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.
Ratings
How This Carrier Rates
Overview
About This Carrier
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
Top-tier high-net-worth personal lines service model with dedicated adjusters and loss-prevention concierge services
Member-owned reciprocal structure creates aligned incentives between insurer and policyholder around loss prevention
Specialized appetite for scheduled fine art, jewelry, watercraft, equestrian, and high-value collectibles
Limitations to Know
Where They Fall Short
Membership-based structure means customers below the home-value threshold typically do not qualify
Premium pricing reflects service-tier positioning; not competitive for mass-market or standard preferred risks
Newer carrier (founded 2006) with shorter operating history than AIG or Chubb in the high-net-worth segment
Right Fit
Who They Are Best For
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
- Line of Business
- Personal Lines - Georgia
- Coverage Types
- High-value homeowners, condo, automobile (including luxury and exotic), scheduled valuables and fine art, watercraft, flood, umbrella, excess liability
- States Available
- All 50 states plus DC
- Max Business Revenue
- Refer to carrier overview for appetite
- Industry Classes
- Refer to carrier overview for industry positioning.
Pricing & Claims
What to Expect
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.
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.
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.
File a Claim
- Phone 888-813-7873
- Hours24/7 phone (PURE direct)
- Online Claims portal
Admitted Status: Admitted in Georgia for personal lines.
Compared
How They Compare
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.
Quick Facts