We saw how consumers feel taken advantage of... and used it to our advantage.
  • Challenge: Consumers view insurance as a necessary evil, right up there with death
    and taxes.
  • Strategy: Position PURE as a totally new paradigm.
  • Big Idea: Juxtapose the unenlightened insurance models to the bright idea of PURE.
  • Result: A successful first state launch has rolled into 49 states. Now PURE is the fastest growing insurance company in the country.