Pete Anhalt to Lead The General® for Sentry

STEVENS POINT, Wis. and NASHVILLE, Tenn. (April 2, 2025) – Sentry Insurance announced that Pete Anhalt will lead The General^® following Sentry’s acquisition of the brand from American Family Insurance.

Anhalt currently serves as president of Sentry’s Dairyland^® brand and brings decades of leadership experience in the non-standard auto (NSA) market. NSA insurance is designed for drivers who face challenges obtaining standard auto coverage.

By bringing together Dairyland^®’s national network of independent agents and The General^®’s direct-to-consumer expertise, Sentry is positioned to offer drivers across the U.S. greater flexibility and accessibility in how they purchase non-standard auto insurance. The combined business will become one of the largest providers in the segment.

“I have tremendous confidence in Pete Anhalt and his leadership team,” said Pete McPartland, Sentry Chairman and CEO. “They know the NSA customer, understand the business inside and out, and will bring a clear vision for what’s possible—especially when it comes to elevating the experience for our customers.”

Over time, the combined NSA business will transition to The General as the single brand for both direct and agent-driven sales channels.

“The General team has built something really special, and I’m looking forward to helping keep that momentum going,” said Anhalt. “I’m also proud of what the Dairyland team has accomplished. As we come together, there’s a real opportunity to combine what each team does best—our people, our know-how, and our shared focus on helping more drivers get the coverage they need.”

Tiku Raval, who served as President of The General since 2020, has departed the company. McPartland credited Raval’s leadership as instrumental in strengthening the brand and expanding its direct-to-consumer business.

With the acquisition, Sentry’s total workforce now exceeds 6,000 nationwide. The General will maintain offices in Nashville, serving as a key hub for Sentry’s non-standard auto operations. Dairyland^® will continue to operate out of its headquarters in Middleton, Wis.