Secured with SHA-256 Encryption
Select Page

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.

FREE Insurance Comparison

Compare quotes from the top insurance companies and save!

Secured with SHA-256 Encryption

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...

Full Bio →

Written by

UPDATED: Sep 9, 2020

Advertiser Disclosure

It’s all about you. We want to help you make the right coverage choices.

Advertiser Disclosure: We strive to help you make confident insurance decisions. Comparison shopping should be easy. We partner with top insurance providers. This doesn't influence our content. Our opinions are our own.

Editorial Guidelines: We are a free online resource for anyone interested in learning more about insurance. Our goal is to be an objective, third-party resource for everything insurance related. We update our site regularly, and all content is reviewed by insurance experts.

PURE Insurance
Financial Strength

Compare Insurance Quotes

Secured with SHA-256 Encryption

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.

Enter your zip code below to view companies that have cheap auto insurance rates.

 Secured with SHA-256 Encryption

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 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 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 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:, 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.

Enter your zip code below to view companies that have cheap auto insurance rates.

 Secured with SHA-256 Encryption

Consumer Research and Complaints

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.

Financial Strength

Rating Company Grade Financial Outlook
AM Best A- Positive
Fitch N/A 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.

Compare Insurance Quotes

Secured with SHA-256 Encryption

Review Information

Review Date
Pure Insurance
Author Rating

About Eric Stauffer

Author: Eric StaufferI am a former insurance agent and banker turned consumer advocate. My 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.


  1. I have had two claims with Pure over the 6 years I have been a member and I have nothing but good things to say about them.

    Claims were filed and I was treated well and checks came in record time.

    Because of my wonderful experience with them, my neighbor even joined.

    I was called by a Pure agent several times over the process to see if there was anything else they could do for me.

  2. If you want your insurance company to treat you like a liar so you have to spend hours (hundreds of hours) figuring out and fighting just to get what is owed on your claim then get Pure.

    I still don’t know if they will pay in full. I am still fighting them.

    they treated me- first as a criminal then like a child.

    The agent Andrew Brown is a condescending thief and they refused to switch me to a new agent.

    After 11 years with PURE and no incidents prior I will switch to Chubb as soon as this is over.

    Also, this claim was a neighbor flooding my apartment- no fault of mine.

    Pure is my insurance and meant to advocate for me and get the money from the building’s insurance.

    Instead, I got hideous service and no humanity.

    I have been with no home for 5 months much of the delay due to them not paying.

    I am owed tens of thousands of dollars still which I had to front.

    The treatment is just awful and their karma will be too.

    Worst experience with an insurance company in my entire life.

    • I would love to speak with you.

      We are having similar issues with PURE and are considering more legal options.

    • Can one of the agents that represents Pure tell me if they are admitted in NC?

      • Login to and click under ‘find a broker’.

        Put in your zip code and it will give you a list of brokers near you.

        Call them and they should be able to answer your questions and maybe able to provide you with a quote.

        They are a VERY GOOD company!

      • Yes, I believe they are. Coastal risk will be underwritten carefully.

  3. My insurance agent just gave me a quote from Pure as it was less than the Signature Central Insurance I have had for many years.

    Central has always been wonderful and I don’t know much about Pure.

    It is hard to find much information but this site keeps coming up so thought I’d ask how it is doing now financially in 2019

    and how does it compare to Central? Thank you.

  4. This company is not recommended.

    they canceled my policy with almost no notice!!!!

    if you risk going with them, beware you could be left without insurance when you need it.

    • The question is WHY?

      If your agent didn’t communicate that your policy was being canceled, shame on them.

      Notice of cancellation for non-payment!

  5. Insurance companies are in the business of collecting premiums NOT paying claims.


    • Elllos. son unos ladrones. yo pague aseguranza. y no cubren nada. son unos LADRONES.

    • If your agent has not helped you to get your claim paid you should be blasting the agent. Pure has paid and continues to pay but sometimes agents MUST step in to help their customers.

    • I agree- they are awful.

      Worst experience with agent Andrew Brown and might have to go to court to get the tens of thousands of dollars I am owed for a no fault of mine flood from a neighbor’s apartment.

      Pure is my insurance- they were meant to advocate for me.

