Permanent General Companies

What Permanent General Companies does

Permanent General Companies, Inc., operating as The General®, is a privately held nonstandard automobile insurance provider founded in 1963 and headquartered in Nashville, Tennessee, with 501-1,000 employees. The company underwrites and distributes personal auto insurance through the Sentry Insurance Group (A+ AM Best, Stevens Point, Wisconsin), with Texas-sourced policies flowing through dual mutuals — Dairyland County Mutual Insurance Company of Texas and Old American County Mutual Fire Insurance Company. The General's core proposition targets high-risk and nonstandard drivers (poor credit, lapsed coverage, SR-22 requirements, imperfect driving records) that standard carriers typically decline, while also serving budget-conscious and standard drivers across 46 states plus Washington, D.C.

The product portfolio centers on personal auto coverage (liability, collision, comprehensive, full coverage) and extends into adjacent lines including renter's, motorcycle, boat/PWC, motor home, travel trailer, commercial auto, home owner, life, health, pet, SR-22, and roadside assistance — many of which are white-labeled through distribution partners such as Progressive, Hartville Pet Insurance, and MediaAlpha. Customer interaction is anchored by an award-winning mobile app and the MyPolicy web portal that handle ID cards, bill payment, claims filing, and policy management, supplemented by phone sales, scheduled callbacks, and a 100+ agent network. The General Automobile Insurance Services, Inc. is the core operating agency subsidiary under the corporate umbrella.

The revenue model is subscription/recurring insurance premiums collected monthly, with pricing determined per quote by ZIP code, age, credit history, driving record, vehicle, and coverage selections, and supported by low down payments and flexible payment options. Acquisition is direct-to-consumer via thegeneral.com, the mobile app, and inbound/outbound phone, amplified by the long-running Shaquille O'Neal brand ambassador relationship and a 4.7 Trustpilot rating across 139,831 reviews. The business model carries standard nonstandard-auto concentration: scale-driven economics dependent on loss ratios, state-level regulatory tolerance, and the parent Sentry balance sheet rather than disclosed technology differentiation.

Name

Permanent General Companies

Legal name

Permanent General Companies, Inc.

Website

https://pgac.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Permanent General Companies (dba The General®) is a Nashville-based, privately held nonstandard auto insurer serving high-risk drivers and budget-conscious consumers across 46 states plus D.C., underwritten by Sentry Insurance Group.

Ownership category

akta.pro rank

Product category

Nonstandard Auto Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Agencies and Brokerages (524210)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Non-Standard / High-Risk Personal Auto Insurance (FSAJAAAD)

akta.pro secondary industries

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA), Commercial Auto & Fleet Insurance (FSAJAMAB), Hired & Non-Owned Auto (FSAJABAE), Non-Owned Auto Liability (Employee/Contractor Use) (TLABANAC), Commercial Auto for Specialty Vehicles (Tow Trucks, Limousines, Dump Trucks, etc.) (FSAJABAG)

Keywords

• Nonstandard auto insurance
• High-risk driver insurance
• SR-22 insurance filing
• Direct-to-consumer insurance
• Personal lines insurance

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Auto Insurance Premiums: Recurring insurance premiums collected from policyholders for auto insurance coverage including liability, collision, comprehensive, and full coverage options.
2. Additional Insurance Products: Revenue from related insurance products including renter's insurance, motorcycle, boat/PWC, motor home, travel trailer, commercial auto, home owner, life, health, pet insurance, SR-22 insurance, and roadside assistance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Permanent General Companies, operating as The General®, sells nonstandard automobile insurance direct to consumers, including liability, collision, comprehensive, and full coverage. The company complements auto coverage with related personal lines such as motorcycle, boat/PWC, motor home, travel trailer, commercial auto, renter's, home owner, life, health, pet insurance, SR-22 filings, and roadside assistance, distributed online, through a mobile app, by phone, and via an agent network.

