Under the Age Agreement, all Association of British Insurers members who do not provide insurance because they apply age restrictions will be required to ‘signpost’ customers to an alternative appropriate provider offering a non-age specific product.

The ABI led the agreement, which also involves the government and the British Insurance Brokers Association. It will come into force in April 2012.

Unveiling the agreement in a speech at the Age UK conference today, the director general of the ABI, Otto Thoresen, said: ‘With an ageing population, it is crucial that we make it easier for older people to access financial services.

‘This agreement will make it easier for older customers to access motor and travel insurance. It means all ABI members commit to signposting and helping older customers find another provider if they cannot help provide them with coverage. We are committed to making sure that all people who need insurance find it as easy as possible to get it.’

Mr Thoresen also announced today that the ABI will aim to increase transparency by publishing aggregated claims data every year. This move is intended to give consumers confidence that age is relevant to the assessment of risk for motor and travel insurance.

According to the ABI, the Age Agreement will reflect the wide range of ways people get insurance. Its research found that while 41% of drivers in their late 60s would prefer to use a website, this drops to 25% for those aged 75 and over, with the remaining 75% of over 75s preferring to use the phone.

The ABI will work with its members to find the best way to communicate with older people, particularly where there are specific communication needs related to hearing or sight.