      Worst insurance experience of my life and they would not give me a new agent even though Andrew is a heartless thief.

  7. Our insurance with Chubb is up for renewal. They are over 20% higher than PURE. I am concerned with their financial stability. I have also never heard of them. Bottom line – are they a good company with solvency to pay claims?

    • We switched from Chubb to PURE for the same reason and we believed their fabulous sales pitch about really taking care of the high net worth client when disaster strikes. We had a large house fire 18 months ago on a mansion that was very well insured and have had the most unimaginable nightmare with PURE. I cannot recommend strongly enough that in your position I would stay with your current insurer.

      • until u have a claim then every public insurance adjuster tells me Chubb is best.

        I had PuRE and will probably end up in court. It has been h@%$ dealing with them

      • Would love to speak with you.

        We are having similar issues after a fire.

        It seems to be how PURE operates.

  8. I am looking for some help with a PURE policy. I have a home that is rented and they put a “Rented to Others” surcharge, “Seasonal” surcharge and a “Caretaker on site” credit. I am confused, why do I have Seasonal and caretaker. It is a home in VA, rented on an annual lease, not a vacation or seasonal home? I expect a rented to others charge but the other charge and credit??

    • Hi Stephanie,

      I would reach out to your agent that sold you this policy, or PURE directly. It could be the way they set up these types of policies, or a simple oversight. They are pretty good in the customer service department, so I would expect a reasonable response or explanation from them.

      Eric Stauffer

    • Stay away from Pure, I have been a member for two years, year three, just hit with 19.9 percent increase on auto, 19 plus home. Bait and switch. I will be shopping come Monday……buyer beware!

      • It’s not just Pure. You may get a reasonable price from another company but you will experience the same – premium increases. That’s why the independent agencies are so important. Just call your agent & ask them to have their Pure underwriter review for premium savings or to shop for you!

  9. My Bentley GTC was just damaged by a Pure insured. I was expecting a Chubb like approach to settlement. Liability is not in question. After reading your posts, I am expecting a very aggressive approach and the penny pinching you would expect from an Allstate. Should I just file the suit?

    • You should have a good experience & if not be sure to get your agent involved to help you…
      You have another option! You can just let your insurance company handle the claim & let them deal direct with PURE! Then you will know how your insurance carrier has your Bentley insured – actual cash value or agreed value!!!

  10. Pure is a fine company until they aren’t. Stay away!

    I have been with Pure for 5 years and paid them over $30,000 for multiple cars and homes. After my daughter had a minor fender bender that brought my total claims over 5 years to about $5,000 they sent me a nonrenewable notice by certified mail 3 weeks before the policy renewal date. No phone call? Horrible customer service!

    • For clarity and full disclosure, I am a licensed independent insurance agent. I represent Pure along with many other carriers mentioned in prior discussions. I want to cover a few points that are in common to the thread below.

      1. Pure works through independent insurance agents. If you receive a cancellation from Pure, I assure you that they gave your agent the same notice in advance of yours and explained to them why they were cancelling you. It is up to your independent agent to work on your behalf with Pure, or to find another carrier who can write your insurance competitively.
      2. Many clients of mine have been very upset with the replacement cost valuations required by all of the carriers mentioned in the prior comments. They all want to use values proposed by their builder, or the friend who is a real estate agent etc.. The reason the values are so high is because these carriers will settle your claims based on what it will cost to rebuild your home using the same high quality, hard to find trade professionals and materials that were used to build your home. I have seen these carriers bring in marble AND stone masons from Italy to rebuild homes that were built in 1700 that require special work. They will use plaster and lathe, not plasterboard to replace walls that were built in the 1800’s with this kind of craftsmanship. They will remake original plaster moldings on ceilings, not use plastic or resin replicas. They will find aged or exotic wood to replace and match materials that were damaged in a partial loss so that they match exactly what was not damaged. They will use real oak, walnut, mahogany and teak to replace damaged wood, not veneered pine, or pine stained to look like these other woods. That is what a regular carrier would do when your insurance is a traditional homeowners policy.
      3. Starting with a clean slate when building a new home is much less expensive than having to remove or work around partially damaged structure, or haul away the rubble of an old home, rebuild the foundation and then build a new home after a loss. Builders today will not use the same materials or craftsmanship that was put into older homes. If that is ok with you, get a homeowners policy that reflects this understanding.
      4. There are also situations where someone has a truly unique and one of a kind home. If it were to burn, the owner would not feel that they had the same home, even if it were rebuilt using materials and craftsmanship that were used in the original home. IT looks the same but it does not have the same emotional attachment (and the ghosts are gone!) Some of these carriers will allow an insured to walk away from the loss and chose to buy a totally different, but unique and similar in value home at a totally different location. This is a huge moral hazard for a carrier to take on. They are going to charge extra for this.
      5. These carriers will also provide temporary living expenses that allow a client to live in the manner to which they are accustomed while they are recovering from a loss. This means that they can rent another nice home, or condo or apartment rather than be put up at the local cheap motel. They also will allow for nice meals as opposed to eating at the buffet.
      6. Bottom line is that these carriers are expensive to be with, but I want my high net worth clients to be with one of these companies because I want to be able to tell them “if _______ wouldn’t pay for this, no other carrier would either, they are the best out there”.
      7. Talk to an independent agent who specializes in custom insurance for custom homes to get a good opinion. I have never seen one of these carriers pay LESS at the time of a total loss than the (high) replacement cost they put on their policy .

