PURE insurance review: 5-star coverage for high-value homes

PURE Insurance offers extensive home insurance with high limits and specialized services to high-net worth homeowners looking to protect their luxury lifestyle.

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Jessica OlivoFreelance contributorJessica Olivo is a writer living in Connecticut. She specializes in web and blog content in a variety of topics such as parenting, business, and culture, as well as serialized and short fiction.After working in publishing and book publicity for many years, she transitioned to freelance writing full time.

Edited by

Jennifer GimbelJennifer GimbelSenior Managing Editor & Home Insurance ExpertJennifer Gimbel is a senior managing editor and home insurance expert at Policygenius, where she oversees our homeowners insurance coverage. Previously, she was the managing editor at Finder.com and a content strategist at Babble.com.

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PURE Insurance

PURE Insurance logo

Policygenius rating

Our proprietary ratings methodology takes multiple factors into account, including customer satisfaction, cost, financial strength, and policy offerings. See the “Ratings methodology” section for more details.
Full orange starFull orange starFull orange starFull orange starFull orange star

5.0

AM Best rating

AM Best is a global credit rating agency that scores the financial strength of insurance companies on a scale from A++ (Superior) to D (Poor).

A+

Cost

Using a mix of internal and external rate data, we grade the cost of each insurance company's premiums on a scale from least expensive ($) to most expensive ($$$$$).

NA

The bottom line

Homeowners looking to spare no expense to insure their high-value homes will be well served by Privilege Underwriters Reciprocal Exchange (PURE) Insurance.

Every detail of a PURE home insurance policy is thought out with a luxury lifestyle in mind, including increased coverage limits for high-value collections, complimentary mitigation and risk assessment programs, and concierge services to make filing claims and weathering a natural disaster easier.

And policyholders agree. PURE boasts a 95% renewal rate in 2022, claiming that 19 of every 20 PURE policyholders renewed their coverage last year. Plus, as a member-owned company, PURE Insurance pays out dividends to policyholders if claims are lower than expected each year. And while PURE relies on brokers to provide quotes, it offers a mobile app that makes managing your policy, filing claims, and even adding new jewelry to your schedule a breeze.

Pros

  • Earns a perfect 5-star rating in every category in our analysis: price, customer experience, coverage options, and financial strength

  • Offers complimentary risk assessment program to all policyholders, as well as wildfire and hurricane mitigation services to homeowners in high-risk areas

  • Additional policy add-ons include private flood insurance, increased coverage limits for high-value items, and a cash-out settlement option

Cons

  • Only insures homes valued at $1 million or more

Basic coverages offered

PURE Insurance home insurance policies include these six standard coverages to protect your home, belongings, and personal liability:

  • Dwelling coverage: Pays to repair or rebuild the structure of your home after a covered loss.

  • Other structures coverage: Pays to repair or rebuild other structures on your property not connected to your home, including detached garages, storage sheds, and fencing.

  • Personal property coverage: Pays to repair or replace your personal belongings after a covered loss, including furniture, clothing, tech gadgets, and other stuff you own.

  • Loss of use coverage: Pays for hotel stays, restaurant bills, pet boarding fees, and other temporary living expenses after a covered loss if you need to live elsewhere while your home is being rebuilt.

  • Personal liability coverage: Pays for legal and medical expenses if someone is injured or their belongings are damaged while at your home and you’re found legally responsible.

  • Medical payments coverage: Pays for small-dollar medical bills if someone is injured while at your home — regardless of who is at fault.

Additional coverages offered

You can add these additional coverages to your PURE Insurance homeowners insurance policy for even more protection:

  • Guaranteed replacement cost for your home: Pays the full cost to replace or rebuild your home after a covered loss — regardless of your policy limits.

  • Scheduled personal property: Offers higher coverage limits for specific scheduled items like silverware, jewelry, fine art, collectibles, and other priceless possessions.

  • Blanket personal property: Increases coverage limits for everything in a category of items, like jewelry, firearms, or computers.

  • Water backup: Coverage if water backs up through your sewer or drains, or if your sump pump stops working.

  • Equipment breakdown: Pays to repair or replace AC units, water heaters, and other home systems that are damaged due to mechanical breakdown

  • Inflation guard: Automatically adjusts your coverage each year to compensate for increases in construction and labor costs in your area due to inflation.

  • Ordinance or law: Pays the extra cost of getting your home up to code after a covered loss.

