CURE Auto Insurance
| Private | |
| ISIN | 🆔 |
| 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 |
| Members | |
Number of employees | |
| 🌐 Website | cure.com |
| 📇 Address | |
| 📞 telephone | |
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
- ↑ DeGrassa, Peg (2021-02-28). "From Delco to Super Bowl, local creative team commands attention". Delco Times. Retrieved 2026-02-07.
- ↑ "CURE Auto Insurance, Princeton, New Jersey". FORBES. Retrieved 2026-02-07.
- ↑ Sullivan, Joseph F. (1989-11-19). "Plan Announced to Cut Auto Insurance Rates". The New York Times. ISSN 0362-4331. Retrieved 2026-02-07.
- ↑ Keenan, Tim (2021-07-02). "CURE Auto Insurance Launches in Michigan". DBusiness Magazine. Retrieved 2026-02-07.
- ↑ Reindl, J. C. "New Michigan auto insurer doesn't use credit scores, charges lower rates". Detroit Free Press. Retrieved 2026-02-07.
- ↑ Mastrull, Diane (2008-12-03). "New car insurer in Pa. denounces 'unfair' practices". The Philadelphia Inquirer. Retrieved 2026-02-07.
- ↑ "New Car Insurer in Pa. Denounces 'Unfair' Practices". NBC10 Philadelphia. 2008-12-03. Retrieved 2026-02-07.
- ↑ Or, Mary (2022-07-05). "CURE celebrates one year in Michigan and success of no-fault reforms". www.insurancebusinessmag.com. Retrieved 2026-02-07.
- ↑ Duffy, Mike; Saunders, Kent (2023-08-30). "Many say opening of CURE Auto Insurance's new Detroit office gives insurance equity to policyholders". WXYZ (Detroit). Retrieved 2026-02-07.
- ↑ "Video Super Bowl Ad: Cure Auto Insurance". ABC News. 2015-02-15. Retrieved 2026-02-07.
- ↑ Huetter, John (2015-02-02). "Auto insurers raise controversy with Super Bowl ads". Repairer Driven News. Retrieved 2026-02-07.
- ↑ Blidner, Rachelle (2015-01-30). "NBC pulls auto insurance Super Bowl ads over 'blue balls' joke: insurer CEO". New York Daily News. Retrieved 2026-02-07.
- ↑ "US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot". B&T. 2016-01-07. Retrieved 2026-02-07.
- ↑ Pizzutillo, Rich (2018-02-05). "For Cure Auto, Super Bowl ads create buzz, business". ROI-NJ. Retrieved 2026-02-07.
- ↑ McCrone, Brian X. (2018-02-02). "Philly Businesses Grab the Spotlight During Super Bowl LII". NBC10 Philadelphia. Retrieved 2026-02-07.
- ↑ "CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial". PhillyVoice. 2019-03-23. Retrieved 2026-02-07.
- ↑ Millado, Rob Bailey (2021-02-08). "Cure Auto Insurance's 'Whip it Out' Super Bowl ad slammed as offensive". New York Post. Retrieved 2026-02-07.
- ↑ Bergeron, Tom (2025-02-10). "Super Saquon ad buy: How CURE Auto Insurance landed Barkley for this year's spot". ROI-NJ. Retrieved 2026-02-07.
- ↑ Stallone, Michael (2025-02-07). "2025 Super Bowl ads for New Yorkers: Victor Cruz, Saquon Barkley and more". FOX 5 NY. Retrieved 2026-02-07.
External links
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