SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

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

                                    FORM 8-K

                                 CURRENT REPORT
                     PURSUANT TO SECTION 13 OR 15(d) OF THE
                         SECURITIES EXCHANGE ACT OF 1934

       Date of Report (Date of earliest event reported): SEPTEMBER 10, 2001


                      AMERICAN MEDICAL SECURITY GROUP, INC.
             (Exact name of Registrant as specified in its charter)


         WISCONSIN                 1-13154                      39-1431799
(State of Incorporation)      (Commission File Number)       (I.R.S. Employer
                                                            Identification No.)

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

                                 (920) 661-1111
              (Registrant's telephone number, including area code)


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







ITEM 9.  REGULATION FD DISCLOSURE

     American  Medical  Security  Group,  Inc. (the  "Company") has developed an
investor   financial   presentation   that  is   available   on  its  website  -
www.AMSchoices.com,  and presented to a number of financial analysts,  investors
and  potential   investors.   The  presentation  filed  herewith   supercedes  a
presentation  previously furnished pursuant to a Form 8-K dated May 18, 2001 and
the presentation on the Company's  website.  The  presentation  (i)describes the
Company's  current  businesses,   strategies  and  financial  highlights;   (ii)
describes  projected  changes  in the  mix of  revenue  contributions  from  the
Company's major  businesses  anticipated by 2003; and (iii) provides new forward
looking revenue  projections  through 2003. The content of the presentation will
form the base of future  presentations  the Company expects to make at financial
forums,  including  health  care  conferences  sponsored  by  various  financial
institutions.  The  presentation  is  prepared in summary  fashion and  contains
information that should be read in conjunction with the Company's  reports filed
with the Securities and Exchange Commission from time to time.

     Following is the content of the presentation.

                                    AMERICAN
                                MEDICAL SECURITY
                               RX for Good Health

                                    SEPTEMBER 2001


    AMERICAN                                                       AMS OVERVIEW
MEDICAL SECURITY
-----------------
Rx for Good Health


[Map of the United States]                          - Specializes in providing
Markets served:                                       healthcare benefit plans
                                                      for small-employer groups,
Alabama         Arizona-1          Arkansas           individuals & families
Colorado-1      Delaware           Florida-1,2
Georgia-1       Illinois-1         Indiana-1        - PPO model
Iowa            Kansas-1           Louisiana
Maryland        Michigan-2         Mississippi      - 2000 Revenues:
Missouri-1      Nebraska-2         Nevada               $989.9 million
New Mexico-2    North Carolina-2   North Dakota
Ohio-1,2        Oklahoma-1,2       Pennsylvania-1,2 - YTD 6/30/2001 Revenues:
South Carolina  South Dakota       Tennessee-1,2        $455.6 million
Texas-1,2       Utah-2             Virginia-1
West Virginia   Wisconsin-1,2,3    Washington DC    - 626,867 health members
                                                        at 6/30/2001

1-Regional Sales Office located in this state
2-District Sales Office located in this state
3-Headquarters located in Green Bay, Wisconsin

                                                                               2



    AMERICAN                                                        AMS OVERVIEW
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Strategies

        - Grow individual MedOne business

        - Return Small Group business to profitability

        - Grow stand-alone Dental business

        - Reduce drug costs

        - Promote Affordable Series products
                                                                               3



    AMERICAN                                                          BUSINESSES
MEDICAL SECURITY
-----------------
Rx for Good Health


--Revenue Contribution Changes (% of all AMS revenues)


         [Pie Chart]                            [Pie Chart]

         63% Small Group                        44% Small Group
         25% MedOne                             46% MedOne
          9% Specialty                           9% Specialty
          3% Corporate                           1% Corporate


             2000                                2003(projected)

                                                                               4



    AMERICAN
MEDICAL SECURITY
-----------------
Rx for Good Health


                                     MedOne

                            MedOne Medical, and Life
                         associated with MedOne members


                                                                               5


    AMERICAN                                                    MEDONE COMPONENT
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Product for individuals and their families

        - No employer coverage

        - Self-employed

        - Tempoary coverage

-- Sold through Independent Agents

-- Higher profit potential than small group

        - More flexibility in underwriting and pricing

        - Better risk selection

        - Plans feature higher deductibles, copays, etc.
                                                                               6



