PURE Insurance auto insurance

Overview

PURE Insurance is a member-owned insurer for high-net-worth families. PURE describes itself and its affiliates as the Tokio Marine Group companies that serve the personal insurance needs of affluent U.S. families, which makes it the consumer auto brand behind the Tokio Marine Holdings group in the NAIC rankings. That group ranked #47 among U.S. private passenger auto insurers by 2025 direct premiums written according to NAIC market share data, with $663.2 million in auto premiums and a 0.18% national share.

PURE's main insurer, Privilege Underwriters Reciprocal Exchange, is a reciprocal exchange domiciled in Florida: its policyholders, called members, own it, and an attorney-in-fact, PURE Risk Management, runs day-to-day operations such as underwriting and claims. PURE Risk Management belongs to Privilege Underwriters, Inc., the holding company Tokio Marine bought. PURE says its membership passed 120,000 families in 2025, spread across all 50 states and Canada, with more than $3 billion in premium under management, including its excess-and-surplus affiliate, PURE Specialty Exchange.

PURE is selective. Its coverage is designed for owners of homes insured for $1 million or more, and auto policies are typically bought alongside high-value home, collections and personal excess liability coverage. It sells through independent brokers, and PURE advisors also take quote requests. The guide to high-net-worth auto insurance explains how this market differs from standard car insurance.

History

PURE's founders launched the company in 2006 after seeing what they considered an inefficient high-net-worth insurance market, choosing a reciprocal structure to reduce the conflict between shareholders and policyholders. Ross Buchmueller was founder and chief executive; co-founder Jeff Paraschac remains chief financial officer.

In October 2019 Tokio Marine Holdings agreed to buy Privilege Underwriters, Inc., including PURE Risk Management and PURE Insurance Company, for $3.1 billion, with closing expected in the first quarter of 2020. PURE has operated as part of the Tokio Marine Group since, and AM Best's ratings factor in capital support from Tokio Marine. Buchmueller stepped down as CEO in 2023, and Martin Leitch now leads the company. In 2025 PURE paid out the largest catastrophe losses in its history after the California wildfires, yet reported a net combined ratio of 98.8% and premium growth of more than 15%. In 2026 it received regulatory approval to allocate $50 million to members' Subscriber Savings Accounts, its first allocation since 2020.

Auto insurance coverage

PURE insures everyday cars, luxury vehicles and collector cars on one policy (vehicles registered in different states need separate policies). Notable features include:

• On a total loss, payment of the higher of the agreed value or the actual cash value, with no deductible (varies by state and vehicle type)
• Payment for original equipment manufacturer parts in repairs (glass is original equipment equivalent)
• Property damage and liability coverage for rented or borrowed vehicles for up to 90 days, including rentals abroad if local requirements are met
• Reimbursement of hotel, meal and other expenses when a covered collision more than 50 miles from home leaves the car undrivable (capped at $5,000 in some states)
• Uninsured motorist coverage, with more available through PURE's personal excess liability policy, an umbrella-style coverage
• Loan and lease payoff after a total loss
• Towing to the shop of your choice after a covered accident, plus optional roadside assistance

Discounts and programs

PURE's discounts focus on responsible ownership rather than a long list: you can save by insuring more cars than drivers, keeping a college student's car at home while they are away, and maintaining a safe driving record. PURE does not advertise a telematics program. Its Teen Driver program provides a complimentary Life360 subscription and a guide to help parents and teens set driving rules.

The member-owned structure is the bigger financial feature. When results exceed expectations, PURE can allocate capital to notional Subscriber Savings Accounts; members of 10 years or more are eligible for discretionary distributions, and PURE says nearly $170 million has been allocated since its founding. Allocations require approval from Florida's insurance regulator.

Claims

Claims can be reported at any hour through the online account, the mobile app or by calling 888-813-7873. Most callers speak first with a PURE Member Advocate, a licensed claims adjuster who can book rental cars, schedule repairs and communicate with other drivers' insurers. Through the app, members can file auto claims, receive repair estimates in as little as a few hours, get temporary proof of insurance for a new car and call for towing. For classic, exotic and rare cars, PURE's claims staff works with outside specialists, and its PURE Situation Room alerts members to emergencies and vehicle recalls. PURE reported a 97% claim satisfaction score in its 2025 letter to members.

Ratings and reputation

AM Best affirmed the A (Excellent) financial strength rating of Privilege Underwriters Reciprocal Exchange and PURE Specialty Exchange in July 2026 with a stable outlook. AM Best called PURE's balance sheet strong but its operating performance marginal, though improving, and credited explicit and implicit support from Tokio Marine. The rating was lowered from A+ (Superior) in June 2023, when AM Best cited catastrophe losses, higher reinsurance costs and inflation.

PURE is not among the brands ranked in J.D. Power's 2026 U.S. Auto Insurance Study or its auto claims satisfaction study, so independent satisfaction data is limited.

Who it suits

PURE fits affluent households that already need high-value home coverage and want their cars, collections and high liability limits handled by one member-owned company with concierge-style claims service. It is not designed for drivers without a qualifying home or for those shopping mainly on price.

• Strengths: No-deductible total loss settlements at the higher of agreed or actual cash value; OEM parts and worldwide rental coverage; licensed Member Advocates on claims; member ownership with Subscriber Savings Accounts and backing from Tokio Marine.
• Weaknesses: Generally limited to owners of homes insured for $1 million or more; sold through brokers rather than direct online purchase; no telematics discount; AM Best rates operating performance marginal and cut the financial strength rating from A+ in 2023; little independent satisfaction data.

How to contact PURE Insurance