General Motors has revealed its new insurance agency, OnStar Insurance Services, which will tailor insurance rates to drivers based on their driving habits.

OnStar Insurance Services intends to leverage its unique understanding of the vehicles GM produces to offer a secure, fair, personalized and easy-to-use digital insurance experience for drivers, GM said. OnStar Insurance Services will be the exclusive agent for OnStar Insurance.

OnStar Insurance Services is working with its insurance carrier partners to offer insurance based on individual vehicle usage, while rewarding smart driving habits that benefit road safety, according to GM. OnStar Insurance Services plans to build on the learnings of its OnStar Smart Driver feature to provide proactive recommendations for smarter driving habits so customers can drive more safely and potentially earn discounts.

If an accident occurs, OnStar Insurance policyholders who have an OnStar Safety & Security plan, an automatic crash response will be able to notify an OnStar Emergency-certified Advisor who can send for help.

“We aim to be an industry leader, offering insurance in an innovative way,” Andrew Rose, president of OnStar Insurance Services. “GM customers who have subscribed to OnStar and connected services will be eligible to receive discounts, while also receiving fully-integrated services from OnStar Insurance Services.”

OnStar will also work to provide customers with a robust insurance shopping experience, GM said. With OnStar Insurance Services, online support will be available, and OnStar Insurance Services’ agents will help customers with insurance needs.

Starting with Arizona residents, OnStar Insurance Services will initially offer OnStar Insurance to GM employees in Q4 2020, expanding to additional customers, including the general public, in early 2021.