CURE Auto Insurance

CURE Auto Insurance

CURE Auto Insurance
TypePrivate
IndustryInsurance
Founded1990
Founder
  • James J. Sheeran
  • Lena Chang
HeadquartersPrinceton, New Jersey, United States
Area served
Michigan, New Jersey, Pennsylvania
Key people
Eric Poe (CEO)
ServicesAutomobile insurance
Websitecure.com

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 (February 28, 2021). "From Delco to Super Bowl, local creative team commands attention". Delco Times. Retrieved February 7, 2026.
  2. ^ "CURE Auto Insurance, Princeton, New Jersey". FORBES. Retrieved February 7, 2026.
  3. ^ Sullivan, Joseph F. (November 19, 1989). "Plan Announced to Cut Auto Insurance Rates". The New York Times. ISSN 0362-4331. Retrieved February 7, 2026.
  4. ^ Keenan, Tim (July 2, 2021). "CURE Auto Insurance Launches in Michigan". DBusiness Magazine. Retrieved February 7, 2026.
  5. ^ Reindl, J. C. "New Michigan auto insurer doesn't use credit scores, charges lower rates". Detroit Free Press. Retrieved February 7, 2026.
  6. ^ Mastrull, Diane (December 3, 2008). "New car insurer in Pa. denounces 'unfair' practices". The Philadelphia Inquirer. Retrieved February 7, 2026.
  7. ^ "New Car Insurer in Pa. Denounces 'Unfair' Practices". NBC10 Philadelphia. December 3, 2008. Retrieved February 7, 2026.
  8. ^ Or, Mary (July 5, 2022). "CURE celebrates one year in Michigan and success of no-fault reforms". www.insurancebusinessmag.com. Retrieved February 7, 2026.
  9. ^ 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.
  10. ^ "Video Super Bowl Ad: Cure Auto Insurance". ABC News. February 15, 2015. Retrieved February 7, 2026.
  11. ^ Huetter, John (February 2, 2015). "Auto insurers raise controversy with Super Bowl ads". Repairer Driven News. Retrieved February 7, 2026.
  12. ^ 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.
  13. ^ "US Auto Insurer Creates Awkward Urinal Scene And Poolside Winking For Super Bowl Spot". B&T. January 7, 2016. Retrieved February 7, 2026.
  14. ^ Pizzutillo, Rich (February 5, 2018). "For Cure Auto, Super Bowl ads create buzz, business". ROI-NJ. Retrieved February 7, 2026.
  15. ^ McCrone, Brian X. (February 2, 2018). "Philly Businesses Grab the Spotlight During Super Bowl LII". NBC10 Philadelphia. Retrieved February 7, 2026.
  16. ^ "CURE Auto Insurance rolls out audacious Big D*** Nick Foles commercial". PhillyVoice. March 23, 2019. Retrieved February 7, 2026.
  17. ^ 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.
  18. ^ 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.
  19. ^ 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.

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