GM Financial has announced the rebranding of its OnStar Insurance brand to General Motors Insurance. The decision follows a shift in strategy from an agency model to a full-stack carrier, with the insurance unit now being wholly owned by GM Financial.

Currently available in Arizona, Texas, and Illinois, OnStar Insurance, now transitioning to General Motors Insurance, anticipates growth and market expansion in 2024 and beyond. The rebranding aims to enhance product awareness and understanding among GM customers, providing a seamless connection at key milestones in the vehicle ownership life cycle.

Andrew Rose, President of GM Insurance and Executive Vice President at GM Financial, highlighted the strategic importance of the transition, saying: “Shifting to the GM Insurance name and branding will drive increased product awareness and understanding among GM customers and allows us to better reach these customers at key milestones in the vehicle ownership life cycle, ultimately providing an auto insurance product that is safer, smarter and more personalised.”

He added:”Transitioning to GM Insurance also establishes stronger alignment with General Motors’ core strategies and operations, allowing us to realize further enterprise-wide synergies.”