Cure Auto Insurance

What Cure Auto Insurance does

CURE Auto Insurance, legally Citizens United Reciprocal Exchange (CURE), is a not-for-profit reciprocal exchange founded in the 1980s to address New Jersey's auto insurance affordability crisis. The company underwrites private passenger auto insurance for individual drivers in three states — New Jersey (its home market), Michigan, and Pennsylvania — and has cumulatively insured more than one million drivers over its operating history. CURE's core commercial proposition is that it prices policies based primarily on driving record and explicitly does not use education, occupation, or credit score as rating factors, positioning itself against industry-standard income-proxy pricing. Headquartered in Princeton, New Jersey, the company operates with 251-500 employees and is led by CEO Eric S. Poe.

The company's product portfolio centers on a single core auto insurance policy, supplemented by an integrated set of service modules: an online quoting engine (getquote.cure.com) and three-step digital application with next-day coverage, a 24/7 My Account customer portal, native iOS/Android mobile apps, a 24/7 claims center (online or via 800-229-9151), a direct repair shop network, and roadside assistance included with every policy (up to $125 per claim, two claims per six-month term). Distribution is entirely direct-to-consumer — via website, phone (800-535-CURE), and self-service digital channels — with no agents or brokers in the sales motion. Marketing is anchored by recurring Super Bowl television campaigns featuring NFL athletes and an active public-policy advocacy platform (unjustcarinsurance.com and opinion pieces in the New Jersey Law Journal) that frames CURE's no-income-proxy policy as a consumer-rights position.

On the technology side, CURE entered a multi-year agreement with Gigaforce in February 2026 to deploy an AI-driven subrogation platform across MI/NJ/PA. The platform integrates with existing claims systems to automate demand generation and improve liability assessments, with vendor-projected outcomes of a 5+ percentage point lift in liability assessment accuracy and over 20% increase in subrogation recovery yield. Internally, a cross-functional CURE Hackathon led by CIO Doug Benalan in March 2025 signals active investment in digital transformation of the quoting experience. As a not-for-profit reciprocal exchange, CURE does not have institutional investors or public equity; capital is sourced from member premiums, and there are no disclosed funding rounds, M&A activity, or parent-company ownership in the available data.

Name

Cure Auto Insurance

Legal name

Citizens United Reciprocal Exchange

Website

https://cure.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

251–500 employees

Short description

CURE Auto Insurance (Citizens United Reciprocal Exchange) is a not-for-profit reciprocal exchange selling direct-to-consumer private passenger auto insurance to individual drivers in Michigan, New Jersey, and Pennsylvania, pricing policies based on driving record rather than income proxies such as education, occupation, or credit score.

Ownership category

akta.pro rank

Product category

Personal Auto Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Standard Personal Auto Insurance (Liability, Collision & Comprehensive) (FSAJAAAA)

akta.pro secondary industry

Personal Auto Insurance (FSAJAMAA)

Keywords

• Auto insurance
• Personal auto coverage
• Reciprocal insurance exchange
• Car insurance quotes
• Auto claims management

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. Auto Insurance Premiums: CURE generates revenue through auto insurance policy premiums from policyholders in Michigan, New Jersey, and Pennsylvania. As a not-for-profit reciprocal exchange, premiums are structured to provide affordable coverage based primarily on driving record rather than income proxies.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

CURE Auto Insurance (Citizens United Reciprocal Exchange) is a not-for-profit reciprocal exchange that provides personal auto insurance directly to individual drivers in Michigan, New Jersey, and Pennsylvania. The company issues auto insurance policies priced primarily on driving record rather than income proxies such as education, occupation, or credit score, with monthly billing, included roadside assistance, and discounts for good drivers, good students, and multi-car households. Customer lifecycle services include online quoting, mobile and portal self-service, 24/7 claims reporting, and a direct repair shop network.

