Insurance brokerage website: what it needs and what the law requires

An insurance brokerage website has two jobs: complying with the rules on insurance distribution and getting people who are shopping around to ask you for a quote. For the first, up to 18 details must be on display, depending on whether you are a broker or an agent. For the second, you need one page per type of insurance, another for claims and a form that asks when the policy expires.

Below you will find the checklist with the exact article for each detail, the page map and a template for an insurance page aimed at owners’ associations (comunidades de propietarios), block by block. The rules were checked in the BOE (Spain’s Official State Gazette) on 2 October 2026. When something is our own interpretation, we mark it as a cautious approach.

Broker or agent: your role decides what your website can say

Brokers and agents both sell insurance, but the law does not let them present themselves in the same way. The names “insurance agent” (agente de seguros) and “insurance broker” (corredor de seguros) are reserved, and nobody can be both at once (Royal Decree-Law 3/2020 (Real Decreto-ley 3/2020), art. 135). All the articles in this section are from that Royal Decree-Law.

3 consequences for your website:

• Only a broker can claim independence. “We find the best insurance across the whole market” has no place on an agent’s website. Nor does a broker compare “the whole market”: the law asks them to analyse “a sufficient number of contracts” (art. 175.2). Say how many insurers you work with.
• The word “insurance” (seguros) on its own can mislead. It is reserved for insurers in their company name (Law 20/2015, art. 29). And an intermediary cannot use expressions that could cause confusion with insurers (art. 136.2.c). Cautious approach: if your logo says “Seguros Pérez”, add “Insurance brokerage” (Correduría de seguros) or “Exclusive insurance agency of [insurer]” (Agencia de seguros exclusiva de [aseguradora]) next to it, clearly visible.
• Using a title you are not entitled to is a very serious infringement. That is the case if you use the titles agent or broker without being authorised to do so (art. 192.2.ñ).

Let’s say a linked agency in Vila-real works with 4 insurers. Its website can say “We compare these 4 insurers”, with their names. It cannot talk about “independent advice” or “the whole market”.

Checklist: the 18 mandatory details and their exact article

This table helps you review your website piece by piece. RDL is Royal Decree-Law 3/2020, consolidated text as at 26 December 2025. Law 44/2002 is cited as worded by Law 10/2025. “Cautious” marks our own approach, not the wording of a rule.

5 notes on using the table:

• The one-month deadline is new. Order ECO/734/2004 (Orden ECO/734/2004) gave 2 months to reach a final decision (art. 10.3, now repealed; its art. 8.3.c still mentions it). Law 10/2025 repealed its procedural articles and set one month (Law 44/2002, arts. 29 bis.3 and 29 septies.1). It has been in force since 28 December 2025. If your website or your rules say “two months”, they are out of date.
• The adaptation period is debatable. Law 10/2025 gives the companies within its scope 12 months to adapt their customer service (sole transitional provision). It is not clear that this covers these articles. Cautious approach: have your website up to date before 28 December 2026.
• The customer service department can be outsourced. The law allows it to be entrusted to another person or entity (RDL, art. 166.3). The Castellón Association of Insurance Intermediaries (Colegio de Mediadores de Seguros de Castellón) offers that service to its member brokers.
• Article 134.3 says “offer or compare”. Cautious approach: a website that presents insurance and asks for details for a quote is already offering it. Publish that policy even if you have no comparison tool.
• Non-compliance is expensive. Breaching the information obligations in articles 172 to 185 is a serious infringement, and a very serious one if it is repeated and significant (RDL, art. 192, sections 2.l and 3.f). A serious infringement is punished with a fine or with up to one year’s suspension (art. 194.3). The fine can be up to €50,000 for an individual, and €500,000 or 1% of turnover for a company.

One last clarification about complaints. The Financial Customer Protection Authority (Autoridad de Defensa del Cliente Financiero) does not exist yet: its bill is still in Congress as at 2 October 2026. In the meantime, a dissatisfied client goes to the DGSFP Complaints Service. Before that, they must have complained to your department in writing. And a month must have passed without a reply, or you must have refused what they asked for (Law 44/2002, art. 30.3.a).

Pre-contract information: the website helps, but publishing it is not enough

Before a contract is signed, the intermediary must give each client 11 pieces of information (RDL, art. 173.1). Among them: who they are, whether they give advice, how to complain, which register they are in, on whose behalf they act and how they are paid. It is information for a specific client, not a legal notice.

