American Family Insurance and Microsoft today announced their joint efforts in launching an accelerator program called Microsoft Ventures Accelerator that focuses on home automation startups.

“We are focused on helping early stage companies bring new products and services to market that can make our policyholders’ homes and lives safer,” Dan Reed, managing director at American Family Ventures, said in a statement. “We look forward to working with the next generation of companies that are re-imagining the connected home.”

Applications will be accepted until July 17, with the accelerator program starting Aug. 11 and demo day taking place Dec. 12.

According to a release, the 10 accepted startups will receive mentorship and workspace at Microsoft’s headquarters in Redmond, Wash. American Family Insurance also is offering a minimum optional $25,000 equity investment in each startup accepted into the program.

Mentors include Brian Flucht of Nike and Karen Huh of Starbucks.