UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549


                                    FORM 10-Q


         [X] Quarterly Report Pursuant To Section 13 Or 15(d) Of The Securities
         Exchange Act Of 1934 FOR THE QUARTERLY PERIOD ENDED MARCH 31, 2004
         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) 661-1111



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, whether the registrant is an accelerated filer (as
defined in Exchange Act Rule 12b-2 of the Exchange Act).

               Yes __X__       No ____

Indicate the number of shares outstanding of each of the issuer's classes of
common stock, as of the latest practicable date.

 Common stock, no par value, outstanding as of April 30, 2004: 13,554,383 shares



<PAGE>



                      AMERICAN MEDICAL SECURITY GROUP, INC.

                                      INDEX


PART I    FINANCIAL INFORMATION

Item 1.   Financial Statements (Unaudited)

          Condensed Consolidated Balance Sheets
              March 31, 2004 and December 31, 2003.............................3

          Condensed Consolidated Statements of Operations
              Three months ended March 31, 2004 and 2003.......................4

          Condensed Consolidated Statements of Cash Flows
              Three months ended March 31, 2004 and 2003.......................5

          Notes to Condensed Consolidated Financial Statements
              March 31, 2004...................................................6

Item 2.   Management's Discussion and Analysis of Financial
              Condition and Results of Operations.............................11

Item 3.   Quantitative and Qualitative Disclosures About Market Risk..........17

Item 4.   Controls and Procedures.............................................17

PART II   OTHER INFORMATION

Item 1.   Legal Proceedings...................................................18

Item 6.   Exhibits and Reports on Form 8-K....................................19

Signatures....................................................................20

Exhibit Index...............................................................EX-1


                                       2
<PAGE>


PART I        FINANCIAL INFORMATION

ITEM 1.       FINANCIAL STATEMENTS

<TABLE>
AMERICAN MEDICAL SECURITY GROUP, INC.

CONDENSED CONSOLIDATED BALANCE SHEETS
<CAPTION>
                                                                                      March 31,      December 31,
(THOUSANDS, EXCEPT SHARE DATA)                                                           2004            2003
--------------------------------------------------------------------------------------------------------------------
                                                                                     (Unaudited)
<S>                                                                                  <C>             <C>
ASSETS
Investments:
   Fixed maturity securities available for sale, at fair value                       $   313,813     $   302,277
   Fixed maturity securities held to maturity, at amortized cost                           3,170           3,377
   Trading securities, at fair value                                                       1,582           1,424
--------------------------------------------------------------------------------------------------------------------
Total investments                                                                        318,565         307,078


Cash and cash equivalents                                                                 18,716          17,289
Property and equipment, net                                                               37,441          37,446
Goodwill                                                                                  32,138          32,138
Other intangibles, net                                                                     1,794           1,957
Other assets                                                                              44,594          48,179
--------------------------------------------------------------------------------------------------------------------
Total assets                                                                         $   453,248     $   444,087
====================================================================================================================


LIABILITIES AND SHAREHOLDERS' EQUITY
Liabilities:
   Medical and other benefits payable                                                $   123,426     $   129,809
   Advance premiums                                                                       16,902          15,865
   Payables and accrued expenses                                                          22,539          24,099
   Notes payable                                                                          30,158          30,158
   Other liabilities                                                                      28,436          26,332
--------------------------------------------------------------------------------------------------------------------
Total liabilities                                                                        221,461         226,263


Shareholders' equity:
   Common stock (no par value, $1 stated value, 50,000,000 shares authorized,
     16,654,315 issued and 13,549,383 outstanding at March 31, 2004,
     16,654,315 issued and 13,511,183 outstanding at December 31, 2003)                   16,654          16,654
   Paid-in capital                                                                       194,426         194,431
   Retained earnings                                                                      43,167          32,168
   Accumulated other comprehensive income (net of taxes of
     $4,776 at March 31, 2004 and $3,302 at December 31, 2003)                             8,869           6,133
   Treasury stock (3,104,932 shares at March 31, 2004
     and 3,143,132 shares at December 31, 2003, at cost)                                 (31,329)        (31,562)
--------------------------------------------------------------------------------------------------------------------
Total shareholders' equity                                                               231,787         217,824
--------------------------------------------------------------------------------------------------------------------
Total liabilities and shareholders' equity                                           $   453,248     $   444,087
====================================================================================================================
</TABLE>

SEE ACCOMPANYING NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

                                       3
<PAGE>

<TABLE>
AMERICAN MEDICAL SECURITY GROUP, INC.

CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS (Unaudited)
<CAPTION>
                                                                                           Three Months Ended
                                                                                               March 31,
                                                                                     -------------------------------
(THOUSANDS, EXCEPT PER COMMON SHARE DATA)                                                 2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
REVENUES
   Insurance premiums                                                                  $   177,722     $   179,055
   Net investment income                                                                     3,538           3,402
   Net realized investment gains                                                                65             375
   Other revenue                                                                             4,249           4,040
--------------------------------------------------------------------------------------------------------------------
Total revenues                                                                             185,574         186,872


EXPENSES
   Medical and other benefits                                                              113,166         120,598
   Selling, general and administrative                                                      54,527          55,103
   Interest                                                                                    221             339
   Amortization of intangibles                                                                 163             238
--------------------------------------------------------------------------------------------------------------------
Total expenses                                                                             168,077         176,278
--------------------------------------------------------------------------------------------------------------------

Income from continuing operations, before income tax expense                                17,497          10,594

Income tax expense                                                                           6,498           3,997
--------------------------------------------------------------------------------------------------------------------

Income from continuing operations                                                           10,999           6,597

Loss from discontinued operations                                                                -            (134)
--------------------------------------------------------------------------------------------------------------------

Net income                                                                             $    10,999     $     6,463
====================================================================================================================


Earnings (loss) per common share - basic:
   Income from continuing operations                                                   $      0.81     $      0.51
   Loss from discontinued operations                                                             -           (0.01)
--------------------------------------------------------------------------------------------------------------------
Net income                                                                             $      0.81     $      0.50
====================================================================================================================


Earnings (loss) per common share - diluted:
   Income from continuing operations                                                   $      0.75     $      0.49
   Loss from discontinued operations                                                             -           (0.01)
--------------------------------------------------------------------------------------------------------------------
Net income                                                                             $      0.75     $      0.48
====================================================================================================================
</TABLE>


SEE ACCOMPANYING NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

                                       4

<PAGE>

<TABLE>
AMERICAN MEDICAL SECURITY GROUP, INC.

CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS (Unaudited)
<CAPTION>
                                                                                          Three Months Ended
                                                                                              March 31,
                                                                                   ---------------------------------
(THOUSANDS)                                                                              2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                  <C>             <C>
OPERATING ACTIVITIES
Net income                                                                           $    10,999     $     6,463
Adjustments to reconcile net income to net cash
   provided by (used in) operating activities:
     Depreciation and amortization                                                         2,230           2,520
     Net realized investment gains                                                           (65)           (375)
     Change in trading securities                                                           (158)           (216)
     Deferred income tax expense (benefit)                                                 1,564          (1,154)
     Changes in operating accounts:
       Other assets                                                                          559          (3,698)
       Medical and other benefits payable                                                 (6,383)         (2,829)
       Advance premiums                                                                    1,037           2,100
       Payables and accrued expenses                                                      (1,560)         (5,675)
       Other liabilities                                                                   2,199            (711)
--------------------------------------------------------------------------------------------------------------------
Net cash provided by (used in) operating activities                                       10,422          (3,575)

INVESTING ACTIVITIES
Purchases of available for sale securities                                               (27,879)        (42,425)
Proceeds from sale of available for sale securities                                       16,026          36,959
Proceeds from maturity of available for sale securities                                    4,125           1,775
Proceeds from maturity of held to maturity securities                                        200               -
Purchases of property and equipment                                                       (1,588)         (2,845)
Proceeds from sale of property and equipment                                                   -               2
--------------------------------------------------------------------------------------------------------------------
Net cash used in investing activities                                                     (9,116)         (6,534)

FINANCING ACTIVITIES
Exercise of stock options                                                                    121             845
Purchase of treasury stock                                                                     -            (660)
Repayment of notes payable                                                                     -            (300)
--------------------------------------------------------------------------------------------------------------------
Net cash provided by (used in) financing activities                                          121            (115)
--------------------------------------------------------------------------------------------------------------------

Cash and cash equivalents:
   Net change                                                                              1,427         (10,224)
   Balance at beginning of year                                                           17,289          30,620
--------------------------------------------------------------------------------------------------------------------
Balance at end of period                                                             $    18,716     $    20,396
====================================================================================================================
</TABLE>


SEE ACCOMPANYING NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS

                                       5
<PAGE>


AMERICAN MEDICAL SECURITY GROUP, INC.

NOTES TO CONDENSED CONSOLIDATED FINANCIAL STATEMENTS (Unaudited)

MARCH 31, 2004


1.  BASIS OF PRESENTATION

The accompanying unaudited condensed consolidated financial statements have been
prepared in accordance with accounting principles generally accepted in the
United States for interim financial information and with the instructions to
Form 10-Q and Article 10 of Regulation S-X. Accordingly, they do not include all
of the information and footnotes required by accounting principles generally
accepted in the United States ("GAAP") for complete financial statements. In the
opinion of management, all adjustments (consisting of normal recurring
adjustments) considered necessary for a fair presentation have been included.
Operating results for the three months ended March 31, 2004 are not necessarily
indicative of the results that may be expected for the year ending December 31,
2004. These condensed consolidated financial statements should be read in
conjunction with the consolidated financial statements and footnotes thereto
included in the American Medical Security Group, Inc. (the "Company") Annual
Report on Form 10-K for the year ended December 31, 2003.


2.  STOCK-BASED COMPENSATION

The Company has stock-based compensation plans for the benefit of eligible
employees and directors of the Company, which are described more fully in Note
11 in the Company's 2003 Annual Report on Form 10-K. During the first quarter of
2004, the Company granted 20,700 shares of restricted stock to outside members
of the Company's Board of Directors. As a result, the Company's first quarter
2004 statement of operations includes compensation expense of $24,000, net of
tax.

The Company follows Accounting Principles Board Opinion No. 25, the intrinsic
value method of accounting for stock-based compensation, where 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 following table illustrates the pro forma net income and pro forma net
income per share as if the Company had followed the fair value method of
accounting for stock-based compensation under Statement of Financial Accounting
Standards No. 123, ACCOUNTING FOR STOCK-BASED COMPENSATION ("Statement 123").

<TABLE>

                                                                                           Three Months Ended
                                                                                               March 31,
                                                                                     -------------------------------
(THOUSANDS, EXCEPT PER COMMON SHARE DATA)                                                 2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
Net income, as reported                                                                $    10,999     $     6,463
Add: Stock-based compensation expense included in
   reported net income, net of tax                                                              24               -
Deduct: Stock-based compensation expense in accordance
   with the fair value method of Statement 123, net of tax                                    (354)           (385)
--------------------------------------------------------------------------------------------------------------------
Pro forma net income                                                                   $    10,669     $     6,078
====================================================================================================================


Net income per common share, as reported:
   Basic                                                                               $      0.81     $      0.50
   Diluted                                                                             $      0.75     $      0.48

Pro forma net income per common share:
   Basic                                                                               $      0.78     $      0.47
   Diluted                                                                             $      0.73     $      0.45

</TABLE>

                                       6

<PAGE>


In determining compensation expense in accordance with Statement 123, the fair
value of options was estimated at the date of grant using the Black-Scholes
option valuation model, which is commonly used in estimating the fair value of
traded options which have no vesting restrictions and are fully transferable.
Option valuation models require the input of highly subjective assumptions
including the expected stock price volatility and the expected life of the
options. 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.


3.  DISCONTINUED OPERATIONS

During the third quarter of 2003, the Company sold all of the outstanding common
shares of its preferred provider organization network subsidiary, Accountable
Health Plans of America, Inc. ("AHP"). The network contracted with more than 900
hospitals and 100,000 physicians in eight primary states: Arizona, Florida,
Iowa, Nebraska, North Dakota, South Dakota, Texas and Wisconsin. Subject to the
terms of the agreement, AHP will continue to provide network services to the
Company for five years. At the time of the sale, AHP served approximately 13% of
the Company's members. The period ended March 31, 2003 as presented in the
Company's statements of operations has been reclassified to exclude the results
of the discontinued networking business from reported income from continuing
operations.


