A Colorado law designed to protect Spanish-speaking insurance customers had an unintended consequence: major carriers instructed their agents to stop advertising and selling in Spanish. Here is what happened, why it matters for Denver's Latino community, and what Amador Insurance is doing about it.
In 2023, the Colorado legislature passed House Bill 23-1004, a well-intentioned language access law championed by Rep. Elizabeth Velasco, herself a former translator and interpreter for Spanish-speaking Coloradans. The law requires insurance companies to provide all policy documents — applications, declarations pages, endorsements, and more — in whatever language they advertise in. If a company advertises in Spanish, every document must be available in Spanish.
The goal was clear and right: protect the roughly one in six Colorado residents who speak a language other than English at home, two-thirds of whom speak Spanish. For too long, Spanish-speaking families had been sold policies in Spanish but handed documents they could not fully read or understand. The law aimed to close that gap.
But the insurance industry's response was not what anyone expected.
Rather than translating their policy documents into Spanish, several major carriers chose to comply with the law by doing the opposite: they instructed their Colorado agents to stop advertising, quoting, and selling insurance in any language other than English.
An internal communication reviewed by Colorado Newsline in December 2023 stated that because policy documents are written in English, agents would begin advertising, quoting, and selling only in English to comply with the state law. Spanish versions of agency websites were removed. Automated Spanish phone options were discontinued. Bilingual agents who had built their entire practice around serving Denver's Latino community were told to stop.
Rep. Velasco called it 'infuriating.' The Rocky Mountain Insurance Information Association warned of 'dire consequences' for the very communities the law was designed to protect. The Colorado Division of Insurance acknowledged the interpretation was legally sound — and that other carriers might follow suit.
We're telling them that there's a gap, and their initial reaction is to make it worse. — Rep. Elizabeth Velasco, sponsor of HB 23-1004
About 30% of Denver's population identifies as Hispanic or Latino. Many of these families have built their lives here — buying homes in Green Valley Ranch, Aurora, and Montbello, starting small businesses, raising children in Colorado schools. They deserve insurance agents who speak their language, understand their community, and can explain complex coverage decisions in a way that actually makes sense.
When major carriers pull back bilingual services, the void is filled by unlicensed or unscrupulous operators who prey on non-English speakers with subpar coverage at inflated prices. The Rocky Mountain Insurance Information Association warned of exactly this scenario: 'It denies all of the other ways that insurance companies are able to market, sell, do policy servicing, provide one-on-one services to people in other languages.'
For a family that just bought their first home in Denver, or a small business owner trying to understand general liability coverage, losing access to a trusted bilingual agent is not a minor inconvenience. It is a real barrier to financial protection.
Amador Insurance was founded in December 2017 by Martin Amador, a Denver native who grew up in this community and has spent his career serving the families and businesses that make it great. From day one, bilingual service has not been a marketing strategy — it has been a core commitment.
Our team includes agents who speak Spanish fluently and can walk you through every aspect of your coverage — from your first quote to filing a claim after a hail storm — entirely in Spanish. We serve clients at our Green Valley Ranch location in northeast Denver and our Aurora office, both in the heart of Colorado's Latino community.
The Colorado Division of Insurance has clarified that a customer service representative who speaks Spanish, or a sign in a window in Spanish, does not constitute 'advertising' under HB 23-1004. That means in-person and phone service in Spanish remains fully available and legal. We are here, we are bilingual, and we are not going anywhere.
If you have been told by another agency that they can no longer help you in Spanish, call us at (303) 535-1611. We will make sure you understand exactly what you are buying, in the language you are most comfortable in.
Amador Insurance continues to serve Denver's Spanish-speaking community in person and by phone. Call (303) 535-1611 to speak with a bilingual agent today. Se habla español.
If you are shopping for insurance in Colorado and want to work with a Spanish-speaking agent, here are the most important things to verify before you sign anything.
Confirm the agent is licensed by the Colorado Division of Insurance (you can verify at doi.colorado.gov).
Ask whether they can explain your policy, deductibles, and exclusions to you in Spanish — not just take your payment.
Make sure the agent represents a reputable, financially stable carrier (Allstate has an A+ rating from A.M. Best).
Ask about the claims process specifically — who will help you if you need to file a claim, and can they assist you in Spanish?
Get a written summary of your coverage in plain language, even if the formal policy documents are in English.
Avoid any agent who pressures you to sign documents you do not understand, or who cannot explain what each coverage type means.
The story of HB 23-1004 is a reminder that good intentions in policy do not always produce good outcomes — especially when large corporations find ways to comply with the letter of the law while violating its spirit. Rep. Velasco has said she is open to working with the industry on a legislative fix. The Colorado Division of Insurance continues to monitor the situation.
At Amador Insurance, we believe that every Coloradan — regardless of the language they speak at home — deserves access to honest, clear, and affordable insurance coverage. We will continue to advocate for our community, serve our clients in their language, and push back against any policy or practice that makes insurance harder to access for Denver's Latino families.
If you have questions about your current coverage, want to understand what HB 23-1004 means for your policy, or simply want to speak with someone in Spanish about your insurance options, we are here.
Yes. While some major carriers pulled back their Spanish-language advertising and online services to comply with Colorado House Bill 23-1004, in-person and phone service in Spanish remains fully legal and available. Amador Insurance continues to serve Spanish-speaking clients at our Green Valley Ranch and Aurora locations. Call (303) 535-1611 to speak with a bilingual agent. Se habla español.
Colorado HB 23-1004 is a language access law passed in 2023 that requires insurance companies to provide all policy documents in whatever language they advertise in. The intent was to protect Spanish-speaking Coloradans by ensuring they receive policy documents they can fully understand. Some carriers responded by stopping Spanish-language advertising and sales rather than translating their documents.
Some carriers determined that translating thousands of policy documents into Spanish by the January 2024 deadline was not feasible. To avoid legal liability under HB 23-1004, they instructed their Colorado agents to conduct all advertising, quoting, and sales in English only. This decision was contrary to the intent of the law's sponsors and has been criticized by Colorado lawmakers and consumer advocates.
Yes, absolutely. Amador Insurance has bilingual agents who speak Spanish fluently and provide full service — quotes, policy explanations, claims assistance — in Spanish. The Colorado Division of Insurance has clarified that in-person and phone service in Spanish does not constitute advertising under HB 23-1004, so our bilingual service continues uninterrupted. Visit us in Green Valley Ranch or Aurora, or call (303) 535-1611.
You can verify any Colorado insurance agent's license at the Colorado Division of Insurance website (doi.colorado.gov). Search by agent name or license number. A licensed agent is required to follow Colorado insurance regulations and can be held accountable by the state if they engage in deceptive practices. Always verify before purchasing a policy.
Amador Insurance serves Denver's Latino community in English and Spanish. If you want to speak with a bilingual agent about your coverage options, we are here for you — no pressure, no jargon.
Hablar con un Agente / Talk to an Agent