      • I am also a licensed independent insurance agent that represents PURE. I continue to try to help people on these post understand that most, if not all of their issues are with the agents and not PURE. Find another, knowledgeable agent and you’ll have a completely different experience!

        Thank you Tim Dean for the clarification.

    • Satisfaction with an insurance company often depends on what side of the claim you are on. If you are the insured of the carrier, they are going to go out of their way to take care of you and go the extra mile because you pay them money and are their client. If you are involved in an accident in which the other driver was at fault, the other drivers carrier has an obligation to THIER insured to settle the claim in a “fair”” manner but also in a manner that costs THEIR insured the least amount on their loss history.
      The settlement offered should be based on industry standard reference guides but is rarely as much as the current retail used car price of the damaged car. That is never what a person wants to hear wants to hear when they were not at fault and wish the whole thing never happened. They also have emotional attachment to the car they currently have but that is not included in an appraisal. Very frustrating for sure but a fact of the business of insurance.
      The best thing to do if you have an accident in which you were not at fault is to get two offers- one from the adjuster of the at fault drivers carrier, and one from your own carriers adjuster (assuming you have collision coverage). If your carrier offers higher, share it with the other adjuster and see if they will up their offer. If not, settle your claim with your own carrier and pay your deductible while you wait for them to go after the other party’s carrier under subrogation. If successful and they collect the amount they paid out to you they will give you your deductible back.
      As others have pointed out, if your agent hasn’t explained all of this to you and given you some guidance, you are with the wrong agent.

    • I could not agree more. I have had a horrible experience and am just now doing research, it is both heartening and heartbreaking to find out that I am not alone.

      • We are having a bad time with PURE after a fire are very disappointed.

        Please reach out to me as we are considering further legal action. Thanks

  11. I got hit by one of “Pure’s” customers when they backed into me a couple weeks ago. The company sent out an adjuster who was aggressive in telling me the vehicle had rust therefore his coverage was less. I have been in accidents on both side of fault and have never seen such flimsy coverage on significant collisions with clear proof in police reports.

  12. Incredible company. Saturday night we were going to the movie theater and hit a deer, bad damage to car. Sunday we dropped the car off at the body shop and reported the incident, and they are going to inspect probably tomorrow (tue) and get everything fixed. BUT here’s the kicker – my wife just mentioned that we were on our way to the movie theater to see the ‘Good Guys’, and obviously we missed it. So this afternoon we get an email with a $50 gift card to the movies!! Can’t believe it. It wasn’t like we were asking for it, she just mentioned it in passing. Wow. Unbelievable. Oh, and the incident report and all of that is so efficient.

    We are SO bummed that when we move to FL we will not be able to stay with PURE (because our assets are not high enough down there). I would definitely pay extra just to stay with these people, the service is just unbelievable. As it is, not only is the service better, but they are actually CHEAPER than we had before. Just wish they would open up their eligibility. If you can get insurance with them, you should. No question. Best insurance company we’ve ever been with.

    • Just wait until you get your nonrenewable notice by certified mail because you had a claim.

