The General Insurance, doing business as The General, founded in 1963, is a licensed insurance agency that is a subsidiary of Sentry Insurance that focuses on auto insurance. In 2012, the company was acquired by American Family Insurance; The General brand remained as a separate brand. In 2024 Sentry Insurance announced that it would acquire The General from American Family Insurance for $1.7 Billion, and the acquisition finalized on January 1, 2025.
The General specializes in insuring drivers who are considered "high risk" whose car insurance premiums are typically more expensive. Tiku Raval is the current president of The General.
History The General began selling insurance in 1963, under the company name Permanent General Agency. Later, the name was changed to Permanent General Assurance Corporation (PGAC), and in 2012, it was announced that Permanent General and all affiliated companies will unify under the one brand name "The General."
Since 2016, retired professional basketball player Shaquille O'Neal has endorsed and appeared in numerous commercials for the company.
Operating territory The General is based in Nashville, Tennessee, and has several physical store operations throughout the state of Louisiana. The General offers coverage in 47 states excluding Alaska, Hawaii, and Michigan.
Awards +AwardCampaignCategoryResultsYearClioThe General Sound StudioMusic3- Bronze 1- Shortlist2025EffiesThe General Sound StudioDigital - Services - Influencer Marketing Silver Winner2024InsuranceFinalist2024The Break CampaignInsuranceFinalist2024WARCThe General Sound StudioPartnerships/SponsorshipsFinalist2024Shorty AwardsThe General Sound StudioMusic & DanceWinner (Highest Award Level)2024Insurance Gold Mention (Second Award Level)2024The TellysThe General Sound StudioSocial Series - Products/ServicesGold Winner2024Social Series – AutomotiveSilver Winner2024The Break, presented by The General Sports - Branded ContentSilver Winner2024CliosThe General Sound StudioSocial Media: User Generated Content - Product/ServiceShort Listed2024Chicago Advertising FederationThe General Sound StudioCross Platform: Online/InteractiveSilver Winner2024One ShowThe General Sound StudioExperiential & Immersive: Brand InstallationsMerti Award2024Radio & Audio First: Brand PartnershipsMerti Award2024District 6 Advertising FederationThe General Sound StudioCross Platform > Online/ Interactive Campaign > 047 - Online/Interactive CampaignGold Winner2024Cannes LionsThe General Sound StudioAudio & Radio Social Behaviour & Cultural InsightSilver2024Audio & Radio Consumer Services/ B2BBronze2024Sabre AwardsThe Break, presented by The GeneralBest Use of YouTubeWinnerContent Creation for Media Sites (Earned)WinnerFortune Best WorkplacesRank YearFor Women (Large)#60 #912021 2022For Millennials (Large)#892021In Financial Services & Insurance #32 #342021 2022Best Place to WorkGeneral Certification 2018-2024 In 2012, The General and Ken Roberts Productions received three Telly Awards for television commercials in the Animation category. A Silver Award was won for the "Baseball" commercial, and Bronze Awards were won for "Football" and "Snowboard". In 2019, The General was certified a "Great Place to Work".
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