It can be given through the website if 4 conditions are met (art. 182.5):

1. It is appropriate. It is enough that the client has given you their email (art. 182.6).
2. The client agrees to receive it that way.
3. You notify them electronically of the website address and where on it the information is.
4. It stays published for as long as they may reasonably need to consult it.

If the client asks for a paper copy, you give it to them free of charge (art. 182.3).

Our approach: create a “Client information” page with the points in article 173, a version date and an address that does not change. Link to it in every proposal and keep a copy of each version. The point on remuneration, for example, could read like this:

Example

We do not charge you separate fees. The insurer pays us a commission, which is included in the premium.

That sentence responds to article 173.1.k. If you charge fees, you need a written agreement and an invoice separate from the premium receipt (art. 156.3).

Page map: one page for each type of insurance you really handle

People looking for insurance do not type “lines of business”. They type “insurance for an owners’ association” or “professional indemnity insurance for architects”. A page that answers that search, and the questions of whoever lands on it, converts better than a catalogue. The searches in the table are examples of how people ask, not volume data.

3 rules for using the map:

• Only the insurance you handle. Better to have 4 complete pages than 15 empty ones. Our approach: start where advice matters more than price, such as owners’ associations, businesses or professional indemnity.
• No pages cloned by city. Google considers it doorway abuse to have multiple pages targeted at cities that take the user to the same place. One page per real office.
• The map before the design. It is the basis of a web design built to win clients. If your website already ranks, follow the plan for a redesign without losing your rankings.

Template: the owners’ association insurance page, block by block

Owners’ association insurance has two readers: the president, who has to take it to the owners’ meeting, and the property manager (administrador de fincas) who runs the building. The page has to work for both.

Let’s say a brokerage in Castellón wants to win owners’ associations as clients. The texts marked Example are illustrative. Whatever goes in square brackets is filled in by each brokerage.

Block 1. First screen: what you do, where and who you are

Example

Title (H1): Owners’ association insurance in Castellón

Subtitle: We review your association’s policy before it expires and compare it with those of [number] insurers. We give it to you in writing for the owners’ meeting.

Details on display: Insurance brokerage · Registered in the DGSFP register of distributors under code [code] · With professional indemnity insurance

Buttons: “Review my association’s policy”, which leads to the form, and “Call [phone]”

The registration and the insurance go at the top because they must appear prominently in your advertising (art. 158.1). And because clients can check them.

Block 2. Who it is for

Example

• Presidents who have received a renewal with an increase they do not understand.
• Property managers who look after several associations.
• New or recently refurbished buildings.
• Associations with a garage, a swimming pool or commercial premises on the ground floor.

Block 3. What you check in each policy

This is where you show the analysis that defines you as a broker. Explain what you look at, not what you sell.

Example

• The building’s sum insured. If it is lower than the building’s value, the insurer pays out in the same proportion (Insurance Contract Law (Ley de Contrato de Seguro), art. 30).
• Water damage. Whether it covers finding and repairing the pipe, not just the damage it causes.
• Third-party liability. The limit per claim and whether it covers the governing board.
• Excesses. How much the association pays on each claim.
• Exclusions for lack of maintenance. What will not be paid if the building is not inspected.

Block 4. Floods and other extraordinary risks

In the Province of Valencia, this block answers a question many owners’ associations have already asked themselves. As at 13 December 2024, the Insurance Compensation Consortium (Consorcio de Compensación de Seguros) had received 225,332 compensation claims for the October 2024 DANA storm. Of these, 72,813 were from homes and owners’ associations, and 95.5% of the total came from the Province of Valencia (the Consortium’s seventh information note).

Example

Damage from an extraordinary flood is paid by the Insurance Compensation Consortium, with the same sum insured and the same conditions as your policy. To qualify, the policy must be in force and the premium paid. A new policy does not cover these risks during its first 7 calendar days, unless it replaces another one without a break. If it happens to you, we help you claim compensation from the Consortium.

Sources for the example: the Consortium’s claims guide and its frequently asked questions about the waiting period. Link to them on your page too.

Block 5. Who decides and when

This block sets out the decision timeline. Without it, your comparison arrives when the policy has already renewed.

