Sentry Insurance Acquires The General, Names New Leadership

Sentry Insurance has announced that Pete Anhalt will lead The General following its acquisition of the brand from American Family Insurance. Anhalt, who is currently president of Sentry’s Dairyland brand, has extensive leadership experience in the non-standard auto market. The move is expected to enhance customer experience through greater flexibility and accessibility in purchasing non-standard auto insurance.

Sentry plans to leverage Dairyland’s independent agent network alongside The General’s direct-to-consumer approach to form one of the largest providers in the non-standard auto insurance segment in the U.S. The combined operations will transition to The General brand, streamlining sales channels.

Former President Tiku Raval has left The General after contributing to the brand's growth and direct sales. Meanwhile, Sentry's workforce has exceeded 6,000 after the acquisition, with The General maintaining crucial operations in Nashville and Dairyland continuing its operations in Middleton, Wisconsin.