Sentry Insurance Completes Acquisition of The General from American Family Insurance

January 1, 2025

Sentry Insurance completed its $1.7 billion acquisition of The General, a non-standard auto (NSA) insurance provider, from American Family Insurance. The deal combines Sentry’s Dairyland brand with The General’s direct-to-consumer expertise, with The General adopting as its primary brand for the NSA market moving forward.

Buyers
Sentry Insurance
Targets
The General
Sellers
American Family Insurance
Industry
Insurance
Location
Tennessee, United States
Transaction Type
Buyout

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