Product overview

CURE Auto Insurance (Citizens United Reciprocal Exchange) is a not-for-profit reciprocal exchange offering auto insurance as a single core product in Michigan, New Jersey, and Pennsylvania. The portfolio consists of the core CURE Auto Insurance policy (with rates based on driving record, excluding income proxies), complemented by included and add-on service modules: the CURE Mobile App for policyholder self-service, the My Account Portal for online policy and payment management, the CURE Claims Center for 24/7 claims reporting, Direct Repair Shops network for collision repair, CURE Roadside Assistance (included with all policies), and the CURE Online Quote System for digital acquisition. Together these form an integrated insurance service spanning quote-to-claims lifecycle, accessible via web, mobile, and phone channels.

Differentiator

Problem solved

Functional benefit

Products and services

• CURE Auto Insurance Policy Not-for-profit reciprocal exchange auto insurance policy sold directly to individual drivers in Michigan, New Jersey, and Pennsylvania. Rates are based primarily on driving record; the company does not use education, occupation, or required credit checks as rating factors. Monthly billing, included roadside assistance, and good driver, good student, and multi-car discounts are available.

Quantifiable outcome

• AI platform to deliver 5+ percentage point enhancement in liability assessment accuracy
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

One partnership is on record.

• GigaforcecoreTechnology or Integration · 17 February 2026CURE Auto Insurance signed a multi-year agreement with Gigaforce to implement an AI-driven subrogation platform across operations in Michigan, New Jersey, and Pennsylvania. The platform integrates with CURE's existing claims systems to analyze recovery potential, automate demand generation, and improve liability assessments. Implementation is projected to deliver a five-plus point enhancement in liability assessment accuracy and over 20 percent increase in subrogation recovery yield. The partnership enables CURE to transition from reactive, manual subrogation processing to a streamlined 'low-touch' recovery model.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• NJM Insurance Group: New Jersey-based mutual/regional auto and home insurer with a similar direct, no-income-proxy ethos. Closely comparable to CURE in geographic footprint, mutual structure, and member-owned model serving NJ, PA, and adjacent states.
• Erie Insurance: Mutual personal lines insurer with a strong Mid-Atlantic and Midwest footprint overlapping CURE's MI/NJ/PA territory. Comparable product mix (auto plus home), mutual ownership, and direct-plus-agent distribution.
• Auto-Owners Insurance: Mutual personal and commercial lines carrier with multi-state regional footprint and similar reliance on independent agents. Comparable scale and underwriting discipline to CURE, with overlapping presence in MI and PA.
• The General: Direct-to-consumer auto insurer specializing in non-standard and high-risk drivers. Comparable direct distribution and focus on drivers who face affordability challenges from traditional carriers using income proxies.
• Direct Auto Insurance: Direct-to-consumer non-standard auto insurance carrier targeting drivers underserved by traditional carriers. Comparable customer segment and direct distribution model, with overlapping presence in select CURE states.

Broad incumbents

• GEICO: Largest direct-to-consumer auto insurer in the U.S. with deep brand and digital scale. Comparable GTM (direct, no agents) and primary product (personal auto), but operates nationally and offers broader coverage scope.
• Progressive: National direct-to-consumer auto insurance leader with strong digital capabilities. Comparable product focus on personal auto and direct distribution model, with broader geographic reach and product portfolio.
• State Farm: Largest U.S. personal lines insurer by premium volume, dominant in personal auto. Comparable core product and customer base (individual drivers), but uses captive-agent distribution and operates nationally with much broader product scope.

Emerging players

• Root Insurance: Insurtech using telematics-based, behavior-driven pricing as a fairness and selection mechanism. Comparable disruption angle to CURE's no-income-proxy stance, but leverages first-party driving data for risk segmentation.
• Lemonade: Digital-first insurtech with AI-driven underwriting and a values-oriented brand. Comparable direct-to-consumer digital model and positioning around fairness/transparency versus incumbents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/cureinsurance
• YouTubeyoutube.com/user/CureInsurance
• Facebookfacebook.com/cureinsurance
• LinkedInlinkedin.com/company/citizens-united-reciprocal-exchange
• Instagraminstagram.com/cureinsurance

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cure Auto Insurance