INSURANCE CARRIER

PURE Insurance

PURE Insurance is a reciprocal insurance exchange focused on high-net-worth households, typically homes valued $1M and up. Membership-based service model with high-touch claims handling.

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RATINGS & OVERVIEW

How This Carrier Rates

Financial strength

A+ Superior (independent financial strength rating)

Customer satisfaction (personal)

PURE consistently ranks at the top of high-net-worth personal lines customer satisfaction surveys, with member retention metrics significantly above industry average.

Customer satisfaction (commercial)

Complaint score

Tracks well below the industry average across all personal lines, consistent with their service-focused positioning.

PURE (Privilege Underwriters Reciprocal Exchange) is a member-owned reciprocal insurance exchange founded in 2006 and headquartered in White Plains, NY. PURE writes personal home, auto, valuables, watercraft, fine art, jewelry, flood, and umbrella coverage exclusively for high-net-worth households, typically with home values of $1 million or more. Members share ownership of the exchange, which incentivizes loss-prevention behavior and long-term tenure. PURE is competitive with AIG and Chubb in the high-value home segment. For Olive Cover high-net-worth customers, AIG and Chubb are our comparable active comparison-set alternatives.

WHY CHOOSE THEM

What This Carrier Does Well

Strength 01

Top-tier high-net-worth personal lines service model with dedicated adjusters and loss-prevention concierge services

Strength 02

Member-owned reciprocal structure creates aligned incentives between insurer and policyholder around loss prevention

Strength 03

Specialized appetite for scheduled fine art, jewelry, watercraft, equestrian, and high-value collectibles

LIMITATIONS TO KNOW

Where They Fall Short

Consideration 01

Membership-based structure means customers below the home-value threshold typically do not qualify

Consideration 02

Premium pricing reflects service-tier positioning; not competitive for mass-market or standard preferred risks

Consideration 03

Newer carrier (founded 2006) with shorter operating history than AIG or Chubb in the high-net-worth segment

Best Fit For

High-net-worth households with home values $1M and above, customers with multiple high-value vehicles (luxury, exotic, classic), scheduled jewelry, art, wine, or collectibles, multiple residences across states, and customers who value loss-prevention services and high-touch claims handling.

Not A Good Fit For

Standard preferred or mass-market personal lines customers (Nationwide, Travelers, Safeco fit better), customers below the $1M home threshold typically do not qualify for PURE membership, and customers seeking lowest-cost pricing rather than service-tier positioning.

APPETITE & COVERAGE

What They Write

Coverage Types

High-value homeowners, condo, automobile (including luxury and exotic), scheduled valuables and fine art, watercraft, flood, umbrella, excess liability

Best Pricing For

Multi-line bundles (home plus auto plus umbrella plus valuables) with $1M-plus home values, clean loss history, and engaged use of loss-prevention services. PURE pricing is competitive at the high end but requires the home-value threshold.

Industry Classes

Refer to carrier overview for industry positioning.

Admitted Status

Admitted in Georgia for personal lines.

CLAIMS & PRICING

What to Expect

Claims Experience

PURE is widely regarded for top-tier claims service in the high-net-worth segment, with dedicated adjusters and concierge-level handling for complex losses involving fine art, collectibles, and high-value property.

Pricing Context

PURE personal lines pricing is positioned in the high-net-worth tier alongside AIG Private Client and Chubb. Not directly comparable to standard-market personal carriers. For Olive Cover high-net-worth customers, AIG and Chubb are the comparable carriers in our active comparison set.

vs Competitors

Closest profile alternatives in the high-net-worth segment are AIG Private Client (deeper international and complex-risk appetite) and Chubb (longest operating history, broadest high-value lineup). All three compete on service and breadth rather than price.

File a Claim

Call to report a claim:

Phone unavailable

STATE AVAILABILITY

Where They Write

States Available

All 50 states plus DC

Personal Lines States

Commercial Lines States

Do We Work With Them?

PURE is available across Georgia for qualifying high-net-worth households. Particularly relevant in north Atlanta neighborhoods, coastal Georgia second homes, and equestrian properties.

COMMON QUESTIONS

Frequently Asked Questions

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