PURE Insurance (Privilege Underwriters Reciprocal Exchange) is a policyholder-owned insurer founded in 2006 and headquartered in White Plains, New York. The company was created specifically to serve high-net-worth individuals and families, offering property and casualty insurance designed for the unique risks associated with substantial personal assets. PURE operates as a reciprocal exchange, meaning its policyholders are also its members and share in the organization's financial results.
PURE provides coverage for high-value homes, secondary and vacation residences, fine art, jewelry, wine collections, collector automobiles, watercraft, and excess liability. The company's homeowners policies are written on a comprehensive form that includes features such as agreed-value coverage, extended replacement cost, equipment breakdown, and identity fraud expense coverage. PURE also offers flood insurance and umbrella liability policies with high coverage limits.
The company emphasizes loss prevention as a core element of its service model. PURE employs risk managers who conduct complimentary on-site evaluations of members' homes, assessing construction quality, fire protection, water damage exposure, and security measures. These assessments result in detailed recommendations to reduce the likelihood of loss. PURE reports that this proactive approach contributes to lower claims frequency among its membership.
PURE distributes its products exclusively through independent insurance brokers who specialize in the affluent market. The company operates throughout the United States and has grown to serve tens of thousands of member households. PURE is managed by Privilege Underwriters, Inc., a subsidiary of Tokio Marine Holdings.