Example

• Who decides: the owners’ meeting, which approves the association’s spending plan (Horizontal Property Law (Ley de Propiedad Horizontal), art. 14.b). The premium can be paid out of the reserve fund (art. 9.1.f).
• When to give notice: to avoid renewal, the association must give written notice at least one month before the expiry date (Insurance Contract Law, art. 22.2).
• What the insurer must notify: any change to the contract, with 2 months’ notice (art. 22.3).

Block 6. If you need to make a claim

Example

1. Call the insurer’s assistance line or us.
2. Report the incident within 7 days of becoming aware of it at the latest, unless the policy allows longer (art. 16).
3. Stop the damage from getting worse, for example by turning off the stopcock. The insurer pays reasonable costs, up to the policy limit (art. 17).
4. Take photos before repairing anything and keep the invoices.
5. We stay with you until you are paid. As brokers, the law requires us to assist you in the event of a claim (Royal Decree-Law 3/2020, art. 155.3).

Block 7. For property managers

A property manager who trusts you brings you several associations. Give them their own block. If you want to understand how they work, see what we explain in websites and search visibility for property managers.

Example

If you manage several associations, we send you a table with the expiry date of each policy and remind you 3 months beforehand. The comparison comes in a document you can attach to the notice calling the owners’ meeting.

Block 8. How we are paid

Example

We do not charge the association any fees. The insurer pays us a commission included in the premium.

Block 9. Frequently asked questions

Example

Is it compulsory for the association to have insurance?

The Horizontal Property Law does not require you to take it out: it says the association “may” take it out, charged to the reserve fund (art. 9.1.f). Check your bylaws, because they may include rules on insurance (art. 5).

Block 10. The next step: a form for owners’ associations

Example

1. Who are you? President, property manager, resident.
2. How many homes and commercial premises does the building have? Up to 10, 11 to 30, more than 30.
3. Does it have a garage, a swimming pool or a lift? Tick all that apply.
4. When does the current policy expire? In less than 2 months, between 2 and 6 months, in more than 6 months, I don’t know.
5. Have there been any claims in the last 3 years? None, 1 or 2, more than 2.
6. Contact: name, phone or email and how you would prefer us to contact you.

Question 4 sets the urgency. If there are less than 2 months left, it is urgent: the association must object to the renewal at least one month before the expiry date.

The claims page is what keeps your clients with you

A comparison site gives a price, but it does not stand by the client when their kitchen floods. Assisting the client in the event of a claim is an obligation for a broker (RDL, art. 155.3), and the page that explains it is your best argument.

As well as the steps in block 6 of the template, it must include:

• Each insurer’s assistance phone numbers, at the top, with tap-to-call links.
• What to expect next. The insurer must pay the minimum amount it owes within 40 days of receiving the claim report (art. 18). If it has not paid within 3 months of the incident, it is in default (art. 20.3.º).
• The Consortium for extraordinary risks: its phone number is 900 222 665, and you can also claim compensation on its website (the Consortium’s guide).
• A short form to report the claim: policy, date, what happened and photos. And a response time you can meet.

A quote form: few questions and none about health

A “name, email and message” form treats someone whose policy is about to expire the same as someone who is just browsing. A qualifying form asks a few closed questions:

1. Type of client: individual, self-employed, business, owners’ association.
2. What insurance you need, with the options from your page map.
3. When your current policy expires, in ranges.
4. Town, to know whether you can see them in person.
5. Businesses only: activity and number of employees, in ranges.
6. How did you hear about us? Google, Google Maps, a recommendation, your property manager, other.
7. Contact details and preferred channel.

Question 3 is the most valuable. The policyholder has to object to the renewal at least one month before the expiry date (Insurance Contract Law, art. 22.2). If you call too late, the client has already renewed with someone else.

What you should not ask for at first contact: ID card (DNI), policy number, bank details or a health questionnaire. The GDPR requires data to be limited to what is necessary (art. 5.1.c), and health data is a special category (art. 9). For health, life or funeral insurance, ask for ages in ranges. The medical questionnaire comes later, with the client’s explicit consent.

2 nuances:

• The form does not replace the needs analysis. Before proposing a contract, you must know the client’s demands and needs (RDL, art. 175.1). The form only starts that conversation.
• Renewal reminders by email, with care. You can write to your clients about products similar to those they already have. Each email must include a simple way to unsubscribe. Everyone else, only if they have given their consent (LSSI, art. 21).

Turning more visits into quote requests is what our conversion and CRO work is for. To find out how much you can spend to win a policy, use the customer value calculator.

