Policies and Premiums

Gross Written Premiums

PURE continues to demonstrate strong organic growth in gross written premiums.

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The PURE Membership

By the end of 2017, PURE’s membership grew to more than 70,000 responsible high net worth individuals and families.

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We are proud that our member retention rate and Net Promoter Score (NPS®) reflect a highly enthusiastic membership.

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Our annual member survey was issued in early 2018. We are delighted to share that our NPS has once again increased. Our NPS of 71 reflects a highly engaged and enthused membership, and it’s even higher among members who have experienced our claims service.


NPS is a measure used to gauge customer loyalty and enthusiasm. An organization’s NPS is derived by classifying customers into three categories—Promoters, Passives and Detractors—based on their answer to one simple question: How likely are you to recommend our company to a friend or colleague? Customers respond on a 0–10 scale, where 0–6 are Detractors, 7–8 are Passives and 9–10 are Promoters.


PURE offers comprehensive, customizable insurance products tailored to meet the needs of high net worth individuals. Members who bundle their policies can have fewer coverage gaps, benefit from generous discounts (where available) and enjoy the ease and convenience of a single billing statement.1

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*PURE Starling® Fraud and Cyber Fraud coverage is an optional endorsement that can be added to a PURE Homeowners policy. Since its launch in October 2017, 43 percent of new members who live in an eligible state purchased PURE Starling.

Subscriber Savings Accounts

Despite the industry facing historic catastrophe losses, we are delighted to share that we have requested regulatory approval to make an allocation of $15,000,000 to Subscribers Savings Accounts (SSAs) for the 2017 year. This will bring the total to nearly $60,000,000 allocated back to the membership since inception. For more information on SSAs and the unique value they provide, visit

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Fifth Renewal Benefit

Upon reaching their fifth renewal, members no longer pay surplus contributions as part of the cost of their insurance. Over 5,000 members passed this milestone last year, saving over $4,000,000 in 2017 alone. This brings the total number of members who no longer pay surplus contributions to 14,600, which represents 21 percent of the membership.

A member’s tenure with PURE has a direct correlation to their enthusiasm; the NPS of members who have been with PURE for five years or longer is seven points higher than that of newer members.


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Membership Diversification

PURE’s book of business continues to diversify year after year. Diversified growth enables PURE to improve efficiency and reduce the severity of any one catastrophic event.

In 2017, we maintained steady growth across all regions, with both California and the Western States continuing to grow at the fastest pace.


1. Not currently available for primary flood. 2. At the time of publication, the 2017 SSA allocation of $15,000,000 is pending regulatory approval.