Versicherungsnehmer? Why don’t we just stick with ‘policy holder’?

The German language is known to be one of the most precise and expressive in the world. But in the insurance industry – unfortunately not only there – it seems to be slowly but surely being replaced by a wild mixture of German and English, the so-called ‘Denglish’. Why do we no longer simply say ‘policy holder’, but instead have to speak of ‘Versicherungsnehmer’ and ‘Schadensachbearbeiter? And why does every other insurance contract feel like it was translated from English using Google Translate in an attempt to create a little more global glamour?

Why keep it simple when you can make it kompliziert?

Denglish: the new lingua franca of insurance?

It is no secret that the language of the insurance industry has long been peppered with numerous technical terms that are often difficult to understand even in German. Words that come from the Anglo-Saxon language and sometimes describe what is actually meant more aptly. But in recent years, a new trend has emerged: ‘Denglish’. This is the art of unnecessarily adorning German sentences with English terms until no one knows exactly whether they are reading an insurance contract or the operating instructions for a Chinese potato grater.

Instead of ‘policyholders’, we suddenly speak of ‘Versicherungsnehmern’. The ‘claim’ becomes a ‘Schadenfall’, and the ‘risk assessment’ is transformed into a ‘Risikobewertung’. Even the ‘insurance premium’ can no longer be satisfied with its German name and is unceremoniously renamed a ‘Versicherungsprämie’. But why? Isn’t ‘insurance primium’ good enough? No, ‘Versicherungsprämie’ just sounds cooler?

One possible reason for the Denglish boom in the insurance industry is internationalisation. Many insurance companies operate globally and have to adapt to international standards. It is convenient to use terms that are understood worldwide – or at least sound as if they are understood worldwide. But while the industry tries to present itself internationally, customers in German-speaking countries are often left perplexed. After all, who really knows what an ‘underwriter’ does? (Spoiler: it has nothing to do with underwear.)

If you then arrange English calls on your ‹handy›, it may sound ‹cringe› to your business partner without a Germanic background. This word for your mobile phone was invented in Germany, like home office or old-timers.

France: ‘Non merci’ to Anglicisms

While Switzerland, Germany and Austria are happily celebrating Denglish, France is taking a completely different approach. Since 1994, the country has had the «Loi Toubon», a law that prescribes the use of the French language in official documents and contracts. This means that insurance contracts must be written in French only, and English terms are only allowed if there is no French equivalent – and even then, a translation must be included. If this is not done correctly without exception, documents, contracts and – take note – even invoices are invalid.

The result? In France, the ‘claim’ is simply called ‘Sinistre’ and the ‘policy’ becomes the ‘police d’assurance’. But not the ‘insurance police’. Does that sound less modern? Maybe. But it has the advantage that every Frenchman understands what it is about. And isn’t that ultimately the purpose of an insurance contract? Or does the Grande Nation just want to protect its admittedly beautiful language from any contamination with bus pénitentiaires?

And what about Switzerland, Germany and Austria?

There are no laws comparable to the ‘Loi Toubon’ in Switzerland, Germany and Austria. In these countries, every insurer is allowed to design their contracts as they see fit – and this often leads to a wild mixture of German and English. However, while Switzerland and Austria tend to be rather cautious with anglicisms, Germany seems to be a real paradise for Denglish.

The majority of the Swiss clearly prefer English to Romansh, but the insurance industry – what a surprise! – sticks to the other national languages, German, French and Italian.

The situation is similar in Austria. Here, too, an English term may be sprinkled in, but most insurance contracts remain rather traditional, in a language that Magister, Hofrat or Professor use in elementary school.

Germany, on the other hand – let’s return to that for a moment – seems to have a particular penchant for Denglish. Perhaps it’s because the Germans like to make everything sound a bit more international and significant. Or is it an attempt to spruce up the insurance industry? Because let’s face it: who wants to read a boring insurance contract when they can have a ‘premium policy package’ instead?

Cui bono? The Vatican does not believe in Denglish

While people in Switzerland are arguing about Denglish, the Vatican, the smallest country in the world, does not allow any corruption of its sacred language, ancient Latin. And not just in church, but also in official documents. Not so easy when it comes to objects or services involving modern technology. After all, the ancient Romans knew nothing of cars or pistols. The Pontificia Academia Latinitatis (Pontifical Academy of Latin) is therefore responsible for inventing, sorry, creating new Latin terms to express modern concepts. So ‘insurance’ is summarily transformed into ‘assecuratio’, and the ‘policyholder’ becomes ‘assecuratus’, while the best way to travel to St. Peter’s Basilica is by ‘autocinetum’. That’s better!

Does it sound old-fashioned? Maybe. But who needs Denglish when you can impress with Latin?

Conclusion: Denglish – a curse or a blessing?

The question of whether Denglish is a blessing or a curse in the insurance industry is not so easy to answer. On the one hand, the use of English terms can help to present yourself internationally and express complex issues more precisely. On the other hand, it often leads to confusion, misunderstanding and false distance with customers, who wonder why they suddenly have a ‘policy’ instead of an insurance contract.

Perhaps it is time to find a middle way: a little English is okay, but not at the expense of comprehensibility. And if we can’t part with our beloved Denglish, we should at least make sure that we use the terms correctly. Because nothing is more embarrassing than offering a ‘topsharing’ contract, only to realise later that in English this sounds more like sharing outerwear.

Binci Heeb

Read also an article whose protagonist uses English and French: InsurAngels Suisse: a non-profit association for the insurance industry