Pure Insurance Review

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Claims Process
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Financial Strength
Products  |  Price  |  Claims  |  Complaints  |  Financials  |  Bottom Line

With a member-focused approach to insurance, PURE is a relatively new company geared towards those with a lot of assets to protect. For those in search of an alternative to large insurance companies and a lot of extra benefits, PURE is a company to look at.

PURE Summary

PURE stands for Privilege Underwriters Reciprocal Exchange, and is a member-owned company. Their clients are referred to as members, and the company is structured in a manner similar to a mutual insurance firm.

Premiums from their members are pooled, and claims are paid out of that pool. Any money that is left over after claims and operations (profit) is held in special accounts called subscriber savings accounts.

Each member has their own account, and any profit it is distributed proportionately based on total premiums paid for that year. This money can be used by Pure to pay future claims, and is distributed to the individual (or estate) if the membership is ever canceled.

The company has been in business since 2006, and has seen slow but steady growth. PURE currently offers their products in every state except for Alaska and Idaho, but intends to complete their expansion to those states soon.

PURE aims its products at what they call “carefully selected” members, most of whom are affluent and considered to be low-risk. PURE uses a committee of appointed members called the Subscribers Advisory Committee to help determine the future of the company, keeping members central to how they operate.

Currently, PURE offers a selection of insurance products for individuals, all of which are tailored to the needs of the affluent.

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Insurance Products

The lineup of personal insurance products from PURE makes it clear very quickly that they are designed for well-off families with a lot of valuable assets.

Auto Insurance

PURE’s Private Fleet Auto Insurance is designed for people who own more vehicles than there are drivers in the household. The company promises lower premiums based on the fact that not all of those vehicles can be operated at once.

The Private Fleet plan covers a range of different types of vehicles, including daily drivers, collector cars, motorcycles, luxury motor homes, and more. All of the vehicles in the household are covered under one policy.

Features in the Private Fleet plan include:

  • Agreed Value coverage for all vehicles
  • Gap coverage for loan or lease
  • Original Manufacturer Equipment used for all repairs
  • Worldwide coverage
  • No limit on rental car during repairs
  • Uninsured Motorist protection with no deductible through Collision coverage

Home Insurance

PURE’s High Value Home Insurance is designed to protect homes that are above average in both construction and value.

The program includes features not seen in most standard home insurance policies, such as:

  • The option to rebuild, replace, or take a cash settlement
  • Guaranteed Replacement Cost
  • Sewer and Drain Backup Coverage
  • Equipment Breakdown Protection
  • Preventative Actions coverage, which allows for upgrades and
  • improvements to prevent a loss from recurring
  • Extended Jewelry Protection
  • Coverage for damage to a neighbor’s property
  • Pet Medical coverage

Additional Products

Jewelry, Art, and Collections Insurance

This product is designed to protect high-value collections and individual items beyond the limits of a homeowner’s insurance policy. Coverage is worldwide and includes itemized and blanket coverage with options when one of a pair is lost or damaged.

Personal Excess Liability

Umbrella coverage to protect above and beyond what is available from auto and home insurance policies; this coverage is available for up to $25 million.

Watercraft Insurance

PURE provides coverage for a variety of boat types, from small craft to luxury yachts, with agreed value coverage and a range of other features.

Flood Insurance

PURE has a comprehensive flood insurance program that goes above and beyond standard policies. Their Flood Solutions program can be customized to meet the needs of each homeowner.

PURE Rates

Since quotes are not easily available and products only offered to members, price comparisons with PURE are not easy to obtain. However, as a company aimed at a very affluent market, it’s unlikely that PURE’s intent is to offer the lowest rates, but rather rates that are competitive within their specialty market and supported by a lot of features and benefits.

PURE does promise lower rates on vehicles that exceed the number of drivers in the household, but again, this is likely to only be considered an insurance bargain by those who have very valuable vehicles and need a lot of protection.


PURE doesn’t offer online claims reporting, which is odd for such a modern insurance company. They do however have an email address that can be used to report claims: claims@pureinsurance.com, as well as a 24/7 toll-free phone number: (888) 813-PURE and a fax number as well.