4.  PHARMACY BENEFITS MANAGER SETTLEMENT

During the first quarter of 2004, the Company reached an agreement with its
former pharmacy benefits manager settling a dispute related to pricing and
prescription drug fees charged from 1995 through 2002. As a result of the
settlement, the Company received a cash payment of $5.9 million, and the
Company's first quarter 2004 financial results include a one-time gain of
approximately $3.4 million or $0.23 per diluted share, net of taxes and other
related expenses. Due to the fact that the settlement resulted in a refund of
claim expenses, the Company's health segment loss ratio benefited by 3.0% during
the first quarter of 2004.


5.  EARNINGS PER COMMON SHARE ("EPS")

Basic EPS is computed by dividing earnings by the weighted average number of
common shares outstanding. Diluted EPS is computed by dividing earnings by the
weighted average number of common shares outstanding, adjusted for the effect of
dilutive stock options.

The following table illustrates the computation of EPS for income from
continuing operations and provides a reconciliation of the number of weighted
average basic and diluted shares outstanding:

<TABLE>
                                                                                           Three Months Ended
                                                                                               March 31,
                                                                                     -------------------------------
(THOUSANDS, EXCEPT PER COMMON SHARE DATA)                                                 2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
Numerator:
   Income from continuing operations                                                   $    10,999     $     6,597
====================================================================================================================

Denominator:
   Denominator for basic EPS                                                                13,627          12,981
   Effect of dilutive employee stock options                                                   958             593
--------------------------------------------------------------------------------------------------------------------
   Denominator for diluted EPS                                                              14,585          13,574
====================================================================================================================

Earnings per common share - income from continuing operations:
     Basic                                                                             $      0.81     $      0.51
     Diluted                                                                           $      0.75     $      0.49
====================================================================================================================
</TABLE>

                                       7
<PAGE>


Certain options to purchase shares of common stock were not included in the
computation of diluted earnings per common share for the three months ended
March 31, 2003 because the options' exercise prices were greater than the
average market price of the outstanding common shares for the period and,
therefore, the effect would be antidilutive.


6.  COMPREHENSIVE INCOME

Under existing accounting standards, comprehensive income for the Company
includes net income and unrealized gains and losses, net of income tax effects,
on certain investments in debt and equity securities. Comprehensive income for
the Company is calculated as follows:

<TABLE>
                                                                                           Three Months Ended
                                                                                               March 31,
                                                                                     -------------------------------
(THOUSANDS)                                                                               2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
Net income                                                                             $    10,999     $     6,463
Unrealized gain on available for sale securities                                             2,736             444
--------------------------------------------------------------------------------------------------------------------
Comprehensive income                                                                   $    13,735     $     6,907
====================================================================================================================
</TABLE>


7.  CONTINGENCIES

In February 2000, a class action lawsuit was filed against the Company in the
state of Florida alleging that the Company failed to follow Florida law when in
1998 it discontinued writing certain health insurance policies and offered new
policies to insureds. Plaintiffs claim that the Company wrongfully terminated
coverage, improperly notified insureds of conversion rights and charged improper
premiums for new coverage. Plaintiffs also allege that the Company's renewal
rating methodology violated Florida law. In 2002, a Circuit Court Judge ruled
against the Company and ordered the question of damages be tried at a later
date. The Company believes a trial could not be held before the fourth quarter
of 2004. The Company believes its practices were in full compliance with Florida
law and is vigorously defending itself in this lawsuit.

The Company is a defendant in a number of lawsuits in various states, primarily
Alabama, alleging misrepresentation of the rating methodology used by the
Company with respect to certain MedOne(R) products purchased by the plaintiffs.
These lawsuits commonly seek unspecified damages for misrepresentation and
emotional distress in addition to punitive damages. Some of these cases involve
multiple plaintiffs. The cases are in various stages of litigation. The Company
believes that these lawsuits are unfounded because the Company properly
disclosed the nature of the products sold. The Company also believes the subject
matter of the lawsuits falls under the primary jurisdiction of state insurance
departments. The Company has reached an agreement of settlement regarding a
class action lawsuit involving these issues in Alabama and Georgia. The
settlement has received preliminary court approval, with final approval expected
in September 2004. The Company is vigorously defending itself in the other
pending actions.

The Company is involved in various other legal and regulatory actions occurring
in the normal course of business. Based on current information, including
consultation with outside counsel, management believes any ultimate liability in
excess of amounts reserved that may arise from the above-mentioned and all other
legal and regulatory actions would not have a material adverse effect on the
Company's consolidated financial position or results of operations. However,
management's evaluation of the likely impact of these actions could change in
the future and an unfavorable outcome could have a material adverse effect on
the Company's consolidated financial position, results of operations or cash
flow of a future period.

                                       8
<PAGE>


8.  SEGMENT INFORMATION

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 preferred provider organization products:
MedOne(R) (for individuals and families) and small group medical, self-funded
medical, dental and short-term disability. Life products consist primarily of
group term life insurance. The "All other" category 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
intangibles and unallocated overhead expenses). The reportable segments are
managed separately because they differ in the nature of the products offered and
in profit margins.

The Company evaluates segment performance based on income or loss before income
taxes, excluding realized gains and losses on the Company's investment
portfolio. The accounting policies of the reportable segments are the same as
those used to report the Company's consolidated financial statements.
Significant intercompany transactions have been eliminated prior to reporting
reportable segment information.

A reconciliation of segment income before income taxes to consolidated income
from continuing operations is as follows:

<TABLE>
<CAPTION>
                                                                                           Three Months Ended
SEGMENT SUMMARY                                                                                March 31,
                                                                                     -------------------------------
(THOUSANDS)                                                                               2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
Health segment                                                                         $    15,461     $     8,997
Life segment                                                                                 1,522           1,403
All other                                                                                      514             194
--------------------------------------------------------------------------------------------------------------------
Income from continuing operations, before tax                                          $    17,497     $    10,594
====================================================================================================================

Operating results and statistics for each of the Company's segments are as
follows:

                                                                                           Three Months Ended
HEALTH SEGMENT                                                                                 March 31,
                                                                                     -------------------------------
(THOUSANDS, EXCEPT MEMBERSHIP DATA)                                                       2004            2003
--------------------------------------------------------------------------------------------------------------------

REVENUES
   Insurance premiums                                                                  $   174,810     $   175,924
   Net investment income                                                                     1,568           1,715
   Other revenue                                                                             4,193           3,965
--------------------------------------------------------------------------------------------------------------------
Total revenues                                                                             180,571         181,604


