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Accessibility in the insurance sector
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As of June 28, 2025, insurance providers across the EU must now ensure that all digital customer experiences are accessible to people with disabilities. This is mandated by the European Accessibility Act (EAA), which aims to eliminate digital barriers across essential sectors – and insurance is no exception.
From quote to claim, every interaction is now legally required to be inclusive. Providers still falling short are not just behind – they are exposed to legal, reputational, and operational risks.
What does the EAA require from insurance companies?
The EAA applies to insurance services that are offered digitally to EU consumers, regardless of the provider’s location. According to the directive, service interfaces must be “perceivable, operable, understandable, and robust” – criteria aligned with the Web Content Accessibility Guidelines (WCAG) at level AA.
In practice, this includes:
- Insurance websites and customer portals
- Mobile apps for policy management
- Online quote tools and premium calculators
- Claim submission and tracking platforms
- Digital contracts, forms, policy documents, and communications
Every one of these touchpoints must be usable by people with a wide range of disabilities – including visual, auditory, cognitive, and motor impairments.
Common accessibility challenges in insurance
While some digital progress has been made, many insurers still struggle to deliver accessible user experiences. Our audits across digital platforms have repeatedly revealed recurring gaps such as:
- Inaccessible dropdowns or buttons in quote forms that block users relying on keyboard navigation or screen readers.
- PDF policy documents that cannot be interpreted by assistive technologies.
- Low contrast ratios in coverage comparison tables, making key information unreadable for users with visual impairments.
- Missing or unclear error messages that leave customers unsure how to complete forms.
- Broken tab flows and form fields that confuse users navigating via keyboard.
These issues not only undermine user trust but also place providers in direct violation of EAA requirements.
Why accessibility matters in the insurance journey
Unlike e-commerce or telecom, insurance is built on trust. When customers are unable to get a quote, submit a claim, or access their policy documents independently, it’s not just a technical failure – it’s a loss of credibility.
Accessibility gaps disproportionately affect people with disabilities, many of whom already face systemic barriers to financial protection. Compliance with the EAA is essential to inclusive service delivery. An inclusive digital journey improves customer satisfaction, boosts conversion rates, and reinforces brand integrity.
Practical next steps
Making insurance platforms accessible requires a shift in mindset and development practices. To meet EAA obligations and create equitable digital journeys, providers should:
- Ensure compatibility with screen readers and assistive tech – especially in forms, portals, and mobile apps.
- Provide accessible alternatives to PDFs, such as HTML versions of policy terms and coverage details.
- Design for keyboard interaction – dropdowns, buttons, and calculators should function without a mouse.
- Use descriptive labels and instructions for all form fields and UI components.
- Apply WCAG AA standards as a foundation for digital accessibility across channels.
At AIOPSGROUP, a valantic company, we help insurers navigate EAA enforcement with confidence. Through a combination of automated testing and audits performed by blind accessibility specialists, we uncover hidden barriers and report actionable findings – ensuring platforms work for everyone.
Read more about the accessibility services that we offer.
EAA has been effective since June 28, 2025.
