Laying the foundation for the next phase of growth.

A property and casualty insurer specializing in homes valued at $1 million or more, PURE Insurance has long been considered a hidden gem for the high net worth segment. PURE has a unique business model: a reciprocal exchange structure. Unlike a traditional stock insurance company—which is publicly traded and has third-party shareholders—it is owned by the policyholders themselves. This makes policyholders, in effect, members.

This call-to-action campaign speaks to the target audience's desire to solve common pain points of wealthy policyholders while referencing the reciprocal exchange structure (membership).

Agency: 50,000feet