EXPENSES
   Medical and other benefits                                                              112,565         119,783
   Selling, general and administrative                                                      52,545          52,824
--------------------------------------------------------------------------------------------------------------------
Total expenses                                                                             165,110         172,607
--------------------------------------------------------------------------------------------------------------------
Income from continuing operations, before tax                                          $    15,461     $     8,997
====================================================================================================================


Loss ratio                                                                                   64.4%           68.1%
Expense ratio                                                                                27.7%           27.8%
--------------------------------------------------------------------------------------------------------------------
Combined ratio                                                                               92.1%           95.9%
====================================================================================================================


Health membership at end of period:
   Fully-insured medical                                                                   269,697         278,091
   Self-funded medical                                                                      44,400          42,704
   Dental                                                                                  222,118         231,508
--------------------------------------------------------------------------------------------------------------------
Total health membership                                                                    536,215         552,303
====================================================================================================================
</TABLE>

                                       9

<PAGE>

<TABLE>
<CAPTION>
                                                                                           Three Months Ended
LIFE SEGMENT                                                                                   March 31,
                                                                                     -------------------------------
(THOUSANDS, EXCEPT MEMBERSHIP DATA)                                                       2004            2003
--------------------------------------------------------------------------------------------------------------------
<S>                                                                                    <C>             <C>
REVENUES
   Insurance premiums                                                                  $     2,912     $     3,131
   Net investment income                                                                       121             133
   Other revenue                                                                                56              75
--------------------------------------------------------------------------------------------------------------------
Total revenues                                                                               3,089           3,339

EXPENSES
   Medical and other benefits                                                                  601             837
   Selling, general and administrative                                                         966           1,099
--------------------------------------------------------------------------------------------------------------------
Total expenses                                                                               1,567           1,936
--------------------------------------------------------------------------------------------------------------------
Income from continuing operations, before tax                                          $     1,522     $     1,403
====================================================================================================================

Loss ratio                                                                                   20.6%           26.7%
Expense ratio                                                                                31.3%           32.7%
--------------------------------------------------------------------------------------------------------------------
Combined ratio                                                                               51.9%           59.4%
====================================================================================================================

Life membership at end of period                                                           132,437         144,207
====================================================================================================================
</TABLE>

                                       10

<PAGE>


ITEM 2.       MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND
              RESULTS OF OPERATIONS


BUSINESS OVERVIEW

American Medical Security Group, Inc., together with its subsidiary companies
(the "Company"), is a provider of individual and small employer group insurance
products. The Company's principal product offerings are medical insurance for
small employer groups and medical insurance marketed to individuals and their
families ("MedOne(R)"). The Company also offers dental, life, prescription drug,
disability and accidental death insurance, and provides self-funded benefit
administration. The Company has two reportable segments: health insurance
products (which accounted for approximately 98% of the Company's total premium
revenues for the quarters ended March 31, 2004 and 2003) and life insurance
products. The Company markets its products in 32 states and the District of
Columbia through independent agents. The Company has approximately 75 sales
managers and representatives located in sales offices throughout the United
States to support the independent agents. The Company's products generally
provide discounts to members that utilize preferred provider organizations with
which the Company contracts.


FINANCIAL RESULTS SUMMARY

For the three months ended March 31, 2004, the Company reported net income of
$11.0 million or $0.75 per diluted share compared to net income for the first
three months of the prior year of $6.5 million or $0.48 per diluted share. The
increase in earnings primarily resulted from an agreement reached between the
Company and its former pharmacy benefits manager settling a dispute related to
pricing and prescription drug fees charged to the Company from 1995 through 2002
(the "PBM settlement"). As a result of the PBM settlement, the Company received
a cash payment of $5.9 million, and the Company's first quarter 2004 financial
results include a one-time gain of $3.4 million or $0.23 per diluted share, net
of taxes and other related expenses. The remainder of the earnings increase is
attributable to improved profit margins primarily from a lower loss ratio and
slightly lower expense ratio.

INSURANCE PREMIUM REVENUE AND MEMBERSHIP

Insurance premium revenue for the three months ended March 31, 2004 decreased to
$177.7 million from $179.1 million for the corresponding period in 2003. The
decrease primarily resulted from a trend of declining membership. Total health
membership declined from 552,303 members at March 31, 2003 to 536,215 members at
March 31, 2004. Management believes the membership decrease from the prior year
was due in large part to a drop in dental membership, competitive pressures and
attrition among existing small employer groups resulting from a continued soft
job market. The impact of rapidly rising health care costs and the cost of
health insurance coverage continues to be a major challenge faced by individuals
and small business owners, the Company's primary market.

To help mitigate the impact of rising health care costs, the Company has refined
its product offerings, so that insurance consumers have a greater financial
stake in their health care decisions. In exchange for higher deductibles and
copayments, the Company's products attempt to offer more affordable premiums.
This has resulted in a moderation of the premium increases realized by the
Company from its continuing membership. The Company also has reorganized its
sales and marketing unit to focus more management oversight on membership and
revenue growth. The position of chief marketing officer has been eliminated and
the vice president of sales will now report directly to the Company's president
and chief executive officer. Former senior vice president and chief marketing
officer Timothy O'Keefe has departed the Company.

INVESTMENT INCOME AND OTHER REVENUE

Net investment income was $3.5 million for the three months ended March 31,
2004, compared to $3.4 million for the same period in 2003. The slight increase
in net investment income was due primarily to an increase in average invested
assets during the period. Realized investment gains from the sale of securities
for the three months ended March 31, 2004 were $0.1 million compared to $0.4
million in the prior year. Other revenue, which primarily consists of
administrative fee income from claim processing on self-funded business and
other administrative services, increased to $4.2 million for the three months
ended March 31, 2004 from $4.0 million for the three months ended March 31,
2003.

                                       11
<PAGE>


LOSS RATIO

The health segment loss ratio for the first quarter of 2004 was 64.4%, compared
to 68.1% for the first quarter of 2003. The improvement from the first quarter
of the prior year is due primarily to the 3.0% impact of the PBM settlement. The
remaining improvement in the health segment loss ratio was primarily due to
strong performance of the Company's medical business. Excluding the PBM
settlement, claim costs per member per month have increased slightly, but were
surpassed by the increase in premiums per member per month. The health segment
loss ratio is impacted by a variety of factors including claim cost trends,
product pricing and the cost of litigation. Management closely monitors
developments in litigation and emerging trends in claims costs to determine the
adequacy and reasonableness of the Company's related reserves, and adjusts such
reserves when necessary. The loss ratio for the life segment was favorable at
20.6% for the three months ended March 31, 2004, compared with 26.7% for the
corresponding period of the prior year.

