Lto R-Narendra Bharindwal, president, Insurance Brokers Association of India (IBAI),K Rajaraman, chairman, IFSCA, Ajay Seth, chairman, IRDAI and Tapan Singhel, MD&CEO, Bajaj Allianz General Insurance at silver jubilee conclave of IBAI on Saturday in New Delhi

According to Ajay Seth,chairman, Insurance Regulatory and Development Authority of India (IRDAI)many insurance websites continue to seek details such as names, mobile numbers and consent to receive marketing calls even before displaying product prices, a practice that undermines transparency and customer convenience.

New Delhi:Insurance Regulatory and Development Authority of India (IRDAI) Chairman Ajay Seth on Saturday called for the complete removal of dark patterns from the insurance sector, saying transparent digital practices are essential to building consumer confidence and expanding insurance penetration in the country.

Speaking at silver jubilee conclave of the Insurance Brokers Association of India (IBAI) today Seth said insurers should critically examine their digital platforms and customer journeys instead of treating compliance as a mere procedural exercise.

He said consumers must be able to compare insurance products and pricing without being compelled to disclose personal information at the outset.

According to Seth, many insurance websites continue to seek details such as names, mobile numbers and consent to receive marketing calls even before displaying product prices, a practice that undermines transparency and customer convenience.

“If somebody wants to buy a product, they should be able to go to the website and check the product and its price. Instead, the website first asks for your name, mobile number and consent to be contacted, even before telling you the price,” he said.

He also stressed that informed consent should go beyond legal compliance and become a key element of customer engagement.

“Trust is built when customers clearly understand what they are agreeing to,” Seth said. He added that the industry must focus on making the insurance buying process simpler and more transparent.

The regulator has intensified its focus on deceptive online practices this year by partnering with the Institute of Public Auditors of India to monitor dark patterns in the insurance sector.

It had also directed insurers to review their digital platforms in line with the Central Consumer Protection Authority’s guidelines and submit self-assessment reports.

Meanwhile, industry representatives said companies have begun reviewing their digital interfaces following the regulator’s advisory.

Seth highlighted the sector’s robust growth, noting that life insurance has expanded 2.5–2.6 times and general insurance 3.6 times over the past decade. He also noted that insurance brokers now contribute 42 per cent of the general insurance business, up from around 30 per cent seven to eight years ago, and urged brokers to focus on affordability, transparency, risk mitigation and policyholder protection.

Narendra Bharindwal, president, IBAI, said,“Brokers have grown from policy facilitators to trusted risk advisors, helping customers understand risks and access the right protection. The next phase of growth must make insurance more accessible, better understood and relevant to every individual.”

“We are committed to strengthening the profession through technology adoption, capacity building and knowledge sharing, while supporting small and medium brokers. As we look ahead, sustainability must remain central to our collective efforts, ensuring the insurance, ecosystem remains resilient, responsible and focused on protecting policyholders for the long term. With innovation, sustainability and collaboration, we aim to build a resilient ecosystem aligned with India’s vision of Insurance for All by 2047,” outlined Bharindwal.

with inputs from agencies