In a sector in constant transformation like insurance, accessibility has become a strategic and legal requirement, not just an optional improvement. The concept of accessible insurance ranges from the elimination of digital barriers to the use of clear language in financial products, and is increasingly present in European and Spanish regulation.
This article offers a clear and practical guide for managers, product, technology and marketing managers in the insurance sector who need to understand what products should be accessible, what regulations require, and how to implement improvements that impact both legal compliance and the customer experience.
Why do insurers have to be accessible?
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 do not have accessible insurance, run the risk of incurring sanctions, damaging their reputation or even losing an important part of the potential market: people with disabilities, older people or users with technological limitations.
From a strategic approach, being accessible increases the customer base, reduces complaints, improves reputation and fulfills corporate social responsibility. In addition, it avoids discriminatory practices, which are increasingly monitored by authorities such as the General Directorate of Insurance and the European Commission.
What products and services of an insurer should be accessible?
Any product, service or digital channel that is part of the insurance life cycle must meet accessibility criteria. This includes:
- Recruitment websites and mobile apps compatible with screen readers.
- Contractual documentation (policies, conditions, annexes) in accessible formats (tagged PDF, structured HTML).
- Multi-channel customer service, including accessible text or video call systems.
- Accessible communication channels: emails, SMS, push notifications.
- Marketing and training materials with subtitles, adequate visual contrast and understandable language.
Examples of products that must be accessible include: health, home, life, travel insurance, ethical microinsurance and mutual insurance.
Legal regulations that regulate accessibility in insurance
Insurers must comply with a set of European and national regulations that regulate digital and documentary accessibility:
- Regulation (EU) 2019/882 (European Accessibility Directive): requires that digital financial services be accessible, including insurance.
- General Law on the Rights of Persons with Disabilities and their Social Inclusion (Spain): establishes the right of people with disabilities to access financial products and services on equal terms.
- WCAG 2.1 (Web Content Accessibility Guidelines): technical standard that defines how accessible web interfaces should be designed.
- Standard 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 come into full force on June 28, 2025. From that date, any insurer that markets products digitally in the European market must comply with accessibility requirements.
In Spain, there are also intermediate periods for specific services and progressive adaptations depending on the channel and existing infrastructure. However, the regulatory trend is clear: accessibility is no longer optional.
What is the real impact for policyholders? (Concrete examples)
Case 1: Online form not compatible with screen reader
Juan, a blind user, tries to take out travel insurance. The insurer’s digital form has no ARIA tags or semantic structure. Your screen reader cannot correctly interpret the fields, preventing you from completing the contract.
Case 2: PDF unreadable for elderly people
María, 76 years old, tries to review her home policy. The document is in a PDF with embedded text, very small font and no possibility of enlargement or automatic reading. María does not understand the coverage or the conditions well.
These cases not only affect the customer experience, but could be the subject of legal claims if it is considered that there is discrimination due to lack of accessibility.
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:
- Perform accessibility audits: technical and content, both in digital channels and in 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, 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. Managers and those responsible for the sector today have the tools and the regulatory framework to act.
Ensuring universal access to insurance is not just possible: it is mandatory.
