In the insurance industry, accessible and inclusive communications are critical. Without them, customers with disabilities may face difficulties understanding policies, filing claims, and receiving assistance, which could lead to frustration for all involved. It could even eventually lead to legal issues if you don’t have the correct policies and procedures in place. To address this, insurance companies should adopt an all-inclusive approach: understand diverse customer needs, simplify language and design, provide multiple formats, use technology and train staff. 

In this article we outline the practical steps to ensure clear, inclusive, and supportive communications for all customers.

Understanding accessibility in communications 

Accessibility in communications means making sure that all customers, regardless of their abilities, can access and understand the information provided by an insurance company. This involves recognising the diverse needs of customers, including those with visual, auditory, cognitive, and physical impairments. 

Steps on how to make your communications more accessible:

  • Understand accessibility needs

Customers have diverse needs and preferences, including those with visual, auditory, cognitive, and physical impairments. Manage research to understand these diverse requirements and change communications accordingly. Regularly look over your communications for accessibility. This includes checking websites, printed materials, emails, and customer portals. Tools like screen readers, text-to-speech software, and accessibility checkers can help identify areas for improvement. 


  • Simplify language and design

Avoid jargon and complex terms. Use simple, clear, and concise language that is easily understandable by a wider audience. This benefits all customers, especially those with cognitive disabilities or limited language abilities. You will need to design communications with readability in mind. Use large, readable fonts, high-contrast colour schemes, and plenty of white space. Break text into manageable sections with headings and bullet points to increase clarity. 


  • Offer multiple formats

Ensure all communications are available in multiple formats, such as braille, large print, audio, and digital versions compatible with screen readers. This ensures inclusivity for customers with different needs. Make digital platforms accessible. Websites and mobile apps should comply with the Web Content Accessibility Guidelines (WCAG). Features like keyboard navigation, alt text for images, and text resizing options are vital.


  • Use technology to your advantage

Coordinate assistive technologies like chatbots, voice assistants, and AI-driven customer service tools that can serve different accessibility needs. These tools can provide real-time assistance and personalised support. Video content should include closed captions, transcripts, and sign language interpretation. This guarantees that all customers, including those who are deaf or hard of hearing, can access the information. 


  • Train and educate staff 

Provide regular training for employees on accessibility best practices and the importance of inclusive communication. This should cover how to interact with customers with disabilities and use accessible communication tools. Allow customer service representatives to handle questions from customers with disabilities successfully. They should be well informed about accessible types and services and know how to assist customers in accessing them. 

How can SEFAS help?

Guaranteeing accessible communications in the insurance industry is key to delivering exceptional customer service and building lasting relationships. Insurance companies can create inclusive and effective communication strategies by understanding the various customer needs, simplifying language and design, offering multiple formats, using technology to their advantage, and training staff.


Find out how SEFAS’s solutions can promote your business and encourage a more inclusive future. Contact us today to learn more about how we can help your insurance company achieve its accessibility and customer service goals.