Homeowners are not one audience. Without context, a single rate can trigger overreactions: hard minimums, blanket blackouts, “no discounts.” This session shows how to get ahead of that. Wheelhouse shares a psychographic framework to identify risk tolerance at onboarding, route it into pricing strategy and a matching communication cadence, and deploy an onboarding risk survey. Leave with a simple rubric, a risk > lever > message matrix, and playbooks that add context early to lift NOI.