PURE Insurance Wildfire Insurance Review
Member-owned high-net-worth insurer with a wildfire focus.
Reviewed by Tom Hunt, Wildfire Risk Expert
Editorial independence: This is an independent review compiled from public information. FireRisk.ai is not affiliated with, endorsed by, or paid by PURE Insurance, and earns no commission from PURE Insurance. Any ratings, prices, or performance figures are attributed to their source and have not been independently verified by us — always confirm current details directly.
Founded
2006
Headquarters
White Plains, New York
Financial strength
A (Excellent)
Channel
High-value / WUI-friendly
A member-owned high-net-worth insurer with more than $3 billion in premium under management (2026).
FireRisk.ai rating
Our editorial scores for a wildfire-exposed home — appetite weighted heaviest. Not a financial rating; not carrier-supplied. See how all carriers rank →
Wildfire appetite & overview
PURE (Privilege Underwriters Reciprocal Exchange) is a member-owned high-net-worth carrier that has stayed active in wildfire markets and reports being relatively unaffected by recent California wildfires — one reason it maintains one of the industry’s best combined ratios. It offers wildfire mitigation consultations and a private emergency-response service across the West. Like Chubb, it’s oriented to higher-value homes and underwrites hardening closely.
PURE wildfire mitigation & response
At-home consultations identify a home’s wildfire vulnerabilities, members get active fire updates when a wildfire nears, and private wildfire emergency-response services are available in AZ, CA, CO, ID, MT, NM, NV, OR, TX, UT, WA and WY.
Claims & customer satisfaction
PURE’s member-owned reciprocal structure caps underwriting profit and is built around member service and loss prevention; it consistently earns strong customer-satisfaction marks in high-value circles.
Strengths
- +Member-owned, service-focused model (no outside shareholders)
- +Active in many WUI markets
- +At-home wildfire risk consultations + private emergency response
- +High coverage limits
- +Strong combined ratio / financial discipline
Watch-outs
- –High-value-home focus (membership-style)
- –Premium pricing
- –A (Excellent) rather than A++ like the largest nationals
- –Not aimed at median-priced homes
Coverage highlights
Exclusions & limitations
Items that a standard homeowners policy — including PURE Insurance's — typically does not cover. Verify with your agent before binding.
- ✕Land and soil — the value of the land beneath your home is never covered; only the structure and its contents.
- ✕Vehicles — cars, trucks, and other motor vehicles are covered by your auto policy, not your home policy, even if destroyed in a wildfire.
- ✕Jewelry, art, and collectibles above sub-limits — standard policies cap payouts for valuables; a scheduled-property rider or floater is required for full value.
- ✕Business property and equipment — commercial inventory, business computers, and tools kept at home are typically excluded or capped.
- ✕Flood damage — water used to fight a wildfire (aerial drops, hydrant streams) can cause significant structural damage that a standard fire policy does not cover; a separate flood or DIC policy is needed.
- ✕Ordinance or law upgrades — if local codes require upgrading electrical, plumbing, or structural systems during a rebuild, those costs may not be covered without an ordinance-or-law endorsement.
Mitigation discounts & what saves you money
These are the hardening steps most widely recognized across the wildfire insurance market — including by PURE Insurance where applicable.
PURE Insurance program highlight
PURE wildfire mitigation & response — At-home consultations identify a home’s wildfire vulnerabilities, members get active fire updates when a wildfire nears, and private wildfire emergency-response services are available in AZ, CA, CO, ID, MT, NM, NV, OR, TX, UT, WA and WY.
- Class A roof: The highest fire-resistance rating for roofing materials — one of the most impactful factors in wildfire underwriting and pricing.
- Defensible space: Clearing and maintaining at least 30–100 feet of vegetation around the structure; required by law in many states and rewarded by virtually every carrier.
- Firewise USA community: Homes in NFPA-recognized Firewise communities often qualify for a documented discount at several carriers (USAA, AAA/CSAA, and others).
- Ember-resistant vents and screens: Vents are a primary ember-entry point; 1/8-inch or finer metal mesh screens meaningfully reduce ignition risk and are a common underwriting credit.
- Ignition-resistant siding and windows: Non-combustible or ignition-resistant exterior cladding and dual-pane or tempered-glass windows reduce heat and ember vulnerability and signal a hardened home to underwriters.
See also: how to improve your odds of being written — the PURE Insurance-specific steps are in the qualifying section below.
How to improve your odds of being written
- 1Higher-value home that fits the high-net-worth appetite
- 2Complete recommended hardening from the risk consultation
- 3Place coverage through a PURE-appointed agent
How to apply — step by step
The typical process for getting PURE Insurance coverage. Exact steps vary by state and distribution channel.
