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
2019
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.
The Kincaid Fire.
October 23, 2019
2022
Initially conceived as a nonprofit, Loti began by building what has since become the largest library of recovery-focused content in the world.
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.
Non-Profit Roots.
2022
2024
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 time, Dan joined the team, followed by Paul, Sean, Louis, & Jack, forming our founding “family.” We’ve continued to grow ever since.
Loti Services, Inc.
July 23, 2024
2025
We officially launched the Learning Hub on January 6, 2025, with more than 1,000 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.
Learning Hub.
January 6, 2025
2025
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 and Money to provide perspective. The stories were brutal, but we helped as many people as we could and are proud to now call some of them our clients.
The LA Fires.
January 7, 2025
2025
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.
Licensed in CA.
April, 2025
2025
Throughout the rest of 2025 and through today, we have 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.
OR, WA, NV, AZ...
2025 till today
2026
Despite the growth and milestones of the past couple years, we’re especially excited about what’s happening in 2026.
This year, we are launching a number of free AI tools for homeowners in the midst of insurance claims (we call this The Toolbox) and we’ll launch The Suite, a homeowner-first technology platform nicknamed "Turbo-Tax for insurance".
Loti Technologies
Throughout 2026
LOTI IN THE NEWS
California Asks Insurers to Spare Wildfire Victims ‘the List’
The New York Times
KTLA 5
If you're looking for help navigating the complexities of your insurance...
Picking Up the Pieces: How Homeowners Move Forward After Natural Disasters
Money
We’re proud to be a Platinum Sponsor of United Policyholders, a national 501(c)(3) nonprofit dedicated to helping homeowners navigate insurance claims and recover after disasters.
Our sponsorship supports United Policyholders’ mission of providing unbiased guidance and advocating for fair insurance practices, reflecting our commitment to standing with homeowners beyond the claims process.
United Policyholders
PLATINUM SPONSOR
