Draft:CURE Auto Insurance
American insurance company
From Wikipedia, the free encyclopedia
CURE (Citizens United Reciprocal Exchange) Auto Insurance is an American automobile insurance company headquartered in Princeton, New Jersey.[1][2]
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| Company type | Private |
|---|---|
| Industry | Insurance |
| Founded | 1990 |
| Founder |
|
| Headquarters | Princeton, New Jersey, United States |
Area served | Michigan, New Jersey, Pennsylvania |
Key people | Eric Poe (CEO) |
| Services | Automobile insurance |
| Website | cure.com |
History
CURE Auto Insurance was founded in 1990 by former New Jersey Insurance Commissioner James J. Sheeran and insurance expert Dr. Lena Chang.[3][4] The company is a not-for-profit reciprocal exchange that relies primarily on driving records for underwriting, rather than factors such as credit scores, education, or occupation.[5]
Initially, the company operated exclusively in New Jersey for 19 years before expanding its operations to Pennsylvania in December 2008.[6][7] The company entered the Michigan market in July 2021 following changes to Michigan's no-fault insurance laws and opened its first Michigan office in Detroit in August 2023.[8][9]
In 2022, CURE integrated the cloud-based platform Guidewire's InsuranceNow into its systems.[10]
Advertising campaigns
CURE Auto Insurance has produced several Super Bowl advertisements. In 2015, the company aired a Super Bowl advertisement titled “Deflated Balls” which referenced the Deflategate controversy.[11][12][13] In 2016, CURE aired commercials that used suggestive humor, including scenes set in a restroom and at a pool.[14]
In 2018, the company produced regional Super Bowl advertisements that referenced rival teams and players.[15][16] In 2019, a Super Bowl advertisement referenced Philadelphia Eagles quarterback Nick Foles through the slogan “Big D* Nick.”[17]
In 2021, a CURE Super Bowl advertisement was criticized for trivializing workplace harassment.[18] In 2025, CURE featured Philadelphia Eagles star Saquon Barkley in a Super Bowl advertisement.[19][20]