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.

Featured News

Sep. 10, 2021

The Strength of PURE's Model

Aug. 18, 2021

Enhancements to PURE Starling™ Fraud and Cyber Defense Coverage

Aug. 03, 2021

100,000 Members and Growing

Jul. 23, 2021

PURE Allocates $15 Million to Members’ Subscr…

Jul. 09, 2021

Training for Customer Service Empathy: How to Bring Its Power to Your Organization

Jul. 06, 2021

81 First Tee Teens Selected for PGA TOUR Champions’ PURE Insurance Championship Impacting the First Tee at Pebble Beach

Jun. 03, 2021

2020 Report to Members

May. 19, 2021

PURE to Launch in Idaho

100,000 Members and Growing Jul. 23, 2021 The PURE membership is made up of more than 100,000 responsible, successful individuals and families. Read More

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.

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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.