Protect dwelling and contents from fire, theft, weather. Everything the couple owns is now in one place.
This is a need. Something a person cannot ignore. Non-negotiable, usually urgent, and the most reliable foundation for a business. It is felt by the household, continuously, and rates 4 out of 5 for the pressure it exerts.
It comes from Safety and Shelter meeting the demands of Household formation. The constants never change; the phase decides which of them presses hardest.
The market has answered it in 2 ways: Renters insurance and Homeowners insurance
Its neighbourhood
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Relieved by
Every one of these is a business, an institution or a habit built on this single pressure.