This has huge implications for West Bend’s own Delta Defense, which has been selling insurance to concealed carry holders for years and just built a new headquarters.

Enter the National Rifle Association. Stories like Balistreri’s have motivated some gun owners to purchase insurance policies that could cushion their financial burden in the event that they shoot someone. Such policies have been available for years, but last month the NRA announced a new insurance product, Carry Guard, which they marketed to their millions of members online and at their annual meeting in Atlanta. The idea of firearms liability insurance has been previously championed by gun safety advocates on the left, who envisioned insurance as an instrument of public safety that could encourage safer guns and safer behavior. As implemented by the NRA, though, firearms liability insurance has a different function—to insulate gun owners from the expense and other possible consequences of a shooting.

“We live in a litigious society,” explains Josh Powell, chief of staff and executive director of general operations for the NRA. “The bad guys come to your house and you gotta use your gun and then you end up paying a hundred thousand dollars to protect yourself.”

Powell explains that Carry Guard was created to accommodate the needs of a changing culture in the U.S., where more people carry concealed weapons. “There’s just been this incredible carry revolution that’s taken place over the past eight years, and you know, the NRA started it. We started this in Florida 35 or 36 years ago, passing the first concealed carry bill. And so this is really a response to that movement and our members saying ‘Hey, we need you guys to be the gold standard for training, liability insurance— everything concealed carry.’”

With similar language, the marketing campaign for Carry Guard emphasizes the “two pronged program” that offers “America’s most comprehensive coverage and training for those who carry a gun.” The campaign features a studio portrait of NRA spokesperson Dana Loesch, staring down the camera with glinting eyes, holding up her Carry Guard insurance card like an officer flashing a badge. “I will never carry a gun without carrying this,” the adjacent text proclaims. In an article for the NRA publication America’s First Freedom, Loesch recounts her memories raising young children in crime-ridden St. Louis. She says her neighbors were grateful that she always carried a gun while supervising the children outside, and often inquired about how they could also legally carry and join her in “standing watch” over the neighborhood. “If only NRA Carry Guard existed back then,” Loesch laments. “There was no one-stop training option I could recommend.” Moreover, “Without proper coverage, my neighbors risked very real financial and legal consequences if they were ever forced to the pull the trigger in self-defense, even if they did everything right.”