General Motors Insurance Emerges from OnStar Insurance Rebrand, Aims for Expansion

GM Financial announced the rebranding of OnStar Insurance to General Motors Insurance, signaling a strategic shift and expansion plans in the auto insurance market. In 2023, GM Insurance transitioned from an agency model to a full-stack carrier, enhancing its capability to influence the insurance industry and innovate for customers.

Andrew Rose, President of GM Insurance and EVP at GM Financial, emphasized that this rebranding will boost product awareness and understanding among GM customers. The move aligns with GM’s key milestones in vehicle ownership, offering an auto insurance product that is tailored to be safer, smarter, and more personalized. The rebranding also strengthens the alignment with General Motors’ core strategies and operations, fostering enterprisewide synergies.

GM Insurance, specializing in OEM (original equipment manufacturer) auto insurance, is currently operational in Arizona, Texas, and Illinois. The company plans to expand its reach in 2024. The origins of this initiative trace back to late November 2020 with the launch of OnStar Insurance. This venture aimed at customizing insurance rates based on individual driving behaviors and vehicle safety system usage, collecting data on driving patterns like hard braking and acceleration. This approach to insurance underscores a growing trend in the industry towards personalized, behavior-based insurance models.