PURE grows to $3B as reciprocal model delivers member returns

PURE Insurance  reported continued growth and underwriting discipline in 2025, with membership surpassing 120,000 and total premium under management exceeding $3 billion, up more than 15% year over year. The insurer posted a 98.8% combined ratio despite what it described as the largest catastrophe year in its history.

Following the results, PURE received approval to allocate $50 million to policyholders through its Subscriber Savings Accounts, marking the first such distribution since 2020 and bringing total allocations to nearly $170 million. The structure reflects PURE’s reciprocal model, where policyholders share in favorable outcomes.

Loss trends are shifting in key areas. The company flagged personal excess liability as deteriorating, with frequency of very large claims rising more than 130%, driving the need for pricing adjustments.

PURE continues to invest in loss prevention and risk mitigation, offering the Ting device to detect electrical fire risks. The device is now active in over 30,000 homes and has helped prevent more than 300 incidents. The company also monitors real-time risk signals and proactively contacts exposed members.

Flood remains an underpenetrated area. Fewer than 12% of members carry flood coverage, despite increasing frequency of extreme rainfall events, creating a clear opportunity for expansion.

PURE said it will continue investing in digital tools and AI to improve service and efficiency, while maintaining a human-led model focused on member experience. “Like most companies, we are investing meaningfully in digital capabilities and artificial intelligence to improve efficiency and ultimately reduce costs. The outcomes we seek from these investments, however, may differ from most organizations. “Margin expansion” is not our objective; delivering a better, and even delightful, member experience is.”