  13. PURE has an essential monopoly in some regions and is able to coerce its established “clients” to pay more than should be legally allowed. For example, PURE has required me to purchase over $2M in coverage when my lender requires only $1.5M in coverage. This large discrepancy of over half a million dollars caused my lender to inform me that this is “not right” and that action must be taken.

    • Jack, please keep in mind that insurance is NOT to cover your loan with your mortgage company. You have loan amount, market value and insurance replacement value of which all are very different. Insurance is to rebuild your home @ replacement cost in the event of a total loss. The clients that have suffered losses & were insured with PURE are very happy that they did not have out-of-pocket cost to help them rebuild. AND, if you don’t want to rebuild, that’s fine too. Ask your mortgage company if they will pay the out of pocket expenses for you??? Another point I would like to make is that your agent should have explained the process to you prior to placing you with PURE. Agents are also Insurance Advisors. Thank you.

      • I’ve been with PURE since it started, and now that I’m selling my home and downsizing, I feel that I’ve been terribly over insured…nearly double the rebuilding cost per square foot recently quoted to me by my builder.

        My second issue is the 1,000 square foot guest house I have on my property. It’s been separately insured since it was built. My lender wondered why both buildings weren’t covered under the PURE policy.

        My PURE insurance broker has now had my total “package” insured (full replacement cost) for roughly $5,000 per year less than I’ve been paying for the past 11 years… my recent re-appraisal with PURE reduced the “replacement cost” by over $500K and the appraiser indicated that such “over the top” replacement numbers were pretty common in her experience.

        So far, my agent has not been able to get a reply from the “underwriter”, but what I’m looking for is a check covering the over payments since inception.

        • Your agent should be able to tell you why automatically. You’re talking about 2 different properties. I always tell my customers to consult a builder because I guarantee you the builder will tell you the insurance appraisal is IN LINE with the cost to rebuild your home at today’s cost. The matter with the guest house insured separately is another issue the agent should answer because it could have been included on the PURE policy as Other Structures…Sounds like an agent’s issue rather than a PURE company issue. A smaller home with a value of under $1M may not get the best pricing from PURE so your agent may need to shop your package with other reputable companies that specialize in the smaller homes; mid-markets. The reimbursement check will not happen. You had coverage and I don’t doubt it was adequate and to the replacement value of your home so PURE does not owe you a check. Again, your agent should be able to explain this to you to your understanding. Good luck!

  14. When I was reading the Pure website I was intrigued by their mutual like organization. but in looking closer, they have a more complex ownership with Stone Capital and KKR at the top of the ownership pyramid. So I wonder whose interests come first, policyholders or KKR. Do you have any observations about this?

    • Hi David,

      That is certainly a good question to be asking. Unfortunately, it is beyond the scope of this review and I’m afraid I can’t provide any credible information about it. If you uncover any more details, I would love to hear what you find.

      Eric Stauffer

    • See my previous comment/complaint. I’ve been over charged for 11 years, have never submitted a claim (not even my Matthew clean up) and have never received any “dividends.

    • As a PURE “member” with two homes and several cars insured for over 10 million dollars combined I can tell you that the member absolutely DOES NOT come first. We are in the middle of a miserable claim. We had a car catch on fire and catch our very expensive historic mansion on fire. PURE has treated us horribly from start to finish. Actually, we are not even close to being settled after almost two years.

      • Please reach out to me. I’d love to talk.

        We too have had a house fire and even their own contractor said that their initial offer was “bare bones” and didn’t properly cover the scope of work needed to rebuild/ repair our beautiful home to pre-fire conditions.

        It has been 9 months with no end in sight.

  15. 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.

    • 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

  16. 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

    • Hi John,

      No, I have no relationship with PURE.

      Eric Stauffer

  17. 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 @ 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.

  18. 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

    • 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

  19. Anyone ever had problems with cashing claims checks ? R they good for it ?

  20. 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?


    • 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

  21. 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.

  22. 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.

    • 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

      • 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!


  23. 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.

    • Eric – I am curious if you have had any resolve on this?

  24. 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.

  25. 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, 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.

    • 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

      • 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!

        • 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

  26. 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.

    • 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.


Leave a Rating

Your email address will not be published. Required fields are marked *