Sentry Insurance has completed its $1.7 billion acquisition of The General from American Family Insurance, marking the largest deal in the company’s history and expanding its position in the non-standard auto (NSA) market.

As part of the integration, Sentry is consolidating its NSA presence under The General brand, replacing the Dairyland name across personal auto, motorcycle, and powersports products. The move combines Dairyland’s independent agent network with The General’s direct-to-consumer model to create a unified distribution strategy.

A recent filing in New Mexico confirms the rebranding will roll out beginning June 17, 2026 for new business and August 6, 2026 for renewals, with updates spanning policyholder communications, underwriting materials, and marketing assets. The change is cosmetic, with no impact to rates, underwriting, coverage, or policyholder obligations.

The General will remain Sentry’s primary brand for NSA insurance, which serves drivers who may not qualify for standard auto coverage. The business will continue operating from its Nashville office, and its approximately 1,300 employees joined Sentry’s workforce at the start of 2025.