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{{Short description|American insurance company}}
{{Short description|American insurance company}}
{{Draft topics|north-america|business-and-economics|education}}
{{Use American English|date=May 2026}}
{{AfC topic|org}}
{{Use mdy dates|date=May 2026}}
{{AfC submission|||ts=20260225201444|u=~2026-12512-27|ns=118}}
{{AfC submission|t||ts=20260207145318|u=~2026-85721-5|ns=118|demo=}}
{{Infobox company
{{Infobox company
| name = CURE Auto Insurance
| name = CURE Auto Insurance
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== History ==
== History ==
CURE Auto Insurance was founded in 1990 by former New Jersey [[Insurance commissioner|Insurance Commissioner]] James J. Sheeran and insurance expert Dr. Lena Chang.<ref>{{Cite news |last=Sullivan |first=Joseph F. |date=1989-11-19 |title=Plan Announced to Cut Auto Insurance Rates |url=https://www.nytimes.com/1989/11/19/nyregion/plan-announced-to-cut-auto-insurance-rates.html |access-date=2026-02-07 |work=The New York Times |language=en-US |issn=0362-4331}}</ref><ref>{{Cite web |last=Keenan |first=Tim |date=2021-07-02 |title=CURE Auto Insurance Launches in Michigan |url=https://www.dbusiness.com/daily-news/cure-auto-insurance-launches-in-michigan/ |access-date=2026-02-07 |website=DBusiness Magazine |language=en-US}}</ref> The company is a [[Not-for-profit organization|not-for-profit]] [[Reciprocal inter-insurance exchange|reciprocal exchange]] that relies primarily on driving records for underwriting, rather than factors such as [[Credit score|credit scores]], education, or occupation.<ref>{{Cite web |last=Reindl |first=J. C. |title=New Michigan auto insurer doesn't use credit scores, charges lower rates |url=https://www.freep.com/story/money/business/2021/07/09/michigan-cure-auto-insurance-credit-scores/7880516002/ |access-date=2026-02-07 |website=Detroit Free Press |language=en-US}}</ref>
CURE Auto Insurance was founded in 1990 by former New Jersey [[insurance commissioner]] James J. Sheeran and insurance expert Lena Chang.<ref>{{Cite news |last=Sullivan |first=Joseph F. |date=1989-11-19 |title=Plan Announced to Cut Auto Insurance Rates |url=https://www.nytimes.com/1989/11/19/nyregion/plan-announced-to-cut-auto-insurance-rates.html |access-date=2026-02-07 |work=The New York Times |language=en-US |issn=0362-4331}}</ref><ref>{{Cite web |last=Keenan |first=Tim |date=2021-07-02 |title=CURE Auto Insurance Launches in Michigan |url=https://www.dbusiness.com/daily-news/cure-auto-insurance-launches-in-michigan/ |access-date=2026-02-07 |website=DBusiness Magazine |language=en-US}}</ref> The company is a [[Not-for-profit organization|not-for-profit]] [[Reciprocal inter-insurance exchange|reciprocal exchange]] that relies primarily on driving records for underwriting, rather than factors such as [[credit score]]s, education, or occupation.<ref>{{Cite web |last=Reindl |first=J. C. |title=New Michigan auto insurer doesn't use credit scores, charges lower rates |url=https://www.freep.com/story/money/business/2021/07/09/michigan-cure-auto-insurance-credit-scores/7880516002/ |access-date=2026-02-07 |website=Detroit Free Press |language=en-US}}</ref>


