The General (insurance)
| Company type | Subsidiary |
|---|---|
| Industry | Insurance |
| Predecessor | Permanent General Agency, Permanent General Assurance Corporation (PGAC) |
| Founded | 1963 |
| Headquarters | Nashville , United States |
Area served | 47 U.S. states (excluding Alaska, Hawaii, and Michigan) |
Key people | Tiku Raval (President) |
| Products | Auto insurance for high-risk drivers |
| Owner | Sentry Insurance |
| Parent | Sentry Insurance |
The General Insurance operates as a licensed insurance provider and functions as a subsidiary of Sentry Insurance, with a primary focus on auto insurance. The company was purchased by American Family Insurance in 2012, although it continued to operate under its own distinct brand identity. In 2024, Sentry Insurance declared its intention to acquire The General from American Family Insurance for $1.7 billion, a transaction that was completed on January 1, 2025.
Specializing in coverage for "high risk" drivers, who generally encounter elevated insurance premiums, The General is currently led by president Tiku Raval.
History
Established in 1963 under the name Permanent General Agency, the firm later transitioned to Permanent General Assurance Corporation (PGAC). By 2012, all associated entities consolidated under the unified brand "The General."
Since 2016, retired NBA legend Shaquille O'Neal has served as a spokesperson through various advertising initiatives.
Operating territory
Based in Nashville, Tennessee, The General maintains physical retail locations in Louisiana and extends its insurance services across 47 states, excluding Alaska, Hawaii, and Michigan.
Awards
| Award | Campaign | Category | Result | Year |
|---|---|---|---|---|
| Clio | The General Sound Studio | Music | 3 Bronze Awards, 1 Shortlist | 2025 |
| Effies | The General Sound Studio | Digital - Services - Influencer Marketing | Silver Award | 2024 |
| Insurance | Finalist Position | 2024 | ||
| The Break Campaign | Insurance | Finalist Status | 2024 | |
| WARC | The General Sound Studio | Partnerships/Sponsorships | Finalist Recognition | 2024 |
| Shorty Awards | The General Sound Studio | Music & Dance Category | Top Award Winner | 2024 |
| Insurance | Gold Mention (Second Highest Level) | 2024 | ||
| The Tellys | The General Sound Studio | Social Series - Products/Services Segment | Gold Award Recipient | 2024 |
| Social Series – Automotive Division | Silver Award Recipient | 2024 | ||
| The Break, presented by The General | Sports - Branded Content Section | Silver Award Recipient | 2024 | |
| Clios | The General Sound Studio | Social Media: User Generated Content for Product/Service | Shortlisted Nominee | 2024 |
| Chicago Advertising Federation | The General Sound Studio | Cross Platform: Online/Interactive Category | Silver Award Winner | 2024 |
| One Show | The General Sound Studio | Experiential & Immersive: Brand Installations Division | Merit Award Recipient | 2024 |
|
Radio & Audio First: Brand Partnerships Category |
Merit Award Recipient |
2024 | ||
|
District 6 Advertising Federation |
The General Sound Studio |
Cross Platform > Online/Interactive Campaign Category |
Gold Award Winner |
2024 |
| Award | Campaign | Category | Result | Year |
|---|---|---|---|---|
| The General Sound Studio | Audio & Radio - Social Behaviour & Cultural Insight Category | Silver Award | 2024 | |
| Audio & Radio - Consumer Services/B2B Category | Bronze Award | 2024 | ||
| The Break, presented by The General | Best Use of YouTube Award | Winner | ||
| Content Creation for Media Sites (Earned) Award | Winner |
| Fortune Best Workplaces | Ranking | Year |
|---|---|---|
| For Women (Large Companies) | #60 and #91 | 2021, 2022 |
| For Millennials (Large Companies) | #89 | 2021 |
| In Financial Services & Insurance Sector | #32 and #34 | 2021, 2022 |
| Best Place to Work Certification | General Certification | 2018–2024 |
|---|
In the year 2012, The General along with Ken Roberts Productions received three Telly Awards recognizing their animated TV commercials: Silver for "Baseball," and Bronze for both "Football" and "Snowboard." Additionally, in 2019, The General earned certification as a "Great Place to Work."