SELLING, GENERAL AND ADMINISTRATIVE EXPENSE RATIO

The selling, general and administrative ("SG&A") expense ratio includes
commissions and selling expenses, administrative expenses net of other revenues,
and premium taxes and assessments. The SG&A expense ratio for the health segment
for the three months ended March 31, 2004 was 27.7%. This compares to the first
quarter of 2003 health segment SG&A expense ratio of 27.8%. General and
administrative expenses decreased resulting from the Company's continued focus
on administrative cost containment and process efficiencies in an effort to keep
costs in line with revenues. Offsetting this decrease was an increase in
commissions and selling expenses due to improved MedOne new member enrollment
and the Company's investment in sales resources to support the Company's growth
efforts.


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 and SG&A expenses. Positive cash
flows are invested pending future payments of medical and other benefits and
other operating expenses. The Company's investment policies are structured to
provide sufficient liquidity to meet anticipated payment obligations.

The Company's investment portfolio consists primarily of investment grade bonds
and has limited exposure to equity securities. At March 31, 2004 and December
31, 2003, greater than 99% of the Company's investment portfolio was invested in
debt securities. The bond portfolio had an average quality rating of AA at March
31, 2004 and December 31, 2003, as measured by Standard & Poor's Corporation,
and the Company held no below investment grade securities. The majority of the
bond portfolio was classified as available for sale. The Company had no
investment in mortgage loans, non-publicly traded securities, real estate held
for investment or financial derivatives.

The Company's cash provided by operations was $10.4 million for the three months
ended March 31, 2004, compared to cash used in operations of $3.6 million for
the corresponding period in the prior year. During the first quarter of 2004,
the Company received a cash payment of $5.9 million resulting from the PBM
settlement described above. The remaining improvement in cash flow resulted from
expenditures the Company incurred during the first quarter of the prior year for
prepaid software maintenance fees, prepaid insurance and higher prior year
payments of taxes and other operational expenses.

The Company maintains a revolving bank line of credit agreement with a maximum
available facility of $50.0 million. At March 31, 2004, the outstanding balance
of advances under the credit agreement was $30.2 million. The credit agreement
requires a lump-sum payment of the outstanding balance at the end of 2005. The
credit agreement contains customary covenants which, among other matters,
require the Company to achieve certain minimum financial results, prohibit the
Company from paying future cash dividends and restrict or limit the Company's
ability to incur additional debt and dispose of assets outside the ordinary
course of business. The Company was in compliance with all such covenants at
March 31, 2004. The Company's obligations under the credit agreement are
guaranteed by its subsidiary, American Medical Security Holdings, Inc. ("AMS
Holdings"), and secured by pledges of stock of AMS Holdings and United Wisconsin
Life Insurance Company, the Company's principal insurance subsidiary.

                                       12
<PAGE>

During the first quarter of 2004, the Company continued its investment in an
enterprise-wide information technology modernization project. The project
involves the purchase of software applications and the utilization of internal
and external technology and consulting resources to support most of the
Company's major business processes. Management believes this software investment
will help support business growth, operational efficiency, service improvements
and future administrative cost savings. The design and development of the
software applications began during the first quarter of 2003. Certain
administrative software applications were implemented during 2003 and the first
quarter of 2004, and the remaining implementation is scheduled to be phased in
over the next few years. Capital expenditures during the first quarter of 2004,
primarily relating to this project, were $1.6 million. Management believes that
the Company's existing working capital and operating cash flow will be
sufficient to fund the Company's anticipated future capital expenditures related
to this project.

In January 2003, the Company's Board of Directors approved a share repurchase
program, which provides the Company with the authority to repurchase up to $10.0
million of its outstanding common shares. The plan allows the Company to buy
back its shares, from time to time, in open market or privately negotiated
transactions, subject to price and market conditions. During 2003, the Company
purchased 87,900 shares of its common stock at an average market price of $15.44
per share, and at an aggregate cost of $1.4 million. No share repurchases were
made by the Company during the first quarter of 2004. The share repurchase
program will continue to be supported through existing funds and future cash
flow.

Dividends paid by the insurance subsidiaries to the corporate parent may be
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, computed as the lesser of 10% of statutory capital and
surplus or total statutory net gain from operations as of the end of the
preceding calendar year. Based upon the financial statements of the Company's
insurance subsidiaries as of December 31, 2003, as filed with the insurance
regulators, the amount available for dividend without regulatory approval is
$6.3 million until December 2004, when a dividend of $17.3 million can be paid
without regulatory approval.

The National Association of Insurance Commissioners 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, 2003, each of the Company's insurance
subsidiaries had RBC ratios substantially above the levels that would require
Company or regulatory action.

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, debt covenant restrictions, financial condition and other factors
considered relevant by the Company's Board of Directors.


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"
within the meaning of the safe harbor provisions of the United States Private
Securities Litigation Reform Act of 1995. Forward-looking statements are
statements based upon management's expectations at the time such statements are
made. 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. Forward-looking statements 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,"
"may," "objective," "plan," "possible," "potential," "project," "will" 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 impact the Company's
business and financial prospects include, but are not limited to, those
discussed below and those discussed from time to time in the Company's various
filings with the Securities and Exchange Commission or in other publicly
disseminated written documents:

                                       13

<PAGE>

MEDICAL CLAIMS AND HEALTH CARE COSTS. If the Company is unable to accurately
estimate medical claims and control health care costs, its results of operations
may be materially adversely affected.

The Company estimates the costs of its future medical claims and other expenses
using actuarial methods based upon historical data, medical inflation, product
mix, seasonality, utilization of health care services and other relevant
factors. The Company establishes premiums based on these methods. The premiums
the Company charges its customers generally are fixed for one-year periods, and
therefore, costs the Company incurs in excess of its medical claim projections
generally are not recovered in the contract year through higher premiums.
Certain factors may and often do cause actual health care costs to vary from
what the Company estimated and reflected in premiums. These factors may include,
but not be limited to: (1) an increase in the rates charged by providers of
health care services and supplies, including pharmaceuticals; (2) higher than
expected use of health care services by members; (3) the occurrence of
bioterrorism, catastrophes or epidemics; (4) changes in the demographics of
members and medical trends affecting them; and (5) new mandated benefits or
other regulatory changes that increase the Company's costs. The occurrence of
any of these factors, which are beyond the Company's control, could result in a
material adverse effect on its business, financial condition and results of
operations.

