Steve Severaid has been President of what many affectionally call Greenspan North since 2021. The company has been called or affiliated with various names, including Adjusters International Pacific Northwest (AIPNW), Greenspan Canada, operating in British Columbia, and The Greenspan Company//Adjusters International. Severaid’s online bio is an excellent example of an experienced public adjuster and one that younger public adjusters should try to emulate.
His online bio lists a video, The Role of a Public Adjuster, where Severaid elaborates on the critical role public adjusters play in the insurance claims process. By hiring a public adjuster, Severaid argues, policyholders can significantly improve the outcome of their insurance claims, often recovering amounts that are much closer to the actual cost of their losses. He emphasized the following key aspects of a public adjuster’s role:
- Expert Knowledge of Policies: Public adjusters thoroughly understand the intricacies of insurance policies, including coverage limits, exclusions, and additional benefits. They can identify areas where policyholders may be entitled to more compensation than initially offered.
- Accurate Valuation of Losses: Public adjusters assess the damage to property, including structural elements, personal belongings, and additional living expenses. Their expertise ensures that all aspects of a claim are properly documented and valued.
- Claim Preparation and Negotiation: Public adjusters handle the preparation and submission of the claim, ensuring all necessary documentation and evidence are included. They negotiate directly with the insurance company’s adjusters to secure the maximum settlement for the policyholder.
- Reducing Stress and Complexity: For policyholders, managing an insurance claim can be overwhelming, especially after a disaster. Public adjusters take on this burden, allowing policyholders to focus on rebuilding their lives.
- Advocacy for Fair Treatment: Severaid underscores that insurance companies often aim to minimize payouts. Public adjusters level the playing field by advocating solely for the interests of the policyholder, ensuring they are not undercompensated or taken advantage of.
Here is my interview with Steve Severaid:
What, when, and how did you become a public adjuster?
“I was young—very young. I was doing well in the printing industry, but I realized it didn’t excite me. I could see a long, boring career ahead and knew I needed a change. I started looking for something different, but headhunters only wanted to place me back into the same industry where I had proven success. That wasn’t the solution I was looking for.
Eventually, I answered a very small ad in the LA Times. I went to ‘interview’ with the owner of a multigenerational Los Angeles public adjusting company, but the process was far from traditional. The owner was too busy for a typical interview. Instead, I watched him juggle phone calls with adjusters, direct the office manager to prepare proofs of loss, and manage the chaos around him. I was intrigued by the energy and fast pace.
Abruptly, he looked at his watch, said he was late for an appointment, and asked, ‘Do you want gas cards?’ Confused, I replied, ‘I never said I wanted the job.’ He seemed unfazed and told me to follow him to his car. If I decided I wanted the job, I could come back to the office and get the gas cards.
I decided to give it a try. Over the next three days, I shadowed someone visiting potential fire losses. On the fourth day, my ‘partner’ was sick, and I was sent out alone. Licensing requirements were newly introduced, but this ‘organization’ wasn’t too concerned with technicalities.
I arrived at an apartment fire and pushed through other public adjusters and contractors to speak with the owner. To everyone’s surprise, he liked me and hired me on the spot. From that moment on, I was never the ‘second person’ on an assignment.
I learned by doing—taking on inventories and working closely with adjusters. Often, I did inventories simply because I feared they wouldn’t get done otherwise. I absorbed everything I could from adjusters and other industry professionals. Along the way, I fell in love with the work. I was hooked then, and I still am.”
Tell me about your public adjusting firm—its history and current status.
“The Greenspan Company was founded in 1946 by Sidney Greenspan, who brought public adjusting to the West Coast. It began as a family business and steadily grew. Greenspan was also a founding partner in Adjusters International and remains a partner with them today.
In 1992, I was running my own public adjusting business with a partner. When we decided to part ways, I knew I wanted to join Greenspan, which I considered the best in the business. Shortly after I joined, we faced many claims from the Los Angeles riots, wildfires in Laguna and Malibu, and the Northridge earthquake. It was a busy but rewarding time.
It was easy for me to see why Greenspan was regarded by many as the best once I experienced the internal operations. The support, the commitment, and the quality of the people made all the difference. Working there confirmed the well-deserved reputation they had built over decades.
Eventually, the Greenspan partners decided to split the company into two operating centers. I was asked to relocate to northern California and was offered a partnership. I accepted, and the new role brought exciting challenges. A few years ago, we transitioned into an ESOP (Employee Stock Ownership Program), which means all employees now have a vested interest in the company’s continued success.”