Product overview

The General is an insurance company offering a comprehensive portfolio of insurance products with a focus on auto insurance as its primary product. The product line includes core auto insurance products (liability, collision, comprehensive, and full coverage) along with a diverse range of additional insurance offerings including renter's, motorcycle, boat/PWC, motor home, travel trailer, commercial auto, home owner, life, health, pet, SR-22, and roadside assistance insurance. The company operates through both a mobile app (for payments, claims, ID cards, and support) and an online portal (MyPolicy) for policy management. The General specifically serves standard and high-risk drivers, including those with less-than-perfect credit and driving records, and operates in 46 states plus Washington D.C.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Primary auto insurance product offering liability, collision, comprehensive, and full coverage options with flexible payment options and low down payments. Serves both standard drivers and high-risk drivers, including those with less-than-perfect credit, imperfect driving records, insurance lapses, or SR-22 requirements.
• SR-22 Insurance SR-22 filing insurance for high-risk drivers who are required by their state to prove financial responsibility, typically after violations such as DUIs or driving without insurance.
• Motorcycle Insurance Insurance coverage for motorcycles, offered to drivers seeking to insure two-wheeled vehicles.
• Boat / PWC Insurance Insurance coverage for boats and personal watercraft (PWC), distributed via a partner landing page.
• Motor Home Insurance Insurance coverage for motor homes / RVs, offered to recreational vehicle owners.
• Travel Trailer Insurance Insurance coverage for travel trailers, offered to recreational vehicle owners.
• Commercial Auto Insurance Commercial vehicle insurance for business use, covering vehicles used for commercial purposes.
• Renter's Insurance Insurance coverage for renters protecting personal property and liability.
• Life Insurance Life insurance coverage for policyholders and their families.
• Health Insurance Health insurance coverage for individuals, distributed via a partner landing page.
• Pet Insurance Pet insurance coverage offered through Hartville Pet Insurance to cover veterinary costs for policyholders' pets.
• Home Owner Insurance Insurance coverage for homeowners protecting the dwelling, personal property, and liability.
• Roadside Assistance Roadside assistance coverage for emergencies including towing, flat tires, and lockouts, added to auto insurance policies.

Quantifiable outcome

• More than 1 million drivers insured
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and flagship.

• Sentry Insurance GroupcoreStrategic or Co-development PartnerSentry Insurance Group is the primary underwriter for The General brand property and casualty coverages. Based in Stevens Point, WI, Sentry holds an AM Best Financial Strength Rating of A+ (Superior). The partnership enables The General to offer financially stable insurance products.
• Dairyland County Mutual Insurance Company of TexascoreStrategic or Co-development PartnerTexas-based underwriter that provides property and casualty coverage for The General policies in Texas, operating alongside Old American County Mutual Fire Insurance Company.
• Old American County Mutual Fire Insurance CompanycoreStrategic or Co-development PartnerNonaffiliated Texas entity that underwrites property and casualty coverage for The General policies in Texas as part of the dual-company arrangement.
• Shaquille O'Neal / ABG-Shaq, LLCflagshipGTM or Marketing PartnerCelebrity brand ambassador and customer sharing personal story of being helped by The General in 1989 when he couldn't afford insurance on his first car. Shaq continues as a customer and endorser.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• SafeAuto Insurance: State-minimum and non-standard personal auto carrier historically focused on direct-to-consumer acquisition in underserved markets. Closely comparable in customer profile and pricing approach.
• AssuranceAmerica Insurance: Non-standard personal auto carrier serving value-seeking drivers through exclusive agents. Comparable in customer segment, product mix, and multi-state operating model.
• Infinity Insurance: Non-standard and Hispanic-market-focused personal auto carrier with multi-state presence. Comparable in target customer, distribution (agent + DTC), and risk appetite.
• Acceptance Insurance: Non-standard personal auto insurer operating across multiple states with storefront and direct channels. Directly comparable in product mix (auto, SR-22) and customer segment.
• Fred Loya Insurance: Non-standard auto insurance carrier serving Hispanic and working-class drivers across multiple states with office-based distribution. Comparable in targeting high-risk, value-seeking customers.
• Bristol West: Non-standard personal auto insurance carrier, a Farmers Insurance Group company, focused on drivers with imperfect records. Highly comparable product niche and customer base to The General.
• Dairyland Insurance: Non-standard auto and motorcycle insurer owned by Sentry Insurance Group (the same parent as The General). Directly comparable in specialty focus on high-risk and motorcyclist drivers and under corporate umbrella alignment.
• Direct Auto Insurance: Direct-to-consumer non-standard personal auto insurer offering SR-22, high-risk, and minimum-coverage policies through phone, web, and agent channels. Closely comparable to The General in target customer (non-standard drivers), product set, and GTM motion.
• Elephant Insurance: Direct-to-consumer auto insurer owned by Admiral Group serving standard and non-standard drivers. Comparable in digital-first acquisition model and product breadth including bundle options.

Emerging players

• Root Insurance: Telematics-based auto insurer using driving-behavior data to price policies. Represents the emerging technological competitive threat to traditional non-standard carriers like The General.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/thegeneralauto
• YouTubeyoutube.com/user/TheGeneralInsurance
• Facebookfacebook.com/thegeneralautoinsurance
• Instagraminstagram.com/thegeneralauto/?hl=en
• LinkedInlinkedin.com/company/permanent-general-assurance-corporation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Permanent General Companies