- 1Get a quote online or through an agent. PURE Insurance is available through high-net-worth independent brokers. Ask your current broker, or search for agents who specialize in high-value homeowners coverage.
- 2Provide your home details. Be ready with your home's square footage, year built, roof type and age, construction material, distance to the nearest fire station, and any hardening features (ember-resistant vents, defensible space clearance, Class-A roof, ignition-resistant siding). More detail means a more accurate quote and fewer surprises at underwriting.
- 3Schedule an inspection if required. Higher-value homes and high-hazard ZIPs commonly trigger an in-person or virtual inspection before coverage is bound — especially at high-net-worth carriers like PURE Insurance. Have documentation of recent upgrades (permits, photos, receipts) ready to share.
- 4Review, then bind coverage. Read the declarations page carefully: confirm your dwelling limit covers a full rebuild at current labor and material costs, check the loss-of-use and personal-property sub-limits, and ask about any wildfire-specific exclusions or endorsements. Once you're satisfied, pay the first premium installment and your coverage is in force.
Recent developments
What's changed lately — dated so you can judge how current it is.
Reported total premium under management surpassing $3 billion, citing the resilience of its member-owned model through recent catastrophes.
Best for
High-value homes in WUI areas wanting concierge-style coverage and loss prevention.
How to get a quote
Through PURE-appointed high-net-worth independent agents.
Bottom line
A strong high-value alternative to Chubb in wildfire country, with a service-heavy model. Same caveat: built for expensive homes, not budget shoppers.
Compare PURE Insurance against carriers that fit your ZIP
Tell us about your home and we'll match you with licensed agents and carriers who still write wildfire home insurance in your area — including ones that cover homes others decline. Free, no obligation.
Compare with similar options
PURE Insurance wildfire insurance FAQ
Does PURE Insurance cover homes in high fire-risk areas?
PURE (Privilege Underwriters Reciprocal Exchange) is a member-owned high-net-worth carrier that has stayed active in wildfire markets and reports being relatively unaffected by recent California wildfires — one reason it maintains one of the industry’s best combined ratios. It offers wildfire mitigation consultations and a private emergency-response service across the West. Like Chubb, it’s oriented to higher-value homes and underwrites hardening closely.
Is PURE Insurance financially strong enough to pay a wildfire claim?
PURE Insurance carries an AM Best financial-strength rating of A (Excellent), indicating its assessed ability to meet ongoing insurance obligations. Ratings can change, so confirm the current rating before buying.
Who is PURE Insurance best for?
High-value homes in WUI areas wanting concierge-style coverage and loss prevention. A strong high-value alternative to Chubb in wildfire country, with a service-heavy model. Same caveat: built for expensive homes, not budget shoppers.
What does PURE Insurance cover in a wildfire?
A standard PURE Insurance homeowners policy covers direct fire and smoke damage to the dwelling structure, attached structures (like a garage), personal property inside the home, and loss of use — meaning additional living expenses if you're displaced by an evacuation order or because the home is uninhabitable. Debris removal is typically included, though it may be a sub-limit. Always confirm the specific endorsements and coverage limits on your quote, as policy terms vary by state and product.
How do I qualify for PURE Insurance's best wildfire rate?
The biggest factors that influence your rate and eligibility with PURE Insurance are your home's location (ZIP-level wildfire hazard score), the construction type and age of your roof, the amount of defensible space you maintain, and whether your home has ember-resistant vents, ignition-resistant siding, and dual-pane or tempered windows. Documenting and demonstrating those hardening steps — and mentioning any Firewise USA community membership — will put you in the best position for the lowest available rate. Bundling auto with home is also a common discount where PURE Insurance offers both.
What's not covered by PURE Insurance's standard policy?
Like almost all homeowners policies, a standard PURE Insurance policy does not cover land value, vehicles (covered by auto insurance), flood damage including water dropped or pumped during firefighting, or jewelry and art above sub-limits without a scheduled-property endorsement. Business property and ordinance-or-law rebuild upgrades may also be excluded or capped. If you're pairing PURE Insurance with a California FAIR Plan, add a Difference-in-Conditions (DIC) policy to fill the liability, water, and theft gaps.
Disclosure: This is an independent, research-based editorial review. FireRisk.ai is not affiliated with, endorsed by, or acting on behalf of PURE Insurance. The company name and any AM Best rating are used for identification and comparison only. This is not insurance or financial advice, and we are not a licensed insurance agency. Availability, appetite, ratings, and pricing change and vary by ZIP and home — verify everything directly with the carrier before purchasing. We may be compensated when you request quotes through a partner.