{"id":32088,"date":"2025-02-26T13:30:08","date_gmt":"2025-02-26T12:30:08","guid":{"rendered":"https:\/\/mailcommsgroup.com\/?p=32088"},"modified":"2026-03-17T14:32:50","modified_gmt":"2026-03-17T13:32:50","slug":"chronicle-insurance-week-2025","status":"publish","type":"post","link":"https:\/\/mailcommsgroup.com\/en\/blog\/chronicle-insurance-week-2025\/","title":{"rendered":"Insurance Week 2025: Regulation, innovation and new ways of understanding and dealing with customer relationships"},"content":{"rendered":"

[vc_row type=”grid”][vc_column dp_animation=””][vc_single_image image=”32175″ img_size=”full” alignment=”right” css=”” dp_animation=”” alt=”Marian Garc\u00eda Benito – Marketing Product Manager”][vc_column_text css=”.vc_custom_1740397465130{padding-top: 50px !important;padding-right: 50px !important;padding-bottom: 50px !important;padding-left: 50px !important;background-color: #F2F2F2 !important;}” dp_animation=””]Table of Contents <\/strong><\/span><\/p>\n

    \n
  1. Trends in regulation and innovation<\/a><\/li>\n
  2. Balancing security and regulation in communication<\/a><\/li>\n
  3. New ways of conversing<\/a><\/li>\n
  4. AI and people in action, a new relationship model<\/a><\/li>\n<\/ol>\n

    [\/vc_column_text][vc_empty_space height=”20px”][vc_column_text css=”” dp_animation=””]<\/p>\n

    If you missed our session during Insurance Week, below you can find the chronicle that summarizes what happened or, if you prefer, we invite you to watch it on video<\/a>.<\/p>\n

    Since our origins more than 30 years ago, we are strongly linked to the insurance sector, so we could not miss the opportunity to participate again in the Insurance Week<\/strong>, the most relevant event of the sector in Spain. This will be the tenth time we celebrate it<\/strong> and we are always committed to surround ourselves with great experts in the sector and contribute our vision on the world of customer communication.<\/p>\n

    In a meeting dedicated to explaining the changing times the industry is going through, we have developed a session whose title, we believe, says it all: “Changing times in the relationship with policyholders: regulation, innovation and client management”.<\/strong><\/p>\n

    Over the course of 90 minutes, organized into three round tables, we tried to talk with our guests about various topics of interest.<\/p>\n

    In such a competitive and regulated environment as the insurance industry, it is necessary to achieve excellence in the processes related to policyholder management<\/strong>, including personalized communications\/conversations with customers throughout their life cycle.<\/p>\n

    From acquisition to disengagement, there are multiple channels, some of them novel such as RCS<\/strong> or WhatsApp<\/strong> that we will have to interconnect to offer an optimal experience and in turn obtain a unique customer view.<\/p>\n

    This unique vision, increasingly prized and “fed” by data, if properly managed, becomes a key aspect of the business. Data, properly treated, is transformed into knowledge, the basic fuel of Artificial Intelligence<\/strong> that can act as an independent digital agent, helping the human or allowing a hybrid version where the best of both worlds can be enhanced.<\/p>\n

    In addition, building trust in digital relationships<\/strong> with customers is increasingly a critical factor, where the figure of the trusted service provider plays a fundamental role.<\/p>\n

    [\/vc_column_text][vc_empty_space height=”120px” el_id=”uno” css=”.vc_custom_1740397599592{margin-top: -100px !important;}”][vc_column_text css=”.vc_custom_1740397057593{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47D7AC !important;}” dp_animation=””]<\/p>\n

    Trends in regulation and innovation<\/strong><\/span><\/h2>\n

    [\/vc_column_text][vc_column_text css=”” dp_animation=””]Our CEO, Javier Echebarr\u00eda<\/strong>, presented and moderated the event. In his introduction, he talked about the latest trends in regulation and innovation and how they impact customer management, all with AI as a nexus. <\/p>\n

    \"Trends[\/vc_column_text][vc_empty_space height=”120px” el_id=”dos” css=”.vc_custom_1740397607832{margin-top: -100px !important;}”][vc_column_text css=”.vc_custom_1740397086257{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47D7AC !important;}” dp_animation=””]<\/p>\n

