------------
                                                                                             (IN THOUSANDS)
ASSETS:

Investments:
   Securities available for sale, at fair value:
     Fixed maturities                                                                    $   270,800   $   293,096
     Equity securities - preferred                                                             2,198         2,457
   Fixed maturity securities held to maturity, at amortized cost                               3,275         3,361
                                                                                       ----------------------------
       Total investments                                                                     276,273       298,914

Cash and cash equivalents                                                                     17,266        10,648

Other assets:
   Property and equipment, net                                                                32,624        35,356
   Goodwill and other intangibles, net                                                       111,347       116,093
   Other assets                                                                               65,584        37,711
                                                                                       ----------------------------
     Total other assets                                                                      209,555       189,160
                                                                                       ----------------------------

Total assets                                                                             $   503,094   $   498,722
                                                                                       ============================


LIABILITIES AND SHAREHOLDERS' EQUITY:

Liabilities:
   Medical and other benefits payable                                                    $   169,117   $   113,133
   Advance premiums                                                                           17,277        18,157
   Payables and accrued expenses                                                              25,044        23,439
   Notes payable                                                                              42,523        55,064
   Other liabilities                                                                          28,853        22,478
                                                                                       ----------------------------
     Total liabilities                                                                       282,814       232,271

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,
     16,653,646 issued and 15,532,146 outstanding at December 31, 1999,
     16,653,179 issued and outstanding at December 31, 1998)                                  16,654        16,653
   Paid-in capital                                                                           187,952       188,981
   Retained earnings                                                                          33,626        59,572
   Accumulated other comprehensive income (loss) (net of tax
     benefit of $5,634,000 in 1999 and tax expense of $670,000 in 1998)                      (10,464)        1,245
   Treasury stock (1,121,500 shares at December 31, 1999, at cost)                            (7,488)            -
                                                                                       ----------------------------
     Total shareholders' equity                                                              220,280       266,451
                                                                                       ----------------------------

Total liabilities and shareholders' equity                                               $   503,094   $   498,722
                                                                                       ============================

SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>









                                                                              24
<PAGE>
<TABLE>
<CAPTION>


                                       AMERICAN MEDICAL SECURITY GROUP, INC.


                                       CONSOLIDATED STATEMENTS OF OPERATIONS

<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                           (IN THOUSANDS, EXCEPT PER SHARE DATA)
REVENUES:

   Insurance premiums                                                       $1,056,107   $   914,017   $   957,204
   Net investment income                                                        18,912        24,220        24,071
   Other revenue                                                                22,361        22,632        24,249
                                                                         ------------------------------------------
     Total revenues                                                          1,097,380       960,869     1,005,524

EXPENSES:

   Medical and other benefits                                                  860,473       691,767       733,491
   Selling, general and administrative                                         268,059       242,073       252,160
   Interest                                                                      3,564         7,691         9,311
   Amortization of goodwill and other intangibles                                4,273         8,781         7,975
   Write-off of intangible assets and related charges                                -        15,453             -
                                                                         ------------------------------------------
     Total expenses                                                          1,136,369       965,765     1,002,937
                                                                         ------------------------------------------

Income (loss) from continuing operations,
   before income taxes                                                         (38,989)       (4,896)        2,587

Income tax expense (benefit)                                                   (13,043)       (1,868)        1,032
                                                                         ------------------------------------------

Income (loss) from continuing operations                                       (25,946)       (3,028)        1,555

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

Net income (loss)                                                          $   (25,946)  $     6,975   $    18,150
                                                                         ==========================================


Earnings (loss) per common share - basic
   Continuing operations                                                   $     (1.58)  $     (0.18)  $      0.10
   Discontinued operations                                                        -             0.60          1.01
                                                                         ------------------------------------------
Net income (loss) per common share - basic                                 $     (1.58)  $      0.42   $      1.11
                                                                         ==========================================

Earnings (loss) per common share - diluted
   Continuing operations                                                   $     (1.58)  $     (0.18)  $      0.10
   Discontinued operations                                                        -             0.60          1.00
                                                                         ------------------------------------------
Net income (loss) per common share - diluted                               $     (1.58)  $      0.42   $      1.10
                                                                         ==========================================







SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

</TABLE>








                                                                              25
<PAGE>
<TABLE>
<CAPTION>


                                       AMERICAN MEDICAL SECURITY GROUP, INC.


                                       CONSOLIDATED STATEMENTS OF CASH FLOWS

<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
OPERATING ACTIVITIES:

   Income (loss) from continuing operations                                $   (25,946)  $    (3,028)  $     1,555
   Adjustments to reconcile income (loss) from continuing
     operations to net cash provided by (used in) operating activities:
       Depreciation and amortization                                            11,038        15,343        17,424
       Write-off of intangible assets                                                -        12,833             -
       Net realized investment losses (gains)                                      854        (3,670)       (1,854)
       Deferred income tax benefit                                              (7,112)       (8,256)       (1,722)
       Changes in operating accounts:
         Other assets                                                          (12,945)       (4,869)       10,204
         Medical and other benefits payable                                     55,984       (14,911)      (32,181)
         Advance premiums                                                         (880)       (2,004)       (5,485)
         Payables and accrued expenses                                           1,605        (6,129)        2,122
         Other liabilities                                                       3,830        10,982       (21,882)
                                                                         ------------------------------------------
           Net cash provided by (used in) operating activities                  26,428        (3,709)      (31,819)

INVESTING ACTIVITIES:

   Acquisition of subsidiaries (net of cash and cash
     equivalents acquired of $2,773,000)                                             -         2,623             -
   Purchases of available for sale securities                                 (190,834)     (347,931)     (276,510)
   Proceeds from sale of available for sale securities                         172,086       300,416       311,374
   Proceeds from maturity of available for sale securities                      20,805        20,225           400
   Purchases of held to maturity securities                                       (686)         (540)       (1,629)
   Proceeds from maturity of held to maturity securities                           770         1,100           935
   Purchases of property and equipment                                          (2,976)       (3,326)       (1,839)
   Proceeds from sale of property and equipment                                  1,049           254         2,404
                                                                         ------------------------------------------
           Net cash provided by (used in) investing activities                     214       (27,179)       35,135

FINANCING ACTIVITIES:

   Cash dividends paid                                                               -        (5,956)       (7,892)
   Issuance of common stock                                                          5         2,356         2,965
   Purchase of treasury stock                                                   (7,488)            -             -
   Proceeds from notes payable borrowings                                        5,000        45,158             -
   Repayment of notes payable                                                  (17,541)      (46,944)       (1,210)
                                                                         ------------------------------------------
           Net cash used in financing activities                               (20,024)       (5,386)       (6,137)

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

Cash and cash equivalents:
   Net increase (decrease) during year                                           6,618       (34,643)       13,292
   Balance at beginning of year                                                 10,648        45,291        31,999
                                                                         ------------------------------------------
           Balance at end of year                                          $    17,266   $    10,648   $    45,291
                                                                         ==========================================

SEE ACCOMPANYING NOTES TO CONSOLIDATED FINANCIAL STATEMENTS
</TABLE>












                                                                              26
<PAGE>
<TABLE>
<CAPTION>


                                       AMERICAN MEDICAL SECURITY GROUP, INC.


            CONSOLIDATED STATEMENTS OF CHANGES IN SHAREHOLDERS' EQUITY AND COMPREHENSIVE INCOME (LOSS)
<S>                                      <C>            <C>         <C>         <C>          <C>         <C>         <C>
                                                                                           Accumulated
                                                                                              Other
                                               Common Stock         Paid-In    Retained   Comprehensive  Treasury
                                         -------------------------
                                            Shares      Amount      Capital     Earnings   Income (Loss)   Stock      Total
                                         --------------------------------------------------------------------------------------
                                                                   (IN THOUSANDS, EXCEPT SHARE DATA)

Balance at January 1, 1997                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 taxes of $123,000                                                          (501)                   (501)
                                                                                                                   ------------
Comprehensive income                                                                                                    17,649
                                                                                                                   ------------

Cash dividends paid on common stock
  ($0.48 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 taxes of $642,000                                                        (4,613)                 (4,613)
                                                                                                                   ------------
Comprehensive income                                                                                                     2,362
                                                                                                                   ------------

Cash dividends paid on common stock
  ($0.36 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

Comprehensive loss:
  Net loss                                                                        (25,946)                             (25,946)
  Change in net unrealized gain on
    securities, net of taxes of $6,304,000                                                     (11,709)                (11,709)
                                                                                                                   ------------
Comprehensive loss                                                                                                     (37,655)
                                                                                                                   ------------

Issuance of common stock                         467            1           4                                                5

Stock option forfeiture                                                (1,033)                                          (1,033)

Purchase of treasury stock
  (1,121,500 shares, at cost)                                                                               (7,488)     (7,488)
                                         --------------------------------------------------------------------------------------

Balance at December 31, 1999              16,653,646    $  16,654   $ 187,952   $  33,626    $ (10,464)  $  (7,488)  $220,280
                                       ========================================================================================

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.,  together  with  its  subsidiary
companies  ("AMSG" or the "Company"),  is a provider of health care benefits and
insurance  products for  individuals  and small employer  groups.  The Company's
principal  product  offering is health  insurance for small employer  groups and
health  insurance  for  individuals  and families  ("MedOne").  The Company also
offers  life,  dental,   prescription  drug,  disability  and  accidental  death
insurance,  and  provides  self funded  benefit  administration.  The  Company's
products are actively marketed in 31 states and the District of Columbia through
independent  agents.  Approximately  100 Company sales managers located in sales
offices  throughout  the United  States  support  the  independent  agents.  The
Company's   products  generally  provide  discounts  to  insureds  that  utilize
preferred  provider  organizations  ("PPOs").  AMSG  owns a  preferred  provider
network and also contracts with several 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 accounting principles generally
accepted in the United States ("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 value.

         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 or loss, net of
income   tax   effects.   Realized   gains   and   losses   from   the  sale  of
available-for-sale  debt securities and equity  securities are calculated  using
the specific identification method.

         FAIR VALUE OF FINANCIAL INSTRUMENTS

     The fair values of  investments  are reported in Note 3. 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, 1999 and 1998 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 $12,676,000 and $8,403,000 at December 31, 1999 and 1998, 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.  A study conducted during 1998 determined
that the Company's sales  distribution  system  intangible assets were impaired.
The sales  distribution  system was acquired on December 3, 1996 in  conjunction
with the purchase of the Company's small group business.  Since the acquisition,
the Company has  largely  eliminated  its  commission-based  sales  distribution
system,  replacing it with salaried sales offices. This resulted in an after-tax
charge to 1998 operations 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 impairment of goodwill or other intangible
assets exists at December 31, 1999.

         REVENUE RECOGNITION

     Premiums for group health and life policies are recognized ratably over the
period  that  insurance   coverage  is  provided.   Other   revenue,   including
administrative  fee  income  from  claim  processing  and  other  administrative
services, is recognized in the period the service 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 unpaid claims of $101,721,000 at December
31, 1998, developed deficient in the subsequent year by $10,398,000. At December
31, 1997, the liability for unpaid claims of $123,907,000,  developed  deficient
by $1,228,000 in the subsequent  year.  The estimates are reviewed  periodically
and, as adjustments to the  liabilities  become  necessary,  the adjustments are
reflected in current operations.

         PREMIUM DEFICIENCY RESERVES

     The Company recognizes premium deficiency  reserves on an existing group of
insurance  contracts  when  the  sum  of  expected  future  claim  costs,  claim
adjustment expenses and related maintenance expenses exceeds the expected future
premium  revenue  and  investment  income.  Insurance  contracts  are grouped as
relating to highly  regulated  markets or all other markets  consistent with the
Company's manner of acquiring,  servicing and measuring the profitability of its
business.  Highly regulated  markets are identified based on significant  rating
restrictions,  states' general legislative and regulatory environments,  and the
Company's  ability to  effectively  underwrite  risk.  The Company  continues to
evaluate assumptions and updates the premium deficiency reserve as necessary.

     During 1999, the Company  established a premium  deficiency reserve for its
highly  regulated  markets.  At December  31,  1999,  the Company has  remaining
recorded premium deficiency reserves totaling $16,700,000,  which is included in
medical and other benefits payable in the accompanying balance sheet. No premium
deficiency reserves were recorded prior to 1999.



























                                                                              29
<PAGE>

         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's  retention  limit is $500,000  per policy year for medical  claims and
$50,000 for life claims. 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 assumed and ceded related to
acquired business is as follows:

<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
Reinsurance assumed:
   Insurance premiums                                                      $   107,989   $    99,645   $    30,256
   Medical and other benefits                                                   95,764        80,786        23,270

Reinsurance ceded:
   Insurance premiums                                                      $     2,793   $    14,074   $         -
   Medical and other benefits                                                    6,890        12,958             -
</TABLE>


         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.

         RELATED PARTIES

     The Company has deferred  compensation  payable to employees of  $3,597,000
and $1,421,000 at December 31, 1999 and 1998, respectively.