    AMERICAN                                                    MEDONE COMPONENT
MEDICAL SECURITY
-----------------
Rx for Good Health

-- Revenues

        - Up 24% in 2000 from 1999

        - Up 28% in 2Q 2001 over 2Q 2000

-- Membership

        - 34% of total 2000 membership vs. 23% in 1999

        - 41% of total 2Q 2001 membership
                                                                               7


    AMERICAN                                                    MEDONE COMPONENT
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Significantly increase revenues & profitability:

        - Expanding number of agents

        - Creating additional regional/national distribution relationships

        - Develop e-business


                                                                               8



    AMERICAN
MEDICAL SECURITY
-----------------
Rx for Good Health


                                   SMALL GROUP

                    Small Group Medical, Dental, Life and STD
                          associated with group members

                                                                               9



    AMERICAN                                               SMALL GROUP COMPONENT
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Small-employer groups, ranging in size from 2 to 50 employees

-- Average group size is 6 employees

-- Distribution through 17,500 Independent Agents


                                                                              10


    AMERICAN                                               SMALL GROUP COMPONENT
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Increase Small Group profitability by:

        - Focusing on core markets

        - Developing new products
                - Higher deductibles, copays, etc.

        - Providing agents with power of Internet
                - eAMS.com secured agent site

                                                                              11



    AMERICAN
MEDICAL SECURITY
-----------------
Rx for Good Health


                               SPECIALTY BUSINESS

              Stand-Alone Dental, Provider Network and Self-Funded
                                                                              12




    AMERICAN                                                  SPECIALTY BUSINESS
MEDICAL SECURITY
-----------------
Rx for Good Health


--Consists of:

        - Dental Business
                - 187,000 stand-alone dental members
                - 88,000 additional members bundled to group plans

        - Owned Provider Network leased to third parties
                - 96,000 non-AMS members

        - Self-Funded Business

                                                                              13


    AMERICAN                                                  SPECIALTY BUSINESS
MEDICAL SECURITY
-----------------
Rx for Good Health


-- Increase Profitability by:

        - Expanding dental business
                - Increase sales & marketing activity

        - Grow non-AMS provider network members

        - Selectively develop self-funded business

                                                                              14



    AMERICAN
MEDICAL SECURITY
-----------------
Rx for Good Health


                              FINANCIAL HIGHLIGHTS


                                                                              15



    AMERICAN                                                       TOTAL REVENUE
MEDICAL SECURITY                                                   (in millions)
-----------------
Rx for Good Health

[line graph]



                        1998            1999           2000           2001*          2002*           2003*
                                                                                   
Revenues:
Total                   961             1,097           990            880            941             1,135
Small Group             634               750           620            472            451               498
MedOne                  187               206           253            311            391               522
Other                   140               141           117             97             99               115


* Projected

                                                                              16


    AMERICAN                                                  EARNINGS PER SHARE
MEDICAL SECURITY                               (excluding non-recurring charges)
-----------------
Rx for Good Health

[line graph]

                       Earnings Per Share
Actual:
Quarter 3 2000         $(0.04)
Quarter 4 2000         $ 0.01
Quarter 1 2001         $ 0.05
Quarter 2 2001         $ 0.10

Company guidance as of 8/7/2001:
Quarter 3 2001         $ 0.15
Quarter 4 2001         $ 0.17

                                                                            17


    AMERICAN                         CONDENSED CONSOLIDATED STATEMENTS OF INCOME
MEDICAL SECURITY                                                   (in millions)
-----------------
Rx for Good Health


                                   Year           Year           YTD 6/30
                                   1999*          2000             2001*

REVENUES:
Insurance premiums              $1,056.1        $ 951.1          $ 436.1
Investment and other income         41.3           38.8             19.5
                                -----------------------------------------------
        Total revenues           1,097.4          989.9            455.6

EXPENSES:
Medical and other benefits         841.3          724.6            322.8
SG&A and other expenses            274.0          259.2            128.7
                                -----------------------------------------------
        Total expenses           1,115.3          983.8            451.5
                                -----------------------------------------------

Pre-tax income (loss)              (17.9)           6.1              4.1

After-tax income (loss)         $  (12.2)       $   2.7           $  2.2
                                ===============================================

EPS                             $    (.74)      $   0.18          $  0.15

EBITDA                          $   (5.5)       $  18.1           $ 10.1
                                ===============================================


