PURE Insurance Enters Canada, Offering a New Choice for High?Net?Worth Households
A membership-driven model that rewards great service and keeps premiums grounded in fairness
Privilege Underwriters Reciprocal Exchange ("PURE"), a property and casualty insurer built for successful, responsible homeowners, has announced its first international expansion: Canada. The rollout begins in Ontario, giving high net worth individuals a different way to insure what matters. With a member-first structure, PURE’s goal is simple—deliver attentive service and fair pricing that flow back to the people who are insured.
“Our goal is to provide owners of Canada’s finest homes with an innovative insurance option,” said Chris Sevdalis, Head of PURE's Canadian branch. “Our unique approach prioritizes member interests over shareholders, fostering a distinct service experience. We're thrilled to introduce this innovative insurance model to high net worth Canadians.”
How PURE’s Model Puts Members First
Traditional insurance carriers often balance two agendas: serving policyholders while also meeting shareholder expectations. PURE takes a different path. As a reciprocal, it’s owned by its policyholders—its members—so the objectives line up. When members and owners are the same people, the focus naturally turns to thoughtful coverage, responsive support, and pricing that reflects the true cost of protection rather than pressure to inflate premiums.
Membership also includes access to Subscriber Savings Accounts. These accounts can receive annual contributions, offering members another way their relationship with PURE can create tangible value over time.
Coverage and Service Built for High?Net?Worth Families
PURE designs policies with the needs of successful families in mind. Coverage is comprehensive out of the box, bundling protections that other carriers often treat as add?ons. A clear example: PURE’s Homeowners policy integrates coverage for water damage from flooding without requiring additional selections. That simplifies decisions upfront and can help claims go more smoothly later.
Prevention comes first. Every new membership begins with a thorough home risk assessment called PURE360®. It’s a practical review focused on reducing the likelihood and impact of loss, pairing insights with resources members can actually use. And if a claim does happen, members can expect attentive, empathetic help. Among U.S. members who have filed claims, PURE reports a 95% customer satisfaction rating—an indicator that the service promise holds up when it counts most.
New to Canada, Backed by Years of Member Loyalty
PURE may be new to Canada, but it brings nearly two decades of serving high net worth individuals across the United States. “With our expansion into Canada, we are able to provide coverage solutions to existing Canadian members who have relied on us for their U.S. interests and reach new clients who have yet to experience the benefits of being a PURE member,” said Martin Leitch, CEO of PURE Insurance.
PURE has grown at least 15% annually and is recognized as a leader in the U.S. high net worth insurance space. Its offerings span high?value homes, automobiles, valuable collections, and more, serving a community of over 100,000 members with coverage designed for complex needs and significant assets.
In Canada, PURE is now available in Ontario through a select group of brokers. The company plans to launch automobile coverage in Ontario and extend its services to additional provinces in the future.
About PURE Insurance
Privilege Underwriters Reciprocal Exchange (PURE Insurance) delivers tailored solutions for high net worth families, including coverage for high?value homes, automobiles, jewelry, art, liability, watercraft, and more. With prudent member selection and proactive risk management, PURE supports a fair approach to pricing and has earned a Financial Strength Rating of "A (Excellent)" from AM Best. The company has grown consistently over its history, now serving more than 100,000 members across the U.S.—and, with this expansion, in Canada as well.
Frequently Asked Questions
What’s new for Canadians with PURE Insurance?
PURE has expanded internationally for the first time and is now available in Ontario. High net worth households can access a member?focused insurance model that emphasizes comprehensive coverage and attentive service.
How does PURE’s reciprocal structure help members?
Because PURE is owned by its policyholders—its members—the company’s priorities align directly with theirs. That structure supports fair, disciplined pricing and a service experience designed around member needs rather than shareholder returns.
What makes PURE’s homeowners coverage different?
PURE includes many protections up front that others treat as extras. Notably, its Homeowners policy integrates coverage for water damage due to flooding without requiring additional selections, which can simplify decisions and claims.
What is PURE360® and why does it matter?
PURE360® is a comprehensive home risk assessment that starts each membership. It identifies vulnerabilities and provides practical resources to help reduce the chance—and impact—of future claims.
Where is PURE available in Canada, and how do I get started?
PURE is currently available in Ontario through a select group of brokers. Automobile coverage is planned for Ontario, with further expansion to additional provinces expected over time.
