Sentry acquires The General for $1.7B from American Family Insurance

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Sentry Insurance completed its acquisition of The General from American Family Insurance for $1.7 billion. The deal was first announced in September. 

This is the largest acquisition in Sentry Insurance's history, according to the press release. The company will adopt The General as its primary brand for the non-standard auto insurance market. 

Pete McPartland, chairman and CEO of Sentry, said in a statement: "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 U.S. I'm thrilled to welcome The General's 1,300 associates to the Sentry team and look forward to what we'll achieve together."

The General's associates joined Sentry on Jan. 1 and will maintain its office in Nashville Tennessee. 

Sidley Austin advised Sentry on legal matters and J.P. Morgan acted as financial advisor. 

Digital Insurance spoke with Jack Martin, senior manager of user experience and creative at The General, in August 2024, about how technology is changing the customer experience.