Who owns The General?
The General is owned by Sentry (the United States), which has owned the brand since 31 December 2024.[1]
This ownership is reported in official statements but has not yet been matched to a regulatory filing.
Evidence: About Sentry Insurance. Last checked .
Key facts
- Current owner
- Sentry Insurance reported
- Owned since
- Owner HQ
- 🇺🇸 United States, Stevens Point
- Origin
- 🇺🇸 United States
- Category
- Finance & insurance › Insurance › Property & casualty insurance
- Last verified
- · 1 sources
About The General
The General is a Nashville-based non-standard auto insurer that American Family acquired in 2012 with the Permanent General Companies. American Family completed its sale to Sentry Insurance, which closed on 31 December 2024 at a transaction value of $1.7 billion.
Ownership timeline of The General
Where The General sits in Sentry
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Sentry ownership tree →
See the full Sentry brand portfolio (2) →
Other brands owned by Sentry
Sentry controls 2 brands on Brandtree, 2 of them in finance & insurance.
Also in finance & insurance
- Sentry Insurance (1904)
Other brands in property & casualty insurance, and who owns them
The 55 brands in property & casualty insurance on Brandtree belong to 41 owners. The largest is AUB Group, with 4.
| Brand | Owner | Owner based in |
|---|---|---|
| Austbrokers | AUB Group | 🇦🇺 Australia |
| nib Travel | nib | 🇦🇺 Australia |
| Hastings | Sampo | 🇫🇮 Finland |
| HWS Specialty | Steadfast | 🇦🇺 Australia |
| Allstate | Allstate | 🇺🇸 United States |
| Liberty Specialty Markets | Liberty Mutual | 🇺🇸 United States |
| Evanston Insurance | Markel Group | 🇺🇸 United States |
| QIC | Qatar Insurance Company | 🇶🇦 Qatar |
Every brand in property & casualty insurance and its owner →
About the owner: Sentry
Sentry is a cooperative headquartered in Stevens Point, United States, founded in 1904. Brandtree records 2 brands under its control.
Sentry describes itself as a mutual insurance company that has operated since 1904 under an original name of Hardware Dealers Mutual Fire Insurance Company of Wisconsin. It has more than 2,000 associates in Stevens Point, Wisconsin. American Family Insurance announced on 1 January 2025 that it had completed the sale of The General to Sentry.
🇺🇸 The General and other American brands
Brandtree records a controlling owner for 2,399 brands that began in the United States. 461 of them (19%) are now controlled by a company headquartered in another country; The General is not one of them.
- AllianceBernstein — Equitable Holdings 🇺🇸
- Allstate — Allstate 🇺🇸
- American Income Life — Globe Life 🇺🇸
- Barclays US Consumer Bank — Barclays 🇬🇧
- Berkley One — W. R. Berkley 🇺🇸
- CareScout — Genworth 🇺🇸
Frequently asked questions
Who is the parent company of The General?
The parent company of The General is Sentry, a cooperative headquartered in the United States.
Is The General American?
Yes. The General originated in the United States and its owner, Sentry, is also headquartered in the United States.
Since when has Sentry owned The General?
Sentry has owned The General since 31 December 2024.
Is The General still owned by Sentry?
Yes. As of 10 October 2026, The General is still owned by Sentry. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] About Sentry Insurance — Sentry Insurance, Official document; retrieved 10 October 2026.
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