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PURE Insurance: Reviews, Coverage Options, and Ratings

PURE Insurance Review for 2021

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4 Rating from The Zebra

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 few luxury cars, a yacht, multiple vacation homes, and perhaps domestic staff who 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.

Continue reading our PURE Insurance review below to explore coverage options, discounts, and customer satisfaction ratings.

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JD Power Rating — Not rated

Financial strength — Excellent: AM Best gave PURE’s financial status an A rating, correlated with a strong ability to pay out claims.

NAIC Rating — Above average: According to the National Association of Insurance Commissioners (NAIC), PURE received fewer complaints than the national median.

JD Power Rating — Not rated

Financial strength — Excellent: AM Best gave PURE’s financial status an A rating, correlated with a strong ability to pay out claims.

NAIC Rating — Above average: According to the National Association of Insurance Commissioners (NAIC), PURE received fewer complaints than the national median.

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PURE car insurance coverage options

All standard coverages like liability, collision, comprehensive, and uninsured/underinsured motorist can be purchased 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 coverage

Unless you add an endorsement for replacement cost coverage, car insurance claims payouts are usually paid on an actual cash value basis. ACV deducts for depreciation, which may leave you in a financial situation where you’re not left entirely “whole” by your insurer after an accident. With agreed value coverage, you and your insurance company decide on a fixed amount for the insured vehicle(s) without accounting for depreciation; this ensures you’re receiving enough to fully replace your vehicle. PURE also offers this coverage without requiring a deductible first.

Lease gap coverage

Also known as gap insurance, lease gap coverage protects you financially in the event of the total loss of your financed vehicle. If your agreed value settlement doesn’t cover the balance on your car loan, your PURE policy will cover the difference.

Worldwide coverage

For up to 90 days, your PURE policy follows you anywhere in the world to protect your property and liability.

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.

Original replacement parts

PURE guarantees the use of OEM parts if your vehicle needs to be repaired.

Uninsured motorist protection

Your collision deductible is waived in the event your vehicle collides with one driven by an uninsured driver.

Unlimited roadside assistance

PURE’s 24/7 roadside assistance is at your service if your car breaks down, needs towing or tire service, or you’re locked out.


PURE car insurance discounts

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.



PURE homeowners insurance review

Primarily covering high-value homes — whether they be lavish, brand new mansions or historic Victorian estates — PURE Insurance offers some comprehensive home insurance options and benefits. Homeowners coverages for your dwelling, personal property, other structures, and additional living expenses can be tailored to your needs. PURE also provides the following features as part of its high-value homeowners insurance offering.

Guaranteed replacement cost

It can be tricky to determine the cost of rebuilding a home — especially if it has custom or unique features. Guaranteed replacement cost ensures that your home can be rebuilt like it was before, even if it exceeds your coverage limits.

Replace, rebuild, or receive a cash settlement

Policyholders are given the choice to replace, rebuilt, or receive a cash claims payout if the home is destroyed. Depending on the type of damage, you may not want to rebuild or replace the property, so PURE provides the choice of a cash settlement instead.

Jewelry protection

PURE offers jewelry coverage up to a $50,000 limit for lost or stolen jewelry.

Sewer and drain backups

A common endorsement to a homeowners insurance policy, coverage for sewer and drain backups protect against potential water damage from overflow. No matter if it happens inside or outside your home, PURE will help you clean it up and also rebuild or replace the damaged property.

Deductible waiver

Your deductible will be waived if the damage from a covered loss greatly exceeds the deductible you chose. For instance, if your home insurance deductible is $25,000 or less, and your house sustains $50,000 in damage, PURE recognizes the financial scope of your loss by waiving your deductible.

Home systems protection

PURE Insurance runs its own Home Systems Protection program that covers losses caused by electrical or mechanical systems, including heating and air conditioning, home security systems, swimming pools, elevators, and more.

Loss prevention benefit

PURE will help you reduce the likelihood of another similar loss occurring by contributing up to $2,500 if you suffer a loss greater than $10,000. This contribution can be used to invest in your home, like installing generators and leak detection systems.


PURE home insurance discounts

Like with auto insurance, PURE is similarly vague about applicable discounts on a home insurance policy but hints that lowering your risk profile will lead to some savings. A few examples include:

  • Insuring a home that is part of a gated community
  • Installing central burglar/fire alarms
  • Multi-policy discount for bundling more than one policy with PURE


Additional lines of insurance

PURE Insurance also offers the following lines of insurance, catering to those with many assets to safeguard.


Is PURE Insurance right for you?

If you’re unsatisfied by the coverage limits, customer service, and the scope of coverage offered by other insurance companies, and require specialized coverage for assets like boats, multiple high-value homes or 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. PURE membership comes with the additional benefit of member advocates providing highly personalized claims service designed to put their policyholders at-ease during the often-stressful experience of a loss and subsequent claim.

Not everyone can qualify to be a PURE member, but their customer satisfaction record indicates their members are quite satisfied. With an above-average rating from the NAIC and healthy financial standing, policyholders can feel secure choosing PURE as their insurer.

One aspect we haven’t discussed is the cost. This is due to the highly variable nature of individual factors that generate insurance quotes and the fact that insurance coverage isn’t always one-size-fits-all. If you’re wondering how much you can save on your premium, let The Zebra guide you to cheaper insurance.

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Kristine Lee LinkedIn

Kristine is a licensed insurance agent and one of The Zebra’s in-house content strategists. With a background in copywriting, she covers the ins and outs of the home and car insurance industries. She has contributed to numerous publications focused on the nuances of insurance, including Automoblog,, and

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