Sentry completes acquisition of The General from AmFam
Sentry Insurance announced the successful completion of its acquisition of The General®, a provider of non-standard auto (NSA) insurance, from American Family Insurance. The $1.7 billion transaction, first announced in September, represents the largest acquisition in Sentry’s 120-year history. NSA insurance is for drivers who face challenges obtaining standard auto coverage.
The acquisition strengthens Sentry’s position in the NSA market by combining the expertise and reputations of its Dairyland® brand and The General. Moving forward, the company will adopt The General as its primary brand for the NSA market, creating a single, stronger presence in the industry.
“This marks an exciting new chapter for Sentry and The General. By bringing together Dairyland’s independent agent network and The General’s direct-to-consumer expertise, we’re uniquely positioned to offer greater flexibility and accessibility to drivers across the U.S. I’m thrilled to welcome The General’s 1,300 associates to the Sentry team and look forward to what we’ll achieve together.” – Pete McPartland, Chairman and CEO of Sentry.
The General’s associates joined Sentry’s 5,000 workforce on January 1, 2025.
The General will maintain its office in Nashville, Tennessee, ensuring continuity for employees and customers during the transition.