                                                                              30
<PAGE>

         EARNINGS PER COMMON SHARE

     A reconciliation  of the numerator and denominator of the basic and diluted
earnings per common share ("EPS") is as follows:
<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                       (IN THOUSANDS, EXCEPT SHARE AND PER SHARE DATA)
Numerator:
   Income (loss) from continuing operations                                $   (25,946)  $    (3,028)  $     1,555
                                                                         ==========================================

Denominator:
   Denominator for basic EPS - weighted average shares                      16,470,096    16,558,887    16,423,270
   Effect of dilutive securities - employee stock options                            -             -       147,715
                                                                         ------------------------------------------
     Denominator for diluted EPS                                            16,470,096    16,558,887    16,570,985
                                                                         ==========================================

Income (loss) from continuing operations per common share:
   Basic                                                                   $     (1.58)  $     (0.18)  $      0.10
   Diluted                                                                 $     (1.58)  $     (0.18)  $      0.10
</TABLE>


     There was no effect of  dilutive  securities  for the years  ended 1999 and
1998 because  employee  stock  options were  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  excluded  from  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 (LOSS)

     Comprehensive  income  (loss) is defined as net income (loss) plus or minus
other  comprehensive  income  (loss),  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  (loss) is  reported  by the Company in the  consolidated  statements  of
changes in shareholders' equity and comprehensive income (loss).




































                                                                              31
<PAGE>

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.  AMSG obtained a private ruling
from the Internal  Revenue Service to the effect that the spin-off  qualified as
tax free to AMSG, Newco/UWS and AMSG shareholders.

     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. The operations of Newco/UWS,  along
with direct costs of approximately  $4,900,000 associated with the spin-off, are
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  and
$609,109,000  for  1998  and  1997,   respectively.   Interest  expense  on  the
$70,000,000 debt assumed by Newco/UWS is reflected in continuing operations only
through September 11, 1998.


3.       INVESTMENTS

     Net investment income from continuing operations includes the following:

<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)

Interest on fixed maturities                                               $    18,731   $    18,437   $    19,037
Dividends on equity securities                                                     134           716         2,369
Realized gains                                                                   1,351         5,078         2,219
Realized losses                                                                 (2,205)       (1,408)         (365)
Interest on cash equivalents and other investment income                         1,581         2,112         1,720
                                                                         ------------------------------------------
   Gross investment income                                                      19,592        24,935        24,980
Investment expenses                                                               (680)         (715)         (909)
                                                                         ------------------------------------------
     Net investment income                                                 $    18,912   $    24,220   $    24,071
                                                                         ==========================================
</TABLE>


     Unrealized gains (losses) are computed as the difference  between estimated
fair  value  and  amortized  cost for fixed  maturities  and  equity  securities
classified  as available  for sale. A summary of the net decrease in  unrealized
gains, which is included in accumulated other comprehensive income (loss), is as
follows:
<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)

Fixed maturities                                                           $   (17,753)  $    (1,849)  $     7,669
Equity securities                                                                 (260)         (105)       (7,545)
Discontinued operations, net of deferred income taxes                                -        (3,211)         (748)
                                                                         ------------------------------------------
   Net decrease in unrealized gains                                        $   (18,013)  $    (5,165)  $      (624)
                                                                         ==========================================
</TABLE>








                                                                              32
<PAGE>

     Changes in accumulated other comprehensive income (loss) related to changes
in unrealized gains and losses on securities are as follows:
<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)

Change in net unrealized gains on securities, net of taxes                 $   (12,264)  $     1,074   $     1,452
Less:  reclassification adjustment for gains (losses) included in
   net income (loss), net of tax benefit of $299,000 in 1999, and tax
   expense of $1,284,000 and $649,000 in 1998, and 1997, respectively             (555)        2,386         1,205
                                                                         ------------------------------------------
     Change in net unrealized gains from continuing operations,
       net of taxes                                                            (11,709)       (1,312)          247
     Change in net unrealized gains from discontinued operations,
       net of taxes                                                                  -        (3,211)         (748)
                                                                         ------------------------------------------

     Change in net unrealized gains on securities, net of taxes            $   (11,709)  $    (4,523)  $      (501)
                                                                         ==========================================
</TABLE>


     The amortized cost and estimated fair values of investments are as follows:
<TABLE>
<S>                                                        <C>            <C>            <C>           <C>
                                                                             Gross         Gross
                                                             Amortized    Unrealized    Unrealized     Estimated
                                                               Cost          Gains        Losses      Fair Value
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
AT DECEMBER 31, 1999:
Available for sale:
   Fixed maturities:
     U.S. Treasury securities                                $    54,150   $         -   $    (3,488)  $    50,662
     Corporate debt securities                                   152,312            90        (9,067)      143,335
     Foreign government securities                                16,638             -          (686)       15,952
     Government agency mortgage-backed securities                 44,102            12        (1,914)       42,200
     Municipal securities                                         19,386             -          (735)       18,651
                                                           --------------------------------------------------------
                                                                 286,588           102       (15,890)      270,800
   Equity securities - preferred                                   2,508             -          (310)        2,198
Held to maturity:
   U.S. Treasury securities                                        3,275             3           (54)        3,224
                                                           --------------------------------------------------------
                                                             $   292,371   $       105   $   (16,254)  $   276,222
                                                           ========================================================
</TABLE>




<PAGE>
<TABLE>
<S>                                                        <C>            <C>            <C>           <C>
                                                                             Gross         Gross
                                                             Amortized    Unrealized    Unrealized     Estimated
                                                               Cost          Gains        Losses      Fair Value
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
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>

                                                                              33
<PAGE>

     The amortized cost and estimated fair values of debt securities at December
31, 1999 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>
<S>                                                        <C>             <C>           <C>           <C>
                                                               Available-for-Sale           Held-to-Maturity
                                                             Amortized     Estimated     Amortized     Estimated
                                                               Cost       Fair Value       Cost       Fair Value
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)

   Due in one year or less                                   $     3,793   $     3,774   $       900   $       903
   Due after one through five years                              134,304       126,036         2,375         2,321
   Due after five through ten years                               63,912        59,691             -             -
   Due after ten years                                            40,478        39,099             -             -
                                                           --------------------------------------------------------
                                                                 242,487       228,600         3,275         3,224
Government agency mortgage-backed securities                      44,101        42,200             -             -
                                                           --------------------------------------------------------
                                                             $   286,588   $   270,800   $     3,275   $     3,224
                                                           ========================================================
</TABLE>


     At December 31, 1999, the insurance  subsidiaries  had fixed securities and
cash  equivalents  on deposit  with various  state  insurance  departments  with
carrying values of approximately $3,275,000.


4.       PROPERTY AND EQUIPMENT

     Property and equipment are stated at cost and are summarized as follows:

<TABLE>
<S>                                                                                    <C>             <C>
                                                                                              December 31,
                                                                                           1999          1998
                                                                                       ----------------------------
                                                                                             (IN THOUSANDS)

Land and land improvements                                                               $     3,882   $     3,877
Building and building improvements                                                            24,175        23,740
Computer equipment and software                                                                9,668        13,052
Furniture and other equipment                                                                 13,476        13,137
                                                                                       ----------------------------
                                                                                              51,201        53,806
Less accumulated depreciation                                                                (18,577)      (18,450)
                                                                                       ----------------------------
                                                                                         $    32,624   $    35,356
                                                                                       ============================
</TABLE>


     The Company  recognized  depreciation  expense on property and equipment of
$4,544,000, $5,450,000, and $8,625,000 in 1999, 1998 and 1997, respectively.























                                                                              34
<PAGE>

5.       DEBT

     Notes payable consists of the following:
<TABLE>
<S>                                                                                    <C>             <C>
                                                                                              December 31,
                                                                                           1999          1998
                                                                                       ----------------------------
                                                                                             (IN THOUSANDS)

Line of credit, commercial banks, adjusted periodically,
   interest payments due quarterly through July 31, 2003                                 $    35,158   $    45,158

Mortgage payable, commercial bank, 9.05% interest, monthly
   principal payments of $100,000 plus interest through January 1, 2004                        7,300         8,500

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 interest payments
   through October 1, 2001                                                                        65           406
                                                                                       ----------------------------
                                                                                         $    42,523   $    55,064
                                                                                       ============================
</TABLE>


     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 had the option
to select an interest rate based on the Eurodollar  rate or 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 may
be used for short term borrowings 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.

     During 1998, the Company borrowed $45,158,000 on the bank line of credit to
retire its  subordinated  notes  outstanding.  Effective  November 5, 1999,  the
Company  entered  into an  agreement  to amend the line of credit to reduce  the
maximum commitment from $70,000,000 to $40,000,000.  The maximum commitment will
be further  reduced  to  $30,000,000  on July 31,  2001.  The stock of  American
Medical Security  Holdings,  Inc. and United  Wisconsin Life Insurance  Company,
subsidiaries of the Company, has been pledged as collateral for the loan.

     In conjunction with the commitment reduction,  the Company paid $10,000,000
on the loan outstanding on November 5, 1999, reducing the outstanding balance to
$35,158,000. The amended line of credit agreement also revises pricing schedules
and  certain  covenants  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  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 fair value.

     Future annual principal  amounts due for all notes are $1,265,000 for 2000,
$6,358,000 for 2001,  $1,200,000 for 2002,  $31,200,000 for 2003, and $2,500,000
for  2004.  During  1999,  1998 and  1997,  interest  paid  totaled  $3,547,000,
$6,971,000 and $9,320,000, respectively.


















                                                                              35
<PAGE>

6.       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 receivable of $6,377,000 and a net
federal  income  tax  payable  of  $620,000  at  December  31,  1999  and  1998,
respectively.  The Company and its  subsidiaries  have state net  business  loss
carryforwards  totaling  $59,858,000  at December 31, 1999,  which expire in the
year  2010.  Federal  and  state  income  tax  payments  related  to  continuing
operations,  net of  refunds,  were  $1,496,000  in 1999,  $710,000  in 1998 and
$3,534,000 in 1997.

     The components of income tax expense (benefit) are as follows:

<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
Current:
   Federal                                                                 $    (5,965)  $     5,295   $     1,965
   State                                                                            34         1,091           292
                                                                         ------------------------------------------
                                                                                (5,931)        6,386         2,257
Deferred:
   Federal                                                                      (6,244)       (5,522)         (137)
   State                                                                          (868)       (2,732)       (1,088)
                                                                         ------------------------------------------
                                                                                (7,112)       (8,254)       (1,225)
                                                                         ------------------------------------------

Income tax expense (benefit) from continuing operations                        (13,043)       (1,868)        1,032
Income tax expense from discontinued operations                                      -         9,028         9,918
                                                                         ------------------------------------------
   Total income tax expense (benefit)                                      $   (13,043)  $     7,160   $    10,950
                                                                         ==========================================

</TABLE>

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

<TABLE>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)

Tax expense (benefit) at federal statutory rate                            $   (13,658)  $    (1,714)  $       904
Goodwill amortization                                                              879           878           844
State income and franchise taxes, net of federal benefit                          (565)       (1,066)         (559)
Other, net                                                                         301            34          (157)
                                                                         ------------------------------------------
   Tax expense (benefit) from continuing operations                        $   (13,043)  $    (1,868)  $     1,032
                                                                         ==========================================
</TABLE>



















                                                                              36
<PAGE>

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

<TABLE>
<S>                                                        <C>             <C>           <C>           <C>    >
                                                                December 31, 1999           December 31, 1998
                                                              Federal        State        Federal        State
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
Deferred tax liabilities:
   Intangibles                                               $    (6,389)  $       788   $    (6,685)  $       759
   Unrealized gains on investments                                     -             -          (669)            -
   Prepaid assets                                                 (1,371)         (158)       (1,294)         (112)
   Other taxable temporary differences                            (1,509)          (26)         (934)          (35)
                                                           --------------------------------------------------------
                                                                  (9,269)          604        (9,582)          612
Deferred tax assets:
   Advance premium discounting                                     1,174            65         1,203             5
   Basis in minority-owned subsidiaries                              835           188         1,317           313
   Unrealized losses on investments                                5,635             -             -             -
   Insurance liabilities                                           7,704           711         1,415            51
   Unearned income                                                 1,514           291         1,172           226
   Bad debt reserve and other non-deductible liabilities           2,495           524         1,756           371
   Specified policy acquisition costs                                910            47           802             -
   Depreciation and amortization                                       -             -           544           299
   State net business loss carryforwards                               -         3,290             -         2,646
   Other deductible temporary differences                            880           177           286            38
                                                           --------------------------------------------------------
                                                                  21,147         5,293         8,495         3,949
Valuation allowance                                                 (379)       (2,468)         (519)       (2,135)
                                                           --------------------------------------------------------
                                                                  20,768         2,825         7,976         1,814
                                                           --------------------------------------------------------

Net deferred tax assets (liabilities)                        $    11,499   $     3,429   $    (1,606)  $     2,426
                                                           ========================================================
</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.


7.       COMMITMENTS AND CONTINGENCIES

     On August 26, 1999, a $6,900,000 verdict was entered against the Company in
a lawsuit which principally  alleged breach of contract  involving the timing of
claims  payments.  The  Company  intends to appeal  this  decision  to a Federal
Appeals Court.  Management  expects the verdict to be reversed or  substantially
reduced  following  appeal.  As a result,  the Company's accrual related to this
case is not material.

     On February 7, 2000, a $5,400,000  verdict was entered  against the Company
in a lawsuit which alleged breach of contract  involving  commission amounts due
to a former agent. The Company has filed objections  requesting  reversal of the
decision and intends to appeal if necessary.  Management  expects the verdict to
be  reversed  or  substantially  reduced  following  appeal.  As a  result,  the
Company's accrual related to this case is not material.

     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 the above-mentioned and
other  legal and  regulatory  actions  and,  accordingly,  the  outcome of these
matters is not expected to have a material  adverse  effect on the  consolidated
financial statements.