Initially, the company operated exclusively in [[New Jersey]] for 19 years before expanding its operations to [[Pennsylvania]] in December 2008.<ref>{{Cite web |last=Mastrull |first=Diane |date=2008-12-03 |title=New car insurer in Pa. denounces 'unfair' practices |url=https://www.inquirer.com/philly/business/20081203_New_car_insurer_in_Pa__denounces__unfair__practices.html |access-date=2026-02-07 |website=The Philadelphia Inquirer |language=en}}</ref><ref>{{Cite web |last=|date=2008-12-03|title=New Car Insurer in Pa. Denounces 'Unfair' Practices|url=https://www.nbcphiladelphia.com/local/new-car-insurer-in-pa-denounces-unfair-practices/1847234/|access-date=2026-02-07|website=NBC10 Philadelphia|language=en-US}}</ref> 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.<ref>{{Cite web |last=Or |first=Mary |date=2022-07-05 |title=CURE celebrates one year in Michigan and success of no-fault reforms |url=https://www.insurancebusinessmag.com/us/news/breaking-news/cure-celebrates-one-year-in-michigan-and-success-of-nofault-reforms-412012.aspx |access-date=2026-02-07 |website=www.insurancebusinessmag.com |language=en}}</ref><ref>{{Cite web |last=Duffy |first=Mike |last2=Saunders |first2=Kent |date=2023-08-30 |title=Many say opening of CURE Auto Insurance's new Detroit office gives insurance equity to policyholders |url=https://www.wxyz.com/news/community-connection/many-say-opening-of-cure-auto-insurances-new-detroit-office-gives-insurance-equity-to-policyholders |access-date=2026-02-07 |website=WXYZ (Detroit) |language=en}}</ref>
For its first 19 years, the company operated exclusively in New Jersey, before expanding its operations to [[Pennsylvania]] in December 2008.<ref>{{Cite web |last=Mastrull |first=Diane |date=2008-12-03 |title=New car insurer in Pa. denounces 'unfair' practices |url=https://www.inquirer.com/philly/business/20081203_New_car_insurer_in_Pa__denounces__unfair__practices.html |access-date=2026-02-07 |website=The Philadelphia Inquirer |language=en}}</ref><ref>{{Cite web |last=|date=2008-12-03|title=New Car Insurer in Pa. Denounces 'Unfair' Practices|url=https://www.nbcphiladelphia.com/local/new-car-insurer-in-pa-denounces-unfair-practices/1847234/|access-date=2026-02-07|website=NBC10 Philadelphia|language=en-US}}</ref> 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.<ref>{{Cite web |last=Or |first=Mary |date=2022-07-05 |title=CURE celebrates one year in Michigan and success of no-fault reforms |url=https://www.insurancebusinessmag.com/us/news/breaking-news/cure-celebrates-one-year-in-michigan-and-success-of-nofault-reforms-412012.aspx |access-date=2026-02-07 |website=www.insurancebusinessmag.com |language=en}}</ref><ref>{{Cite web |last=Duffy |first=Mike |last2=Saunders |first2=Kent |date=2023-08-30 |title=Many say opening of CURE Auto Insurance's new Detroit office gives insurance equity to policyholders |url=https://www.wxyz.com/news/community-connection/many-say-opening-of-cure-auto-insurances-new-detroit-office-gives-insurance-equity-to-policyholders |access-date=2026-02-07 |website=WXYZ (Detroit) |language=en}}</ref>


== Advertising campaigns ==
== 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.<ref>{{Cite web |last= |first= |date=2015-02-15 |title=Video Super Bowl Ad: Cure Auto Insurance |url=https://abcnews.go.com/Business/video/super-bowl-ad-cure-auto-insurance-28650961 |access-date=2026-02-07 |website=[[ABC News]] |language=en}}</ref><ref>{{Cite web |last=Huetter |first=John |date=2015-02-02 |title=Auto insurers raise controversy with Super Bowl ads |url=https://www.repairerdrivennews.com/2015/02/02/auto-insurers-raise-controversy-with-super-bowl-ads/ |access-date=2026-02-07 |website=Repairer Driven News |language=en-US}}</ref><ref>{{Cite web |last=Blidner |first=Rachelle |date=2015-01-30 |title=NBC pulls auto insurance Super Bowl ads over 'blue balls' joke: insurer CEO |url=https://www.nydailynews.com/2015/01/30/nbc-pulls-auto-insurance-super-bowl-ads-over-blue-balls-joke-insurer-ceo/ |access-date=2026-02-07 |website=New York Daily News |language=en-US}}</ref> In 2016, CURE aired commercials that used suggestive humor, including scenes set in a restroom and at a pool.<ref>{{Cite web |last= |first= |date=2016-01-07 |title=US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot |url=https://www.bandt.com.au/us-auto-insurer-creates-awkward-urinal-scene-and-poolside-winking-for-super-bowl-spot/ |access-date=2026-02-07 |website=B&T |language=en-US}}</ref>
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.<ref>{{Cite web |last= |first= |date=2015-02-15 |title=Video Super Bowl Ad: Cure Auto Insurance |url=https://abcnews.go.com/Business/video/super-bowl-ad-cure-auto-insurance-28650961 |access-date=2026-02-07 |website=[[ABC News (United States)|ABC News]] |language=en}}</ref><ref>{{Cite web |last=Huetter |first=John |date=2015-02-02 |title=Auto insurers raise controversy with Super Bowl ads |url=https://www.repairerdrivennews.com/2015/02/02/auto-insurers-raise-controversy-with-super-bowl-ads/ |access-date=2026-02-07 |website=Repairer Driven News |language=en-US}}</ref><ref>{{Cite web |last=Blidner |first=Rachelle |date=2015-01-30 |title=NBC pulls auto insurance Super Bowl ads over 'blue balls' joke: insurer CEO |url=https://www.nydailynews.com/2015/01/30/nbc-pulls-auto-insurance-super-bowl-ads-over-blue-balls-joke-insurer-ceo/ |access-date=2026-02-07 |website=New York Daily News |language=en-US}}</ref> In 2016, CURE aired commercials that used suggestive humor, including scenes set in a restroom and at a pool.<ref>{{Cite web |last= |first= |date=2016-01-07 |title=US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot |url=https://www.bandt.com.au/us-auto-insurer-creates-awkward-urinal-scene-and-poolside-winking-for-super-bowl-spot/ |access-date=2026-02-07 |website=B&T |language=en-US}}</ref>


