PURE Insurance
PURE Insurance is a member-owned reciprocal property and casualty insurer serving over 120,000 high-net-worth households across the US and Canada, offering high-value home, auto, collections, liability, flood, and watercraft coverage plus risk management and art advisory services via a curated independent broker network.
- Company typePrivate
- Founded2006
- HeadquartersWhite Plains, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What PURE Insurance does
PURE Insurance is the marketing name for Privilege Underwriters Reciprocal Exchange, a Florida-domiciled member-owned property and casualty insurer founded in 2006 and managed by PURE Risk Management LLC, which has been a member of the Tokio Marine Group of Companies since 2019. It underwrites exclusively high-net-worth families across the United States and Canada whose homes are insured for $1 million or more, served through a curated network of independent insurance brokers plus a direct advisor channel.
The product architecture is a high-value home policy as the core, with an attached suite of specialty coverages: Jewelry, Art & Collections; Auto (including collector cars); Personal Excess Liability; Fraud & Cyber; Watercraft; Flood; Condo & Co-op; and Home Systems Protection. Around these policies PURE bundles value-added services that materially differentiate it from standard carriers: PURE360 home risk inspections, the PURE Situation Room alert system, PURE Home Spotlight pre-purchase property reports, the museum-level PURE Art Services for collectors, a Teen Driver Program, and a Wildfire Mitigation Program for exposed properties, all accessed via a member web portal and mobile app and supported by complimentary IoT sensors (Ting for electrical fire risk, LeakBot for water leaks).
Revenue is generated by recurring insurance premiums, with members able to receive allocations from underwriting surplus through Subscriber Savings Accounts (cumulative allocations of nearly $170 million since founding, $50 million in 2025 alone). As of 2025, PURE serves over 120,000 member households with total premium exceeding $3 billion, holds an A (Excellent) AM Best rating, posts a 98.8% net combined ratio, ~95% renewal rates, and a 51 Net Promoter Score. Distribution and risk selection are tightening in 2026 through a strategic partnership with FM Global and the opening of a ~250-person Scottsdale, Arizona office.
PURE Insurance firmographics
Firmographics- Name
- PURE Insurance
- Legal name
- Privilege Underwriters Reciprocal Exchange (PURE)
- Website
- https://pureinsurance.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- PURE Insurance is a member-owned reciprocal property and casualty insurer serving over 120,000 high-net-worth households across the US and Canada, offering high-value home, auto, collections, liability, flood, and watercraft coverage plus risk management and art advisory services via a curated independent broker network.
- Ownership category
- akta.pro rank
PURE Insurance industry classification
Industry- Product category
- High Net Worth Personal Property and Casualty Insurance
- NAICS
- Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Homeowners Insurance (FSAJACAA)
- akta.pro secondary industries
- Personal Excess Liability (High-Net-Worth) (FSAJANAF), Full-Coverage Personal Auto Insurance (FSAJAAAF)
Keywords
Where PURE Insurance is headquartered
LocationHeadquarters
- HQ city
- White Plains
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
PURE Insurance business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Insurance Premiums: PURE generates revenue through property and casualty insurance premiums from its member-owned reciprocal exchange. Members pay premiums based on their risk factors. As a reciprocal insurer owned by policyholders, excess premiums may be allocated back to members through Subscriber Savings Accounts.
- Supplementary Coverages: Additional premium revenue from supplementary coverages including jewelry, art & collections, personal excess liability, fraud & cyber, watercraft, flood, condo & co-op, and home systems protection
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | High Value Home Insurance |
| Subscription | Quarterly | Billing Options |
| Subscription | Annual | Subscriber Savings Accounts |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels7 records
PURE Insurance product offering
Product offeringCore offering
PURE Insurance is a member-owned reciprocal property and casualty insurer that designs and underwrites specialty personal insurance for financially successful families, with High Value Home Insurance for homes insured at $1 million or more as the anchor product. Coverage is bundled with jewelry, art and collections, luxury and collector auto, watercraft, personal excess liability, fraud and cyber, flood, condo/co-op, and home systems coverages, plus complimentary risk-management and member services such as PURE360 consultations, the PURE Situation Room, PURE Home Spotlight, and PURE Art Services. The insurer is managed by PURE Risk Management LLC, a member of Tokio Marine Group, and distributes exclusively through a vetted network of independent personal-lines brokers.