                                                                              37
<PAGE>

8.       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, 1999 and
1998, was $155,937,000 and $183,288,000, respectively.

     State  insurance  regulations  also  require the  maintenance  of a minimum
compulsory  surplus based on a percentage of premiums  written.  At December 31,
1999,  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, 1999, as filed with the insurance regulators, no
dividends may be paid without prior regulatory approval in 2000.


9.       EMPLOYEE BENEFIT PLANS

         STOCK BASED COMPENSATION PLANS

     The Company has a stock-based  compensation plan, the Equity Incentive Plan
(the  "Plan"),  for the  benefit of  eligible  employees  and  directors  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 and outside directors of the board of directors.  The
Plan allows for the granting of up to 4,000,000  shares of which 918,677  shares
are available  for grant as of December 31, 1999.  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  executive  remains
continuously  employed with AMSG through November 17, 2002. The Company incurred
expense of $225,000 in 1999 and $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, 1999, 29,000 shares are available for grant.










                                                                              38
<PAGE>

     Stock option activity for all plans is as follows:
<TABLE>
<S>                                                                    <C>                 <C>                  <C>
                                                                                           December 31,
                                                                             1999              1998             1997
                                                                       -----------------------------------------------------

TOTAL NUMBER OF NQSOS
Outstanding at beginning of year                                              2,918,893         2,217,307        2,244,459
Granted                                                                         999,000           874,560          184,500
Exercised                                                                             -          (114,028)        (204,152)
Forfeited                                                                    (1,108,750)          (20,000)          (7,500)
Spin-off related:
   Conversion to UWS options(a)                                                       -          (351,322)               -
   AMSG modification(b)                                                               -           312,376                -
                                                                       -----------------------------------------------------
Outstanding at end of year                                                    2,809,143         2,918,893        2,217,307
                                                                       =====================================================

Exercisable at end of year                                                    1,504,976         2,365,893        1,908,449
Available for grant at end of year                                              947,677           837,927          403,541

WEIGHTED AVERAGE EXERCISE PRICE OF NQSOS
Outstanding at beginning of year                                                 $15.18            $27.02           $25.00
Granted - Exercise price equals market price on grant date                         7.33             10.75            27.32
Granted - Exercise price is less than market price on grant date                      -                 -                -
Granted - Exercise price exceeds market price on grant date                           -             12.00                -
Exercised                                                                             -              4.15             4.95
Forfeited                                                                         18.45             18.44            32.67
Outstanding at end of year                                                        11.10             15.18            27.02
Exercisable at end of year                                                        13.68             16.23            27.16

NQSOS BY EXERCISE PRICE RANGE
Range of exercise prices                                                $  3.01 - $8.88             $3.01            $4.66
Weighted average exercise price                                                   $6.07             $3.01            $4.66
Weighted average remaining contractual life (years)                               11.34              3.93             4.93
Exercisable at end of year                                                       47,960            47,960          104,044
Outstanding at end of year                                                      856,960            47,960          104,044
Weighted average exercise price of options exercisable at end of year             $3.01             $3.01            $4.66

Range of exercise prices                                                $10.25 - $14.38   $10.25 - $14.38  $18.13 - $26.63
Weighted average exercise price                                                  $11.53            $11.38           $22.91
Weighted average remaining contractual life (years)                                9.79             10.62            10.24
Exercisable at end of year                                                      734,848           595,765          708,582
Outstanding at end of year                                                    1,230,015         1,148,765          952,332
Weighted average exercise price of options exercisable at end of year            $11.76            $12.01           $22.30

Range of exercise prices                                                $15.76 - $22.74   $15.76 - $22.74  $28.00 - $37.13
Weighted average exercise price                                                  $16.33            $18.06           $32.39
Weighted average remaining contractual life (years)                                8.50              5.69             4.64
Exercisable at end of year                                                      722,168         1,722,168        1,095,823
Outstanding at end of year                                                      722,168         1,722,168        1,160,931
Weighted average exercise price of options exercisable at end of year            $16.33            $18.06           $32.44

(a)  Effective on the date of  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 used 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 Statement of
Financial  Accounting  Standards  ("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>
<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                           (IN THOUSANDS, EXCEPT PER SHARE DATA)

Pro forma net income (loss)                                                $   (26,429)  $     6,484   $    17,719

Pro forma earnings (loss) per common share:
   Basic                                                                   $     (1.60)  $      0.39   $      1.08
   Diluted                                                                 $     (1.60)  $      0.39   $      1.06

</TABLE>

     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.

     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:

<TABLE>
<S>                                                                      <C>              <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------

Expected life of options                                                    6.00 years    3.55 years    6.03 years
Risk-free interest rate                                                          6.13%         4.53%         5.71%
Expected dividend yield                                                          0.00%         0.00%         1.78%
Expected volatility factor                                                         45%           39%           38%
Grant date fair value of options:
   Exercise price equals market price                                      $      3.84   $      4.83   $     10.66
   Exercise price is less than market price                                $         -   $      7.37   $         -
   Exercise price exceeds market price                                     $         -   $      1.77   $         -

</TABLE>
















                                                                              40
<PAGE>

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 $1,610,000 and $1,449,000 in 1999
and 1998, respectively.


10.      QUARTERLY FINANCIAL INFORMATION (UNAUDITED)

     Selected continuing operations quarterly financial data for the years ended
December 31, 1999 and 1998 are as follows:

<TABLE>
<S>                                          <C>             <C>           <C>           <C>            <C>
                                                                     Quarter
                                             ----------------------------------------------------------------------
                                                 First        Second         Third        Fourth         Total
                                             ----------------------------------------------------------------------
                                                             (IN THOUSANDS, EXCEPT PER SHARE DATA)
1999
Total revenues                                 $   274,053   $   274,396   $   276,101   $   272,830    $1,097,380
Net income (loss)                                    2,995        (3,530)      (25,925)          514       (25,946)

Net income (loss) per common share
   Basic                                              0.18         (0.21)        (1.57)         0.03         (1.58)
   Diluted                                            0.18         (0.21)        (1.57)         0.03         (1.58)

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
   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
   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

Note:     The sum of the four  quarters  may 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>


11.      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:  MedOne and small
group  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.












                                                                              41
<PAGE>

     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>
<S>                                                        <C>             <C>           <C>            <C>
YEAR ENDED DECEMBER 31, 1999:                                 Health         Life                        Total
                                                             Insurance     Insurance     All Other   Consolidated
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
REVENUES:

   Insurance premiums                                        $   985,322   $    26,183   $    44,602    $1,056,107
   Net investment income                                           9,254           202         9,456        18,912
   Other revenue                                                  17,857           258         4,246        22,361
                                                           --------------------------------------------------------
     Total revenues                                            1,012,433        26,643        58,304     1,097,380

EXPENSES:

   Medical and other benefits                                    805,768        10,270        44,435       860,473
   Selling, general and administrative                           245,676         7,640        14,743       268,059
   Interest                                                            -             -         3,564         3,564
   Amortization of goodwill and other intangibles                      -             -         4,273         4,273
                                                           --------------------------------------------------------
     Total expenses                                            1,051,444        17,910        67,015     1,136,369
                                                           --------------------------------------------------------

Income (loss) from continuing operations,
   before income taxes                                       $   (39,011)  $     8,733   $    (8,711)  $   (38,989)
                                                           ========================================================

As of December 31, 1999:
   Segment assets                                            $   186,611   $     4,229   $   312,254   $   503,094
                                                           ========================================================


YEAR ENDED DECEMBER 31, 1998:                                 Health         Life                        Total
                                                             Insurance     Insurance     All Other   Consolidated
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
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
                                                           --------------------------------------------------------
     Total revenues                                              890,967        24,970        44,932       960,869

EXPENSES:

   Medical and other benefits                                    663,775         7,713        20,279       691,767
   Selling, general and administrative                           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
                                                           --------------------------------------------------------
     Total expenses                                              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>
<S>                                                        <C>             <C>           <C>           <C>

YEAR ENDED DECEMBER 31, 1997:                                 Health         Life                        Total
                                                             Insurance     Insurance     All Other   Consolidated
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
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
                                                           --------------------------------------------------------
     Total revenues                                              952,259        29,481        23,784     1,005,524

EXPENSES:

   Medical and other benefits                                    712,059        10,226        11,206       733,491
   Selling, general and administrative                           233,613         8,907         9,640       252,160
   Interest                                                            -             -         9,311         9,311
   Amortization of goodwill and other intangibles                      -             -         7,975         7,975
                                                           --------------------------------------------------------
     Total expenses                                              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>












































                                                                              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
March 31, 2000,  relating to the 2000 Annual Meeting of  Shareholders  currently
scheduled  for May 17, 2000 (the "2000  Proxy  Statement")  and the  information
under the  heading  "Executive  Officers  of the  Registrant"  in Part I of this
report.  The 2000 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  2000  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 2000  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 2000 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>
<S>                                                                                                  <C>
                                                                                                      PAGE IN
                                                                                                     FORM 10-K
                                                                                                      REPORT
         The following consolidated financial statements of American Medical Security Group, Inc.
 and subsidiaries are included in Item 8:

Report of Independent Auditors....................................................................      23
Consolidated Balance Sheets at December 31, 1999 and 1998.........................................      24
Consolidated Statements of Operations for the years ended December 31, 1999, 1998 and 1997........      25
Consolidated Statements of Cash Flows for the years ended December 31, 1999, 1998 and 1997........      26
Consolidated Statements of Changes in Shareholders' Equity and Comprehensive Income
   for the years ended December 31, 1999, 1998, and 1997..........................................      27
Notes to Consolidated Financial Statements........................................................      28
</TABLE>


















                                                                              44
<PAGE>

<TABLE>
<S>                                                                                                 <C>

                                                                                                     PAGE IN
                                                                                                    FORM 10-K
                                                                                                     REPORT

         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 1999.

      (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>
<CAPTION>



                                                                                                        SCHEDULE II

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


                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                             CONDENSED BALANCE SHEETS

<S>                                                                                    <C>             <C>
                                                                                              December 31,
                                                                                           1999          1998
                                                                                       ----------------------------
                                                                                             (IN THOUSANDS)
ASSETS:

Cash and cash equivalents                                                                $       272   $       128

Other assets:
   Investment in consolidated subsidiaries                                                   248,157       300,262
   Goodwill and other intangibles, net                                                        20,792        21,355
   Other assets                                                                                1,757         1,421
                                                                                       ----------------------------
     Total other assets                                                                      270,706       323,038
                                                                                       ----------------------------

Total assets                                                                             $   270,978   $   323,166
                                                                                       ============================


LIABILITIES AND SHAREHOLDERS' EQUITY:

Liabilities:
   Notes payable                                                                         $    35,158   $    45,158
   Taxes payable                                                                               6,243         6,995
   Payables and accrued expenses                                                                 460           532
   Due to affiliates                                                                           5,433           710
   Other liabilities                                                                           3,404         3,320
                                                                                       ----------------------------
     Total liabilities                                                                        50,698        56,715

Shareholders' equity:
   Common stock                                                                               16,654        16,653
   Paid-in capital                                                                           187,952       188,981
   Retained earnings                                                                          33,626        59,572
   Accumulated other comprehensive income (loss)                                             (10,464)        1,245
   Treasury stock                                                                             (7,488)            -
                                                                                       ----------------------------
     Total shareholders' equity                                                              220,280       266,451
                                                                                       ----------------------------

Total liabilities and shareholders' equity                                               $   270,978   $   323,166
                                                                                       ============================
</TABLE>





















                                                                              46
<PAGE>
<TABLE>
<CAPTION>


                                                                                                        SCHEDULE II

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


                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                        CONDENSED STATEMENTS OF OPERATIONS

<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
REVENUES:

   Fees from consolidated subsidiaries                                     $     3,199   $     2,013   $     2,303
   Other revenue                                                                    92            35             -
                                                                         ------------------------------------------
     Total revenues                                                              3,291         2,048         2,303

EXPENSES:

   General and administrative                                                    1,071           888         1,620
   Interest                                                                      2,802         5,960         8,371
   Amortization of goodwill and other intangibles                                  563           563           278
                                                                         ------------------------------------------
     Total expenses                                                              4,436         7,411        10,269
                                                                         ------------------------------------------

Loss from continuing operations before income tax
   benefit and equity in net income (loss) of subsidiaries                      (1,145)       (5,363)       (7,966)

Income tax benefit                                                                (347)       (1,793)       (3,031)
                                                                         ------------------------------------------

Loss from continuing operations before
   equity in net income (loss) of subsidiaries                                    (798)       (3,570)       (4,935)

Equity in net income (loss) of subsidiaries                                    (25,148)          542         6,490
                                                                         ------------------------------------------

Income (loss) from continuing operations                                       (25,946)       (3,028)        1,555

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

Net income (loss)                                                          $   (25,946)  $     6,975   $    18,150
                                                                         ==========================================

</TABLE>
























                                                                              47
<PAGE>
<TABLE>
<CAPTION>


                                                                                                        SCHEDULE II

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


                                   CONDENSED FINANCIAL INFORMATION OF REGISTRANT
                                        CONDENSED STATEMENTS OF CASH FLOWS

<S>                                                                      <C>             <C>           <C>
                                                                                  Year ended December 31,
                                                                             1999          1998          1997
                                                                         ------------------------------------------
                                                                                      (IN THOUSANDS)
OPERATING ACTIVITIES:

   Income (loss) from continuing operations                                $   (25,946)  $    (3,028)  $     1,555
   Adjustments to reconcile income (loss) from continuing
     operations to net cash provided by (used in) operating activities:
       Equity in net (income) loss of subsidiaries                              25,148          (542)       (6,490)
       Dividends received from (contributed to) subsidiaries                    15,250         5,000       (10,330)
       Amortization of intangibles                                                 563           563           278
       Deferred income tax benefit                                                (399)         (772)         (407)
       Changes in operating accounts:
         Net other assets and liabilities                                        3,011           596         5,718
                                                                         ------------------------------------------
           Net cash provided by (used in) operating activities                  17,627         1,817        (9,676)

INVESTING ACTIVITIES:

   Investment in subsidiaries                                                        -             -        (1,500)
                                                                         ------------------------------------------
           Net cash used in investing activities                                     -             -        (1,500)

FINANCING ACTIVITIES:

   Cash dividends paid                                                               -        (5,956)       (7,892)
   Issuance of common stock                                                          5         2,356         2,965
   Purchase of treasury stock                                                   (7,488)            -             -
   Proceeds from notes payable borrowings                                        5,000        45,158             -
   Repayment of notes payable                                                  (15,000)      (44,878)          (10)
                                                                         ------------------------------------------
           Net cash used in financing activities                               (17,483)       (3,320)       (4,937)

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

Cash and cash equivalents:
   Net increase during year                                                        144           128             -
   Balance at beginning of year                                                    128             -             -
                                                                         ------------------------------------------
           Balance at end of year                                          $       272   $       128   $         -
                                                                         ==========================================
</TABLE>






















                                                                              48
<PAGE>
<TABLE>
<CAPTION>



                                                                                                        SCHEDULE III

                                       AMERICAN MEDICAL SECURITY GROUP, INC.


