PURE Insurance Review

  • With 2.4/5 stars in 2024, PURE is a fair insurance company.
  • Read PURE reviews, complaints and prices before you buy.
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Renata Balasco

Senior Content Strategist

  • Licensed Insurance Agent — Property and Casualty

Renata joined The Zebra in 2020 as a Customer Experience Agent. Since 2021, she has worked as licensed insurance professional and content strategist.…

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Ross Martin

Insurance Writer

  • 4+ years in the Insurance Industry

Ross joined The Zebra as a writer and researcher in 2019. He specializes in writing insurance content to help shoppers make informed decisions.

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PURE insurance: Ratings and reviews

2.4 100% filled Star icon 100% filled Star icon 39.99999999999999% filled Star icon 0% filled Star icon 0% filled Star icon

Rating from The Zebra Question mark icon

PURE Insurance, which stands for Privilege Underwriters Reciprocal Exchange, is headquartered in White Plains, New York. Think of PURE Insurance as the country club of insurance companies — the company operates on a member-owned model and specializes in insurance for high-net-worth clients with considerable assets. Those with significant assets may have particular insurance needs, so PURE’s portfolio of insurance products not may appeal to everyone.

PURE Insurance could provide exactly what you’re looking for if you want to insure a luxury car, a yacht, a vacation home or domestic staff to maintain your properties. If you regularly worry about the security of valuable collections of art and jewelry, or if you’re vulnerable to litigation from someone targeting your wealth, PURE Insurance could be a suitable option for your insurance needs.

Like all of PURE Insurance's coverage options, its auto insurance product is designed with high-net individuals in mind. Those who can afford high-end or luxury vehicles are likely to be the only customers who would fully benefit from a PURE policy. Read on to find out more about PURE Insurance availability, ratings and coverage options.

100% filled Star icon 100% filled Star icon 39.99999999999999% filled Star icon 0% filled Star icon 0% filled Star icon
2.4 stars Rating from The Zebra
Ratings based on price, customer service, coverage, and financial strength.
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  • Favorable customer service reputation

  • Best for drivers with high-value or luxury vehicles

  • Robust, customizable coverage

  • A pricier insurance company

  • Not ideal for high-risk drivers or drivers who do not own luxury vehicles

Is PURE a good insurance company?

The majority of The Zebra's review incorporates how well PURE scores in terms of customer service. In order to determine that we looked at the following third-party ratings.

BBB Customer Reviews: 2.33/5

  • PURE has a 2.33/5 rating from Better Business Bureau customers[1]

Complaint Index: Below average

  • The National Association of Insurance Commissioners (NAIC) receives Below average customer complaints for PURE[2]

Financial Stability: Excellent/Good

  • PURE received an Excellent/Good financial stability rating from A.M. Best[3]

The Zebra Customer Satisfaction Survey

Alongside third-party ratings, we like to include results from our own customer survey. Feedback from real customers indicated which auto insurance companies are the best in multiple categories. However, we did not collect a sufficient amount of data on PURE for it to be included.

How much does Pure car insurance cost?

Currently, the national average for a 6 month car insurance policy is $880, whereas PURE is about $1675 or roughly 90% more expensive than a typical policy. This hefty premium is reflective of the fact that PURE insures very expensive vehicles. If your car is not one of luxury, PURE insurance is probably not the best choice for you. 

The table below shows how PURE auto insurance compares against other top insurers. 

Average Monthly Cost by Insurance Carrier
Company Avg. Monthly Premium
Allstate $201
Farmers $149
GEICO $129
Nationwide $123
Progressive $157
Pure Insurance $279
State Farm $131

Similar to any insurance company, pricing for PURE auto insurance does vary based on your age and generally will get cheaper the older you get. The table below shows PURE's car insurance premiums for different age brackets. 

Pure Costs by Age Group
Age Group Avg. Monthly Premium
Teens $892
20s $408
50s $279
40s $279
30s $279
60s $279

The Zebra’s Dynamic Insurance Rating Tool data methodology

The Zebra’s Dynamic Insurance Rating Tool for home and auto insurance rates utilizes the latest ZIP code-level rate filings from across the U.S., sourced from Quadrant Information Services and S&P Global. These filings, typically updated annually or biennially by insurers, are verified through Quadrant’s QA process and then integrated into The Zebra’s estimator.

The displayed rates are based on a dynamic home and auto profile designed to reflect the content of the page. This profile is tailored to match specific factors such as age, location, and coverage level, which are adjusted based on the page content to show how these variables can impact premiums.

For a comprehensive understanding, see our detailed methodology.

Discounts offered

PURE does not openly advertise discounts on car insurance but claims policyholders can lower premiums by:

  • Insuring more cars than drivers
  • Keeping your child’s vehicle at home while they’re away at college
  • Limiting the number of days you drive your collector car

One thing all three of these factors have in common is that they contribute to a reduced risk profile — which is exactly what insurers like to see in their policyholders. PURE suggests there could be other cost-cutting measures if you take steps to lessen the risk you present.

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What types of coverages does PURE offer?

Standard options such as liabilitycollisioncomprehensive and uninsured/underinsured motorist coverages are available through PURE. The company specializes in covering rare and luxury vehicles — everything from vintage classic cars to expensive sports cars can be insured with commensurately high coverage limits. PURE also offers some unique coverage options that may appeal to policyholders in anticipation of what a high-worth or unique vehicle would need to be sufficiently protected.