In 2018, the company produced regional Super Bowl advertisements that referenced rival teams and players.<ref>{{Cite web |last=Pizzutillo |first=Rich |date=2018-02-05 |title=For Cure Auto, Super Bowl ads create buzz, business |url=https://www.roi-nj.com/2018/02/05/lifestyle/cure-auto-insurance-right-super-bowl-mecca-advertising/ |access-date=2026-02-07 |website=ROI-NJ |language=en-US}}</ref><ref>{{Cite web |last=McCrone |first=Brian X. |date=2018-02-02 |title=Philly Businesses Grab the Spotlight During Super Bowl LII |url=https://www.nbcphiladelphia.com/news/sports/nfl/philadelphia-eagles/4-locally-produced-commercials-that-ran-during-super-bowl-lii/181186/ |access-date=2026-02-07 |website=NBC10 Philadelphia |language=en-US}}</ref> In 2019, a Super Bowl advertisement referenced [[Philadelphia Eagles]] quarterback [[Nick Foles]] through the slogan ''“Big D*'' Nick.”<ref>{{Cite web |date=2019-03-23 |title=CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial |url=https://www.phillyvoice.com/cure-auto-insurance-big-dick-nick-foles-commercial/ |access-date=2026-02-07 |website=PhillyVoice |language=english}}</ref>
In 2018, the company produced regional Super Bowl advertisements that referenced rival teams and players.<ref>{{Cite web |last=Pizzutillo |first=Rich |date=2018-02-05 |title=For Cure Auto, Super Bowl ads create buzz, business |url=https://www.roi-nj.com/2018/02/05/lifestyle/cure-auto-insurance-right-super-bowl-mecca-advertising/ |access-date=2026-02-07 |website=ROI-NJ |language=en-US}}</ref><ref>{{Cite web |last=McCrone |first=Brian X. |date=2018-02-02 |title=Philly Businesses Grab the Spotlight During Super Bowl LII |url=https://www.nbcphiladelphia.com/news/sports/nfl/philadelphia-eagles/4-locally-produced-commercials-that-ran-during-super-bowl-lii/181186/ |access-date=2026-02-07 |website=NBC10 Philadelphia |language=en-US}}</ref> In 2019, a Super Bowl advertisement referenced [[Philadelphia Eagles]] quarterback [[Nick Foles]] through the slogan ''“Big D*'' Nick.”<ref>{{Cite web |date=2019-03-23 |title=CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial |url=https://www.phillyvoice.com/cure-auto-insurance-big-dick-nick-foles-commercial/ |access-date=2026-02-07 |website=PhillyVoice |language=english}}</ref>
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== External links ==
== External links ==
* [https://www.cure.com Official website]
* [https://www.cure.com Official website]
[[Category:1990 establishments in New Jersey]]
[[Category:Insurance companies of the United States]]
[[Category:American companies established in 1990]]
[[Category:Companies based in Princeton, New Jersey]]

Latest revision as of 07:59, 29 September 2026

Template:Short description Template:Use American English Template:Use mdy dates Template:Infobox company

CURE (Citizens United Reciprocal Exchange) Auto Insurance is an American automobile insurance company headquartered in Princeton, New Jersey.[1][2]

History

CURE Auto Insurance was founded in 1990 by former New Jersey insurance commissioner James J. Sheeran and insurance expert 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]

For its first 19 years, the company operated exclusively in New Jersey, 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]

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.[10][11][12] In 2016, CURE aired commercials that used suggestive humor, including scenes set in a restroom and at a pool.[13]

In 2018, the company produced regional Super Bowl advertisements that referenced rival teams and players.[14][15] In 2019, a Super Bowl advertisement referenced Philadelphia Eagles quarterback Nick Foles through the slogan “Big D* Nick.”[16]

In 2021, a CURE Super Bowl advertisement was criticized for trivializing workplace harassment.[17] In 2025, CURE featured Philadelphia Eagles star Saquon Barkley in a Super Bowl advertisement.[18][19]