                                        SUPPLEMENTARY INSURANCE INFORMATION

<S>                             <C>           <C>            <C>         <C>




                                 Deferred     Medical and
                                  Policy         Other                       Other
                                Acquisition    Benefits       Advance    Policyholder
SEGMENT                            Costs        Payable      Premiums        Funds
- ---------------------------------------------------------------------------------------
                                                   (IN THOUSANDS)
DECEMBER 31, 1999:
   Health                        $         -   $   147,626   $    16,171   $         -
   Life                                    -         9,328           530             -
   All Other                               -        12,163           576             -
                               --------------------------------------------------------
     Total                       $         -   $   169,117   $    17,277   $         -
                               ========================================================

DECEMBER 31, 1998:
   Health                        $         -   $   100,323   $    16,778   $         -
   Life                                    -         7,669           927             -
   All Other                               -         5,141           452             -
                               --------------------------------------------------------
     Total                       $         -   $   113,133   $    18,157   $         -
                               ========================================================

DECEMBER 31, 1997:
   Health                        $         -   $   118,133   $    19,350   $         -
   Life                                    -         3,632           636             -
   All Other                               -         5,117             -             -
                               --------------------------------------------------------
     Total                       $         -   $   126,882   $    19,986   $         -
                               ========================================================
</TABLE>
<TABLE>
<S>                              <C>          <C>           <C>            <C>           <C>           <C>

                                                                        Amortization of
                                                            Medical and    Deferred
                                                  Net          Other        Policy         Other
                                  Premium     Investment      Benefit     Acquisition    Operating     Premiums
SEGMENT                           Revenue       Income       Expenses        Costs       Expenses       Written
- -------------------------------------------------------------------------------------------------------------------
                                                                 (IN THOUSANDS)
DECEMBER 31, 1999:
   Health                        $   985,322   $     9,254   $   805,768   $         -   $   245,676   $   984,715
   Life                               26,183           202        10,270             -         7,640
   All Other                          44,602         9,456        44,435             -        14,743        44,726
                               ----------------------------------------------------------------------
     Total                       $ 1,056,107   $    18,912   $   860,473   $         -   $   268,059
                               ======================================================================

DECEMBER 31, 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
                               ======================================================================

DECEMBER 31, 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
                               ======================================================================

</TABLE>
                                                                              49
<PAGE>
<TABLE>
<CAPTION>



                                                                                                        SCHEDULE IV

                                       AMERICAN MEDICAL SECURITY GROUP, INC.



                                                    REINSURANCE



<S>                                      <C>               <C>             <C>           <C>          <C>
                                                                                                      Percentage
                                                            Ceded to        Assumed                    of Amount
                                             Direct           Other       from Other        Net         Assumed
                                            Business        Companies      Companies      Amount        to Net
                                         --------------------------------------------------------------------------
                                                                      (IN THOUSANDS)
YEAR ENDED DECEMBER 31, 1999:

   Life insurance in force                 $  14,355,089   $  12,731,969   $     9,455   $ 1,632,575        0.6%

   Premiums:
     Accident and Health                         976,457           4,309        57,776     1,029,924        5.6%
     Life                                         25,642             607         1,148        26,183        4.4%
                                         ------------------------------------------------------------
       Total Premiums                          1,002,099           4,916        58,924     1,056,107        5.6%

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   $ 4,464,151       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%

</TABLE>



























                                                                              50
<PAGE>

<TABLE>
<CAPTION>

                                                                                                        SCHEDULE V

                                       AMERICAN MEDICAL SECURITY GROUP, INC.



                                         VALUATION AND QUALIFYING ACCOUNTS

<S>                                                        <C>             <C>           <C>           <C>
                                                                           Additions
                                                            Balance at    Charged to
                                                             Beginning     Cost and                   Balance at
                                                             of Period     Expenses    Deductions   End of Period
                                                           --------------------------------------------------------
                                                                               (IN THOUSANDS)
YEAR ENDED DECEMBER 31, 1999:
   Allowance for bad debts                                   $     1,118   $        14   $       481   $       651
   Valuation allowance for deferred taxes                          2,654           327           134         2,847
                                                           --------------------------------------------------------
     Total                                                   $     3,772   $       341   $       615   $     3,498
                                                           ========================================================


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
                                                           ========================================================





(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.
</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 9, 2000

     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
Samuel V. Miller                      Executive Officer; Director

/s/ GARY D. GUENGERICH                Executive Vice President and Chief
Gary D. Guengerich                    Financial Officer
                                      (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 9, 2000.






















                                                                              52
<PAGE>

<TABLE>
<CAPTION>



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

                                                   EXHIBIT INDEX
                                                        TO
                                              FORM 10-K ANNUAL REPORT
                                       FOR THE YEAR ENDED DECEMBER 31, 1999
<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     Exhibit 3.1 to the Registrants Form
                     of Registrant dated as February 17,    10-K for the year ended
                     1999                                   December 31, 1998 (the "1998 10-K")

3.2                  Bylaws of Registrant as amended and                                                  X
                     restated November 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 (the "Credit Agreement")  among   September 30, 1998 (the "9/30/98
                     the Registrant, United Wisconsin       10-Q")
                     Life Insurance Company and the First
                     National Bank of Chicago (n/k/a Bank
                     One, NA) and other Lenders

4.2                  Amendment No. 1 dated as of November   Exhibit 4.1 to the Registrant's
                     5, 1999 to the Credit Agreement        Form 10-Q for the quarter ended
                                                            September 30, 1999

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)






















                                                                            EX-1
<PAGE>

10.1*                Equity Incentive Plan as amended and   Exhibit 10.1 to 1998 10-K
                     restated March 15, 1999

10.2*                Form of Nonqualified Stock Option      Exhibit 10.2 to 1998 10-K
                     Award Agreement for Officers

10.3*                Form of Nonqualified Stock Option                                                    X
                     Award Agreement for Directors

10.4*                Deferred Stock Agreement between the   Exhibit 10.3 to 1998 10-K
                     Registrant and Samuel V. Miller

10.5*                1995 Director Stock Option Plan as     Exhibit 10.2 to 9/30/98 10-Q
                     amended and restated September 25,
                     1998

10.6*                Directors Deferred Compensation Plan                                                 X
                     adopted November 17, 1999

10.7*                Voluntary Deferred Compensation Plan                                                 X
                     as Amended and Restated effective
                     September 25, 1998

10.8*                Deferred Compensation Trust            Exhibit 10.48 to the Registrant's
                                                            Form 10-K for the year ended
                                                            December 31, 1997

10.9*                First Amendment to the Deferred                                                      X
                     Compensation Trust

10.10*               Executive Reimbursement Group          Exhibit 10.8 to 1998 10-K
                     Insurance Policy

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

10.12*               Severance Benefit for Certain          Exhibit 10.10 to 1998 10-K
                     Executive Officers

10.13*               Executive Management Incentive Plan    Exhibit 10.11 to 1998 10-K

10.14*               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

10.15*               Amendment No. 1 to Employment and      Exhibit 10.13 to 1998 10-K
                     Noncompetition Agreement of Samuel
                     V. Miller dated as of September 25,
                     1998






























                                                                            EX-2
<PAGE>

10.16                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 ("Hilliard Agreement")

10.17                Option Surrender Agreement dated       Exhibit 10.3 to 3/31/99 10-Q
                     March 30, 1999 between American
                     Medical Security Holdings, Inc. and
                     Wallace J. Hilliard

10.18                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)

10.19                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

10.20                Registration Rights Agreement          Exhibit 10.19 to 1998 10-K
                     between the Registrant and Blue
                     Cross Blue Shield United of
                     Wisconsin ("BCBSUW") dated as of
                     September 1, 1998

10.21                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 1997 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


*  Indicates compensatory plan or arrangement.
</TABLE>








































                                                                            EX-3

                                                                     EXHIBIT 3.2


                                    BYLAWS OF
                      AMERICAN MEDICAL SECURITY GROUP, INC.
                   (AS AMENDED AND RESTATED NOVEMBER 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  designated as executive officers,  a Chief Financial Officer, a
Secretary,  and a Treasurer.  The Board of Directors  shall elect the  principal
officers annually at the Annual Meeting. All such 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. Additionally, one
or more Vice Presidents not designated as executive officers may be appointed by
the President to serve at the will of the President.

     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.  Vice Presidents appointed by the President
shall  perform  such  duties as may be assigned to them from time to time by the
President or these Bylaws and shall serve at the will of the  President  and may
be  removed  by the  President  at any  time  without  action  of 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 as may be assigned by the Chairman of the Board,  the
President or the Board of Directors.

     4.08.  CHIEF  FINANCIAL  OFFICER.  The Chief  Financial  Officer shall have
overall  charge of all of the financial  affairs of the  Corporation,  including
charge and custody of and responsibility for the Corporation's books of account.
The Chief Financial Officer shall perform such duties as usually are incident to
such office or as may be assigned by the Chairman of the Board, the President or
the Board of Directors.

     4.09.  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,  and
perform  such other  duties as usually are  incident to such office or as may be
assigned  by the  Chairman  of the Board,  the  President,  the Chief  Financial
Officer or the Board of Directors.

     4.10.  ASSISTANTS  AND ACTING  OFFICERS.  The  Chairman  of the Board,  the
President  and the Board of  Directors  shall each 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.  Any person  appointed 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,  shall serve at the will of the  President and may be removed at any
time by the President without action of 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 10.3


                      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,  a copy of which is  attached
hereto and incorporated  herein. In consideration of the foregoing,  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 set forth above at the above-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 a 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 thirty-three and
one third percent  (33-1/3%) per year beginning on the first  anniversary of the
Date of Grant and each  subsequent  anniversary  date  thereafter,  provided the
Participant remains a Director of the Company.

     3.  EXERCISABILITY OF OPTION. The Options are exercisable at any time after
six months  following 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 a Director of the Company or any  present or future
     parent,  subsidiary  or Affiliate  of the  Company;  or, if he or she is no
     longer  a  Director,  the  date  of  exercise  is in  accordance  with  the
     provisions of this Agreement and the Plan.

     4.  TERMINATION OF DIRECTORSHIP  BY DEATH.  In the event the  Participant's
tenure as a Director 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   DIRECTORSHIP   BY  DISABILITY.   In   the  event  the
Participant's  tenure as a Director 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   DIRECTORSHIP   BY  RETIREMENT.   In   the  event  the
Participant's  tenure as a Director is terminated  by reason of  Retirement  (as
hereinafter defined), 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) the end of the third (3rd) year following the date of termination
of the  Participant's  tenure as a Director by reason of Retirement.  Retirement
shall mean (a) a Director's  determination  after serving a full three-year term
not to stand for reelection to the Board of Directors at the next annual meeting
of the Board,  (b) the inability of the Director to stand for  reelection to the
Board  due  to  age  guidelines  adopted  by  the  Board,  or  (c) a  Director's
resignation from the Board after reaching seventy (70) years of age.

     7.  DIRECTORSHIP   TERMINATION   FOLLOWED  BY  DEATH.  In   the  event  the
Participant's  tenure  as a  Director  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
termination as a Director.

     8.  TERMINATION OF  DIRECTORSHIP  FOR OTHER REASONS.  If the  Participant's
tenure  as  a  Director  shall  terminate  for  any  reason  other  than  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  termination as a
Director 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  termination  as a
Director may be exercised by the Participant  within the period beginning on the
effective date of  termination  as a Director,  and ending on the earlier of (i)
the Date of Expiration  identified  above, or (ii) six (6) months after the date
of termination as a Director.

     If the  Participant's  tenure  as a  Director  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  as a Director,
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, without regard to the six month wait under Section 3 hereof.

