CURE Auto Insurance (Citizens United Reciprocal Exchange) is a not-for-profit automobile insurer that operates as a reciprocal exchange. Founded in 1990 and headquartered in Princeton, New Jersey, the company prices policies primarily on driving records rather than demographic factors such as credit scores, education levels or occupation. It has insured more than one million drivers since inception.
The company sells auto insurance policies alongside 24/7 roadside assistance included with all policies at no extra charge. Additional offerings include discount programmes for good drivers, good students and multi-car policies, and a rewards programme for policyholders who refer new customers.
CURE operated exclusively in New Jersey for 19 years before expanding to Pennsylvania in December 2008 and to Michigan in July 2021; it is licensed in all three states. Its first Michigan office opened in Detroit in August 2023. The organisation works in automobile insurance, personal lines insurance and financial services, with a stated commitment to affordability and to fair coverage regardless of background or socioeconomic status.