  • Cash settlement option: Choose to receive a cash settlement after a total loss rather than rebuilding your home.

  • Deductible waiver: If your deductible is $25,000 or less and your home insurance claim is greater than $50,000, PURE Insurance will waive your deductible.

  • Flood insurance: Offers three levels of protection against flood damage to your home, including a flood insurance policy through the FEMA-run National Flood Insurance Program (NFIP), as well as excess flood insurance with increased coverage limits.

  • Coverage to help you prevent a similar loss: If you file a claim for $10,000 or more, PURE Insurance will give you $2,500 to help you make home improvements to reduce the likelihood of a similar claim in the future.

  • Fraud and cyber protection: Customizable coverage limits to protect you from identity theft, fraud, and various types of cyber attacks.

  • Personal excess liability: Offers additional personal liability protection for expensive medical or legal bills you’re found legally responsible for.

  • Increased debris removal: Increases coverage limits to remove debris after a disaster.

  • Condo and co-op insurance: PURE offers one limit for combining dwelling and personal property coverage and includes additional coverage for pets, jewelry, and damage caused to a neighbor’s unit from a loss originating in your home.

PURE home insurance policies also come with the following complimentary services and programs depending on where you live:

  • Risk management consultation: Available to homeowners nationwide, PURE Insurance offers a home inspection to identify areas of your home vulnerable to damage and break-ins, a breakdown of your home’s replacement cost, actionable steps to improve your home’s safety and resiliency, and a discount dashboard that summarizes the discounts you’re eligible for.

  • Wildfire mitigation program: Offers at-home consultations to identify areas of your home at high risk of wildfire damage and improvements to mitigate the risk. You’ll also receive active fire updates when a wildfire nears your community, as well as private wildfire emergency response services. Only available to homeowners in Arizona, California, Colorado, Idaho, Montana, New Mexico, Nevada, Oregon, Texas, Utah, Washington State, and Wyoming.

  • Hurricane and emergency preparation: This program helps homeowners prepare for hurricane season through access to a hurricane mitigation specialist who recommends ways to fortify your home against wind and rain damage. It also provides ongoing monitoring in the leadup to a hurricane, as well as expedited claims after the storm hits. And if you’re away from your home, PURE’s team can also visit your property to assess damage and begin the claims process on your behalf.

  • Art services program: Offers advice and risk management recommendations for your art collection to mitigate theft or damage. You’ll also receive access to a dedicated art professional should you have to file a claim, as well as appraisal and restoration services.

  • PURE Home Spotlight Program: Available to PURE policyholders, this program provides data and insights about a home you’re considering buying. It provides potential buyers with a report that includes whether the home is at high risk for flood, wind/hail, wildfire, or earthquake damage; its past claims history; publicly filed permits including the valuation of repairs and home improvements made; and an insurability rating to give you an idea of whether PURE would insure the property.

  • PURE Situation Room: Alerts you by phone or email if your home is in danger of a hurricane, wildfire, cyber threat, or another major risk. You’ll receive resources, advice, and assistance from a PURE Member Advocate to help keep you, your family, and your home safe.

Ratings methodology

Price

5.0/5

PURE Insurance earns a perfect score on our price rating scale thanks to the slew of smart home and security discounts it offers homeowners. This score doesn’t factor in the average cost of a PURE homeowners insurance policy, since it varies so widely depending on the home’s rebuild value, location, features, and more.

Customer experience

5.0/5

Our customer experience scale uses data from the National Association of Insurance Commissioners (NAIC) complaint index. PURE Insurance has a score of .04, which means it receives almost 100% fewer complaints than expected for a company of its size. (The expected number would be 1.0.)

Coverage options

5.0/5

Our coverage options rating is based on both the number and quality of additional coverage and policy options offered by the company. PURE Insurance earns a perfect coverage options rating thanks to its slew of policy add-ons and complimentary mitigation services to ensure your home is fully protected.

Financial strength

5.0/5

Our financial strength rating is a weighted combination of three industry-leading metrics to measure a company’s financial health: AM Best, Standard & Poor’s, and Moody’s. PURE Insurance has an A+ rating from AM Best, but is not rated by Standard & Poor’s or Moody’s.

How much does PURE Insurance home insurance cost?

Because PURE is designed for high-value properties, rates vary widely based on where your home is located, its rebuild value, custom features and fixtures, and the wealth of unique artwork, jewelry, and other high-value assets you have to insure. However, PURE advertises that it saves homeowners an average of more than 20% on their home insurance when they switch to PURE.