GOVERNMENT REGULATIONS. The Company conducts business in a heavily regulated
industry, and changes in government regulation could increase the costs of
compliance or cause the Company to discontinue marketing its products in certain
states.

The Company's business is extensively regulated by federal and state
authorities. Some of the new federal and state regulations promulgated under the
Health Insurance Portability and Accountability Act of 1996, or HIPAA, relating
to health care reform require the Company to implement changes in its programs
and systems in order to maintain compliance. The Company has incurred
significant expenditures as a result of HIPAA regulations and expects to
continue to incur expenditures as various regulations become effective.

The Company is subject to periodic changes in state laws and regulations
regarding the selection and pricing of risks and other matters. New regulations
regarding these issues could increase the Company's costs and decrease its
premiums. The Company has in the past decided, and may in the future decide, to
discontinue marketing its products in states that have enacted, or are
considering, various health care reform regulations that would impair the
Company's ability to market its products profitably.

Federal and state legislatures also are considering health care reform measures
that may result in higher health insurance costs. Congress is considering
legislation allowing small employers to form association health plans, exempt
from state insurance regulations, which may impact the risk profile of employers
willing to purchase insurance from the Company. In addition, the implementation
of "prompt pay" laws, whereby a claim must be paid in a certain number of days
regardless of whether it is a valid claim or not, subject to a right of
recovery, may have a negative effect on the Company's results of operations.

REGULATORY COMPLIANCE. The Company's failure to comply with new or existing
government regulation could subject it to significant fines and penalties.

The Company's efforts to measure, monitor and adjust its business practices to
comply with the law are ongoing. Failure to comply with enacted regulations,
including the laws mentioned above, could require the Company to pay refunds or
result in significant fines, penalties, or the loss of one or more of its
licenses. From time to time the Company is subject to inquiries related to its
activities and practices in states in which it operates. The Company has been
subject to regulatory penalties, assessments and restitution orders in a number
of states. Furthermore, federal and state laws and regulations continue to
evolve. The costs of compliance may cause the Company to change its operations
significantly, or adversely impact the health care provider networks with which
the Company does business, which may adversely affect its business and results
of operations.

LITIGATION. The Company is subject to class actions and other forms of
litigation in the ordinary course of its business, including litigation based on
new or evolving legal theories, which could result in significant liabilities
and costs.

                                       14

<PAGE>

For example, a Florida Circuit Court has found the Company liable for damages in
a class action lawsuit in Florida. The Company believes a trial to determine
damages could not be held before the fourth quarter of 2004. Further, the
Company is involved in a number of lawsuits in various states that allege
misrepresentation by the Company of its renewal rating methodology. For
additional information, see Part II, Item 1, "Legal Proceedings."

The nature of the Company's business subjects it to a variety of legal actions
and claims relating but not limited to the following: (1) denial of health care
benefits; (2) disputes over rating methodology and practices or termination of
coverage; (3) disputes with agents over compensation or other matters; (4)
disputes related to claim administration errors and failure to disclose network
rate discounts and other fee and rebate arrangements; (5) disputes related to
managed care or cost containment activities, (6) disputes over co-payment
calculations; and (7) customer audits of compliance with the Company's plan
obligations.

The Company cannot predict with certainty the outcome of lawsuits against the
Company or the potential costs involved.

COMPETITION. Competition in the Company's industry may limit its ability to
attract new members or to maintain its existing membership in force.

The Company operates in a highly competitive environment. The Company competes
primarily on the basis of price, benefit plan design, strength of provider
networks, quality of customer service, reputation and quality of agent
relations. The Company competes for members with other health insurance
providers and managed care companies, many of whom have larger membership in
regional markets and greater financial resources. Consolidations within the
industry may also contribute to the competitive environment. The Company cannot
provide assurance that it will be able to compete effectively in this industry.
As a result, the Company may be unable to attract new members or maintain its
existing membership and its revenues may be adversely affected.

BUSINESS GROWTH STRATEGY. The Company's future operating performance is largely
dependent on its ability to execute its growth strategy.

The Company has experienced a decline in membership over the last several years
as part of its strategy to improve profitability and exit certain markets. The
Company's challenge is to increase the number of individuals and small employer
groups purchasing its products and services and to retain existing members. Also
impacting the Company's growth prospects is the affordability of health
insurance premiums as health care costs continue to rise, as well as the
downsizing or restrained hiring among small employers as a result of economic
uncertainty. If the Company's initiatives are not successful and the Company
does not meet its growth goals, the Company's future operating performance may
be adversely affected.

INFORMATION SYSTEMS.  A failure of the Company's information system could
adversely affect its business.

Information processing is critical to the Company's business. The Company
depends on its information system for timely and accurate information. The
Company's failure to maintain an effective and efficient information system or
disruptions in its information system could cause disruptions in its business
operations, including any of the following: (1) failure to comply with prompt
pay laws; (2) loss of existing members; (3) difficulty in attracting new
members; (4) disputes with members, providers and agents; (5) regulatory
problems; (6) increases in administrative expenses; and (7) other adverse
consequences.

The Company is investing in an enterprise-wide information technology
modernization project involving the purchase of software applications to support
most of the Company's major processes. The design and development of the
software applications began in early 2003, with a phased implementation
scheduled over the next few years. Although the Company is taking measures to
safeguard against disruptions to its information systems during this process, it
cannot provide assurance that disruptions will not occur or that the project
will be successfully implemented or implemented on schedule.

INDEPENDENT AGENT RELATIONSHIPS. The Company depends on the services of
non-exclusive independent agents and brokers to market its products to potential
customers. These agents and brokers frequently market the health insurance
products of competitors as well as the Company's products. Most of the Company's
contracts with agents and brokers are terminable without cause upon 30-days'
notice by either party. The Company faces intense

                                       15
<PAGE>

competition for the services and allegiance of independent agents and brokers.
The Company cannot provide assurance that they will continue to market the
Company's products in the future or that they will not refer the Company's
members to competitors.

In addition, the Company has a relationship with a general agent who, along with
affiliated subagents, generated 9% of the Company's premium revenue as of
December 31, 2003. The loss of this relationship could hamper the Company's
growth plans and, as a result, adversely affect the Company's future operating
performance.

