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For professional tree care companies, particularly those focused on residential work, the property-insurance industry represents a valuable referral channel, since it is one of the largest, if not the largest, consumer of emergency tree work each year, according to Gretchen Piechottka, director of program services at HMI-Horticultural Asset Management Inc. However, the friction that can arise between insurance adjusters and arborists causes some companies to avoid “storm work,” which is a missed opportunity, Piechottka says.

The team at Princeton Tree Care in Princeton, New Jersey, a TCIA member company and a member of HMI’s network for providing emergency tree work. “Storm response and insurance-related removals are a critical part of our work,” says Tim Bruchez, CTSP, and Princeton Tree Care owner. Photos courtesy of HMI.

“Most insurance adjusters want to pay all reasonable costs to complete work covered by a policy. Issues arise when invoices are submitted with costs that are difficult to support, or for work that’s not covered under a policy. Professional tree care companies that price work fairly and gain a working understanding of insurance coverage can avoid these issues and should consider the insurance industry as a valuable channel for new business,” says Piechottka.

HMI, a TCIA corporate member since 2008, has established a national network of certified arborists and other tree care professionals to provide property owners with access to high-quality workmanship and fair and reasonable pricing following severe storm events. HMI’s mission is simple: Connect credentialed tree care professionals with valuable leads from insurance adjusters who share their goal of helping homeowners recover from a traumatic event, according to Piechottka.

“Specifically, HMI ensures each homeowner is working with a professional who can assist them in addressing all damage covered under their policy safely, correctly and at a fair and reasonable price,” she says.

Growing demand
“HMI’s business is growing exponentially, obviously filling a need,” says Piechottka, adding that its network now includes almost 5,000 crews from TCIA member companies. HMI’s network includes some of the largest players in the tree industry, as well as many smaller regional and local companies. What they all have in common is an appreciation for the structure HMI has in place to facilitate storm-work business and a company commitment to superior customer service, quality workmanship and ethics, says Piechottka.

For HMI, 2024 was a record year, “and we’re ahead of that pace in 2025. We are seeing increased demand from existing insurance-carrier clients and we’re onboarding some large, new clients just in time for the peak of this year’s storm season,” says Piechottka. “Fortunately, we are seeing recruiting activity keep pace with demand. More and more arborists are contacting me based on a recommendation from a fellow TCIA member who’s already in our network, which is pretty gratifying.”

“Gretchen and her team have done an amazing job of growing the network while also expanding the level of ongoing support and training we provide.” says Doug Cowles, HMI president and CEO. “Her entire team makes sure the arborists in our network have all the tools they need to succeed in our program. That’s why she’s getting so many referrals.”

Better alignment, less friction
“Basically, HMI’s focus is to help the companies in our network optimize their business processes related to insurance/storm work,” says Piechottka.

“Over the years, insurance adjusters have grown frustrated when faced with invoices for storm work that reflect costs that are difficult to justify,” explains Piechottka. “Or they included work that, while considered important by the client and/or the arborist, may not have been covered under the terms of an insurance policy, such as standalone stumps, hazardous trees or limbs, excessive debris, etcetera. That disconnect led to delayed payments or adjusters outright rejecting invoices.”

Unfortunately, over time, that friction generates unnecessary mistrust, Piechottka points out.

“Friction has consequences. Some adjusters have told us they feel tree care companies are treating insurance work like a blank check and are overcharging,” Piechottka says. “That can make it more difficult for the entire industry, as adjusters start scrutinizing each tree invoice they receive. HMI handles thousands of tree-removal claims each year; our rejection rate is less than 1%. I feel the trust that our insurance-company clients have in HMI is a big part of that.”

Uprooted tree fell on a house after a serious storm came through

Working with professionals
That trust is created by HMI’s standards and commitment to professionalism, according to Piechottka, who adds that insurance companies appreciate the benefits they get by relying on our credentialing process and training. “The vast majority of the crews in HMI’s network are with TCIA-accredited companies,” she says. HMI requires certification, background screening, a level of insurance and onboarding training in insurance coverage and how to manage storm work.

HMI offers orientation and ongoing training to help tree care companies navigate insurance expectations, including documentation, communication standards and pricing transparency. The company’s IT systems help streamline referrals and support faster payment cycles. “It’s important that HMI’s centralized claims intake, support team and systems help reduce the administrative burden on both insurers and tree care companies,” says Piechottka. “We try to handle as much of the administrative burden as possible to allow everyone else to focus on taking care of the homeowners.”

Tim Bruchez, CTSP, an ISA Certified Arborist, a TRAQ credential holder and founder of Princeton Tree Care, a 12-year TCIA member company based in Lawrence, New Jersey, says, “While our mission is to care for trees, storm response and insurance-related removals are a critical part of our work. HMI has helped streamline that process by connecting us with vetted insurance claims, creating new opportunities for our team. Their support has made navigating insurance work more efficient for both us and the homeowners we serve.” Princeton Tree Care has been a member of HMI’s Authorized Member Network since 2023.

“Any TCIA members who believe, as we do, that a homeowner deserves the highest level of professional customer service and to be treated ethically and respectfully, may find a great fit in the HMI Network,” says Piechottka.

Tamsin Venn is founding publisher of the former Atlantic Coastal Kayaker magazine and author of the book “Sea Kayaking Along the New England Coast,” and has been a contributing writer to TCI Magazine since 2011. She lives in Ipswich, Massachusetts.

TCI Magazine’s Corporate Member Spotlight is a paid feature. This article is sponsored by HMI-Horticultural Asset Management Inc. Contact advertising@tcia.org for more information.