Not surprisingly for a company aimed at a wealthy market, PURE promises claims service that goes above and beyond. In addition to an adjuster working directly with you on the claims process, PURE also assigns the insured to a Member Advocate, who is there to help with administrative and other needs and concerns during the claim.

PURE takes their claims process one step further, going beyond repairs to actually assist with future loss prevention in qualifying cases. The company’s Loss Prevention Program applies to claims of more than $10,000 and provides extra funds for upgrades or improvements that will prevent a similar loss in the future. This feature really puts PURE above and beyond when it comes to claims service.

Consumer Research and Complaints

PURE’s slogan is “Love your insurance”, and it appears most of their members do feel that way. PURE has an A+ rating with the BBB, and there is only one complaint on record in the past three years.

A search came up with no complaints from PURE policyholders and little in the way of reviews of the company at all, either positive or negative. The lack of comments may be partially due to the high net-worth customers PURE attracts, who may be less likely to use the internet to voice complaints.

Financial Strength

Rating CompanyGradeFinancial Outlook
AM BestA-N/A

Bottom Line

PURE is a recent addition to the lineup of companies aiming their policies at the affluent; major competitors would be Chubb and AIG. For those who fit into the right tax bracket and are looking for a change from the usual insurance company, PURE is well worth a look. They have solid products and a long list of membership benefits as well.

For those who are of a more modest lifestyle, PURE is unlikely to be a good fit.

For a list of companies that we recommend, visit our Best Insurance Companies page.

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Review Information

Eric Stauffer
Review Date
Pure Insurance
Author Rating


  1. Denise says

    HI Eric, Here is my question. It states that PURE is a newer company with only 20,000 clients. It also states PURE is using premiums to pay claims and then holding or refunding any unused premiums. That all sounds GREAT in theory. Having said that, my question is what happens when PURE has to handle a catastrophic claim and they have to pay back more than the premiums they have collected. What will happen then? Will you just pull from the State Funded program and get pennies on the dollar for the remainder of your claim? The US has been hit hard these last couple of years with floods, fire, earthquakes and tornado’s.

    • Eric Stauffer says

      Hi Denise,

      Good question.

      Insurance is heavily regulated at the state level, and they are constantly being monitored for solvency. Additionally, they pay into state funds (sort of like insurance for insurance) that can step in and help cover loses after a company goes belly up.

      The biggest threat comes from people that have retirement like annuities, since they can’t just switch companies during the bankruptcy.

      For your typical auto and home coverage, its my opinion that there is less risk in these situations. Most insurance companies are spread out over multiple geographical areas, so if all of their policy holders had a claim at once, we would probably have bigger issues facing us.

      Eric Stauffer

  2. John says

    Is there something in it for you to be consistently recommending PURE over other firms? You seem to mitigate negatives and try to put a more positive spin on them. just curious

  3. says

    I’ve read all the comments and would like to add that Pure is accessible through the Independent Insurance Agencies. That being said usually your independent agent will have access to the major players in the insurance industry. These include: Chubb, Pure, AIG and Ace. Fireman’s Fund was included in this line-up until they were recently purchased by Ace. Besides conducting your own research & due diligence, your agent is the best resource in obtaining any information about any of these companies and any of these companies are willing and able to assist in answering any questions that may leave you skeptical about using their products and service. You should also review A M Best Rating for Insurance Companies @ http://www.ambest.com/rating. If you are trying to consolidate your insurance package with one company it is always best to consult your agent because the company that writes your main home and auto insurance will be more open to writing all your other lines of insurance (secondary, rentals, etc.). Our agency uses all these major companies exclusively and depending on each individual’s portfolio we may write their insurance with Pure, Chubb, AIG or Ace. Several factors, criteria, etc. are taken into consideration and your agent would be the best place to start! Thank you.

  4. Judy S says

    How much money or assets do you need for Chubb, AIG, Pure, or Ace? I am looking to change from CSAA because of the trouble they gave me when in a parking lot either a grocery cart or they say a fender contacted my Acura 1997 with a small dent and a scratch. Since I had comprehensive and wasn’t driving, I thought they would cover it. The adjuster called it collision of a hit and run and even though the damage is minimal she wasn’t going to cover it under comprehensive. I didn’t like the fact that we have been clients for over 12 years house /3 cars 500K liability with no claims. Like $24,000 going to them over 12 years. They were ignorant in getting the Mature Driver Discount on also. I see all the complaints on the internet on all the carriers so I looked to see who is the best and these came up for high-income individuals. So what is the criteria? I don’t want problems if something should happen. I want the claim handled the way they did in the old days without the nightmares I am reading on the internet with all the major companies we know of.