     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 Shares 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  subject to the Options,
and/or  the  Option  Price,  shall  be  adjusted  as  may  be  determined  to be
appropriate and equitable 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 the total purchase price; and (c) 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)  unless  otherwise
determined by the Committee, through a "cashless exercise" procedure under which
there is delivery to a  securities  broker of an  irrevocable  direction to sell
Shares and to deliver all or part of the sales proceeds to the Company, 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.

     Notwithstanding  the foregoing,  the Company need not issue or deliver such
Shares unless and until, in the opinion of the Company's counsel, all applicable
requirements of law, including  registration of such Shares under the Securities
Act of  1933  pertaining  to the  sale  and  issuance  of  such  Shares  and all
applicable listing requirements of any national securities exchange on which the
Shares are listed, have been complied with.

     13. RIGHTS  AS A  STOCKHOLDER.  Participant  shall  have   no  rights  as a
stockholder  of the Company  with  respect to the Shares  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. TENURE AS A DIRECTOR.  This Agreement shall not confer upon Participant
any right to continuance of tenure as a Director of the Company,  nor shall this
Agreement  interfere in any way with the Company's right to terminate his or her
tenure 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) This  Agreement  may  be  amended  by  written  agreement  of  the
     Participant and the Company at any time.

          (d) In the event federal, state, or local taxes become required by law
     to be withheld with respect to any exercise of  Participant's  rights under
     this  Agreement,  the  Company  shall  have  the  authority,   without  the
     Participant's  written  consent,  to deduct or  withhold,  or  require  the
     Participant to remit to the Company,  an amount  sufficient to satisfy such
     taxes.

          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 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.

          (e) 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.

          (f) 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").

          (g) 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.

          (h) 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 10.6


                      AMERICAN MEDICAL SECURITY GROUP, INC.
                      DIRECTORS DEFERRED COMPENSATION PLAN


SECTION I - PURPOSES OF PLAN

     American  Medical  Security  Group,  Inc. (the  "Company") has adopted this
Directors  Deferred  Compensation  Plan (the  "Plan") for the benefit of certain
outside  directors  of the  Company  who wish to defer the  receipt of  eligible
compensation  which they may  otherwise be entitled to receive from the Company.
The Plan is  intended  to enable the  Company to  attract,  retain and  motivate
qualified  Directors and to enhance the long-term  mutuality of interest between
Directors and shareholders of the Company.


SECTION II - DEFINITIONS

     When used in this Plan, the following  terms shall have the definitions set
forth in this Section:

2.1       "ACCOUNT(S)"  shall  mean a  Participant's  fully  vested  Stock  Unit
          Account and/or Interest Account.

2.2       "BENEFICIARY" shall mean the person,  persons, or entity designated by
          the Participant to receive any benefits  payable under this Plan on or
          after the Participant's  death. Each Participant shall be permitted to
          name, change or revoke the Participant's  designation of a Beneficiary
          in  writing  on  a  form  and  in  the   manner   prescribed   by  the
          Administrator,  provided,  however,  that the designation on file with
          the  Administrator  at the time of the  Participant's  death  shall be
          controlling.  Should a  Participant  fail to make a valid  Beneficiary
          designation or leave no named Beneficiary surviving,  any benefits due
          shall  be paid to such  Participant's  spouse,  if  living;  or if not
          living,  then any  benefits  due  shall be paid to such  Participant's
          estate.

2.3       "BOARD" or "BOARD OF  DIRECTORS"  shall mean the Board of Directors of
          the Company.

2.4       "CHANGE IN  CONTROL"  shall have the same  meaning as set forth in the
          American Medical Security Group, Inc. Equity Incentive Plan, as may be
          amended from time to time.

2.5       "COMMITTEE"  shall  mean the  Compensation  Committee  of the Board of
          Directors.

2.6       "COMPANY" shall mean American Medical Security Group, Inc.

2.7       "COMPENSATION"  shall  mean  the  annual  retainer  fees  earned  by a
          Director  for  service as a  Director,  any  retainer  fee earned by a
          Director for service as a member of a committee of the Board,  and any
          fees earned by a Director for  attendance  at meetings of the Board of
          Directors  and  any of  its  committees,  but  excluding  any  expense
          reimbursements made to a Director.

2.8       "DIRECTOR"  shall mean an elected  member of the Board of Directors of
          the Company who is not an employee of the  Company.  A Director who is
          an officer or  assistant  officer of the Company  and who  receives no
          compensation  for service in such  capacity is a Director for purposes
          of this Plan.

2.9       "EFFECTIVE DATE" shall mean January 1, 2000.

2.10      "EXCHANGE  ACT" shall mean the  Securities  Exchange  Act of 1934,  as
          amended.

2.11      "FAIR  MARKET  VALUE"  shall mean the closing  price for Shares on the
          relevant date, or (if there were no sales on such date) the average of
          the 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 Administrator.

2.12      "INTEREST ACCOUNT" shall mean the bookkeeping  account  established to
          record  the  interests  of a  Participant  with  respect  to  deferred
          Compensation that is not deemed invested in Units.

2.13      "PARTICIPANT" shall mean a Director who commences participation in the
          Plan under Plan  Section 4.1 and any  Director or former  Director who
          previously  participated  in the  Plan  and is  entitled  to  benefits
          hereunder.

2.14      "PLAN" shall mean this American Medical Security Group, Inc. Directors
          Deferred Compensation Plan, as may be amended from time to time.

2.15      "SHARES" shall mean the shares of common stock of the Company.

2.16      "STOCK UNIT ACCOUNT" shall mean, with respect to a Participant who has
          elected  to  have  deferred   amounts  deemed  invested  in  Units,  a
          bookkeeping account established to record such Participant's  interest
          under the Plan related to such Units.

2.17      "UNIT" shall mean a contractual obligation of the Company to deliver a
          Share to a Participant or Beneficiary as provided herein.


SECTION III - ADMINISTRATION

3.1       ADMINISTRATION.  The Plan shall be  administered by the Committee (the
          "Administrator").  The Administrator shall have all authority that may
          be appropriate for  administering  the Plan,  including the discretion
          and authority to interpret the Plan and to adopt rules and regulations
          for   implementing,   amending  and   carrying   out  the  Plan.   All
          determinations  and  decisions  of the  Administrator  shall be final,
          conclusive, and binding on all parties.

3.2       ADJUSTMENT  FOR  CORPORATE  TRANSACTIONS.  In the  event of any  stock
          dividend, extraordinary cash dividend, liquidation,  recapitalization,
          reorganization,    merger,    consolidation,    split-up,    spin-off,
          combination,  exchange  of  shares,  or  other  corporate  transaction
          affecting  the capital  structure  of the Company,  the  Administrator
          shall make such  adjustments  to the number of Units  credited to each
          Director's  Stock Unit Account as  determined  to be  appropriate  and
          equitable by the Administrator,  in its sole discretion,  to preserve,
          or to prevent  enlargement  of  Participant  rights  and the  benefits
          available under the Plan.


SECTION IV - PARTICIPATION AND PARTICIPANT DEFERRALS

4.1       ELECTION TO DEFER.  On or before  December 31, 1999 or any  subsequent
          December  31, a Director  who chooses to become a  Participant  in the
          Plan may  irrevocably  elect to defer  some or all of such  Director's
          Compensation  payable with respect to the calendar year  following the
          year in  which  such  election  is  made,  and to have  such  deferred
          Compensation credited, in whole or in part, to a Stock Unit Account or
          an Interest Account established on behalf of such Director. Any person
          who shall become a Director  during any calendar  year may elect,  not
          later than the 30th day after his or her term as a Director begins, to
          defer  payment of all or any part of his or her  Compensation  payable
          for the portion of such calendar year following such election.

4.2       METHOD OF  ELECTION.  A  deferral  election  shall be made by  written
          notice  filed  with  the  Corporate  Secretary  of the  Company.  Such
          election shall continue in effect with respect to Compensation payable
          for subsequent calendar years unless and until the Participant revokes
          or modifies  such  election by written  notice filed with the Company.
          Any such  revocation  or  modification  of a deferral  election  shall
          become  effective as of the first day of the calendar  year  following
          the  year  in  which  such  notice  is  given  and  applies   only  to
          Compensation payable for services rendered  thereafter.  A Participant
          who has revoked an election to defer  Compensation  under the Plan may
          at any time file a new  election  to defer  Compensation  payable  for
          services to be rendered in the  calendar  year  following  the year in
          which such election is filed.


SECTION V - CREDITS TO ACCOUNTS.

5.1       INVESTMENT ELECTION. At the time a Participant elects to defer receipt
          of  Compensation  pursuant  to  Section  4.1,  the  Participant  shall
          irrevocably  designate in writing the portion of such  Compensation to
          be credited to the Interest  Account (or such other  account as may be
          established from time to time by the Administrator) and the portion to
          be  credited  to the Stock Unit  Account.  If a  Participant  fails to
          notify the Corporate  Secretary as to how to allocate any Compensation
          between the Interest and Stock Unit  Accounts,  100% of such  deferred
          Compensation  shall be credited to the  Interest  Account.  By written
          notice filed with the Corporate  Secretary of the Company prior to the
          end of a calendar  year, a Director may change the manner in which the
          Compensation  payable with respect to services  rendered after the end
          of such  calendar  year are  allocated  among the  Accounts.  However,
          amounts credited to the  Participant's  Interest Account or Stock Unit
          Account prior to the effective  date of any election  change shall not
          be affected  by such  change and shall  continue to be credited to the
          Account  to  which  such  amounts  were   credited   pursuant  to  the
          Participant's prior election.  In no event may any previously deferred
          amounts be  transferred  between the Interest and Stock Unit Accounts,
          except as may be provided otherwise by Section 5.4.

5.2       INTEREST ACCOUNT.  Any Compensation  allocated to the Interest Account
          shall be credited to the  Interest  Account as of the last day of each
          calendar  year  quarter  (after the  crediting  of  interest  for such
          quarter).  Amounts credited to the Interest Account as of the last day
          of each calendar  quarter shall be credited with interest based on the
          performance of the Lehman Brothers  Intermediate  Government/Corporate
          Bond  Index,  unless  another  index  or  rate  is  determined  by the
          Administrator.  Interest shall be credited to a Participant's Interest
          Account  through  the end of the quarter  preceding  the date that the
          Participant's   entire   benefit  under  the  Plan  is  paid  to  such
          Participant, consistent with Section VI.

5.3       STOCK  UNIT  ACCOUNT.  Any  Compensation  allocated  to the Stock Unit
          Account  shall be deemed to be  invested in a number of Units equal to
          the  quotient of (i) the amount of such  Compensation  divided by (ii)
          the Fair Market  Value on the last  trading day of the  calendar  year
          quarter  during which the  Compensation  being  allocated to the Stock
          Unit Account would otherwise have been paid. Fractional Units shall be
          credited,  but shall be rounded to the nearest  hundredth  percentile,
          with amounts equal to or greater than .005 rounded up and amounts less
          than .005  rounded  down.  Whenever a  dividend  other than a dividend
          payable in the form of Shares is declared  with respect to the Shares,
          the  number of Units in the  Director's  Stock Unit  Account  shall be
          increased by a number of Units  determined by dividing (i) the product
          of (A) the number of Units in the Director's Stock Unit Account on the
          related  dividend record date, and (B) the amount of any cash dividend
          declared by the  Company on a Share (or,  in the case of any  dividend
          distributable  in property  other than Shares,  the per share value of
          such dividend, as determined by the Company for purposes of income tax
          reporting),  by (ii) the Fair  Market  Value on the  related  dividend
          payment date. In the case of any dividend  declared on Shares which is
          payable  in  Shares,  the  Director's  Stock  Unit  Account  shall  be
          increased  by the  number  of Units  equal to the  product  of (i) the
          number of Units credited to the  Director's  Stock Unit Account on the
          related dividend record date, and (ii) the number of Shares (including
          any fraction thereof) distributable as a dividend on a Share.

5.4       INVESTMENT TRANSFERS.  A Participant may, by written notice filed with
          the Corporate Secretary of the Company,  elect to transfer some or all
          of  the  amounts  credited  to  the  Participant's  Interest  Account,
          determined as of the quarterly  date  coincident  with or  immediately
          preceding the date the notice is received by the Corporate  Secretary,
          to the  Participant's  Stock Unit Account.  Such bookkeeping  transfer
          shall be effected as soon as practicable  after such written notice is
          received by the Corporate Secretary and such transferred amounts shall
          be deemed to be invested in a number of Units equal to the quotient of
          (i) the  transferred  amount  divided by (ii) the Fair Market Value on
          the trading day coincident with or immediately  preceding the date the
          transfer is effected. No more than one transfer under this Section 5.4
          may be made in any calendar year.

5.5       STATEMENTS.  The  Administrator  shall provide each Participant with a
          statement   detailing  the  amounts  credited  to  the   Participant's
          bookkeeping  Accounts under the Plan. Such statement shall be provided
          annually or more frequently as determined by the Administrator.