Tell me about your current position and what challenges you have.
“My current challenge is coordinating a massive wildfire recovery effort with the Greenspan South company and putting our companies together in a partnership to serve as many people in Los Angeles wildfires as possible. It is exciting and difficult to merge two cultures and two different business operations with slightly different perceptions of how claims can be handled. Matt Blumkin, the President of Greenspan South, and I have been meeting on a very regular basis for the last couple of years to establish a newfound relationship between the two companies. It’s been working very well and dovetailed very nicely into us agreeing to this current working relationship for these devastating wildfires.”
How did you learn to become a competent public adjuster?
“In the beginning, it was pure survival—learning as I went. I started by reading policies and asking a lot of questions, which proved invaluable.
When I first started, we didn’t have online classes. In-person continuing education (CE) courses were critical. I wanted to deepen my understanding of insurance, so I completed the agent licensing course and became a licensed insurance broker. I also pursued the SPPA (Senior Professional Public Adjuster) designation through NAPIA, which helped me grow professionally.”
For public adjusters with five years or less experience in the industry, what would you offer as your best advice?
- Read policies. It’s fundamental to understanding the profession.
- Ask questions. Never stop learning.
- Shadow experienced adjusters. Offer to carry their bags to meetings and observe how they work.
- Attend industry events. Join state associations and NAPIA gatherings.
- Explore different specialties. If your company has departments with various specialties, work with them to gain a well-rounded understanding.
Above all, don’t forget why we do this. Public adjusting is a noble profession. We help people during some of the most challenging times in their lives. Be proud of your role. If your heart is in the right place, the money will follow.”
What advice would you offer to colleagues at your level or experience?
- Don’t forget why we are here and the purpose of public adjusting.
- Be a mentor. Remember what it felt like to be new and help guide others.
- Maintain balance in your life.
- Understand that people are watching you now that you have worked your way to a level where others will learn and make opinions. Even in tough times, project positivity and confidence.
Tell me about the Everything Wildfire Podcast series and your involvement.
“I was invited to participate in a podcast session based on a referral through a client. The podcast ran a year ago. Given the current wildfire situation in Los Angeles and our involvement, I’ll likely return for another episode soon. It’s been a great platform to discuss key issues surrounding wildfires and insurance.”
What do you think policymakers in California need to do regarding wildfires and insurability issues?
“This is a big question. I believe the state government needs to find a solution to bring carriers back into the market. Carriers must be allowed to charge appropriate rates, but the Department of Insurance hasn’t enabled this. As a result, many homeowners are forced into the expensive FAIR Plan, which wasn’t designed to handle its current role. Homeowners are now purchasing two policies—one from FAIR Plan and a second for supplemental coverage—with inadequate service and coverage in many cases. Even with a significant rate increase, it would still be less costly than the current situation.
Additionally, most people don’t realize there’s a secondary insurance product for high-value homes that supplements FAIR Plan limits. I wonder how many of the recent wildfire victims knew this option existed?”
What hopes do you have for the future of the public adjusting profession?
“I hope public adjusting becomes a standard part of the claims process. It should be like the real estate industry, where buyers and sellers have their own representatives.
Right now, insurers dominate the negotiation process, leaving policyholders at a disadvantage. My hope is for a future where consumers are aware of our profession and use public adjusters as a resource to ensure fair outcomes.”
Steve regularly attends and participates at PCAPIA and NAPIA meetings. It is hard for me to imagine why owners of public adjusting businesses would not be members of these trade organizations, which help protect the public adjusting profession. Steve shared with me that his position at Greenspan certainly calls for him to lead by example, and “showing up” is a first step in doing so.
My gut impression from being around and speaking with Steve is that he is a very passionate and caring person. He is also a full-time learner who humbly learns from others and participates in the required book learning. That seems like a practical method of learning to me.
I loved his beginning discussion of what he shared on his LinkedIn profile, which seems to fit many of the leading public adjusters I have met, learned from, and written about:
I am proud to say I have been a part of restoring people’s lives with integrity, passion, purpose, and drive for the past three decades. There is no greater reward than helping others when they are at their lowest and helping them stand tall again.
Thought For The Day
“Formal education will make you a living; self-education will make you a fortune.”
—Jim Rohn
