The General’s 1,300 employees officially became part of Sentry on 1 January 2025. Credit: Casimiro PT / Shutterstock.

US-based Sentry Insurance has closed the deal to acquire non-standard auto (NSA) insurance provider The General from American Family Insurance.

This $1.7bn deal was first reported last September and marks the company’s largest acquisition in its 120-year history.

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Based in Nashville, Tennessee, The General has been in the market since 1963. In 2012, the company was acquired by American Family Insurance.

The General will become Sentry’s primary brand for NSA insurance offerings, integrating the strengths of Sentry’s Dairyland brand with The General.

The General will retain its Nashville office while its 1,300 employees officially became part of Sentry on 1 January 2025.

Sentry CEO and chairman Pete McPartland stated: “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 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.”

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Sentry Insurance is a mutual company focused on business insurance. Its Dairyland brand has been offering NSA insurance, motorcycle, and off-road vehicle coverage since 1953 and will now operate alongside The General.  

Both brands have more than six decades of experience serving standard auto insurance customers.

Sidley Austin provided legal advisory services to Sentry on the deal while JP Morgan offered financial advice.

American Family’s legal counsel was Foley and Lardner, with Goldman Sachs acted as financial adviser.