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What discounts does PURE Insurance offer?

You can save on the cost of PURE Insurance if you qualify for any of these discounts:

  • Central station fire alarm: If your home has a central fire alarm system installed. 

  • External perimeter security protection: If your home has a security system that monitors the exterior of your property, not just your home itself.

  • Full-time live-in caretaker: If you have a caretaker that lives on your property full time.

  • Central station burglar alarm: If your home has a central burglar alarm installed with 24/7 monitored cameras — and land an even larger discount if it has 24/7 signal continuity.

  • Residential sprinkler system: If you have an internal fire sprinkler system — and land an even larger discount if it has a water flow alarm.

  • Gas leak detector: If your home contains a gas leak detector.

  • Lightning protection system: If your home has a lightning protection system.

  • External perimeter gate: If you have a gate around your property.

  • Low temperature monitoring device: If you have sensors that alert you when the air temperature falls below a certain level so you can take steps to prevent your pipes from freezing or bursting.

  • Water leak detection and shut-off device: If you have a water leak detection system that automatically closes the master plumbing valve when a leak is detected.

  • Gated community: If you live in a gated community with a guard — and land an even larger discount if it has 24/7 patrol service.

  • Seismic shut-off valve: If you have an earthquake natural gas shut-off valve that automatically shuts off your natural gas service when an earthquake of a significant magnitude occurs.

  • Backup generator: If you have a backup generator that’s permanently installed.

  • 24-hour doorman: If you live in a building with a 24-hour doorman.

  • Surveillance camera: If you have surveillance cameras installed throughout your property.

  • Locked or manned elevator: If you live in a building with a locked or manned elevator.

PURE Insurance state availability

PURE Insurance offers home insurance policies in all 50 states and Washington, D.C.

What to expect with PURE Insurance home insurance

  • How to get a quote: You can get a PURE home insurance quote by completing an online form or contacting a broker directly. You can find a PURE home insurance broker near you by using the search tool on its website or calling 888-814-7873.

  • Customer service options: You can get in touch with a PURE Insurance customer service rep by calling 888-813-7873, contacting your broker, or logging in to your online account.

  • How to file a claim: You can file a PURE home insurance claim through the PURE mobile app, by logging in to your online account, by emailing claims@PUREinsurance.com, or by calling 888-813-7873.

  • How to cancel your policy: You can cancel your PURE Insurance home insurance policy by contacting your PURE Insurance broker (their contact info should be on your policy declarations page) or by calling 888-813-7873.

PURE Insurance vs. other home insurance companies

Compare PURE Insurance to other luxury home insurance companies in the industry:

Company

Policygenius rating

AM Best rating

Cost

PURE Insurance

5.0/5

A+

NA

Cincinnati Insurance

4.8/5

A+

NA

Openly

4.6/5

A-

$$

Chubb

4.3/5

A++

$$$$$

AIG

4.2/5

A

$$$$$

Frequently asked questions

What type of insurance company is PURE Insurance?

PURE Insurance is a luxury insurance company that provides homeowners, auto, watercraft, and collectibles insurance to high-net worth individuals.

How do you qualify for PURE home insurance?

To qualify for a homeowners insurance policy through PURE, your home must be valued at $1 million or more.

How much does PURE Insurance cost?

Because PURE home insurance is designed for high-value properties, rates vary widely based on where your home is located, its rebuild value, custom features and fixtures, and the wealth of unique artwork, jewelry, and other high-value assets you have to insure. However, PURE advertises that it saves homeowners an average of more than 20% on their home insurance when they switch to PURE.

Is PURE Insurance legit?

Yes, PURE Insurance is legit. It has a strong financial stability rating and receives fewer-than-average customer complaints, making it a reliable home insurance company for high-net worth individuals.

What does PURE Insurance stand for?

PURE stands for Privilege Underwriters Reciprocal Exchange.

Author

Jessica Olivo is a writer living in Connecticut. She specializes in web and blog content in a variety of topics such as parenting, business, and culture, as well as serialized and short fiction.

After working in publishing and book publicity for many years, she transitioned to freelance writing full time.

Editor

Jennifer Gimbel is a senior managing editor and home insurance expert at Policygenius, where she oversees our homeowners insurance coverage. Previously, she was the managing editor at Finder.com and a content strategist at Babble.com.

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