The General is a non-standard auto insurance company specializing in coverage for high-risk drivers who often struggle to find affordable insurance elsewhere. Founded in 1963 and now part of American Family Insurance Group following a 2013 acquisition, The General focuses on serving drivers with tickets, accidents, lapsed coverage, SR-22 requirements, and other factors that make standard insurers reluctant to provide coverage. ABOUT THE GENERAL The General Automobile Insurance Services traces its roots to 1963 and has built its reputation as a specialist in non-standard auto insurance. The company became widely recognized through decades of television advertising featuring its animated military general mascot. American Family Insurance acquired The General in 2013, providing the financial backing of a major mutual insurer while maintaining The General’s specialized focus on high-risk drivers. The General operates primarily through direct channels including online quoting, mobile app management, and phone-based service. The brand emphasizes fast quotes, low down payments, and flexibility for drivers who need coverage despite imperfect records. The company maintains financial strength through its American Family parent, which carries strong AM Best ratings. PRODUCTS OFFERED The General focuses primarily on non-standard personal auto insurance including liability coverage, full coverage, SR-22 filings for drivers requiring proof of financial responsibility, and coverage for drivers with prior tickets, accidents, or lapses. The company offers standard coverage components including bodily injury liability, property damage liability, collision, comprehensive, uninsured motorist, and medical payments coverage. KEY STRENGTHS The General’s primary strengths include specialization in high-risk and non-standard drivers who struggle to find coverage elsewhere, fast online quotes with quick policy issuance, low down payment options that help budget-constrained drivers, SR-22 filing assistance for drivers with serious violations, flexible payment plans, mobile app for policy management, and acceptance of drivers other insurers decline. ELIGIBILITY The General specializes in drivers who standard insurers often decline including those with recent tickets or accidents, drivers requiring SR-22 filings, customers with coverage lapses, young or inexperienced drivers, and drivers with multiple violations. While the company accepts standard-risk drivers, its pricing and value proposition focus most strongly on the non-standard market. STATES SERVED The General writes non-standard auto insurance in most US states. Specific availability and pricing vary by state due to regulatory differences and market conditions. Drivers can obtain quotes online or by phone to confirm availability in their specific location.