References

  1. ↑ DeGrassa, Peg (2021-02-28). "From Delco to Super Bowl, local creative team commands attention" (in en-US). https://www.delcotimes.com/2021/02/28/from-delco-to-super-bowl-local-creative-team-commands-attention/. 
  2. ↑ "CURE Auto Insurance, Princeton, New Jersey". https://www.forbes.com/companies/cure-auto-insurance/. 
  3. ↑ Sullivan, Joseph F. (1989-11-19). "Plan Announced to Cut Auto Insurance Rates" (in en-US). The New York Times. ISSN 0362-4331. https://www.nytimes.com/1989/11/19/nyregion/plan-announced-to-cut-auto-insurance-rates.html. 
  4. ↑ Keenan, Tim (2021-07-02). "CURE Auto Insurance Launches in Michigan" (in en-US). https://www.dbusiness.com/daily-news/cure-auto-insurance-launches-in-michigan/. 
  5. ↑ Reindl, J. C.. "New Michigan auto insurer doesn't use credit scores, charges lower rates" (in en-US). https://www.freep.com/story/money/business/2021/07/09/michigan-cure-auto-insurance-credit-scores/7880516002/. 
  6. ↑ Mastrull, Diane (2008-12-03). "New car insurer in Pa. denounces 'unfair' practices" (in en). https://www.inquirer.com/philly/business/20081203_New_car_insurer_in_Pa__denounces__unfair__practices.html. 
  7. ↑ "New Car Insurer in Pa. Denounces 'Unfair' Practices" (in en-US). 2008-12-03. https://www.nbcphiladelphia.com/local/new-car-insurer-in-pa-denounces-unfair-practices/1847234/. 
  8. ↑ Or, Mary (2022-07-05). "CURE celebrates one year in Michigan and success of no-fault reforms" (in en). https://www.insurancebusinessmag.com/us/news/breaking-news/cure-celebrates-one-year-in-michigan-and-success-of-nofault-reforms-412012.aspx. 
  9. ↑ Duffy, Mike; Saunders, Kent (2023-08-30). "Many say opening of CURE Auto Insurance's new Detroit office gives insurance equity to policyholders" (in en). https://www.wxyz.com/news/community-connection/many-say-opening-of-cure-auto-insurances-new-detroit-office-gives-insurance-equity-to-policyholders. 
  10. ↑ "Video Super Bowl Ad: Cure Auto Insurance" (in en). 2015-02-15. https://abcnews.go.com/Business/video/super-bowl-ad-cure-auto-insurance-28650961. 
  11. ↑ Huetter, John (2015-02-02). "Auto insurers raise controversy with Super Bowl ads" (in en-US). https://www.repairerdrivennews.com/2015/02/02/auto-insurers-raise-controversy-with-super-bowl-ads/. 
  12. ↑ Blidner, Rachelle (2015-01-30). "NBC pulls auto insurance Super Bowl ads over 'blue balls' joke: insurer CEO" (in en-US). https://www.nydailynews.com/2015/01/30/nbc-pulls-auto-insurance-super-bowl-ads-over-blue-balls-joke-insurer-ceo/. 
  13. ↑ "US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot" (in en-US). 2016-01-07. https://www.bandt.com.au/us-auto-insurer-creates-awkward-urinal-scene-and-poolside-winking-for-super-bowl-spot/. 
  14. ↑ Pizzutillo, Rich (2018-02-05). "For Cure Auto, Super Bowl ads create buzz, business" (in en-US). https://www.roi-nj.com/2018/02/05/lifestyle/cure-auto-insurance-right-super-bowl-mecca-advertising/. 
  15. ↑ McCrone, Brian X. (2018-02-02). "Philly Businesses Grab the Spotlight During Super Bowl LII" (in en-US). https://www.nbcphiladelphia.com/news/sports/nfl/philadelphia-eagles/4-locally-produced-commercials-that-ran-during-super-bowl-lii/181186/. 
  16. ↑ "CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial" (in english). 2019-03-23. https://www.phillyvoice.com/cure-auto-insurance-big-dick-nick-foles-commercial/. 
  17. ↑ Millado, Rob Bailey (2021-02-08). "Cure Auto Insurance's 'Whip it Out' Super Bowl ad slammed as offensive" (in en-US). https://nypost.com/2021/02/08/cure-auto-insurances-whip-it-out-super-bowl-ad-slammed-as-offensive/. 
  18. ↑ Bergeron, Tom (2025-02-10). "Super Saquon ad buy: How CURE Auto Insurance landed Barkley for this year's spot" (in en-US). https://www.roi-nj.com/2025/02/10/finance/super-saquon-ad-buy-how-cure-auto-insurance-landed-barkley-for-this-years-spot/. 
  19. ↑ Stallone, Michael (2025-02-07). "2025 Super Bowl ads for New Yorkers: Victor Cruz, Saquon Barkley and more" (in en-US). https://www.fox5ny.com/news/nyc-super-bowl-commercials-victor-cruz-saquon-barkley. 
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