  • Agreed value - While most insurance companies pay out for total losses on an actual cash value basis (or replacement cost if they offer that endorsement), this PURE coverage allows you and your insurer to decide on a fixed amount for the insured vehicle without depreciation or deductible. This guarantees you are recieving enough to fully replace your vehicle.
  • Original replacement parts - PURE guarantees the use of original equipment manufacturers' parts if your vehicle needs to be repaired.
  • Extended transportation expenses - PURE will deliver a rental car to you if your own is out of commission after a covered loss. This coverage can also be applied if your vehicle breaks down more than 50 miles from home, covering hotel stays, meals and other travel expenses up to $5,000. Your deductible is waived if you need to use this coverage.
  • Worldwide coverage - For up to 90 days, your PURE policy follows you anywhere in the world to protect your property and liability.
  • Unlimited roadside assistance - PURE’s 24/7 roadside assistance is at your service if your car breaks down, needs towing, tire service or you’re locked out.

Read the full list of PURE's additional coverage options here.

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PURE mobile app

The PURE Insurance mobile app has a number of handy features like bill pay, claims management and policy documentation. In addition, the PURE app includes added perks including the following:

  • PURE Advice Dashboard: A customized tool to help identify coverage gaps and find opportunities to save money on your policy.
  • Evergreen PURE360™: A digital home inspection report meant to help members reduce the need to file claims.
  • PURE Home Spotlight: PURE members have access to PURE's home data library, providing important historical information on homes for sale including construction permits, property risk-level and claims history.
  • PURE Member Advocates: PURE provides point-of-contact advocates who help before, during and after claims.

PURE insurance review: Summary

If you require specialized coverage for assets like boats, multiple high-value properties, and luxury vehicles, PURE may be a good fit. Because they specifically cater to those of significant means, they could have a better understanding of your unique coverage needs. For standard customers with mid-range vehicles, PURE is likely unnecessarily expensive. In fact, not everyone can qualify to be a PURE member, but their customer satisfaction record indicates their members are quite satisfied. The highly personalized membership benefits included in a PURE policy likely make stressful processes much easier, thus resulting in high customer satisfaction. The Zebra recommends PURE for owners of luxury vehicles and high-value property, but advises budget-conscious customers to look elsewhere.

Methodology — how The Zebra reviews insurance companies

The team of insurance experts at The Zebra considers the company's standing in five main categories to come up with an overall rating. These metrics are weighted according to importance and are detailed below:

  • Price (20%): Using the base profile detailed below, we compared the company's average rate with the national average. If it surpassed this average, we gave a lower rating; if it fell below, we awarded a higher rating.
  • Coverage (20%): The highest-scoring companies offer a variety of coverage options, including bundling options, roadside assistance, telematics, beyond-basic coverage levels, and a variety of other coverage types.
  • Customer service (30%): We averaged ratings from JD Power, the NAIC complaint index to come up with a rating for the company's customer service. In instances when a company is not rated, we may use alternative rating agencies such as the Better Business Bureau and Trust Pilot.
  • Financial strength (10%): We use AM Best to determine a company's financial standing. In some cases when a company is not rated by AM Best, we may use an alternative measure such as Demotech.
  • The Zebra's Customer Satisfaction Survey (20%): The Zebra conducts an annual survey measuring customer satisfaction for many of the top insurance companies with the goal of ranking both the best auto insurance companies and best home insurance companies. Read more below.

For our auto insurance review, we analyzed more than 83 million insurance rates spanning every U.S. ZIP code using a sample user profile: a 30-year-old single male driver with a Honda Accord, good credit and full coverage at these levels:

  • $50,000 per person/$100,000 per incident for bodily injury liability
  • $50,000 per incident for property damage liability
  • $500 deductibles for collision and comprehensive coverage

For our home insurance review, rates are based on a sample user profile: a 45-year-old married homeowner living in a 2,500-square-foot single-story home built in 2011 with these coverage levels:

  • $200,000 for the dwelling
  • $20,000 for other structures
  • $100,000 for personal property
  • $100,000 for personal liability
  • $1,000 deductible

These sample premiums are dynamic and automatically refresh whenever the newest data is made available.

To generate pricing for particular rating factors, we adjusted this profile based on common pricing factors used by major car insurance companies. These factors include credit score, coverage level and others.

For The Zebra's Customer Satisfaction Survey, findings are based on an online quantitative survey of 4,134 current U.S. auto and home insurance customers, with Census-balanced sampling by age, gender and region. Categories with n=<20 responses are considered insufficient sample size and are not reported. This survey was developed by The Zebra and executed by independent research firm Maru/Blue in 2023.

PURE insurance: Frequently asked questions

PURE (Privilege Underwriters Reciprocal Exchange) is a good option for high-net-worth individuals requiring specialized coverage for assets like boats, multiple high-value properties, and luxury vehicles. The highly personalized membership benefits included in a PURE policy likely make stressful processes much easier, thus resulting in high customer satisfaction. Budget-conscious customers or high-risk drivers should look elsewhere.

PURE (Privilege Underwriters Reciprocal Exchange) offers high-net-worth insurance, including high-end home, auto, jewelry, art, personal liability, and watercraft insurance.

PURE insurance primarily caters to high-net-worth individuals, offering specialized coverage for luxury assets. Homes must be worth $1 million or more to be eligible.

PURE insurance is available nationwide, having expanded coverage to the final state in its national expansion, Idaho, in 2022.

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About The Zebra

The Zebra is not an insurance company. We publish data-backed, expert-reviewed resources to help consumers make more informed insurance decisions.

  • The Zebra’s insurance content is written and reviewed for accuracy by licensed insurance agents.
  • The Zebra’s insurance editorial content is not subject to review or alteration by insurance companies or partners.
  • The Zebra’s editorial team operates independently of the company’s partnerships and commercialization interests, publishing unbiased information for consumer benefit.
  • The auto insurance rates published on The Zebra’s pages are based on a comprehensive analysis of car insurance pricing data, evaluating more than 83 million insurance rates from across the United States.