    Balancing security and regulation in communication<\/strong><\/span><\/h2>\n

    [\/vc_column_text][vc_column_text css=”” dp_animation=””]Next, in the first round table, Alonso Hurtado (ECIJA) and David Gri\u00f1\u00e1n (commercial director of MailComms Group)<\/strong> reviewed the main channels of communication with customers from a double perspective in balance: security and regulation. Thus, the impact of the NIS and DORA<\/strong> regulations on the sector or the new perspectives for trust service providers brought by eIDAS appeared in the conversation. The two experts also explained the evolution of digital wallets<\/strong>, which are moving towards their technical approval, and the new directive on Artificial Intelligence and the role of digital agents<\/strong>, where regulatory security and operability are condemned to understand each other in a complex balance of a regulation that sometimes restricts innovation. <\/p>\n

    \"Balancing[\/vc_column_text][vc_empty_space height=”120px” el_id=”tres” css=”.vc_custom_1740397615736{margin-top: -100px !important;}”][vc_column_text css=”.vc_custom_1740397116330{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47D7AC !important;}” dp_animation=””]<\/p>\n

    New ways of conversing<\/strong><\/span><\/h2>\n

    [\/vc_column_text][vc_column_text css=”” dp_animation=””]Innovating in the ways of conversing was the title of the second presentation, in which \u00c1ngel Uzquiza, (Santaluc\u00eda’s corporate director of Innovation) and Teresa Arandilla (our commercial director of Legal Communications)<\/strong> participated. The two speakers reviewed the Santaluc\u00eda Group ecosystem, in which startups, employees, mentors and experts collaborate to develop strategies for digital transformation and social impact based on disruptive solutions. <\/p>\n

    In this context, they explained an innovation project suggested by Santaluc\u00eda’s own employees and which won a prize<\/strong>: the sending and certified signature of policies through WhatsApp as a channel with full legal guarantee, facilitated by MailComms Group. The process includes obtaining the consent to use the channel required by the RGPD and the secure signature after authentication via DNI. <\/p>\n

    Teresa and Angel also addressed the challenges of AI in terms of loss of trust and infoxication and how the figure of the qualified trusted service provider can reverse the situation.<\/p>\n

    \"New[\/vc_column_text][vc_empty_space height=”120px” el_id=”cuatro” css=”.vc_custom_1740397623232{margin-top: -100px !important;}”][vc_column_text css=”.vc_custom_1740397155337{padding-top: 15px !important;padding-right: 15px !important;padding-bottom: 15px !important;padding-left: 15px !important;background-color: #47D7AC !important;}” dp_animation=””]<\/p>\n

    AI and people in action, a new relationship model<\/strong><\/span><\/h2>\n

    [\/vc_column_text][vc_column_text css=”” dp_animation=””]The final round table was dedicated to the new relationship models born precisely from the interaction between AI and people, in this case, customers in the insurance sector. Participants included Carmen Ba\u00f1uelos (Marketing & CRM at Generali), Beatriz Clemente (RVP Financial Services Spain at Salesforce)<\/strong>, and the panel was moderated by Manuel L\u00f3pez (CEO of UnifiedComms, a MailComms Group company and official Salesforce partner<\/em> ).<\/strong> <\/p>\n

    During this last part of the session, the speakers reviewed Generali’s use of AI in its Marketing Cloud<\/strong>, thanks to Einstein from Salesforce. They also highlighted the capabilities of our CertySign platform’s integration with Salesforce<\/strong> for sending certified multichannel communications and transactions.<\/strong> <\/p>\n

    In addition, they discussed topics such as the figure of the autonomous agent, Agentforce and various cases of use of this technology in the sector.<\/p>\n

    \"AI[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

    Regulation, innovation and customer relations were the main topics of our session at INESE’s recently held Insurance Week 2025. Here is a chronicle of what happened.<\/p>\n","protected":false},"author":1,"featured_media":32175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[482,697],"class_list":["post-32088","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate-news","category-events"],"acf":[],"yoast_head":"\nChronicle Insurance Week 2025<\/title>\n<meta name=\"description\" content=\"Regulation, innovation and customer relations were the main topics of our session at INESE's recently held Insurance Week 2025.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailcommsgroup.com\/en\/blog\/chronicle-insurance-week-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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