// Workers AI · dad joke modeWhat did CURE Auto Insurance say to the car? "You're covered.
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| 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 |
CURE (Citizens United Reciprocal Exchange) Auto Insurance is an American automobile insurance company headquartered in Princeton, New Jersey.[1][2]
History
[edit]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
[edit]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
[edit]- ↑ DeGrassa, Peg (February 28, 2021). "From Delco to Super Bowl, local creative team commands attention". Delco Times. Retrieved February 7, 2026.
- ↑ "CURE Auto Insurance, Princeton, New Jersey". FORBES. Retrieved February 7, 2026.
- ↑ Sullivan, Joseph F. (November 19, 1989). "Plan Announced to Cut Auto Insurance Rates". The New York Times. ISSN 0362-4331. Retrieved February 7, 2026.
- ↑ Keenan, Tim (July 2, 2021). "CURE Auto Insurance Launches in Michigan". DBusiness Magazine. Retrieved February 7, 2026.
- ↑ Reindl, J. C. "New Michigan auto insurer doesn't use credit scores, charges lower rates". Detroit Free Press. Retrieved February 7, 2026.
- ↑ Mastrull, Diane (December 3, 2008). "New car insurer in Pa. denounces 'unfair' practices". The Philadelphia Inquirer. Retrieved February 7, 2026.
- ↑ "New Car Insurer in Pa. Denounces 'Unfair' Practices". NBC10 Philadelphia. December 3, 2008. Retrieved February 7, 2026.
- ↑ Or, Mary (July 5, 2022). "CURE celebrates one year in Michigan and success of no-fault reforms". www.insurancebusinessmag.com. Retrieved February 7, 2026.
- ↑ Duffy, Mike; Saunders, Kent (August 30, 2023). "Many say opening of CURE Auto Insurance's new Detroit office gives insurance equity to policyholders". WXYZ (Detroit). Retrieved February 7, 2026.
- ↑ "Video Super Bowl Ad: Cure Auto Insurance". ABC News. February 15, 2015. Retrieved February 7, 2026.
- ↑ Huetter, John (February 2, 2015). "Auto insurers raise controversy with Super Bowl ads". Repairer Driven News. Retrieved February 7, 2026.
- ↑ Blidner, Rachelle (January 30, 2015). "NBC pulls auto insurance Super Bowl ads over 'blue balls' joke: insurer CEO". New York Daily News. Retrieved February 7, 2026.
- ↑ "US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot". B&T. January 7, 2016. Retrieved February 7, 2026.
- ↑ Pizzutillo, Rich (February 5, 2018). "For Cure Auto, Super Bowl ads create buzz, business". ROI-NJ. Retrieved February 7, 2026.
- ↑ McCrone, Brian X. (February 2, 2018). "Philly Businesses Grab the Spotlight During Super Bowl LII". NBC10 Philadelphia. Retrieved February 7, 2026.
- ↑ "CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial". PhillyVoice. March 23, 2019. Retrieved February 7, 2026.
- ↑ Millado, Rob Bailey (February 8, 2021). "Cure Auto Insurance's 'Whip it Out' Super Bowl ad slammed as offensive". New York Post. Retrieved February 7, 2026.
- ↑ Bergeron, Tom (February 10, 2025). "Super Saquon ad buy: How CURE Auto Insurance landed Barkley for this year's spot". ROI-NJ. Retrieved February 7, 2026.
- ↑ Stallone, Michael (February 7, 2025). "2025 Super Bowl ads for New Yorkers: Victor Cruz, Saquon Barkley and more". FOX 5 NY. Retrieved February 7, 2026.