PURE Insurance

PURE Insurance is a member-owned property and casualty insurer established in 2006 and operating exclusively for financially successful families. The company is structured as a reciprocal insurer, a form in which the interests of policyholders and the company are aligned, and it serves more than 100,000 families across the United States. Membership is limited to highly responsible households, and the firm positions its offering around more generous coverage and fair pricing.

Its product suite covers the assets that conventional carriers often under-protect. Alongside high-value home and automobile insurance, PURE writes specialist lines for jewellery, fine art collections, watercraft and flood risk, together with personal umbrella liability cover. Underwriting in these areas draws on expertise in high-value asset risk and the particular exposures that come with complex, high-value households.

Risk management is central to the model rather than an adjunct to it. Services such as the PURE Situation Room and a set of comprehensive loss-prevention resources are designed to help members reduce the likelihood of a claim and to speed their recovery when one occurs. The stated aim is to do what is right for members - an orientation that shapes both the products written and the claims handling that follows.