At PURE, service isn’t limited to one department or one moment; it’s something we work to deliver in every interaction, with every member, every time.

We don’t compare ourselves to industry peers. We aspire to set the standard for hospitality and service across the broader financial services sector. It’s a high bar, and one our team strives to meet every day. 

In the early days of 2025, the Palisades Fire became the largest catastrophe in PURE’s history—four times bigger than any before it. Many members were displaced, and some lost their homes entirely. What defined our response wasn’t the scale of the losses, but the way our people showed up for members—with speed, great care and deep personal connection. 

Preparation is part of PURE’s DNA. We don’t wait for disasters to unfold; we plan for them. When the fire began, we activated our Situation Room within hours. That evening, we personally called all members in the evacuation zones—not to confirm coverage, but to say: “Please evacuate. We’ll cover your hotel and handle the rest.” 

By the next morning, 18 adjusters were already deployed to the area, even as the fire still burned. Using satellite and aerial imagery, we identified potential losses before other carriers had arrived. That early action helped us secure housing, coordinate service providers and reassure members who were facing unimaginable loss.

Our adjusters led with empathy. They responded as people first, professionals second. 

One member who fled her home with minutes to spare called her former adjuster—not to file a claim, but because she needed someone familiar to talk to. Our adjuster stayed on the phone for more than an hour, then visited her days later just to offer a hug. Another adjuster drove eight hours round-trip to support a couple navigating a complex claim, ensuring they felt informed and confident about their next steps. 

In the field, our teams recovered safes, jewelry, heirlooms—even one member’s koi fish, because to him, they were beloved pets. These moments might seem small, but they represent what PURE means by love in action: being there, listening and bringing comfort in the midst of loss.

In the days after the fire, one California member who lost his home, and everything he and his family kept inside—including a collection he spent much of his life building—wrote this beautiful reflection. It speaks to loss, perspective and what endures. 

While the road to recovery for this type of loss is often a long one, and still ongoing for many of our members, we paid out almost $300 million within the first 24 days to help them begin rebuilding, replace what was lost and secure temporary housing. Our Chief Claims Officer, Derek Zahn, traveled to California within days of the fire and remained on the ground, working alongside the team until those initial payments were in members’ hands. 

PURE’s membership model came to life in extraordinary ways. Thirty unaffected members offered their secondary homes to families who had lost theirs. Others reached out asking how they could help.

That sense of shared humanity reminded all of us that PURE isn’t just an insurer—it’s a membership built on care and connection. 

We often say love your insurance. In moments like this, love means empathy, intentionality and commitment. We measure our success not by how many claims we close, but by how many moments of relief we create. 

One year after the devastating California wildfires, many high net worth homeowners are still struggling to find high-quality admitted insuranceadmitted insuranceCoverage for “standard” risksX. This reality is understandably frustrating. A healthy and sustainable market should provide stability and choice, even in the face of increased catastrophe risk. For insurers to continue offering admitted coverage, rates must be able to adapt as risks and reinsurance costs change. When pricing cannot adjust gradually and transparently, capacity moves elsewhere. In California, that has meant more high net worth coverage shifting into the non-admitted market. 

Non-admitted insuranceNon-admitted insuranceCoverage for higher-risk areas or situationsX plays an important role for unique situations and hard-to-place risks, but it is not the ideal fit for most homeowners. Admitted coverage offers stronger consumer protections, greater transparency and long-term stability. At PURE, we believe admitted coverage should be the foundation whenever possible, and we continue to lead with it in California.  

PURE is committed to growing our admitted membership in the state and has been working with the California Department of Insurance to obtain the flexibility needed to do so responsibly. Our goals are clear: preserve choice, stability and the level of service our members expect. 

Our experience tells us that members and their families and friends in California want access to PURE and the industry-leading service we provide. We share that ambition and will continue working constructively with regulators and partners to expand availability at competitive pricing that reflects the risk of each individual home.