Pure Insurance Review & Complaints: Home & Auto Insurance

Pure Insurance Company offers home and auto insurance to low-risk customers they select through an advisory committee. Based on our Pure Insurance review, being a Pure Insurance member comes with perks and benefits that could save your money on your insurance.

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Eric Stauffer is a former insurance agent and banker turned consumer advocate. His priority is to help educate individuals and families about the different types of insurance they need, and assist them in finding the best place to get it.

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Leslie Kasperowicz holds a BA in Social Sciences from the University of Winnipeg. She spent several years as a Farmers Insurance CSR, gaining a solid understanding of insurance products including home, life, auto, and commercial and working directly with insurance customers to understand their needs. She has since used that knowledge in her more than ten years as a writer, largely in the insuranc...

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Reviewed by Leslie Kasperowicz
Farmers CSR for 4 Years

UPDATED: May 13, 2021

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PURE Insurance

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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 membership benefits, PURE is a company to look at.

Who is PURE?

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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What insurance products are available from PURE?

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. Each policy option is designed to protect these customers from the extreme cost of repairing or replacing their valuable items and offers customizable coverage to promote an exceptional member experience.

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 customers the benefit of 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 vehicle, including daily drivers, collector cars, motorcycles, luxury motor homes, and more. Each vehicle in the household are covered under one policy and one payment.

Features in the Private Fleet plan include:

  • Agreed Value coverage for all vehicles
  • Gap insurance for loan or lease
  • Unlimited roadside assistance
  • 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 coverage 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 that are designed to provide the most comprehensive protection for any luxury home purchase, such as:

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

Additional Products

Here are the additional types of coverage you can get with PURE.

Jewelry, Art, and Collections Insurance: This product is designed to protect personal property like high-value collections and individual items beyond the limits of a homeowner’s insurance policy. Coverage is worldwide and includes itemized cost and blanket coverage with options for when one of a pair is lost or damaged.

Personal Excess Liability Umbrella Coverage: This type of policy was designed to protect above and beyond what is available from the basic coverage provided by 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, providing peace of mind to any waterfront property owner.

What are the rates like with PURE?

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 is 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 membership 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 a high-end or luxury vehicle and need a lot of protection beyond what basic coverage can supply.

What is the claims process?

PURE does not offer online claims reporting, which is odd for such a modern insurance company. There is an option on their website to “Request a Proposal”, simply enter your contact information and the best time to reach you and a PURE representative will respond. They do however have an email address that can be used to report claims: [email protected], 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 Benefit 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 the claims service experience.

Of course, this is exactly what you would expect from a company that was created to cater to the high-income individual.

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What does consumer feedback say about PURE?

PURE’s slogan is “Love your insurance”, and it appears most of their members do feel that way. Although the company is not accredited on the Better Business Bureau website, PURE has an A+ rating with the BBB. The company has an impressive zero complaints in the last 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.

What is the financial strength of the company?

Rating Company Grade Financial Outlook
AM Best A- Positive
Fitch N/A N/A
S&P N/A N/A

What is the 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. They are dedicated to providing excellent service and offer what appears to be the most comprehensive coverage insurance plans for anyone who needs a higher-than-average policy limit to protect their belongings.

For those who are of a more modest lifestyle, PURE is unlikely to be a good fit. The average consumer could easily find better rates from a different auto insurance company if they don’t currently own a high-value or luxury vehicle. Similarly, they can get a more competitive rate for their homeowners insurance policy as well if they don’t currently own any high-value or luxury property.

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

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