SECTION VI - DISTRIBUTIONS

6.1       DISTRIBUTION.  Subject to the provisions of Section 6.3 and 6.4 below,
          after a  Participant's  termination  of service  as a Director  of the
          Company for any reason  (including  retirement,  death,  disability or
          other termination), the Participant's interest in his Accounts will be
          determined  and  paid  to the  Participant  (or in  the  event  of the
          Participant's death, to the Participant's Beneficiary) at the time and
          in the manner as specified in the Participant's  payment election made
          pursuant to Section 6.2. Payment shall be made either in the form of a
          single sum or substantially  equal annual installment  payments not to
          exceed ten (10) years.  Absent an election under Section 6.2,  payment
          of a  Participant's  interest in the  Participant's  Accounts shall be
          made in a lump sum payment and shall  commence as soon as  practicable
          after the first business day of the calendar year quarter  immediately
          following the date on which the  Participant  ceases to be a Director.
          In the case of any  distribution  being  made in annual  installments,
          each  installment  after  the first  installment  shall be paid on the
          anniversary  date of the first  installment,  or as soon as  practical
          thereafter,  until the entire  amount  credited  to the  Participant's
          Accounts has been paid. The dollar amount  involved in any installment
          payment shall be determined by multiplying  the amount credited to the
          Participant's  Interest Account  immediately prior to the distribution
          by a fraction,  the numerator of which is one and the  denominator  of
          which  is  the  number  of   installments   (including   the   current
          installment)  remaining to be paid.  The number of Shares  involved in
          any installment  payment shall be determined by multiplying the number
          of Units credited to the Participant's  Stock Unit Account immediately
          prior to the distribution by a fraction, the numerator of which is one
          and the denominator of which is the number of installments  (including
          the current  installment)  remaining to be paid, and rounded up to the
          next whole Unit. Notwithstanding any of the foregoing, a Participant's
          distribution  from his Interest  Account  shall be made solely in cash
          and distribution  from the  Participant's  Stock Unit Account shall be
          made solely in Shares (except that any  fractional  Unit shall be paid
          in cash). Neither the Participant nor the Administrator shall have any
          authority to alter such cash or Shares mode of distribution.

6.2       DISTRIBUTION  ELECTION.  At  the  time a  Participant  first  makes  a
          deferral  election pursuant to Section 4.1, the Participant shall also
          file with the  Corporate  Secretary of the Company a written  election
          regarding the time and form of the Participant's distribution.  Unless
          the total value of the Participant's Accounts is less than $25,000 and
          payment is made in a single sum under  Section 6.3, the  Participant's
          payment election shall address:

          (i)       whether  distribution of such  Participant's  Accounts shall
                    commence as soon as practicable following the first business
                    day of the  calendar  year  quarter  following  the date the
                    Participant ceases to be a Director or on the first business
                    day of any calendar  year  following  the  calendar  year in
                    which the Participant ceases to be a Director; and

          (ii)      whether such  distribution  shall be in one lump sum payment
                    or in such number of annual installments (not to exceed ten)
                    as the Participant may designate.

6.3       PAYMENT OF SMALL  AMOUNTS.  Notwithstanding  the provisions of Section
          6.1 and Section 6.2 above,  if the combined  value of a  Participant's
          Interest Account and Stock Unit Account is less than $25,000 as of the
          date the Participant's service as a Director terminates,  the entirety
          of the  Participant's  Accounts shall be paid to the  Participant  (in
          cash from the  Participant's  Interest  Account and in Shares from the
          Stock Unit Account) in a lump sum  distribution as soon as practicable
          after the first business day of the calendar year quarter  immediately
          following the date on which the Participant ceases to be a Director.

6.4       ADMINISTRATOR DISCRETION.  Notwithstanding any other provision in this
          Section VI to the contrary,  the Administrator  reserves the right, in
          its sole discretion,  to override or modify any Participant's election
          as to the timing and/or form of payment of such Participant's  Account
          under  this  Plan at any time and for any  reason,  even as to  future
          installments  payable  under a  previously-elected  method of payment;
          provided,  however,  that the  Administrator  may not modify  payments
          accelerated  after a Change in Control under Section 6.6, and provided
          further  that in no event  may the  Administrator  modify  the mode of
          distribution  (i.e., cash or Shares),  and in all events, cash will be
          distributed to reflect amounts credited to the Participant's  Interest
          Account and Shares will be distributed  from the  Participant's  Stock
          Unit Account.

6.5       LIMITATIONS   ON  PAYMENT.   Unless   determined   otherwise   by  the
          Administrator  under  Section  6.4,  under  no  circumstances  will  a
          Participant  be  eligible  to  receive  payment  of the  Participant's
          interest  in the  Participant's  Accounts  prior to the  Participant's
          termination  of  service  as  a  Director.   Further,   payment  of  a
          Participant's  Accounts shall commence no later than the calendar year
          following the later of (i) the Participant's termination of service as
          a director or (ii) the Participant's attainment or age 70.

6.6       CHANGE IN CONTROL. In the event of a Change in Control, any terminated
          Participant  (including any Participant  terminated in connection with
          the Change in Control) shall automatically receive distribution of the
          entirety  of his  Accounts  (in cash from the  Participant's  Interest
          Account  and in Shares  from the  Stock  Unit  Account)  in a lump sum
          distribution  as soon as  practicable  after  such  Change in  Control
          occurs,  unless such Participant  waives such  accelerated  payment by
          written notice to the Corporate Secretary of the Corporation  received
          prior to the  occurrence  of the Change in  Control.  If a  terminated
          Participant waives  acceleration under this Section 6.6, payment shall
          be  made in  accordance  with  the  Participant's  prior  distribution
          election and shall be again subject to the Administrator's  discretion
          under Section 6.4.

6.7       PAYMENT IN SHARES. To the extent that shareholder approval of the Plan
          would  otherwise be required under  applicable New York Stock Exchange
          shareholder  approval policies,  all Shares payable in accordance with
          this  Section  VI shall  be in the form of  Shares  which  are  either
          treasury Shares or Shares purchased in the open market.


SECTION VII - UNFUNDED STATUS

     Each  Participant's  Accounts shall be utilized  solely as a device for the
measurement  and  determination  of the  amounts to be paid to such  Participant
under the Plan.  Participant  Accounts shall be bookkeeping accounts only and no
Participant or Beneficiary shall have any proprietary  rights in any assets held
by the  Company,  whether or not held for the purpose of funding  the  Company's
obligation  under  this  Plan.  This Plan  constitutes  the mere  promise of the
Company  to  make  benefit  payments  in the  future.  To the  extent  that  any
Participant  or  Beneficiary  acquires a right to receive any  payment  from the
Company  pursuant to this Plan, such right shall be no greater than the right of
an unsecured general creditor of the Company.

     Nothing  contained in this Plan and no action  taken  pursuant to this Plan
shall  create or be  construed  to  create a trust of any kind or any  fiduciary
relationship between the Company and any Participant or Beneficiary or any other
person.  Any reserves that may be established by the Company in connection  with
this Plan shall  continue to be treated as the assets of the Company for federal
income tax purposes and remain subject to the claims of the Company's creditors.
The Company has not  segregated  or earmarked any Shares or any of the Company's
assets for the benefit of a Participant or his/her Beneficiary and the Plan does
not, and shall not be construed to, require the Company to do so.


SECTION VIII - AMENDMENT AND TERMINATIONS

8.1       AMENDMENT OR TERMINATION.  The Board of Directors or the Committee may
          amend or terminate this Plan at any time; provided,  however,  that no
          such  amendment  or  termination  shall  deprive  any  Participant  or
          Beneficiary of any amounts  deferred under this Plan prior to the date
          of such amendment or termination.

8.2       EFFECT OF TERMINATION. If this Plan is terminated, amounts credited to
          Participant  Accounts  hereunder as of the date of  termination  shall
          continue to be held and paid in accordance  with the terms of the Plan
          (subject to the  Administrator's  discretion  as  described in Section
          VI). However, no additional Compensation deferrals shall be made after
          the Plan's termination.


SECTION IX - GENERAL PROVISIONS

9.1       NO RIGHT TO SERVE AS A  DIRECTOR.  This  Plan  shall  not  impose  any
          obligations  on the Company to retain any  Participant  as a Director,
          nor shall it impose any  obligation on the part of any  Participant to
          remain as a Director of the Company.

9.2       SECURITIES  AND  RELATED  MATTERS.  If at any time  the  Administrator
          determines in its  discretion  that action is necessary to comply with
          any requirement of the Exchange Act, any national  securities exchange
          or any  state or  federal  law,  or the  consent  or  approval  of any
          governmental  regulatory body is necessary or desirable as a condition
          of or in  connection  with the delivery of Shares under this Plan,  no
          payment will be made and no Shares will be delivered  unless and until
          such action, consent or approval shall have been effected or obtained,
          or otherwise  provided for, free of any  conditions  not acceptable to
          the  Administrator.  The transactions  under this Plan are intended to
          comply with Rule 16b-3 under Section 16(b) of the Exchange Act and the
          Administrator  shall take any actions it deems  necessary or desirable
          to ensure such compliance.

9.3       SEVERABILITY  OF  PROVISIONS.  If any  provision of this Plan shall be
          held  invalid  or  unenforceable,  this Plan  shall be  construed  and
          enforced as if such provision had not been included; provided however,
          that such  invalidity or  unenforceability  shall not affect any other
          provisions hereof.

9.4       INCAPACITY.  If any  Participant or Beneficiary  entitled to receive a
          distribution  under  the Plan is a minor or  incompetent  person or is
          unable  to  attend to his or her own  financial  affairs,  in the good
          faith judgment of the Administrator, then payment may be authorized by
          the Administrator to be made to the person or persons responsible for,
          caring for, or supporting  such  Participant  or  Beneficiary,  in the
          discretion  of  the  Administrator.   Any  such  payment  shall  fully
          discharge any  liability or obligation of the Board of Directors,  the
          Company and all other parties with respect thereto.

9.5       ASSIGNMENT  BY  PARTICIPANT  PROHIBITED.  No right or  interest of any
          Participant or Beneficiary in the Plan shall,  prior to actual payment
          or distribution to such Participant or Beneficiary,  be subject in any
          manner  to  anticipation,   alienation,  sale,  transfer,  assignment,
          pledge,  encumbrance,  attachment,  or garnishment by creditors of the
          Participant or of the Beneficiary.

9.6       ASSIGNMENT BY COMPANY.  The Company shall have the right to assign all
          of its  rights,  title and  obligations  in and under this Plan upon a
          merger or  consolidation  or upon the  purchase of  substantially  its
          entire  business or assets,  provided such assignee  agrees to perform
          after  the  effective  date  of  such  assignment  all of  the  terms,
          conditions  and provisions  imposed by this Plan upon the Company.  In
          the event of such an assignment,  all of the rights and obligations of
          the Company under this Plan shall thereupon cease and terminate.

9.7       CONSTRUCTION OF THE PLAN. The validity, construction,  interpretation,
          administration  and effect of the Plan, and the rights relating to the
          Plan,  shall be determined  solely in accordance  with the laws of the
          State of Wisconsin.


                                                                    EXHIBIT 10.7








                      AMERICAN MEDICAL SECURITY GROUP, INC.

                      VOLUNTARY DEFERRED COMPENSATION PLAN

             (AS AMENDED AND RESTATED EFFECTIVE SEPTEMBER 25, 1998)

<PAGE>


                      AMERICAN MEDICAL SECURITY GROUP, INC.
                      VOLUNTARY DEFERRED COMPENSATION PLAN


SECTION  ARTICLE I. PURPOSE, DEFINITIONS AND CONSTRUCTION                   PAGE
- -------  ------------------------------------------------                   ----
1.1      Purpose                                                              4
1.2      Definitions                                                          4
                (a)      Administration Committee                             4
                (b)      Adoption Agreement                                   4
                (c)      Beneficiary                                          5
                (d)      Board                                                5
                (e)      Company                                              5
                (f)      Deferral Account                                     5
                (g)      Deferral Contributions                               5
                (h)      Deferral Form                                        5
                (i)      Disability                                           5
                (j)      Effective Date                                       5
                (k)      Insolvency                                           6
                (1)      Participant                                          6
                (m)      Plan                                                 6
                (n)      Plan Year                                            6
                (o)      Trust                                                6
                (p)      Trust Agreement                                      6
                (q)      Trustee                                              6
1.3      Gender and Number                                                    6
1.4      Headings                                                             7
1.5      Plan Provisions Controlling                                          7
1.6      Severability                                                         7
1.7      Applicable Law                                                       7


<PAGE>



     ARTICLE II. DEFERRAL ELECTIONS, CONTRIBUTIONS AND ACCOUNTING PROCEDURES
     -----------------------------------------------------------------------
2.1      Availability of Deferral Election                                    7
2.2      Maintenance of Separate Deferral Accounts                            8
2.3      Treatment of Amounts Deferred                                        8
2.4      Irrevocability and Nonassignability of Deferrals                     8
2.5      Accounting Procedure                                                 9
2.6      Earnings Allocation                                                  9


                   ARTICLE III. DEFERRED COMPENSATION PAYMENTS
                   -------------------------------------------
3.1      Eligibility for Deferred Compensation                               10
                (a)      Retirement or Termination                           10
                (b)      Disability                                          10
                (c)      Death                                               10
3.2      Amount and Method of Payment of Deferred Compensation               10


                             ARTICLE IV. TRUST FUND
                             ----------------------
4.1      Establishment of Trust                                              12


                            ARTICLE V. ADMINISTRATION
                            -------------------------
5.1      Committee to Administer Agreement                                   12
5.2      Claims Procedure                                                    13


                            ARTICLE VI. MISCELLANEOUS
                            -------------------------
6.1      Employment Rights                                                   13
6.2      Absence of Liability                                                13
6.3      Amendment and Termination                                           14
6.4      Company Not an Advisor                                              14


<PAGE>



                      AMERICAN MEDICAL SECURITY GROUP, INC.
                      VOLUNTARY DEFERRED COMPENSATION PLAN

                ARTICLE I - PURPOSE, DEFINITIONS AND CONSTRUCTION

     SECTION  1.1  -  PURPOSE.   American  Medical  Security  Group,  Inc.  (the
"Company"),  acting for itself and on behalf of its subsidiaries,  hereby adopts
this  Voluntary  Deferred  Compensation  Plan (the "Plan") and separate Trust to
permit certain salaried  employees selected by the Company to defer a portion of
their  anticipated  salary and to have such deferred  salary amounts held in the
separate Trust.
     It is intended that the Plan and the Trust shall  constitute,  and shall be
construed and administered as, an unfunded plan of deferred  compensation within
the meaning of the Employee  Retirement  Income  Security Act of 1974 as amended
("ERISA") and the Internal  Revenue Code of 1954,  as amended (the "Code").  The
Plan and Trust are not  intended to be  qualified  under  Section 401 (a) of the
Code.

