Sentry Insurance Acquires The General for $1.7 Billion

Sentry Insurance has completed its $1.7 billion acquisition of The General from American Family Insurance, marking the largest acquisition in its history. The General will become Sentry's primary brand for the non-standard auto insurance market, enhancing the company's presence by combining the expertise of Sentry's Dairyland brand with The General's direct-to-consumer approach. Pete McPartland, Sentry's chairman and CEO, expressed excitement about the integration, stating it will provide greater flexibility and accessibility to drivers across the U.S. The acquisition, effective January 1, 2025, will retain The General's Nashville office to ensure continuity for employees and customers. While some industry experts voice concerns about potential reduced competition and higher premiums, Sentry believes the merger will ultimately benefit consumers by providing more competitive pricing and innovative products tailored to non-standard drivers.