Attorney Sarah “Sally” Fry Bruch is a senior counsel and litigating attorney with the law firm Matthiesen Wickert & Lehrer, S.C. (MWL). She focuses on complex defense litigation and property and casualty, workers’ compensation, and automobile subrogation cases throughout Wisconsin and across the country. Sally is also experienced in complex property, personal injury, product liability, toxic tort, and municipal immunity and tort law having defended numerous Wisconsin government entities.

Sally has almost three decades of experience that includes preparation and trial of cases in both state and federal court. She believes strongly in preparation to produce a quality written product and argument, that persuasively communicates the law and the facts, and creates a record in favor of the client’s position. She is counsel of record on several significant appellate decisions and is a co-author of “DRI Unfair Claims Settlement Practices Compendium – Wisconsin Chapter.” She is the author of many articles and publications for Wisconsin Defense Counsel, on topics including “Pay and Walk” clauses and the anonymous designation of plaintiffs in litigation.

Sally graduated from the University of Wisconsin – Madison with Academic Honors and received her Juris Doctor from Marquette Law School. She is a member of National Association of Subrogation Professional (NASP), The Claims and Litigation Management Alliance (CLM) and is a long-time member of the Wisconsin Defense Counsel (WDC) and the Defense Research Institute (DRI). In 2009, Sally was selected as a Fellow with the Litigation Counsel of America trial lawyer honorary society, where she is currently a Senior Fellow.

Sarah “Sally” Fry Bruch was born in Worms, Germany and was raised in Germany, England, Pennsylvania, New Jersey, and (mostly) Wisconsin. In her free time, Sally enjoys reading, spending time with her husband, Greg, and visiting their adult children Ruthanne (Tim), George, and David around the U.S. She is an avid gardener and has cultivated numerous gardens with native plants and perennials to support pollinators and birds, as well as home-grown vegetables. Sally believes in giving back to the community, serving on the board of directors the past six years for Prevent Blindness Wisconsin, a non-profit providing free vision screening for school-age children and seniors.

Reported Decisions

Romero v. West Bend Mutual Insurance Co., 2016 WI App 59, 371 Wis.2d 478, 885, N.W.2nd. 591. Appellate Defense Decision. Successful appeal and defense of coverage for insurance client: Court of Appeals held that insurer did not owe policy limits under the Wisconsin Changes Endorsement to the Garage Coverage Form pursuant to Wisconsin agency law, and did not breach its duty to indemnify.

Cambier v. Integrity Mutual Insurance Co., 2007 WI App 200, 305 Wis.2d 337, 738 N.W. 2d 181 (cert. denied). Appellate Defense Decision. Successful appeal and defense of insurance client: Court of Appeals held that insurer did not owe full policy limits under Wisconsin’s valued policy statute, in first-party claim under homeowner policy.

Wayne Zierk, et al. v. Atlanta Casualty Co., et al., Kenosha County Case No. 02-CV-933 (2004). Defense Jury Verdict. Solo jury trial, defense verdict of $0 damages/30% liability for auto accident/personal injury.


Marquette University Law School, Milwaukee, Wisconsin, Juris Doctor, 1986

University of Wisconsin – Madison – Bachelor of Science

  • Honors: UW-Madison Sophomore Honors, College of Letters and Science

Published Works

Insurers Face Delicate COVID-19 Coverage Decisions, published in Claims Journal on April 29, 2020.

DRI Unfair Claims Settlement Practices Compendium – Wisconsin Chapter, Co-Author, 2017.

Expenses and Fees on Failure to Admit Under Wis. Stat. § 804.12(3), Wisconsin Defense Journal, 2016.

Request To Admit Toxicology Reports and Blood Alcohol Concentration, Wisconsin Defense Journal, 2015.

The “Pay and Walk” Clause: An Overview, Wisconsin Defense Journal, 2012.

Anonymous Designation of a Plaintiff: An Overview, Wisconsin Defense Journal, 2011.

Speaking Engagements

Waive Goodbye? Waiver of Subrogation in Construction Contracts – November 10, 2021, Co-presented webinar at the 2021 NASP Annual Conference.

Medicare from Start To Finish: Concerns for Plaintiff, Defense and Insurer, State Bar of Wisconsin 41st Annual Torts Update, CLE Panel Presenter, 2018.

“We’ve Got You Covered – Insurance Coverage In Wisconsin.” – Coverage L – Business Liability Coverage for ‘Personal and Advertising Injury’ – When Is Misappropriation of A Business ‘Advertising Idea’ on The Web (or Elsewhere) Covered?” – Wisconsin State Bar Seminar, CLE Presenter, 2018.

Cyber Law: A Primer from the Roundtable, CLE Panel Presenter, Wisconsin Defense Counsel, Summer Conference, 2017.

 Focus on Minority and Women Owned Law Firm, CLE Co-Chair, State Bar of Wisconsin Diversity Counsel Program, 2009.

Ethical Issues of Bias, CLE Subcommittee Chair, State Bar of Wisconsin Diversity Counsel Program, 2008.

E-Discovery, Practical Considerations, CLE Co-Author, Civil Trial Counsel of Wisconsin, Spring Conference, 2008.

The Challenges, Strategies and Ethics of Recruiting and Retaining a Diverse Workforce, Diversity Outreach Committee CLE Program Chair, State Bar of Wisconsin Annual Convention, 2006.

Professional Associations & Memberships

  • Claims Litigation Management (CLM), 2020-Present
  • Defense Research Institute (DRI); Wisconsin Defense Counsel (WDC), 2003-Present
  • Wisconsin Defense Counsel (WDC): Cyber Law and Technology Committee, 2017
  • Prevent Blindness Wisconsin, Board of Directors, Treasurer, 2015-Present
  • Litigation Counsel of America: Senior Fellow, 2009-Present
  • Delta Gamma Fraternity Milwaukee Alumni, 2013-Present
  • Wisconsin Office of Lawyer Regulation (OLR) Dist. 2: Committee Appointment, 2011-2019
  • Wisconsin Trust Account Foundation, Inc. (WisTAF): Member, Board of Directors, 2010-2013
  • State Bar Diversity Outreach Committee (Chair, Co-Chair, Member), 2003-2012
  • State Bar of Wisconsin High School Mock Trial, Attorney Coach: Pewaukee H.S., 2013-2016
  • State Bar of Wisconsin High School Mock Trial, Attorney Coach: Brookfield East H.S., 2007-2011

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