Flooding has quietly become the country’s most costly natural hazard, fueled by heavier rain, aging infrastructure and rising seas. Yet many homeowners still underestimate their exposure.

To cut through the confusion, Josh Bloch, Head of Internal Consulting and project lead for PURE’s new flood coverages, sat down with Roy Wright, President and CEO of the Insurance Institute for Business & Home Safety (IBHS) and former leader of FEMA’s National Flood Insurance Program (NFIP), for a grounded look at how flood risk is evolving. 

Q: Why are we seeing more flood events, even away from the coast? 
A (Roy Wright): We’re seeing floods in places that never had them before. Storms are moving slower, rainfall is heavier and the infrastructure built decades ago wasn’t designed for today’s weather. One thing hasn’t changed: where it rains, it floods. 

Q: What is one of the most common misconceptions about flooding? 
A: That flood risk only applies to people near the water. Homeowners often think, I’m not in a flood zone, it’s never flooded here and my house is on top of a hill—so I’m not at risk. But recent history tells a different story. After Hurricane Harvey in Texas, more than 40% of NFIP claims came from outside the highest-hazard zones. 

Q: What role does the NFIP play today versus private flood insurance? 
A: The NFIP is essential, but it was built to be a residual market—a safety net for people who can’t get private coverage. It wasn’t designed to meet every homeowners' needs. Private carriers can evaluate risk differently and offer broader, more flexible limits that better reflect the value of modern homes. It gives homeowners more choice and gives carriers more room to design the right products.

Q: Beyond insurance, what can homeowners do to prepare for flooding? 
A: We need to shift from a recovery mindset to a readiness mindset. Ask, what can I do today so that if water comes, it causes less damage? Elevate utilities, use water-resistant materials in lower levels and install flood vents or barriers when possible. These aren’t major projects—they’re practical steps that make a meaningful difference. 

Q: What’s the one takeaway you hope homeowners remember? 
A: Flooding isn’t something we can fully prevent—but we can absolutely control how prepared we are. It starts with awareness of your exposure and continues with proactive steps, both through insurance and through physical resilience at home, no matter where you live. 

1. Coverage is subject to the policy as issued.