Comparison tools and phrases you cannot publish

If your website compares prices or cover and the client can take out a policy from there, that is insurance distribution (RDL, art. 129.1). The transparency policy in point 9 of the checklist applies to it. And if the policy is taken out on the website, the pre-contract product information document must be provided first, on paper or another durable medium (art. 176).

LCD is the Unfair Competition Law (Ley de Competencia Desleal).

Reviews and Google Business Profile: trust that clients can check

People choosing whom to trust with their insurance look for proof, not adjectives. The first proof is your registration, which anyone can look up.

Your Google Business Profile, under your real name. Google requires the profile name to match the business name, with no unnecessary information. It also asks you to choose the most specific category (Business Profile guidelines). If you are an exclusive agent and the only person who deals with the public, Google’s example allows the brand followed by your name, such as “Allstate: Joe Miller”.

The same details everywhere. Identical name, address and phone number on your website, your profile, the register and your association’s directory. Our business directories tool for insurance brings together the DGSFP register and the Castellón and Valencia associations.

Reviews, requested from everyone. Google ranks local results by relevance, distance and prominence. And it states that the more reviews and positive ratings a business has, the better its local ranking will be. Our approach: ask every client for one when they take out or renew a policy, and also when a claim is closed, however it went. Those are the moments when they have seen your work. Google prohibits offering incentives in return, discouraging negative reviews and asking only for positive ones (Maps policy).

Reviews on your website, with their notice. If you show them, explain whether you guarantee they come from real clients and how you process them. Since Law 10/2025, those reviews must refer to services purchased or used in the previous 30 calendar days (Consumer Protection Law (Ley de Consumidores), art. 20.4). Publishing or commissioning fake reviews is a misleading practice (LCD, art. 27.8).

The full 20-point review of your profile is in how to optimise your Google Business Profile. The messages for asking for reviews and the notice for showing them on your website are in how to get Google reviews. And if you want to know what AI assistants answer when someone asks for an insurance brokerage in your area, try the test in Does ChatGPT recommend your business?.

Winning business clients: pages by activity and verified ads

A business does not search for “multi-risk”. It searches for the insurance for its activity or the insurance a regulation requires. That is why one page for each activity you handle performs better than a single “businesses” page.

Each page explains the risks of that activity, which insurance is compulsory and under which rule, and which documents to prepare. An example of an obligation with its rule: professional companies must take out insurance covering their liability (Law 2/2007, art. 11.3). A page for them can start with that article.

Referrals and collaborators. An administrative agency (gestoría) that only passes you contacts is not carrying out distribution (RDL, art. 129.3.c). If it also presents products or gives advice, it is already distributing on your behalf: it needs an external collaborator contract with you (art. 137). And it must identify itself as such, with your identity and registration details.

Google Ads, with verification done. To advertise financial services in Spain, Google requires its financial services verification, and insurance is among those categories. In Spain it has applied since 24 January 2023, and the DGSFP is among the regulatory authorities it accepts. Complete it before you create your first Google Ads campaign.

Structured data. Schema.org has its own type for your business, InsuranceAgency, which derives from LocalBusiness. A minimal example for whoever runs your website:

{
	"@context": "https://schema.org",
	"@type": "InsuranceAgency",
	"name": "[Brokerage name]",
	"url": "https://www.[domain].es/",
	"telephone": "+34 [phone]",
	"address": {
		"@type": "PostalAddress",
		"streetAddress": "[Street and number]",
		"addressLocality": "Castellón de la Plana",
		"postalCode": "[Postcode]",
		"addressCountry": "ES"
	}
}

What to do on Monday

1. Look up your code in the DGSFP search tool. Check that it matches the one on your website and that your role appears at the top, not only in the legal notice.
2. Open your customer service page. If it says “two months”, change it to one month and review the rules with whoever manages them for you.
3. Go through the checklist. Start with points 1 to 12: they are the ones specific to your sector. For the legal notice and cookies, see legal notice, privacy policy and cookies.
4. Create the “Client information” page and link to it in your proposals.
5. Write the claims page with each insurer’s phone numbers.
6. Add the expiry date to the form and remove what you do not need.
7. Choose the type of insurance you advise on most and write its page with the template.

If you would rather do it with someone, at NOR studio we start from this checklist and this template, and you or your adviser approve each text before it is published. We explain how in websites and search visibility for insurance brokerages and financial advisers. If you also advise on investments, continue with marketing for financial advisers.