How do you sell peace of mind before anyone needs it?

I'm building Panza, an app that keeps life's important documents and details organized and ready when you need them.

The interesting challenge isn't that people don't understand the problem. It's that they don't experience it every day.

Nobody thinks about their insurance policy until someone asks for it. Nobody worries about finding their passport details until they're standing at an airport counter.

And when that moment comes, being prepared feels amazing.

But how do you make people want that feeling before the moment arrives?

We've been experimenting with humor and self-identification, and lately I've been playing with the idea of turning preparedness into an absurd status symbol. An exclusive club for people who have their administrative shit together.

I'm curious how other makers approach products that solve occasional, unpredictable problems rather than everyday needs.