Overview of the Nationale-Nederlanden Commercial Model
National-Nederlanden builds its value on a fusion of wealth technology and human capital. The commercial network is designed to offer personalized service to customers by leveraging data-driven technology alongside leading digital tools and professional care. In an interview, Ángel Abril, director of the Nationale-Nederlanden Agency Channel, describes the network as one that constantly attracts talent and keeps it engaged.
What distinguishes Nationale-Nederlanden in its current commercial approach across industries and markets?
The company emphasizes progress in innovation and digitization. It combines the benefits of technology with the strong value of personal guidance delivered through its sales network. Data and technology help collect and process information to meet customer needs, but the differentiating factor lies in agents who know how to use these tools to deliver a fully personalized experience. The market trend shows a shift toward digital service options, yet the physical presence of agents remains a key differentiator for Nationale-Nederlanden.
Innovation is embedded in the culture, with a clear focus on customer experience in the Spanish market. Understanding the distinct needs of each person and segment is essential, allowing customers to choose how they want to build their relationship with the company. The commercial network continues to grow with expansions across Spain, including 39 offices, 163 Puntos Naranja delegations, and 7 franchises.
Attracting talent is a major focus for Spanish businesses, and Nationale-Nederlanden emphasizes the unique role of its commercial network. Representatives are equipped with tools to help colleagues discover their best selves, and the network is widely regarded as among the strongest in the industry in Spain.
The company aims to grow in both quality and scale. A strategic pillar is transforming the commercial network to be highly efficient while maintaining a customer-centric approach. Digital capabilities are leveraged to complement human interaction, ensuring the best possible experience for customers.
The path to growth is not a single route. Continuous, high-quality education supports professional development for agents, irrespective of their prior experience in the insurance sector.
What is the Nationale-Nederlanden vision for the representative experience in the initial phase of the program?
The company offers a future that adapts to the new era, providing access to the profession itself. In a changing environment, many do not want to take on the risk of starting a business, so the model provides stability by joining a leading industry company with a strong commercial network in Spain, without sacrificing time and organizational flexibility.
People remain at the center. Agents receive access to resources that facilitate business activities and enable them to design their own professional journey guided by the Talent Plan.
Talent Plan to Attract Talent
What is the purpose of the Talent Plan?
The Talent Plan aims to help every person grow toward their desired destination, becoming the professional they aspire to be. It offers a clear path with defined stages, and agents choose which stages to complete.
The emphasis on helping agents grow reinforces a core strength of Nationale-Nederlanden: people come first, and they receive support from both their team and the company itself, making the organization a professional hub.
The organization is not satisfied with the status quo. Building on a solid foundation, it seeks growth in both quality and quantity by transforming the commercial network to be highly efficient while staying focused on the customer. Digital tools and personal interaction are used to deliver the best possible experience.
The approach is not a fixed path. Ongoing education and professional development allow individuals to advance, regardless of prior insurance experience.
What is the vision for the representative experience in the early stages of the program?
The company envisions a future that adapts to new realities, offering accessible entry into the profession. In a dynamic market, starting a business may seem risky, so the model emphasizes stability by joining a leading organization with a robust network, all while preserving flexibility in time and structure.
People remain central across the Nationale-Nederlanden ecosystem. Agents enjoy access to resources that facilitate business activities and help them plan their professional journeys using the Talent Plan as a guide.
The Talent Plan focuses on growth, continuous education, and professional development. It includes official accreditation at DGSFP and ongoing face-to-face and online education certified by European institutions. The program emphasizes knowledge, professional preparation, and a value proposition centered on client outcomes.
Just recently, Nationale-Nederlanden earned recognition for excellence in insurance education from the Insurance e-Learning Institute, underscoring the commitment to high-quality education.
How is agent experience measured to drive retention?
The goal is to keep agents motivated and supported from day one. A welcoming process starts with attentive listening, followed by a two-month follow-up to gather feedback and refine the experience. Retention is strengthened when agents take pride in collaborating with the company and when clear, achievable business goals are set, accompanied by campaigns, coaching, and rewards that recognize training, effort, and advancement through incentives and annual trips.
Campaigns are designed throughout the year for internal teams and customers, helping agents reach production targets while continuing to specialize and learn about the company’s product offerings.