LETS TALK
We UNDERSTAND.
A group of adjusters, designers, insurance pros, technologists and - yes - fellow survivors. We UNDERSTAND.
In 2019, my family lost much of our home to a wildfire…and what remained was looted and vandalized a month later. The ensuing recovery took a few years (not months) and even today, close to 40% of Sonoma County has yet to rebuild from the 2016-19 CA fires. That experience showed us how difficult the recovery process is for both us as well as fellow homeowners.
There is so much information to process, and when it comes to insurance, homeowners are rarely prepared for what is to come. In short, insurance carriers manage these types of losses every day and for most of us (hopefully) this is our first time doing so. That imbalance leads to a tremendous amount of confusion, fear and exasperation which is magnified by the severity of the situation.
Loti was created to change that.
We believe that with the right guidance, support and tools, homeowners can stay organized, make informed decisions, and move forward with confidence. We understand and we've been there.
Below is a quick timeline of our journey and we hope to be part of yours. Let us know how we can help.
Talk soon,
Mike Yurochko
Founder / CEO, Loti
A Quick Intro
As mentioned at the top of the page, in 2019, we lost much of our family home to a substantial wildfire that impacted 100's of homes. Though the first responders saved the main house, it was later looted and vandalized.
The resulting recovery took years.
Oct 2019
The Kincaid Fire
Initially conceived as a nonprofit, Loti began by building what has since become a large and growing library of recovery-focused content.
Fwiw, name “Loti” is the plural of lotus, a flower that grows in challenging conditions and has long symbolized renewal and rebirth. In a 1969 brand-driven press release, the Lotus car company attempted to retire “loti” in favor of using “lotus” as both the singular and plural. We’re bringing it back.
2022
Non-Profit Roots
We officially incorporated as Loti Services, Inc on July 23, 2024 and are enabled by the best "friends & family" investors in the world. We are still leveraging that round of financing as we continue to hit a number of company milestones.
Around this same time, Dan joined the team, followed over the next several months by Paul, Sean, Louis, and Jack, forming an incredible founding “family.” We’ve continued to grow thoughtfully ever since.
July 23, 2024
Loti Services, Inc
We officially launched the Learning Hub on January 6, 2025, with more than 500 free articles, thousands of glossary terms, and dozens of downloadable documents to support homeowners through recovery and rebuild. It was meant to be a soft launch while we finalized licensing and entered the next phase of the company...This phase lasted less than 24 hours.
January 6, 2025
Learning Hub Launches
The LA fires hit the following day, and within a week local and national media began sharing our library widely. We took countless calls, helped direct families to Red Cross stations, donation sites, and local resources, and were asked by outlets like KTLA 5, The New York Times, Fortune, Money, and Realtor.com to provide guidance and perspective. In the months that followed, we joined neighborhood gatherings to offer help directly. The stories were brutal, but we helped as many people as we could and are proud to now call some of them our clients.
January 7-31
The LA Fires
We were fully licensed as a public adjuster company in April 2025, allowing us to formally review policies, engage with customers, and represent them with insurance carriers.
To be clear, while Loti itself is new, our licensed adjusters are definitely not. They bring decades of experience and have been doing this work long before Loti was ever an idea.
April 2025
Licensed in CA
Throughout the rest of 2025, we expanded rapidly. We’re now licensed and bonded across much of the western U.S. and actively involved with leading organizations including United Policyholders, the Pacific Coast Association of Public Insurance Adjusters, the National Association of Public Insurance Adjusters, and the Better Business Bureau.
Check here for our latest licensed regions and partners.
2025
OR, WA, NV, AZ...
Learn More
Despite the growth and milestones of the past couple years, we’re especially excited about what’s ahead in 2026. This year, we’ll launch The Suite, a homeowner-first technology platform designed to help people navigate both large and small insurance claims and better manage their homes to reduce or minimize future losses. There’s much more to come, and we invite you to sign up for our beta to be part of what’s next.
Coming in 2026
The Suite
Sign Up