     SECTION 1.2 - DEFINITIONS.  For purposes of this Plan, the following  words
and phrases  shall have the meanings set forth below unless a different  meaning
is plainly required by the context.
          (a) ADMINISTRATION  COMMITTEE (OR COMMITTEE) - means the  persons from
     time to time  designated  and appointed by the Board to have general charge
     of the  administration  and interpretation of the Plan. In the absence of a
     specifically  appointed  Committee,  the Board  itself  shall  serve as the
     Committee.
          (b) ADOPTION  AGREEMENT (OR  AGREEMENT) - means the separate  Adoption
     Agreement between a Participant and the Company,  which forms a part of the
     Plan,  under  which the  Company  has  agreed to allow the  Participant  to
     participate in the Plan and under which the  Participant  has agreed to his
     participation in the Plan on the terms set forth herein.
          (c) BENEFICIARY  -  means  the   person  or  persons  designated  by a
     Participant  in his most  recent  Beneficiary  Designation  Form to receive
     payments under the Plan in the event of the Participant's  death;  provided
     that if the  Participant  has failed to designate a Beneficiary,  or if all
     designated   Beneficiaries   predecease  the  Participant,   any  remaining
     distribution  due  under the Plan  shall be  payable  to the  Participant's
     surviving  spouse or, if none,  to his  surviving  issue PER STIRPES or, if
     none, then to his estate.
          (d) BOARD - means the Board of Directors of the Company.
          (e) COMPANY - means American Medical Security Group, Inc., a Wisconsin
     corporation,  acting for itself and on behalf of its subsidiaries,  and any
     successor  thereto which assumes the rights and  obligations of the Company
     under the Plan and Trust Agreement.
          (f) DEFERRAL ACCOUNT - means the account  maintained for a Participant
     to record  the total of his  deferred  compensation  under the Plan and any
     adjustments relating thereto.
          (g) DEFERRAL  CONTRIBUTIONS - means  contributions  to the Trust which
     are made by the Company pursuant to this Plan and the then current Deferral
     Form.
          (h) DEFERRAL  FORM -  means a  Participant's  then   current  Deferral
     Election Form, if any, to be executed by the Participant prior to the start
     of each Plan Year  specifying  the  percentage  or dollar  amount of salary
     elected to be deferred  during the upcoming  Plan Year.  The Deferral  Form
     shall  remain  in  effect  until  the end of the Plan  Year for which it is
     executed  unless  earlier  revoked or amended to reduce the  percentage  or
     dollar amount of the deferral for amounts not yet earned during such year.
          (i) DISABILITY  - means such total  and  permanent  physical or mental
     disability  as, in the  Committee's  sole and  absolute  discretion,  would
     prevent the Participant from engaging in substantially gainful employment.
          (j) EFFECTIVE DATE - means December 1, 1995, the date as of which,  by
     resolution of the Board,  the provisions of this Plan became  effective and
     the date after which Participants were permitted to participate in the Plan
     by entering into an Adoption Agreement with the Company.
          (k) INSOLVENCY  - means (i) the  Company is unable to pay its debts as
     they become due, or (ii) the Company is subject to a pending  proceeding as
     a debtor under the United Sates  Bankruptcy  Code,  or (iii) the Company is
     determined to be insolvent by the Wisconsin Commissioner of Insurance.
          (l) PARTICIPANT  - means a  person who is one of the  Company-selected
     salaried  employees who, by having executed an Adoption  Agreement with the
     Company,  is  participating  in the Plan.  Such person  shall cease to be a
     Participant  after  his  employment  with the  Company  terminates,  or the
     balance in his  Deferral  Account is  reduced  to zero ($0),  whichever  is
     later.
          (m) PLAN - means the American Medical Security Group,  Inc.  Voluntary
     Deferred Compensation Plan as set forth herein.
          (n) PLAN YEAR - means the twelve (12) month period  adopted under this
     Plan for reporting  purposes,  which is the period  commencing on January 1
     and ending on December 31.
          (o) TRUST - means the American Medical Security Group, Inc.  Voluntary
     Deferred  Compensation  Trust and the entire Trust  estate as it may,  from
     time to  time,  be  constituted,  including  but not  limited  to  Deferral
     Contributions, investments, income from any and all investments and any and
     all other assets,  property or money received by or held by the Trustee for
     the uses and purposes of the Trust.
          (p) TRUST AGREEMENT - means the separate agreement between the Company
     and the Trustee under which the Trust is established and maintained.
          (q) TRUSTEE  - means   the  individual  or  individuals  or  entity or
     entities  appointed by the Board to administer the Trust;  provided that an
     individual who is a Participant,  a member of the Board of Directors of the
     Company or the Chief Executive Officer of the Company may not be a Trustee.

     SECTION 1.3 - GENDER AND NUMBER.  Except when  otherwise  indicated  by the
context,  any masculine  terminology used herein shall also include the feminine
and the  definition  of any term herein in the  singular  shall also include the
plural.

     SECTION 1.4 - HEADINGS. The headings of the various Articles,  Sections and
Subsections are inserted for convenience of reference and are not to be regarded
as part of this Plan or as indicating or controlling the meaning or construction
of any provision.

     SECTION  1.5 - PLAN  PROVISIONS  CONTROLLING.  In the  event  the  terms or
provisions of the Trust  Agreement or of any summary or  description of the Plan
or of any other  instrument,  agreement,  or  document  are in any  construction
interpreted  as being in conflict with the  provisions of the Plan as herein set
forth, the provisions of the Plan shall be controlling.

     SECTION 1.6 - SEVERABILITY. In the event any provision of the Plan shall be
held illegal or invalid for any reason,  this illegality or invalidity shall not
affect the remaining provisions of the Plan, and such remaining provisions shall
be fully severable and the Plan shall, to the extent  practicable,  be construed
and  enforced as if the  illegal or invalid  provision  had never been  inserted
therein.

     SECTION 1.7 - APPLICABLE LAW. Subject to the intent that the Plan and Trust
be unfunded and  non-qualified as provided in Section 1.1, the provisions of the
Plan shall be construed in  accordance  with the laws of the State of Wisconsin,
except to the extent, if any, preempted by federal law.

    ARTICLE II - DEFERRAL ELECTIONS, CONTRIBUTIONS AND ACCOUNTING PROCEDURES

     SECTION 2.1 -  AVAILABILITY  OF DEFERRAL  ELECTION.  The Company shall make
available,  in December of each Plan Year,  to each  Participant  who is then an
employee,  a Deferral Form which may be used by the Participant to designate for
deferral a portion of the salary he anticipates  earning from the Company in the
upcoming Plan Year. All amounts elected to be deferred by a Participant shall be
subject  to the terms and  conditions  of this Plan and shall be subject to FICA
taxes.  No requested  deferral  shall be effective  for any Plan Year unless the
appropriate  Deferral Form is completed  and filed with the  Committee  prior to
January 1 of the Plan Year for which the deferral is elected.

     SECTION 2.2 - MAINTENANCE OF SEPARATE DEFERRAL ACCOUNTS. If not done by the
Company,  the Trustee shall create and maintain adequate records to disclose the
interest in the Trust of all Participants.  Such records shall be in the form of
separate,  individual  Deferral Accounts,  and credits and charges shall be made
thereto in the manner  described in this Plan.  The  maintenance  of  individual
Deferral  Accounts  for  Participants  is only  for  accounting  purposes  and a
segregation  of the  assets  of the  Trust  Fund to each  account  shall  not be
required.  Distribution made from an account shall be charged to that account as
of the date paid.

     SECTION 2.3 - TREATMENT OF AMOUNTS  DEFERRED.  Upon execution and filing by
the Participant of an effective Deferral Form, the Company shall make a Deferral
Contribution to such Participant's Deferral Account to be deposited in the Trust
no later than ten (10) days after the end of the payroll  period(s) during which
the  Participant  would have otherwise been entitled to receive the amount to be
contributed by the Company  except for the  Participant's  election  pursuant to
this Plan and the Deferral Form.

     SECTION 2.4 - IRREVOCABILITY AND NONASSIGNABILITY OF DEFERRALS. All amounts
credited to a  Participant's  Deferral  Account  shall be treated as having been
irrevocably deferred and no payment based on such amounts may be received except
in accordance  with the eligibility  requirements,  terms and conditions of this
Plan.  Neither  the  Participant  nor any  Beneficiary  shall  have any right or
ability to  alienate,  sell,  transfer,  assign,  pledge,  encumber or submit to
garnishment,  execution or levy, either voluntarily or involuntarily, any amount
due or expected to become due under this Plan. Amounts due under this Plan shall
be paid, transferred, delivered or otherwise conveyed only to the Participant or
his Beneficiary, subject to the limitations of Section 4.l.
     Notwithstanding  the foregoing,  a Deferral Form election may be cancelled,
or amended not more than once annually to reduce the percentage or dollar amount
of the Deferral  during a Plan Year for amounts not yet earned during such year,
provided that once the Deferral  Form  election is cancelled no further  amounts
may be deferred under this Plan for such year.

     SECTION 2.5 -  ACCOUNTING  PROCEDURE.  As of the close of each quarter of a
Plan Year after the Effective Date, the Committee shall:
          (a) First, charge to the proper accounts all payments or distributions
     made from the Deferral Accounts of Participants since the close of the last
     preceding quarter of a Plan Year that have not been charged previously;
          (b) Second,  credit to  the  proper  Deferral  Accounts  the  Deferral
     Contributions  that were made since the close of the last preceding quarter
     of a Plan Year that have not been credited previously; and
          (c) Third,  adjust  the net  balances  of  the  Deferral  Accounts  of
     Participants  upward or downward by allocating  net Trust  earnings to such
     accounts in accordance with Section 2.6.

     SECTION  2.6 -  EARNINGS  ALLOCATION.  Subject  to  the  provisions  hereof
relative to separate accounts,  the respective Deferral Accounts of Participants
shall be adjusted as soon as is practicable  after, but as of, the close of each
quarter of a Plan Year (and as of any other date if the Committee  determines it
advisable for any reason) to reflect the net income or loss of the Trust for the
period then completed, as follows:
          (a) The Committee shall at such times determine the value of the Trust
     as of that date which determination shall be final and not open to question
     by anyone;
          (b) For purposes of allocating  Trust earnings under this Section 2.6,
     the  balances of  Participants'  Deferral  Accounts as of the close of such
     quarter of a Plan Year,  reflecting  any  distributions  made  during  such
     quarter,  shall be  adjusted  downward  by  one-half  (1/2)  of any  salary
     deferred during such quarter of a Plan Year by any Participant; and
          (c) The  percentage  that such  adjusted  value bears to the aggregate
     amount  of such  adjusted  balances  at that  date of the  accounts  of all
     Participants shall be applied to the net Trust earnings for the quarter and
     credited or charged by  appropriate  entries to such accounts so that after
     such entries the aggregate  amount of the actual Deferral  Account balances
     (i.e.,  adding back in any adjustment  described in this Section 2.6) shall
     equal the value of the Trust.

     In the administration of the accounts of Participants and the allocation of
Trust  income  or loss,  appropriate  adjustment  shall be made in the case of a
Participant,  any of whose  account  is  invested  in  investments  held for his
separate benefit.

                  ARTICLE III - DEFERRED COMPENSATION PAYMENTS

     SECTION  3.1 -  ELIGIBILITY  FOR  DEFERRED  COMPENSATION.  Subject  to  any
limiting conditions set forth in this Plan, the Participant,  or in the event of
Participant's  death his  Beneficiary,  will  become  eligible  for  receipt  of
deferred compensation under this Plan as follows:
          (a) RETIREMENT OR TERMINATION - Upon  retirement or other  termination
     of regular  employment  with the  Company,  the  Participant  shall  become
     eligible for deferred compensation payments under this Plan.
          (b) DISABILITY - Upon cessation of active  employment with the Company
     as a result of Disability,  Participant  shall become eligible for deferred
     compensation payments under this Plan.
          (c) DEATH  - In  the  event  of  Participant's  death  prior   to  the
     Participant's  receipt of  deferred  compensation  payments  under the Plan
     reducing   Participant's   Deferral  Account  balance  to  zero  ($O),  the
     Participant's  Beneficiary  shall be  eligible  for  deferred  compensation
     payments under the Plan.

