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New Insurer Caters PUREly to Florida High Net Worth Clientele

Floridas wealthy and privileged residents have a new personal lines insurer promising to save them money on premiums for their homes, cars and belongings.

Florida's wealthy and privileged residents have a new personal lines insurer promising to save them money on premiums for their homes, cars and belongings.
The company will sell property/casualty insurance for high value homes, cars, jewelry, art, and personal excess liability coverage. It will offer windstorm deductibles from two to 25 percent and is interested in high net worth families with more cars than drivers.
Ross Buchmueller, president and chief executive officer of PURE Risk Management, in Plantation, Fla., announced the launch of Privilege Underwriters Reciprocal Exchange (PURE), which will be dedicated exclusively to the high net worth market.
"Most of our current and prospective members previously insured their high valued homes with Citizens, unregulated surplus lines carriers or insurance companies that do not typically focus on high value properties," Buchmueller said. "In almost all cases, our members were paying thousands of dollars a year more for home insurance than they will with PURE. PURE is differentiated by its ability to provide select members with high-quality coverage and personalized service at significantly lower costs."
Buchmueller is a former executive with AIG Private Client Group.
Citizens is the state's property insurer of last resort for those unable to obtain coverage in the private market.
PURE will offer windstorm and optional excess flood coverage for Florida homes insured for greater than $1 million that are built to the standards of the latest building codes. It will also provide private fleet auto insurance, including agreed value settlements for total losses, and insurance for jewelry and art.
Its personal excess liability coverage has limits ranging from $5 million to $10 million.
According to its announcement, PURE's offerings will also include:
Windstorm deductibles that range from two percent to 25 percent of the homes' rebuilding costs
Jewelry insurance premiums at almost half the cost of other insurance companies' premiums
Competitive auto insurance for households that have more cars than drivers
PURE will be owned by its policyholders. Members will pay a one-time surplus contribution equal to 50 percent of their first-year premiums for their high-value homeowners insurance policies, and 20 percent of their first-year premiums for their private fleet auto, jewelry and art and personal excess liability policies.
The one-time surplus contributions, along with a surplus note and a comprehensive reinsurance program, form the basis of PURE's financial strength. At the end of every year, PURE will subtract losses and expenses from all collected premiums and return these savings to policyholders as either dividends or credits to the subscribers' savings accounts (SSA).
As a reciprocal insurer, the SSA accounts belong to the individual members, yet will be available to PURE as surplus. PURE issues non-assessable policies, so the members' liabilities will be limited to the costs of their respective policies.
"PURE is unique because it will be owned by those it serves," said Buchmueller, who served as president of AIG Private Client Group from its inception in 1999 until 2006, when he founded PURE Risk Management. "We will allow a select group of Floridians to manage their personal risks with much greater efficiency."
The company plans to provide memberships in 2007 for approximately 2,500 homeowners in Florida and to limit the number of memberships it provides in each county.
PURE Risk Management acts as attorney-in-fact for PURE and provides management services including underwriting, marketing, product management, financial oversight and claims handling.
Source: Privilege Underwriters Reciprocal Exchange (PURE)
www.pureinsurance.com.

PURE High Net Worth