I complained about my insurance bill. The president called me.

I got a marketing email from PURE Insurance asking me to spread the word about them to my neighbors.

My premium had increased 13% one year and then another 18% the next. So instead of forwarding the email, I replied to it.

Here's what I wrote:

"My issue is that your prices are rising too quickly. These don't feel like inflation-based adjustments. That would be one reason I would have trouble recommending."

I expected nothing. Maybe an auto-reply. Maybe a form letter about industry headwinds.

Instead, I got this:

"Hi Ryan, thank you for the reply. We appreciate your candid feedback. I'm cc'ing our President, Dave Logan. Dave is the perfect person to discuss your concerns about pricing. He will be in touch next week to set up a phone call. Thank you again, Katie"

I stared at that email for a second.

The president wants to talk to me.

I've been in the Voice-of-Customer business for 27 years. I've spent my career helping companies in agriculture, construction, and equipment industries understand what their customers actually think — not what they hope they think. So when a company does something like this, I notice.

Dave Logan didn't have to call me. He's running a company with members all over the country. He's got bigger problems than one customer in Austin who's annoyed about his renewal.

But he called.

And we talked for almost an hour.

He walked me through Texas loss ratio data going back a decade — years where they were paying out nearly three times what they were collecting in premiums. He explained their reciprocal structure, why they have zero incentive to overcharge, and what's coming next for Texas pricing (spoiler: 2.9% — a dramatic deceleration from recent years). He answered every question I had prepared, and a few I hadn't thought to ask.

I came in skeptical. I left with answers.

I did push back on one thing: transparency. In the age of generative AI, there's no excuse for not giving every customer a personalized breakdown of exactly what's driving their premium increase — and a clear view of the levers they can pull to bring it down, whether that's adjusting deductibles, replacing a roof, or upgrading systems in their home. He agreed. Said they're working on it.

But here's what I keep coming back to — not the data, not the loss ratios, not any of that.

It's the move itself.

One email. One honest complaint. And the president of the company gets on a call with me.

That's not a customer service tactic. That's a leadership philosophy. The best leaders I know are obsessed with staying close to their customers — not because it scales, but because nothing replaces it. You cannot run a business well from a conference room. You cannot understand what your buyers are feeling by reading a dashboard.

Dave Logan knows that. And the fact that he's willing to spend an hour with a member who sent a complaint email says everything about the kind of company PURE is trying to be.

Now I want to hear from you.

Is your insurance premium going up 10%, 15%, 20% a year with no real explanation? Does it feel like everyone — your carrier, your broker, the industry — is pointing fingers everywhere except at your bill? Are you shopping around, absorbing it quietly, or just assuming this is the new normal?

I had a conversation with the president of PURE Insurance and walked away with real answers. Drop a comment and tell me what you're experiencing — because I don't think you're alone, and I think it's time we start talking about it.