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Why Choose PURE
PURE was built for responsible high net worth families who expect more from insurance.
Exceptional service is the standard
Technology makes many things easier, but some moments call for a human touch. From routine questions to complex claims, our members receive personal attention, thoughtful guidance and genuine care every step of the way.
Focused on preventing loss
We help members stay ahead of risk with proactive advice, innovative technology and specialized expertise for threats like water damage, wildfire, hurricanes and winter storms.
A model that puts you first
As a member-owned insurer, we don’t answer to outside shareholders. Our model aligns our interests with the families we serve and allows us to focus on delivering an exceptional experience.
96% of members choose to renew with PURE.
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"A totally different approach. I feel like a member vs someone who merely cuts a check to a company."
- John P, member since 2016
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"I never thought I'd say I had a delightful experience with an insurance company but that's what I had with PURE!"
- Ellen F, member since 2012
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"They are obsessed with customer satisfaction--something that is hard to find in most other organizations in this day and age."
- David S, member since 2013