NEGATIVE PUBLICITY. Negative publicity regarding the Company's business
practices and about the health insurance industry may harm the Company's
business and operating results.

In 2002, the Company was subject to negative national publicity surrounding its
MedOne(R) rating practices and related legal matters, which management believes
harmed the Company's MedOne(R) new member enrollment during the last half of
2002. The Company changed its rating practices in all MedOne(R) markets
effective January 1, 2003. Adverse publicity about the Company's rating
practices or other matters in the future may affect sales of the Company's
products, which could impede the Company's growth plans.

In addition, the health insurance industry, in general, has received negative
publicity and does not have a positive public perception. This publicity and
perception may lead to increased legislation, regulation, review of industry
practices and private litigation. These factors may adversely affect the
Company's ability to market its products and increase the regulatory burdens
under which the Company operates, further increasing the costs of doing business
and adversely affecting operating results.

INSURANCE RISK MANAGEMENT. If the Company's insurers or reinsurers do not
perform their obligations or offer affordable coverage with reasonable
deductibles or limits, the Company could experience significant losses.

The Company's risk management program includes several insurance policies it has
purchased to cover various property, business and other risks of loss. In
addition, the Company carries policies to cover its directors and officers. Many
of the carriers marketing these lines of coverage are experiencing unfavorable
claims experience and loss of, or increased costs for, their own reinsurance
coverage. Several carriers have exited markets and no longer offer certain lines
of coverage. Accordingly, there is no assurance that the Company will be able to
purchase insurance coverages for its own risk management at affordable premiums
or with reasonable deductibles and policy limits.

The Company has entered into and may continue to enter into a variety of
reinsurance arrangements under which it cedes business to other insurance
companies to mitigate large claims risk. Although reinsurance allows for greater
diversification of risk relating to potential losses arising from large claims,
the Company remains liable if these other insurance companies fail to perform
their obligations. As a result, any failure of an insurance company to perform
its obligations under an agreement could expose the Company to significant
losses. Also, there is no assurance that the Company will be able to purchase
reinsurance.

PERSONNEL. Loss of key personnel and the inability to attract and retain
qualified employees could have a material adverse impact on the Company's
operations.

The Company is dependent on the continued services of its management team,
including its key executives. Loss of such personnel could have a material
adverse effect on the Company. Some of the members of the Company's senior
management have developed relationships with some of the Company's independent
agents and brokers. If the Company is unable to retain these employees, the loss
of their services could adversely impact the Company's ability to maintain
relations with certain independent agents and brokers who market the Company's
products. Additionally, the Company needs qualified managers and skilled
employees with insurance industry experience to operate its businesses
successfully. From time to time there may be shortages of skilled labor that may
make it more difficult and expensive for the Company to attract and retain
qualified employees. If the Company is unable to attract and retain qualified
individuals or its costs to do so increase significantly, its operations could
be materially adversely affected.

PROVIDER NETWORK RELATIONSHIPS. The Company's inability to enter into or
maintain satisfactory relationships with provider networks could harm
profitability.

                                       16
<PAGE>


The Company's profitability could be adversely impacted by its inability to
contract on favorable terms with networks of hospitals, physicians, dentists,
pharmacies and other health care providers. The failure to secure cost-effective
health care provider network contracts may result in a loss of membership or
higher medical costs. In addition, the inability to contract with provider
networks, the inability to terminate contracts with existing provider networks
and enter into arrangements with new provider networks to serve the same market,
and/or the inability of providers to provide adequate care, could adversely
affect the Company's results of operations.

A.M. BEST INSURANCE RATING. If the Company's insurance subsidiaries are not able
to maintain their current rating by A.M. Best Company, the Company's results of
operations could be materially adversely affected.

The Company's insurance subsidiaries are assigned a rating by A.M. Best Company,
a nationally recognized rating agency. The rating reflects A.M. Best Company's
opinion of the insurance subsidiaries' financial strength, operating results and
ability to meet their ongoing obligations. Decreases in operating performance
and other financial measures may result in a downward adjustment of A.M. Best
Company's rating of the insurance subsidiaries. In addition, other factors
beyond the Company's control such as general downward economic cycles and
changes implemented by the rating agencies, including changes in the criteria
for the underwriting or the capital adequacy model, may result in a decrease in
the rating. A downward adjustment in A.M. Best's rating of the Company's
insurance subsidiaries could cause the Company's agents or potential customers
to look at the Company with less favor, which could have a material adverse
effect on the Company's results of operations.

REGULATION LIMITING TRANSFER OF FUNDS. Regulations governing the Company's
insurance subsidiaries could affect its ability to satisfy its obligations to
creditors as they become due, including obligations under the Company's credit
facility.

The Company's insurance subsidiaries are subject to regulations that limit their
ability to transfer funds to the Company. If the Company is unable to obtain
funds from its insurance subsidiaries, it will experience reduced cash flow,
which could affect the Company's ability to pay its obligations to creditors as
they become due. The Company will be required to make a lump-sum payment of the
outstanding balance under its credit facility at the end of 2005. The Company's
outstanding balance at March 31, 2004 was $30.2 million. If the Company's
insurance subsidiaries are unable to provide these funds, the Company could
default on its obligations under the credit facility.

CAPITAL AND SURPLUS REQUIREMENTS. If the Company's regulated insurance
subsidiaries are not able to comply with state capital standards, state
regulators may require the Company to take certain actions that could have a
material adverse effect on its results of operations and financial condition.

State regulations govern the amount of capital required to be retained in the
Company's regulated insurance subsidiaries and the ability of those regulated
subsidiaries to pay dividends. Those state regulations include the requirement
to maintain minimum levels of statutory capital and surplus, including meeting
the requirements of the risk-based capital standards promulgated by the National
Association of Insurance Commissioners. State regulators have broad authority to
take certain actions in the event those capital requirements are not met. Those
actions could significantly impact the way the Company conducts its business,
reduce its ability to access capital from the operations of its regulated
insurance subsidiaries and have a material adverse effect on its results of
operations and financial condition. Any new minimum capital requirements adopted
in the future through state regulation may increase the Company's capital
requirements.

ITEM 3.       QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK

The Company's market risk has not substantially changed from the year ended
December 31, 2003.

