EIOPA: EU Consumers Favour Digital Channels for Insurance

• The 2025 Flash Eurobarometer survey found that 71% of respondents use online platforms to manage their policies.
• 61% of respondents expect to rely on digital channels in the future for policy management.
• Consumers are increasingly seeking information online before purchasing an insurance product, with a significant increase in online research.
• The EU insurance industry is expected to continue shifting towards digital channels, driven by consumer demand and regulatory developments.

The results also highlight a notable shift towards digital channels for policyholders, with 71% of respondents using online platforms to manage their policies.

The European Insurance and Occupational Pensions Authority (EIOPA) released the results of its 2025 Flash Eurobarometer survey in 2025, providing valuable insights into consumer trends in insurance and pension services. The survey, conducted among over 26,000 respondents across the EU, aimed to capture the perceptions and experiences of consumers with these services. Key findings from the survey include a significant increase in the number of consumers seeking information online before purchasing an insurance product, as well as a growing demand for more personalized services.

The results also highlight a notable shift towards digital channels for policyholders, with 71% of respondents using online platforms to manage their policies. This trend is expected to continue, with 61% of respondents indicating that they will rely on digital channels in the future.

The Flash Eurobarometer survey results have significant implications for the EU insurance industry, particularly in light of recent regulatory developments. The European Commission's efforts to promote a more integrated and consumer-friendly market are reflected in the survey's findings. For instance, the emphasis on digital channels aligns with the Commission's goal of creating a seamless customer experience across borders.

The results also underscore the importance of EIOPA's role in monitoring consumer trends and providing guidance to national authorities. As the regulatory landscape continues to evolve, it is essential for insurers and pension providers to stay informed about these developments and adapt their business practices accordingly.

The 2025 Flash Eurobarometer survey results have far-reaching implications for the EU insurance sector. As consumer trends continue to shift towards digital channels, insurers must prioritize online presence and customer experience. Moreover, the growing demand for personalized services requires a more nuanced approach to product development and marketing.

Lawyers and compliance officers should take note of these developments, as they will likely impact regulatory requirements and industry standards in the coming years. By staying informed about consumer trends and adapting their business practices accordingly, insurers can ensure continued competitiveness and compliance with evolving regulations.

Lawyers and compliance officers should watch for potential regulatory implications of these consumer trends on their clients' business practices in the EU insurance sector.

Source: Original reporting via Eurobarometer 2025: consumer trends in insurance and pension services