Sentry Insurance announced that Pete Anhalt will lead The General

Sentry Insurance has appointed Pete Anhalt to lead The General following its acquisition of the brand from American Family. Anhalt, who currently heads Sentry’s Dairyland brand, extensive experience in the non-standard auto (NSA) market, which serves drivers who struggle to obtain traditional auto insurance.

The move combines Dairyland’s national independent agent network with The General’s direct-to-consumer platform, positioning Sentry to scale its reach and improve access for NSA customers. The unified operation is expected to become one of the largest providers in the segment and will eventually consolidate under The General brand for both agent and direct channels.

Tiku Raval, who led The General since 2020, has exited the company. Sentry’s workforce now exceeds 6,000 employees, with The General maintaining operations in Nashville and Dairyland continuing to operate from Middleton, Wisconsin.

“I have tremendous confidence in Pete Anhalt and his leadership team. They know the NSA customer, understand the business inside and out, and will bring a clear vision for what’s possible—especially when it comes to elevating the experience for our customers.” – Pete McPartland, Sentry Chairman and CEO.

“The General team has built something really special, and I’m looking forward to helping keep that momentum going. I’m also proud of what the Dairyland team has accomplished. As we come together, there’s a real opportunity to combine what each team does best—our people, our know-how, and our shared focus on helping more drivers get the coverage they need.” – Anhalt.