On June 24, 2026, the Guatemalan Monetary Board issued Resolution JM-69-2026 , which updates the Regulations for the Mass Marketing of Insurance. The purpose is to modernize the rules and adapt them to the technological innovations that the insurance industry has implemented in recent years.

The new regulations modify certain concepts, and in their scope of application (Purpose), they shift from referring to the regulation of “the placement of insurance contracts through legal entities” to “the sale of insurance by authorized insurers.”

Futhermore, they impose certain additional responsibilities on insurers by requiring that their policies and procedures for selling their products through a mass marketer be aligned with “the comprehensive risk management system.”

Insurers will also be responsible for training the staff of the mass distributor, both on the insurance products to be sold and on the digital or electronic means to be used in the sale of insurance, where applicable. Furthermore, they must store information of clients who have purchased insurance through a mass distributor in their IT tools or systems.

For their part, mass distributors must identify in their advertising and promotions, at a minimum, the corporate name or trade name of the insurer and its contact information. When the transaction involves digital or electronic means, they must have security measures in place that include the acceptance of terms and conditions regarding the use of the platform and must always have available and up-to-date information regarding the insurance policy purchased on that digital platform.

Finally, communications between the insurer, clients and/or insured parties may be conducted via digital or electronic means. Consequently, the insurer must have customer service systems in place to provide timely assistance.