    Can you help?

    Thanks in San Jose, CA

    • Eric Stauffer says

      Hi Judy,

      I could be mistaken, but I believe it has more to do with your willingness to pay for their services. White glove type insurance companies are often more expensive, since the service is a lot higher quality.

      If you are willing to pay, it is worth giving them a call to find out.

      Eric Stauffer

  5. Mike Siegel says

    Hi Eric –

    This is a great forum – thanks for providing this service.

    Regarding PURE insurance, is there any concern that – in the event of an accident – that a PURE insurance policy will be like ringing a dinner bell for the other party? More than other insurers, this seems to signal “deep pockets”?

    Also, what about the BBB rating? Has PURE simply chosen not to participate, or is this a merit-based review? The complaint history certainly doesn’t seem in keeping with the lower rating.

    And finally, any other concerns or cautions for a potential first-time policyholder with PURE?


    • Eric Stauffer says

      Hi Mike,

      I can certainty see your concern about drawing attention to personal wealth. My psychology credentials end at Psych 101 from college, so I am probably not in the best position to answer that from a behavioral standpoint. I can say I have not personally come across any information in my research that indicates there is an increase or decrease in high value lawsuits for their customers.

      Regarding Better Business Bureau ratings, there is a lot of concern that the organization is not entirely forthcoming about how some companies “earn” their grade. We provide the information because users are interested in it, but this investigation by 20/20 (click here) sums it up rather well.

      As far as concerns for first-time policyholders, I personally do not have any. I think they are worth a look if you are interested in good service.

      Eric Stauffer

  6. Deb Wasil says

    We have had PURE for about 3+ years now and I just added some other homes. My only claim was a single diamond earring and it was so easy. A few questions, sign a paper and with in 2 weeks i got a 25K check. I am very happy with our insurance.

  7. Cindy says

    Eric Stauffer,

    If we have homes in Texas, Colorado (condo) and Florida (on the beach in the worst zone insurance wise), do you know off-hand if they can handle all these states? Also, any advice on picking the agent to go through? My area has 10-12 to choose from. We have been with the same agent for everything for years, but have outgrown their offerings. Thank you for any advice.

    • Eric Stauffer says

      Hi Cindy,

      According to the agent finder on the website, they have agents licensed to sell their products in each of those three states. The features and coverage can certainly vary between states, so it is best to check with them individually to see what can be covered.

      Finding an agent can be difficult, especially when you have assets in multiple states. Not all agents or agencies are legally able to sell in each state. My general advice when searching for an agent is to start with referrals. If you have anyone else in the area that already has an agent they prefer, that is a good starting point. If you are doing it from scratch, I recommend sitting down with multiple agents and see what they all have to say.

      – Which ones actually ask questions about your situation?
      – Do they try and match coverage to your answers, or just give you the most expensive policies they can?
      – Are they new? (Try to avoid freshly minted agents)

      Good luck in your search.

      Eric Stauffer

      • Cindy says

        Thanks Eric!

        I had a secret hope that changing to this type of company would allow us to streamline all the insurances we hold.

        Your selection questions/thoughts are very helpful. I will look at the PURE web-site as I have not done that. Will also check out Chubb.

        Thanks for this fourm – very helpful!


  8. Eric says

    PURE is a farse. Have a large claim in a multi-million dollar home and they set my wife and i for an EUO 6 months after loss. EUO (examination under oath, very similar to a deposition) was taken over a month ago and the no one has reached out to even contact us with what their position is. Stick with Chubb or AIG.

  9. Jan says

    We are currently considering moving to Pure primarily because of our art, rugs and wine collection. My current carrier wants an appraisal or receipt for every piece of art or rug that we buy. I just found out that if a piece of art appreciates, my current carrier will only pay for the original insured amount unless I submit more paperwork. Pure, on the other hand allows us to name a figure as to what all art and rugs are worth. They will also insure wine collections. At the moment I am leaning toward PURE because it would make things much simpler. Also, their quote was exactly what we are paying now.