Product overview
PURE Insurance is a member-owned reciprocal property and casualty insurer serving exclusively high-net-worth families in the United States and Canada. The company operates on a platform-plus-modules architecture centered on High Value Home Insurance as the core product, supplemented by specialized coverage products including Jewelry, Art & Collections Insurance, Auto Insurance, Personal Excess Liability Insurance, Fraud & Cyber Insurance, Watercraft Insurance, Flood Insurance, Condo & Co-op Insurance, and Home Systems Protection. These products are complemented by value-added services including PURE360 Risk Management Consultation, PURE Situation Room, PURE Art Services, Teen Driver Program, Wildfire Mitigation Program, and Subscriber Savings Accounts. The company is managed by PURE Risk Management under Tokio Marine Group and offers products designed for homes insured for $1 million or more.
Differentiator
Problem solved
Functional benefit
Brands
- PURE Programs: Provides non-admitted coverage for responsible high net worth families with homes that do not meet the admitted market's preferred appetite
- PURE Specialty Exchange
- PURE Art Services
- PURE360 Risk Management Consultation
- PURE Situation Room
- PURE Home Spotlight
- Subscriber Savings Account (SSA)
Products and services
- High Value Home Insurance Specialized homeowners coverage designed for luxury homes insured for $1 million or more, featuring guaranteed and extended home replacement cost, flexible rebuilding options, included jewelry coverage up to $50,000, and deductible waiver for losses exceeding $100,000, distributed through appointed independent brokers.
- Jewelry, Art & Collections Insurance Customizable coverage for jewelry, fine art, wine collections, and collectibles with scheduled itemized, blanket, or combination options, protection against market increases up to 150% of scheduled value, and vault storage discounts, for collectors and HNW households.
- Auto Insurance Luxury auto coverage for everyday vehicles and collector cars in a single customizable policy offering agreed value or actual cash value, original equipment manufacturer parts, and rental vehicle coverage worldwide up to 90 days, designed for owners of high-value vehicles.
- Personal Excess Liability Insurance Worldwide excess liability protection against claims of personal injury, bodily injury, and property damage, including defense costs, reputation damage coverage up to $25,000, and optional not-for-profit D&O and domestic employment practices liability for HNW households.
- Fraud & Cyber Insurance Coverage for losses caused by fraud and cybercrime including social engineering, unauthorized wire transfers, cyber extortion, data recovery, breach notification costs, and privacy and security claims, available with limits from $100,000 to $2,000,000 for HNW households.
- Watercraft Insurance Comprehensive watercraft policy for sailboats, luxury yachts, and boats with agreed value, automatic tender coverage, emergency towing, hurricane haul out and storage, liability protection, and search and rescue coverage up to $25,000.
- Flood Insurance Primary flood endorsement on the homeowners policy providing up to $2 million for home and buildings and $1 million for belongings, with basement improvements coverage up to $250,000 and contents coverage up to $100,000, exceeding NFIP limits.
- Condo & Co-op Insurance Condo and co-op coverage with flexible blanket combinations of additions & alterations and contents, damage to neighboring units up to $25,000, optional extended replacement cost up to 150% of policy limits, and a $2,500 loss prevention benefit.
- Home Systems Protection Endorsement for mechanical and electrical system breakdowns with coverage limits of $100,000 (with $500 deductible) or $500,000 (with $1,000 deductible) and improved-efficiency replacement up to 150% of cost.
- PURE360 Risk Management Consultation On-site home inspection that assesses vulnerability to risk, provides cost-to-rebuild estimates, supplies actionable safety and resiliency steps, and includes a Discount Dashboard summarizing eligible credits, offered as a complimentary service to PURE members.
- PURE Situation Room Proactive alerting and response service that notifies members via email or phone during hurricanes, wildfires, automobile safety recalls, cyber threats, and other major risks, providing resources, advice, and team assistance.
- PURE Art Services Museum-level collection management for fine art and collectibles covering risk management, claims and emergency planning, appraisal management, shipping and conservation coordination, and buying/selling advisory, for collections valued from $1 million to over $150 million.
- PURE Home Spotlight Property risk report providing data and insights on flood, fire, past insurance claims, building permits, and insurability for prospective home buyers and current owners.
Quantifiable outcome
- 95% renewal rate in 2024
- +5 more outcomes
Companies that use PURE Insurance
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
PURE Insurance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
PURE Insurance partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FM GlobalcoreStrategic partnership to bring FM Global's engineering-led loss prevention capabilities to protect high-value residential homes for PURE's members across the United States and Canada. The partnership includes a risk-sharing reinsurance agreement where FM will participate in PURE's underwriting results, applying FM's engineering-led loss prevention model to high-value residential properties. Initial focus on complex homeowner risks including wildfire-exposed properties. Both companies aim to lower the cost of risk for members and enable PURE to responsibly expand its membership over time.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
PURE Insurance competitors and assessment
Company assessmentDirect peers
- Cincinnati Financial: Cincinnati Financial serves high-net-worth households through independent agents with high-value homeowners, auto, and umbrella products. Direct overlap with PURE's product portfolio and similar specialization in personal lines for affluent customers.
