Sentry Insurance has closed its $1.7 billion acquisition of The General, a non-standard auto (NSA) insurance provider, in a deal that reshapes its role in the market for drivers with non-traditional coverage needs.
Announced in September and finalized on January 1, 2025, the transaction is the largest in Sentry’s 120-year history, signaling the mutual insurer’s expanded ambitions in the NSA sector.
The acquisition integrates Sentry’s Dairyland brand with The General’s operations. Moving forward, The General will become the primary brand for Sentry's NSA market, aiming to consolidate its market presence.
The General, which joined American Family Insurance in 2012, experienced significant growth during its tenure under the company’s ownership.
The acquisition deal was first announced September last year, when American Family chair and CEO Bill Westrate said Sentry represents a strong cultural and strategic fit, ensuring The General’s continued growth and momentum under its new ownership.
Read more: Sentry Insurance swoops for The General
Sentry’s leadership believes the merger will enhance service offerings by leveraging Dairyland’s independent agent network alongside The General’s direct-to-consumer approach.
"This marks an exciting new chapter for Sentry and The General," said Pete McPartland, chairman and CEO of Sentry.
McPartland said that the collaboration would enable the organization to provide greater flexibility and access to drivers nationwide.
"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 US. I'm thrilled to welcome The General's 1,300 associates to the Sentry team and look forward to what we'll achieve together," McPartland added.
The General’s headquarters in Nashville, Tennessee, will remain operational. Sentry emphasized that maintaining The General’s existing operations would support business continuity during the integration period.
Sidley Austin LLP served as legal counsel to Sentry during the transaction, with J.P. Morgan providing financial advisory services.
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