Selling earthquake insurance has never been for the faint of heart. Catastrophic risks are notoriously difficult to calculate, price, and market. And most P&C insurers don’t get enough sales volume from earthquake coverage to warrant the investment of much time, energy, or operating budget.

But the number of potential residential and commercial customers in quake zones keeps rising, and the possibility of future high-magnitude seismic events in far-flung regions like the areas along the New Madrid and Cascadia faults are generating elevated concern. So insurers have an opportunity to serve customers and generate returns if they can find the right way to write the business.

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