Generalized dilaton gravity in 2d is the most general consistent deformation of the Jackiw–Teitelboim model that maintains local Lorentz invariance. The action is generically not power-counting renormalizable, thus going beyond the class of models typically studied. Nevertheless, all these models are exactly soluble. We focus on a subclass of dilaton scale invariant models. Within this subclass, we identify a 3-parameter family of models that describe black holes asymptoting to AdS _2 2 in the UV and to dS _2 2 in the IR. Since these models could be interesting for holography, we address thermodynamics and boundary issues, including boundary charges, asymptotic symmetries and holographic renormalization.