  10. Bob L says

    Hello Eric,

    My auto, home and umbrella policy is coming due in a two weeks and my agent suggested that I move from Traveler’s to Pure Insurance Group. As you pointed out in your column, Pure is a newer insurance carrier, and I was very impressed with some of their very unique policy benefits which were very appealing to me. I noticed that that A.M. Best Co reported, they are losing money and they appear to be losing more money each year since inception in 2006. While the “white glove/high touch service” sounds very appealing to me, the company financials and stability concern me. The agent did a “soft” credit/driving/claims history on me, and I passed with flying colors, but now that I have done my financial due diligence on Pure Insurance Co, I am hesitate about retaining them as my insurance carrier. i also did some investigation on http://www.WeissWatchDog.com, and their rating is C+, which quite marginal and Weiss indicated I may want to consider another carrier, because of their financial stability. While they may have a stable rating now with A.M. Best Company and Weiss rating service, my take away is they woul be very concerned if they had should experience a catastrophic year in claims/losses. While Pure has retained a number of large re-insurance companies to help offset any potential losses, any adverse scenario could be financially catastrophic So many great policy features in this HO5 poicy, but I am torn and was considering thinking about moving to Liberty Mutual, but I just noticed they have an even lower rating of a “C rating” from Weiss rating service, which is an independent rating service of insurance companies, banks, mutual funds, etc. Thank you for your insight and general comments, Eric.

    • Eric Stauffer says

      Hi Bob,

      First and foremost, I want to make sure you understand that Pure is a high-end insurance company. They are similar to Chubb insurance in this regard. What that means to you as a customer is premium price should not be an issue, because it will be (in most cases) substantially higher than the other companies you listed in your comment.

      They are kind of like the Rolls Royce of the insurance industry. You will pay more, but the service will be much better than a standard carrier.

      That being said, from what I understand of Weiss Watch Dog, they are an investment analysis firm that supplies ratings based on potential investment opportunities. So while similar, their advice will not match up directly with what is important for an insurance customer.

      As with any insurance company, you are free to leave at any time. So if the writing on the wall continues past your comfort zone, you could always move to another firm. Insurance companies are monitored heavily at the state level, and any sign of insolvency would surely get the siren bells ringing.

      If your looking for top-tier coverage and price is not an issue, I like Pure and Chubb. If you are looking for more of a traditional carrier, I like Liberty Mutual and Allstate.

      Good luck in your research, and if you have any more questions, feel free to ask.

      Eric Stauffer

      • Bob L says

        Hello Eric,

        Thanks for the quick response to my question on Pure Insurance Co. I do understand they cater to a high net worth consumer,and contrary to what you stated, the quote i received from my agent for on Pure was about 40% less than my current Travelers Platinum policy. Actually Pure came in on the low end of the price spectrum, so this is very confusing. I received a number of quotes and have my homework and coverages have been very similar. Getting back to Weiss rating, they are a rating service for banks, brokerage firms, banks and I think their core business is rating insurance companies. I think every every carrier claims to have the best service in the industry, and Pure probably has great service. I understand the state insurance regulators monitor the insurance carriers very carefully and I also understand I could switch to another company if I so choose. I started with Travelers three or fours years ago and as I stated earlier, their rates rose dramatically. Getting back to Pure, the 2013 financials will be released in the not too distant future, so this will be interesting to see what they post. Thanks again for the quick response, Eric!

        • Eric Stauffer says

          Hi Bob,

          If Pure is on the low end, that would be the front-runner for me. Depending on what type of home and cars you have, it may be that they are structured to handle your types of risks better than a standard carrier, and so can offer more competitive pricing.

          Eric Stauffer

  11. Susan Falk says

    Pure Home Insurance was recommended to me as an alternative to Chubby which currently covers my Coop Apartment. Since Pure is such a new company. I have reservations. What do you think? Thanks for your awaited input on this matter.

    • Eric Stauffer says

      Hi Susan,

      I believe they are both good, but I do understand your hesitation given the relative newness of PURE. Time will ultimately tell if they live up to their reputation. Chubb has a longstanding history of doing right by their clients, so it may ultimately come down to price.

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