* EXCLUDES NONRECURRING CHARGES
                                                                              18


    AMERICAN                               CONDENSED CONSOLIDATED BALANCE SHEETS
MEDICAL SECURITY                                                   (in millions)
Rx for Good Health


                                                    December 31,     June 30,
                                                       2000            2001
                                                    -----------    -----------

ASSETS:

Cash and invested assets                              $ 285.0        $ 279.4
Goodwill and intangibles                                107.5          105.7
Other assets                                             79.4           75.9
                                                     -----------   -----------
        Total assets                                   $471.9        $ 461.0
                                                     ===========   ===========

LIABILITIES AND SHAREHOLDERS' EQUITY:

Medical and other benefits payable                    $ 145.3        $ 131.9
Notes payable                                            41.2           40.7
Other liabilities                                        64.2           69.6
                                                     -----------    ----------
        Total liabilities                               250.7          242.2

Shareholders' equity                                    221.2          218.8
                                                     -----------    ----------

        Total liabilities and shareholders' equity    $ 471.9        $ 461.0
                                                     ===========    ==========

                                                                              19


    AMERICAN                                                OTHER FINANCIAL DATA
MEDICAL SECURITY
-----------------
Rx for Good Health


                                                        AS OF
                                            -------------------------------
                                            12/31/99   12/31/00  6/30/01
                                            -------------------------------
Book Value per Share                         $14.86     $15.77    $15.70

Tangible Book Value                           $7.69      $8.24     $8.15
per Share

Debt to Total Capital Ratio                   16.2%      15.7%     15.7%

Capital Adequacy (RBC)                         339%       389%       --

                                                                              20




    AMERICAN                                                FINANCIAL HIGHLIGHTS
MEDICAL SECURITY
-----------------
Rx for Good Health

                                 SMALL CAP VALUE

-- Investment Considerations

        - Growing MedOne business

        - Leader in small group market

        - Profitable dental business

        - Strong systems and back office

        - Low debt to total capital ratio - 15.7%

        - Book value of $15.70 per share on 6/30/2001
                - Tangible book value of $8.15 per share on 6/30/2001
                - Closing price of $6.65 on 9/5/2001

                                                                              21


    AMERICAN                                                CAUTIONARY STATEMENT
MEDICAL SECURITY
-----------------
Rx for Good Health

This  presentation  contains certain  "forward-looking"  statements  (within the
meaning of the safe  harbor  provisions  of the  Private  Securities  Litigation
Reform Act of 1995) with  respect to  strategic  business  plans,  earnings  and
changes in business  mix.  Such  statements  are  subject to inherent  risks and
uncertainties  that may cause  actual  results to differ  materially  from those
contemplated. Risk factors that may affect actual results include:

     -    Inability to  successfully  implement  the  Company's  business  plan,
          attain new business sales goals  (particularly for MedOne,  dental and
          re-designed   products),   retain  existing   customers  and  maintain
          acceptable profit margins
     -    Unexpected  increases in medical  costs and increased  utilization  of
          medical services and prescription drugs
     -    Competitive practice and demand for the Company's products
     -    Changes in the  Company's  relationship  with key sales agents and the
          ability of the Company to expand its distribution network
     -    Developments in health care reform and changes in insurance and health
          care regulations and other regulatory issues
     -    General  economic  conditions  affecting  consumer  spending  and  the
          Company's investment performance
     -    Outcome of commercial and other litigation
     -    Other  factors  referred to in the  Company's  reports  filed with the
          Securities and Exchange Commission from time to time

The Company  undertakes no obligation to update this  information as a result of
new information or future events.

Information  in  this  presentation  related  to the  Company's  major  business
products is provided in addition to previously  disclosed  information.  In this
presentation,  historical  and  forward-looking  data  reflecting  the Company's
health  and life  insurance  segment  businesses  have been  allocated  to major
business products based on the underlying customer base.

                                                                              22




                                    AMERICAN
                                MEDICAL SECURITY
                               RX for Good Health






                                    SIGNATURE



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.


Dated:  SEPTEMBER 10, 2001    AMERICAN MEDICAL SECURITY GROUP, INC.




                              /S/  GARY D. GUENGERICH
                              --------------------------------------------------
                              Gary D. Guengerich
                              Executive Vice President & Chief Financial Officer