- Markel Insurance: Markel is a specialty insurer with personal lines products targeting affluent and collector households, including high-value homeowners and classic autos. Operates with similar specialty underwriting discipline and broker distribution.
- Chubb: Chubb is the largest direct competitor in high-net-worth personal lines through its Private Client division, offering high-value homeowners, auto, collections, and excess liability coverage to affluent households. Highly comparable product suite, distribution model (independent brokers), and target customer base.
- AIG Private Client Group: AIG's Private Client Group is a long-established competitor in high-net-worth personal insurance, providing homeowners, auto, collections, and umbrella coverage for affluent families. Similar broker-distributed go-to-market and comparable service-level positioning.
- Hagerty: Hagerty specializes in collector car and classic vehicle insurance with agreed-value coverage and enthusiast-focused services, similar in spirit to PURE's luxury auto coverage. Specialty insurer serving affluent collectors with comparable brand-led service model.
- Berkley One: Berkley One is a specialty personal lines insurer built specifically for high-net-worth households, offering high-value homeowners, auto, collections, and umbrella coverage. Directly comparable customer niche and product positioning to PURE.
Emerging players
- Hanover Insurance Group: Hanover's personal lines division serves affluent households with specialty homeowners and auto coverage. A meaningful but smaller competitor than PURE's primary rivals, with comparable specialty underwriting focus.
Broad incumbents
- Liberty Mutual Private Client: Liberty Mutual Private Client serves high-net-worth households through a broad portfolio that includes mass-market personal lines. Overlaps with PURE on HNW homeowners and auto but does not specialize exclusively in the niche.
- Travelers Private Client: Travelers Private Client offers high-net-worth personal lines as part of a much broader commercial and personal insurance portfolio. Comparable product overlap on homeowners, auto, and umbrella, but operates at much larger scale across multiple segments.
- Nationwide Private Client: Nationwide Private Client offers high-value homeowners and auto coverage to affluent households through a broader multi-line insurer platform. Competes with PURE on high-value homeowners but spans mass-market as well.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
PURE Insurance social profiles
Digital presencePURE Insurance financial estimates
Financial estimateRevenue estimate
Valuation estimate
PURE Insurance leadership team
Management profileNumber of profiles
Profiles13 records
PURE Insurance subsidiaries and ownership
Company hierarchySubsidiaries3 records
PURE Insurance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PURE Insurance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PURE Insurance
What does PURE Insurance do?
PURE Insurance is a member-owned reciprocal property and casualty insurer that designs and underwrites specialty personal insurance for financially successful families, with High Value Home Insurance for homes insured at $1 million or more as the anchor product. Coverage is bundled with jewelry, art and collections, luxury and collector auto, watercraft, personal excess liability, fraud and cyber, flood, condo/co-op, and home systems coverages, plus complimentary risk-management and member services such as PURE360 consultations, the PURE Situation Room, PURE Home Spotlight, and PURE Art Services. The insurer is managed by PURE Risk Management LLC, a member of Tokio Marine Group, and distributes exclusively through a vetted network of independent personal-lines brokers.
Is PURE Insurance a public or private company?
PURE Insurance is a private company. It is classified as corporate owned and is currently operating.
When was PURE Insurance founded?
PURE Insurance was founded in 2006. It employs 251 to 500 people.
Where is PURE Insurance based?
PURE Insurance is headquartered in White Plains, United States, in the North America region.
How does PURE Insurance make money?
Two revenue lines are on record. Insurance Premiums are the primary driver. The others are supplementary Coverages.
Who are PURE Insurance's main competitors?
Direct peers on record are Cincinnati Financial, Markel Insurance, Chubb, AIG Private Client Group, Hagerty and Berkley One. Hanover Insurance Group is listed as an emerging player. Broad incumbents are Liberty Mutual Private Client, Travelers Private Client and Nationwide Private Client.
Does PURE Insurance have an API?
No public API is recorded for PURE Insurance.
What industry is PURE Insurance in?
PURE Insurance's product category is High Net Worth Personal Property and Casualty Insurance. Its primary akta.pro industry code is FSAJACAA, Homeowners Insurance, with a secondary code of FSAJANAF, Personal Excess Liability (High-Net-Worth). Its NAICS code is 524126 and its SIC code is 6331.