PURE Insurance Review: Is PURE a Good Insurance Company?
- With 2.4/5 stars in 2026, PURE is a fair insurance company.
- Read PURE reviews, complaints and prices before you buy.
PURE insurance: Ratings and reviews
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.
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 $1,084, whereas PURE is about $1,675Â or roughly 55%Â 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.Â
The table below shows how PURE auto insurance compares against other top insurers.Â
Updating data...
| Company | Avg. Monthly Premium |
|---|---|
| Allstate | $201 |
| Farmers | $149 |
| GEICO | $129 |
| Nationwide | $123 |
| Progressive | $157 |
| Pure Insurance | $279 |
| State Farm | $131 |
Source: The Zebra
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.Â
Updating data...
| Age Group | Avg. Monthly Premium |
|---|---|
| Teens | $892 |
| 20s | $408 |
| 50s | $279 |
| 40s | $279 |
| 30s | $279 |
| 60s | $279 |
Source: The Zebra
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 liability, collision, comprehensive 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 -Â 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.
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 evaluates companies by focusing on customer experience first, with an emphasis on service quality, reliability, and ease of interaction. Unlike previous models, pricing is not scored but is instead presented separately as context for comparison.
Each category has been scored using a combination of our internal customer satisfaction survey results and published scores from reputable organizations such as AM Best and J.D. Power.
- Service Accessibility & Support Quality (25%): This category measures how easy it is to get help when needed, evaluating factors such as support channel availability (phone, chat, in-person, app), response times, agent knowledge, service hours, and language accessibility.
- Claims Experience (25%): This category assesses how smoothly the claims process works, considering ease of filing (online, app, or phone), transparency and communication, processing times, and fairness in dispute resolution.
- Digital Experience & Policy Management (25%): This category evaluates the convenience of managing your policy: this includes mobile app usability, website experience, account management, digital document access, self-service options, and platform integrations
- Trust & Reliability (25%): This category looks at a company’s overall reliability, measuring financial strength, market stability, regulatory history, communication transparency, and consistency in policy terms.
Price context: Pricing varies significantly based on individual circumstances and risk factors. Customers can evaluate cost-effectiveness based on their specific situation and the service quality scores provided.
PURE insurance: Frequently asked questions
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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.