ITEM 4.  CONTROLS AND PROCEDURES

The Company's management, with the participation of the Company's Chief
Executive Officer and Chief Financial Officer, has evaluated the effectiveness
of the Company's disclosure controls and procedures as of March 31, 2004. Based
on that evaluation, the Company's Chief Executive Officer and Chief Financial
Officer concluded that the Company's disclosure controls and procedures were
effective as of March 31, 2004. There were no changes in the Company's internal
control over financial reporting during the first quarter of 2004 that have
materially affected, or are reasonably likely to materially affect, the
Company's internal control over financial reporting.

                                       17
<PAGE>


PART II       OTHER INFORMATION

ITEM 1.       LEGAL PROCEEDINGS

The following report of recent developments in previously reported legal
proceedings should be read in conjunction with Item 3, Legal Proceedings, in the
Company's annual report on Form 10-K for the fiscal year ended December 31,
2003.

A class action lawsuit was filed against two of the Company's wholly owned
subsidiaries, American Medical Security, Inc. ("AMS") and United Wisconsin Life
Insurance Company ("UWLIC") in the Circuit Court for Palm Beach County, Florida,
by Evelyn Addison and others in February 2002 alleging that the Company failed
to follow Florida law when in 1998 it discontinued writing certain health
insurance policies and offered new policies to insureds. Plaintiffs claim that
the Company wrongfully terminated coverage, improperly notified insureds of
conversion rights and charged improper premiums for new coverage. Plaintiffs
also allege that UWLIC's renewal rating methodology violated Florida law. In a
judgment entered April 24, 2002, the Circuit Court Judge in the class action
lawsuit found, among other things, that the policy issued by the Company outside
Florida was not exempt from any Florida rating laws and ordered that the
question of damages be tried before a jury at a later date. The Company believes
a trial could not be held before the fourth quarter of 2004. The Company
believes its practices were in full compliance with Florida law and is
vigorously defending itself in this lawsuit.

On March 10, 2004, AMS and UWLIC entered into a settlement agreement to certify
and settle a class action lawsuit, Gadson vs. AMS, et al. ("Gadson"), pending in
the Circuit Court of Montgomery County, Alabama. The lawsuit was filed in 2001
and involves issues relating to the rating methodology formerly used by the
Company for group health benefit plans marketed to individuals in Alabama and
Georgia. The settlement has received preliminary approval of the Court. If the
settlement receives final approval, all claims of participating class members
would be dismissed in exchange for the settlement consideration. The Company
believes it is adequately reserved for the cost of the settlement, including
related attorneys' fees. It also believes a portion of the cost of settlement
should be covered by insurance. Any potential insurance recovery is not
reflected as an asset on the Company's balance sheet. The Company expects final
approval of the settlement by the Circuit Court in September 2004.

The Company's subsidiaries, AMS and UWLIC, are defendants in a number of
lawsuits in various states, primarily Alabama, alleging misrepresentation of the
rating methodology used by the Company with respect to certain MedOne(R)
products purchased by the plaintiffs. These lawsuits commonly seek unspecified
damages for misrepresentation and emotional distress in addition to punitive
damages. Some of these cases involve multiple plaintiffs. The cases are in
various stages of litigation. The Company believes that these lawsuits are
unfounded because the Company properly disclosed the nature of the products
sold. The Company also believes the subject matter of the lawsuits falls under
the primary jurisdiction of state insurance departments. The Company is
vigorously defending itself in these actions. If the class action settlement in
Gadson receives final approval, future lawsuits of this nature should be barred
in Alabama and Georgia, except with respect to lawsuits brought by persons who
opt out of the class settlement.

The Company is involved in various other legal and regulatory actions occurring
in the normal course of business. Based on current information, including
consultation with outside counsel, management believes any ultimate liability in
excess of amounts reserved that may arise from the above-mentioned and all other
legal and regulatory actions would not have a material adverse effect on the
Company's consolidated financial position or results of operations. However,
management's evaluation of the likely impact of these actions could change in
the future and an unfavorable outcome could have a material adverse effect on
the Company's consolidated financial position, results of operations or cash
flow of a future period.

                                       18
<PAGE>


ITEM 6.       EXHIBITS AND REPORTS ON FORM 8-K

(a)  EXHIBITS

See the Exhibit Index following the signature page of this report, which is
incorporated herein by reference.

(b)  REPORTS ON FORM 8-K

The Company filed or submitted the following reports on Form 8-K during the
first quarter of 2004:

    o    A Form 8-K dated February 2, 2004, was submitted on February 2, 2004,
         to furnish the Company's earnings release for the quarter and year
         ended December 31, 2003.

    o    A Form 8-K dated March 23, 2004, was filed on March 24, 2004, to report
         the Company's settlement of a dispute involving its former pharmacy
         benefits manager.

    o    A Form 8-K dated March 25, 2004, was filed on March 25, 2004, to report
         that the Company will begin distributing certain products in Kentucky.

After the end of the quarter, the Company submitted the following reports on
Form 8-K:

    o    A Form 8-K dated May 4, 2004, was submitted on May 4, 2004, to furnish
         the Company's earnings release for the quarter ended March 31, 2004.

                                       19

<PAGE>


SIGNATURES


Pursuant to the requirements 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.


DATE:   May 6, 2004


                              AMERICAN MEDICAL SECURITY GROUP, INC.


                              /s/ John R. Lombardi
                              John R. Lombardi
                              Executive Vice President, Chief Financial Officer
                              and Treasurer
                              (Principal Financial Officer and Chief Accounting
                              Officer and duly authorized to sign on behalf of
                              the Registrant)


                                       20
<PAGE>


                      AMERICAN MEDICAL SECURITY GROUP, INC.
                               (the "Registrant")
                          (Commission File No. 1-13154)

                                  EXHIBIT INDEX
                                       TO
                           FORM 10-Q QUARTERLY REPORT
                        for quarter ended March 31, 2004


EXHIBIT               DESCRIPTION                  INCORPORATED HEREIN    FILED
NUMBER                                               BY REFERENCE TO    HEREWITH

31.1     Certification of Chief Executive Officer                           X
         Pursuant to Rule 13a-14(a) and Rule
         15d-14(a) of the Securities Exchange Act
         of 1934, as amended

31.2     Certification of Chief Financial Officer                           X
         Pursuant to Rule 13a-14(a) or Rule
         15d-14(a) of the Securities Exchange Act
         of 1934, as amended

32       Certification of Chief Executive Officer                           X
         and Chief Financial Officer Pursuant to
         18 U.S.C. Section 1350, as Adopted Pursuant
         to Section 906 of the Sarbanes-Oxley Act
         of 2002


                                      EX-1