In this edition of 'Behavior and Risk,' the discussion focuses on the National Flood Insurance Program (NFIP) in the United States, addressing its historical context, structural and operational problems, and the behavioral challenges that impact its effectiveness. Originating in 1968 to fill the gap left by private insurers, the NFIP has struggled with limited success, largely due to adverse selection and the voluntary nature of enrollment, with uptake primarily among those perceiving high risk. The program faces further complications from misconceptions about federal disaster relief and the complexities of risk perception, particularly influenced by the availability heuristic. The conversation delves into why younger individuals and minorities are more likely to purchase flood insurance and explores potential solutions, such as increasing coverage limits, incentivizing risk management behaviors, and leveraging behavioral economic insights. The goal is to make the NFIP more self-sufficient and widely adopted, especially in the face of increasing climate-related flood risks.