More than just insurance coverage, a smart solution for families who have more to protect.

At PURE, insurance is about more than just the things we protect. It’s about our members. It’s about making them smarter about risk. It's about helping them reduce their chances of experiencing a claim. And it’s about making them more resilient so that if a claim does happen, they can recover faster and with greater ease. PURE is a member-owned property and casualty insurer designed exclusively for financially successful families and driven by a purpose of doing what is right for them.

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Featured News

Jul. 17, 2020

New Tools for Home Buyers as the Pandemic Upe…

The New York Times

Apr. 08, 2020

Three Lessons (So Far)

Chief Executive Magazine

Feb. 07, 2020

What does this mean for the PURE Membership?

Aug. 30, 2019

Leave room for the firetruck: Insurers help d…

Reuters

Jul. 29, 2019

PURE Insurance Among Best Places To Work In N…

Insurance Business America

Jun. 11, 2019

Student-Debt Relief for Employees

Wall Street Journal

Jun. 10, 2019

PURE's Landau: Experiment With New Tech but P…

AM Best TV

May. 15, 2019

The Secret Key to Protecting Your Client’s Wealth

Wealth Management

PURE Insurance Launches PURE Home Spotlight™ Home Buying Report Oct. 19, 2020 New digital tool uses risk data to help its membership understand risks of potential luxury home purchases.

We're not for everyone. But we might be perfect for you.

When you become a PURE member, you join a very select group of responsible, financially successful families who own extraordinary homes and other high-value assets. A more responsible membership means fewer claims, which leads to lower premiums.

Hear from our members

The power of alignment.

PURE is a member-owned insurer and a part of the PURE Group of Insurance Companies, a specialist group of companies serving the personal insurance needs of financially successful families across the United States. Collectively, the companies that make up the PURE Group benefit the PURE membership by creating excellent financial strength and providing a strong sense of alignment.

Built by innovators. Driven by purpose.

We deliver more than just the status quo; we come to work every day engaged in simplifying and actively making a difference in the lives of our members. You won’t find a team of professionals more fiercely dedicated to protecting you, your family and your assets.

Why Pure?

What sets us apart?

Purpose
We are dedicated to making our members smarter, safer and more resilient so they can pursue their passions with greater confidence.
People
We are deeply committed to hiring, developing and rewarding exceptionally talented people. This commitment creates loyalty among our employees, encourages collaboration and leads to innovation.
Principles
We seek to provide our employees with a career that is part of a fulfilling life. In exchange, we ask them to practice “membercentricity” and uphold all of our PURE Principles.

We are reimagining the insurance experience.

Membership with PURE means more than just an insurance policy. PURE’s coverages are customizable to meet your unique needs, and we provide a service experience designed to make your life easier.

Coverage Designed for High Net Worth Individuals

Whether you own multiple homes and vehicles; collect fine art, wine and antiques; or travel extensively, PURE’s suite of products are optimized to help protect you from the risks and liabilities presented by your unique lifestyle.

Discover our coverage

A Service Experience to Make Your Life Easier

Your time is valuable, so we deliver a service experience that minimizes the demands on your schedule by providing a variety of resources to assist before, during and after a claim.