GM Financial said it is rebranding its OnStar Insurance to General Motors Insurance, with plans for market expansion.

During 2023, the GM Insurance unit shifted from an agency model to a full-stack carrier, GM Financial said. The move allows GM Insurance to be “even better equipped to make an impact on the insurance industry and drive positive innovations for customers,” the company said.

“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 personalized,” said Andrew Rose, president of GM Insurance and EVP at GM Financial, in a statement. “Transitioning to GM Insurance also establishes stronger alignment with General Motors’ core strategies and operations, allowing us to realize further enterprisewide synergies.”

GM Insurance, a provider of OEM (original equipment manufacturer) auto insurance, is now available in three states—Arizona, Texas and Illinois—but in 2024 it expects to grow.

GM in late November 2020 launched OnStar Insurance, aimed at tailoring insurance rates to consumers based on individual driving behavior and use of vehicle safety systems by collecting data on driving patterns like hard braking and acceleration.

In February 2023, General Motors filed to trademark the GM Financial Insurance Company name, which is not related to GM Insurance. GM Financial Insurance Co. is associated with the finance and insurance line of business.