• Alignment of Interests

  PURE’s member-owned model means that the interests of our membership are not at odds with delivering returns to disinterested shareholders. We focus on doing what’s right for our members and are able to deliver excellent service while saving them an average of 20% per year.

• Commitment to Transparency

  We serve smart, sophisticated people who want to know where their money is going, how prices are set, and how PURE is being managed. So we tell them. We issue an annual report each year, share Pricing Principles for how rates are set, and provide a detailed look into the governance of PURE.

• Dedication to Service

  We deliver a service experience that minimizes the demands on our members' time by providing a variety of resources to prevent losses, assist in the claim process and beyond.

We were able to look at the natural conflicts between policyholders and shareholders, and design a business that would create this alignment, and that's what we've done.