In a sector like the insurance industry undergoing constant transformation, accessibility has become a strategic and legal requirement, not just an optional enhancement. The concept of accessible insurance encompasses everything from eliminating digital barriers to using clear language in financial products, and is increasingly present in European and Spanish regulations.
This article offers clear and practical guidance for managers, product, technology, and marketing managers in the insurance industry who need to understand which products should be accessible, what the regulations require, and how to implement improvements that impact both legal compliance and customer experience.
Why do insurers need to be accessible insurance?
Accessibility in insurance is not just a matter of social inclusion or business ethics, but a legal obligation. Insurers that do not adapt their products and offer accessible insurance run the risk of incurring penalties, damaging their reputation, or even losing a significant portion of their potential market: people with disabilities, the elderly, or users with technological limitations.
From a strategic perspective, being accessible increases the customer base, reduces complaints, improves reputation, and fulfills corporate social responsibility. It also prevents discriminatory practices, which are increasingly monitored by authorities such as the Directorate-General for Insurance and the European Commission.
What insurance products and services should be accessible?
Any product, service, or digital channel that is part of the insurance lifecycle must meet accessibility criteria. This includes:
- Contracting websites and mobile apps compatible with screen readers.
- Contract documentation (policies, terms and conditions, appendices) in accessible formats (tagged PDF, structured HTML).
- Multi-channel customer service, including accessible text or video calling systems.
- Accessible communication channels: emails, SMS, push notifications.
- Marketing and training materials with subtitles, adequate visual contrast, and understandable language.
Examples of products that should be accessible include health, home, life, travel, ethical microinsurance, and mutual insurance.
Legal regulations governing accessibility in insurance
Insurers must comply with a set of European and national regulations governing digital and document accessibility:
- Regulation (EU) 2019/882 (European Accessibility Directive): requires digital financial services, including insurance, to be accessible.
- General Law on the Rights of Persons with Disabilities and their Social Inclusion (Spain): establishes the right of persons with disabilities to equal access to financial products and services.
- WCAG 2.1 (Web Content Accessibility Guidelines): a technical standard that defines how accessible web interfaces should be designed.
- EN 301 549: regulates the accessibility of ICT products and services in the European context.
What is the deadline for compliance?
The requirements of Regulation (EU) 2019/882 will fully enter into force on June 28, 2025. From that date, any insurer marketing products digitally in the European market must comply with accessibility requirements.
In Spain, there are also intermediate deadlines for specific services and gradual adaptations depending on the channel and existing infrastructure. However, the regulatory trend is clear: accessibility is no longer optional.
What is the real impact on policyholders? (Specific examples)
Case 1: Online form not compatible with screen readers
Juan, a blind user, is trying to purchase travel insurance. The insurer’s digital form lacks ARIA tags or semantic structure. His screen reader can’t correctly interpret the fields, preventing him from completing the purchase.
Case 2: PDF unreadable for seniors
Maria, 76, is trying to review her home insurance policy. The document is in a PDF format with embedded text, very small font, and no zoom or machine-readable capabilities. Maria doesn’t fully understand the coverage or terms.
These cases not only affect the customer experience but could also lead to legal claims if discrimination due to lack of accessibility is deemed to exist.
How can insurers improve their accessibility? (Practical steps)
Here are some key actions insurers can take to comply with regulations and improve the experience for all their customers:
- Conduct accessibility audits: technical and content, both in digital channels and documentation.
- Train internal teams in universal design, clear language, and accessibility regulations.
- Require accessibility from software and platform providers: include contractual clauses that ensure this.
- Apply the principles of clear language and easy reading in contractual documents.
- Establish processes to generate accessible PDFs: with tagging, metadata, and structured navigation.
- Incorporate inclusive technologies: accessible virtual assistants, keyboard- and voice-compatible chatbots.
Conclusion
Compliance with accessibility in insurance is not just a regulatory burden: it is a strategic opportunity to be more competitive, more inclusive, and more sustainable in the long term. Industry executives and managers now have the tools and regulatory framework to act.
Ensuring universal access to insurance is not only possible: it is mandatory.
Frequently Asked Questions (FAQs)
It is an insurance product that can be understood, purchased, and used by anyone, regardless of their physical, sensory, or cognitive abilities.
Regulation (EU) 2019/882, the General Law on Disability in Spain, the WCAG, and the EN 301 549 standard are the main regulations governing digital and document accessibility in insurance.
Some insurers have begun implementing measures, but compliance will be mandatory throughout the EU from June 2025. The level of accessibility still varies between companies.
Accessible insurance focuses on eliminating technological and communication barriers. Inclusive insurance goes further, also considering health conditions, age, and economic hardship in product design.
It must allow navigation by headings, have selectable text, semantic labels, and be readable by assistive devices.