What does a brokerage need to sell insurance online in Spain?
Short answer
To sell insurance online in Spain, a brokerage needs a website with a clear purchase journey and must comply with four sets of rules: insurance distribution (pre-contractual information, assessment of the customer’s demands and needs, and the insurance product information document), distance marketing of financial services (pre-contractual information and the right of withdrawal), information society services, and data protection. To avoid depending on comparison sites, it also needs to appear when its customers search on Google or ask an AI assistant.
What information must be given before purchase?
- About the intermediary: identity, address, registration in the register of distributors of Spain’s Directorate-General for Insurance and Pension Funds (DGSFP), whether it provides advice and of what kind, and complaints procedures.
- About the product: for non-life insurance, the insurance product information document in its standardised format; for life insurance with an investment component, the specific information required by its rules.
- Demands and needs: before the contract is concluded, the customer’s demands and needs must be identified from the information they provide, and a consistent product must be offered.
- About distance contracting: pre-contractual information on the contract and the right of withdrawal, which is generally 14 calendar days and 30 days for life insurance.
What must the website have?
- A legal notice with the company details and the distributor registration.
- A privacy policy and, if non-essential cookies are used, prior consent.
- A purchase journey that shows the information above before payment and records that the customer received it.
- Electronic signature or acceptance with safeguards, and delivery of documents on a durable medium.
- A visible contact channel for people who prefer to finish the purchase with a person.
How to attract clients without depending on comparison sites
Comparison sites capture people looking only at price. A brokerage competes better when it is found by people looking for advice:
- Pages by need, not by product: “insurance for self-employed builders”, “professional liability insurance for dental clinics”.
- Clear answers to the questions customers ask, which are the ones Google and AI assistants use to respond.
- Structured data that explains who the brokerage is, where it is and what it offers.
- A business profile and genuine reviews on Google for local searches.
- Original, up-to-date content, with date and author, that shows expertise.
Own quote engine or assisted purchase?
| Option | When it fits | Things to consider |
|---|---|---|
| Fully online quote and purchase | Simple, standardised products | Requires integration with insurers and a journey that delivers all pre-contractual information |
| Online request, closed by an adviser | Products that need analysis or comparing several insurers | Easier to launch; the value lies in responding quickly |
Where to start
- Choose two or three products with demand and margin.
- Review the legal information each one requires and design the purchase journey.
- Create one page per need with FAQs and a short form.
- Measure where each lead comes from and how many turn into policies.
Main rules: Royal Decree-Law 3/2020 (insurance distribution) · Law 22/2007 on distance marketing of consumer financial services · Law 34/2002 on information society services · Regulation (EU) 2016/679 (GDPR). Always check the version in force.
This guide is for information only and does not replace professional advice for each case.