Member-owned property and casualty insurer founded in 2006, providing high-value home, auto, jewelry, art, umbrella, watercraft and flood cover plus risk management services to financially successful families in the United States.
PURE Insurance is a member-owned property and casualty insurer founded in 2006 and operating in the United States. It serves financially successful families exclusively, and reports more than 100,000 such families among its membership. The company is organised as a reciprocal, so that the interests of policyholders and the insurer are aligned rather than in tension.
Its product line spans high-value homeowners, automobile, personal umbrella liability, watercraft and flood insurance, alongside specialised coverage for jewelry and art collections. PURE argues that these are risks traditional carriers often struggle to protect adequately, and positions its policies around more generous coverage and fair pricing. Underwriting and product design are directed at the high net worth personal lines market rather than mass-market personal insurance.
Risk management and loss prevention form a distinct part of the offer. The PURE Situation Room is a proactive service intended to help members reduce the likelihood of a claim and to recover more quickly when one occurs; it is accompanied by a set of loss prevention resources. Membership is selective: PURE states that it welcomes only highly responsible members, and describes its purpose as doing what is right for the people it insures.