     SECTION  3.2 - AMOUNT AND METHOD OF PAYMENT OF DEFERRED  COMPENSATION.  The
total deferred  compensation to be paid to a Participant shall be distributed to
the Participant and, upon the Participant's death, to his Beneficiary, in one of
the following modes of distribution selected by the Participant:
          (a) Lump sum payment; or
          (b) Annual  installments  over  a  period  not   to  exceed  the  life
     expectancy  of the  Participant  (as  determined by the Committee as of the
     date payment is to commence) or fifteen (15) years, whichever is greater.
     Each  Participant  shall  notify  the  Company  in  writing  of the mode of
distribution  he has selected prior to the  commencement  of the first Plan year
for which such  Participant has made a deferral  election  hereunder;  provided,
however,  that  if a  Participant  fails  to  notify  the  Company  of a mode of
distribution  before the deadline prescribed by this section, he shall be deemed
to have selected the installment  mode of  distribution  described in (b) above.
Once the mode of distribution is determined,  it shall remain in force until the
Participant's  account  balance  is reduced  to zero  ($0),  except  that if the
Participant has an  unforeseeable  emergency,  as hereunder  defined,  or if the
Participant  has died and his Beneficiary has an  unforeseeable  emergency,  the
Committee  may  direct  that  any or all of the  remaining  account  balance  be
distributed at any time as the Committee may deem advisable and proper, but only
to the extent  reasonably  needed to satisfy the emergency need.  "Unforeseeable
emergency"  means a  severe  financial  hardship  resulting  from a  sudden  and
unexpected  illness  or  accident  to  the  Participant,  the  Beneficiary  or a
dependent (as defined in Section 152(a) of the Code),  loss of the Participant's
or Beneficiary's  property due to casualty,  or other similar  extraordinary and
unforeseeable  circumstances arising as a result of events beyond the control of
the Participant or the Beneficiary.
     If a lump sum mode of distribution is used, the total deferred compensation
to be paid to a  Participant  or  Beneficiary  shall be an  amount  equal to the
Participant's  Deferral  Account  balance as of the close of the Plan Year which
coincides with or follows his  retirement,  termination,  disability or death. A
lump sum payment of deferred  compensation  under this Plan shall be made within
sixty  (60)  days  following  the  close  of the  Plan  Year  during  which  the
Participant retired, died, terminated or became disabled, or, if later, within a
reasonable time after the Participant's  interest is determined  pursuant to the
preceding sentence.
     If an  installment  mode of  distribution  is used,  the first  installment
payment of deferred  compensation under the Plan shall be made within sixty (60)
days following the close of the Plan Year during which the Participant  retired,
died,  terminated  or  became  disabled,  and each  annual  installment  payable
thereafter  shall be  distributed  within  sixty  (60)  days  after the close of
subsequent  Plan Years.  The installment  amount to be distributed  within sixty
(60)  days  after  the close of any Plan Year  shall  equal the  balance  of the
Participant's  Deferral  Account  determined at the beginning of such Plan Year,
divided  by the  number of years  remaining  in the  payment  period  over which
payment of benefits is being made.

                             ARTICLE IV - TRUST FUND

     SECTION 4.1 - ESTABLISHMENT OF TRUST. All Deferral Contributions under this
Plan shall be paid to the Trustee and deposited in the Trust Fund,  and shall be
subject to the provisions of the Trust Agreement. Participants and Beneficiaries
have  only an  unsecured  interest  in the  Trust  assets  in the  event  of the
Company's  Insolvency  (as defined in Section  1.2).  The company  makes only an
unsecured  promise to pay any deferred  amounts plus income thereon in the event
of the Company's Insolvency. Subject to the foregoing limitations, all assets of
the Trust Fund, including investment income, shall be retained for the exclusive
benefit of Participants and  Beneficiaries  (but the Company's general creditors
shall have access to Trust assets in the event of the Company's  Insolvency  and
shall be used to pay benefits to such persons and to pay administrative expenses
and taxes of the Trust Fund as provided in Section 8 of the Trust  Agreement  to
the  extent  not paid by the  Company  and shall not  revert to or accrue to the
benefit of the  Company,  except to the extent  that  contributions  made by the
Company  by a mistake  of fact  shall  revert  and be paid  back to the  Company
provided the Company has made a timely demand therefor.
     The Trustee  shall be required to hold the Trust  assets and income for the
benefit  of the  Company's  general  creditors  in the  event  of the  Company's
Insolvency and in such case no Participant or Beneficiary shall have a preferred
claim on the Trust  assets.  The  Board of  Directors  and the  Chief  Executive
Officer of the  Company  shall have the duty to inform the Trustee in writing of
the Company's  Insolvency within three (3) days of such event. When so informed,
the Trustee shall suspend payments to all Participants  and  Beneficiaries,  and
shall hold Trust assets for the benefit of the Company's general  creditors.  In
the case of the  Trustee's  actual  knowledge of the Company's  Insolvency,  the
Trustee will deliver  Trust assets to satisfy  claims of the  Company's  general
creditors as directed by a court of competent jurisdiction.

                           ARTICLE V - ADMINISTRATION

     SECTION 5.1 - COMMITTEE TO ADMINISTER AGREEMENT.  The Board shall appoint a
three (3) member  Administration  Committee whose  responsibility it shall be to
provide for administration of this Plan. The Committee shall have full authority
to make decisions,  issue directives, and take any and all actions reasonable or
necessary to  effectuate  this Plan and the Trust,  including  the  authority to
prescribe  the use of such forms as it may deem  necessary  and to interpret the
Plan and Trust and to resolve ambiguities,  inconsistencies and omissions in its
interpretation.

     SECTION 5.2 - CLAIMS PROCEDURE.  The Committee shall consider all claims by
the  Participant  or any  Beneficiary  for  payments  under  this Plan and shall
promptly  notify the  claimant of its action on any such claim.  In the event of
any question  regarding handling of the claim, the Committee shall meet with the
claimant at the  Company's  offices to discuss  such  question and to attempt to
resolve any areas of possible  disagreement.  If the claimant's  concerns remain
unresolved  after such meeting with the Committee,  the claimant may request the
Board to review the matter in dispute.

                           ARTICLE VI - MISCELLANEOUS

     SECTION  6.1 -  EMPLOYMENT  RIGHTS.  Any  payment  under this Plan shall be
independent  of, and in addition to,  payments made under any other agreement or
under any  qualified  retirement  plan which may be in force between the Company
and any  Participant  or  Beneficiary,  or any  other  compensation  payable  to
Participant  or his  Beneficiary  by the  Company.  Neither  this  Plan  nor any
Deferral Form executed in connection herewith shall be construed as
          (a) Constituting or creating a contract of employment,
          (b) Restricting  either the Company's  right to discharge  Participant
     with or without cause or  Participant's  right to terminate his employment,
     or
          (c) Creating  any  guarantee  or  representation  as  to the amount of
     compensation  to be paid to Participant by the Company during any period of
     regular employment.

     SECTION  6.2 - ABSENCE  OF  LIABILITY.  Any and all  liability  created  to
administer  this Plan and the Trust or to provide any Participant or Beneficiary
with  benefits  under this Plan  shall be  exclusively  and  solely  that of the
Company.  No member of the  Committee,  officer,  director  or  employee,  past,
present or future, of the Company shall have any liability to any Participant or
Beneficiary,  or to any other person or entity, to provide or pay such benefits,
such liability hereby being expressly and unconditionally denied.

     SECTION 6.3 - AMENDMENT AND TERMINATION. This Plan may be altered, amended,
or revoked  by a written  agreement  signed by the  Company  and a  Participant,
provided  that no such action shall be taken that is not allowed by Article XIII
of the Trust  Agreement,  and provided further that if any amendment to the Plan
or the  adoption of the Plan by the  Participant  would  constitute a subsequent
Participant  deferral  election that would cause a Participant or Beneficiary to
be in  constructive  receipt of past deferred  amounts,  then such  amendment or
adoption   will  only  be   applicable   with   respect  to  future   deferrals.
Notwithstanding  the foregoing,  the Company may unilaterally  amend the Plan to
provide that no future  deferrals may be made by Participants and to conform the
Plan to ERISA and Code  requirements  with respect to unfunded plans of deferred
compensation.
     The Plan may not be amended  or  terminated  during the period  immediately
preceding the Company's Insolvency if the intended result would be to accelerate
the payment of  benefits  to  Participants  or  Beneficiaries  so that the Trust
assets would be unavailable to the Company's general creditors.

     SECTION  6.4 - COMPANY  NOT AN  ADVISOR.  The  Company  offers this Plan to
Participants  without assuming any  responsibility or liability as an advisor or
consultant  relative  to tax or other  aspects of this Plan and the Trust or the
payment of benefits hereunder.


                                                                    EXHIBIT 10.9


          FIRST AMENDMENT TO THE AMERICAN MEDICAL SECURITY GROUP, INC.
                          DEFERRED COMPENSATION TRUST

     This  Amendment,  entered  into by and between  American  Medical  Security
Group,  Inc.  and  Marshall & Ilsley  Trust  Company  effective  the 25th day of
September 1998.

                                   WITNESSETH:

     WHEREAS,  United  Wisconsin  Services,  Inc.  and  Marshall & Ilsley  Trust
Company entered into a Deferred  Compensation  Trust Agreement dated December 1,
1997 (the "Agreement');

     WHEREAS,  the parties  acknowledge  that United  Wisconsin  Services,  Inc.
changed its corporate name to American  Medical Security Group,  Inc.  effective
September 11, 1998;

     WHEREAS,  on September 25, 1998, the Board of Directors of American Medical
Security  Group,  Inc.  authorized the officers of the  Corporation to amend the
Agreement to reflect the corporate name change; and

     WHEREAS,  the  parties  desire to amend the  Agreement  to  reflect  United
Wisconsin Services, Inc.'s corporate name change.

     NOW THEREFORE,  in  consideration  of the foregoing  premises and for other
good and valuable consideration,  the receipt and sufficiency of which is hereby
acknowledged, the parties agree to amend the Agreement as follows:

     1.  CORPORATE  NAME  CHANGE.  It is  hereby  agreed  that  anywhere  United
Wisconsin Services, Inc. or UWS appears in the Agreement it shall be deleted and
replaced with American Medical Security Group, Inc. or AMSG, respectively.

     2.  OTHER TERMS AND CONDITIONS.  Except as set forth in this Amendment, all
other  terms and  conditions  of the  Agreement  shall  remain in full force and
effect.

     IN  WITNESS  WHEREOF,   the  parties  have  caused  their   duly-authorized
representatives to execute this Amendment on the date first set forth above.

AMERICAN MEDICAL SECURITY                      MARSHALL & ILSLEY
GROUP, INC.                                    TRUST COMPANY

By:      /S/ JOHN R. WIRCH                     By:      /S/ BRUCE H. LINDBERG
         ------------------------                       ------------------------

Print:   JOHN R. WIRCH                         Print:   BRUCE H. LINDBERG
         ------------------------                       ------------------------

Title:   VICE PRESIDENT, HUMAN RESOURCES       Title:   PRESIDENT - GREEN BAY
         -------------------------------                ------------------------

Date:    1/15/00                               Date:    2/16/00
         ------------------------                       ------------------------




                                                                      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 of America, Inc., a Texas corporation

AMS HMO Holdings, Inc., a Delaware corporation

American Medical Security Health Plan, Inc., a Florida corporation
         d/b/a American Medical Healthcare

Unity HMO of Illinois, Inc., an Illinois corporation


                                                                      EXHIBIT 23



CONSENT OF INDEPENDENT AUDITORS



     We consent to the incorporation by reference in the Registration  Statement
(Form  S-8  No.  333-75477)  pertaining  to the  Retirement  Savings  Plan,  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. of our report dated February 7,
2000,  with respect to the  consolidated  financial  statements and schedules of
American Medical Security Group,  Inc. included in the Annual Report (Form 10-K)
for the year ended December 31, 1999.



                                                     /S/ ERNST & YOUNG LLP
                                                     ---------------------------
                                                     ERNST & YOUNG LLP

Milwaukee, Wisconsin
March 9, 2000


<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, 1999 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-31-1999
<PERIOD-START>                             JAN-01-1999
<PERIOD-END>                               DEC-31-1999
<EXCHANGE-RATE>                                      1
<DEBT-HELD-FOR-SALE>                           270,800
<DEBT-CARRYING-VALUE>                            3,275
<DEBT-MARKET-VALUE>                                  0
<EQUITIES>                                       2,198
<MORTGAGE>                                           0
<REAL-ESTATE>                                        0
<TOTAL-INVEST>                                 276,273
<CASH>                                          17,266
<RECOVER-REINSURE>                                   0
<DEFERRED-ACQUISITION>                               0
<TOTAL-ASSETS>                                 503,094
<POLICY-LOSSES>                                      0
<UNEARNED-PREMIUMS>                             17,277
<POLICY-OTHER>                                 169,117
<POLICY-HOLDER-FUNDS>                                0
<NOTES-PAYABLE>                                 42,523
                                0
                                          0
<COMMON>                                        16,654
<OTHER-SE>                                     203,626
<TOTAL-LIABILITY-AND-EQUITY>                   503,094
                                   1,056,107
<INVESTMENT-INCOME>                             18,912
<INVESTMENT-GAINS>                                   0
<OTHER-INCOME>                                  22,361
<BENEFITS>                                     860,473
<UNDERWRITING-AMORTIZATION>                          0
<UNDERWRITING-OTHER>                           268,049
<INCOME-PRETAX>                               (38,989)
<INCOME-TAX>                                  (13,043)
<INCOME-CONTINUING>                           (25,946)
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                  (25,946)
<EPS-BASIC>                                   (1.58)
<EPS-DILUTED>                                   (1.58)
<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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