EIOPA has published the results of its first EU‑coordinated mystery shopping exercise, assessing the sales process for insurance‑based investment products (IBIPs) across eight EU member states. While distributors often provided relevant information, areas for improvement were identified in disclosure, transparency, and consumer outcomes. Key findings include inadequate provision of cost information and limited consideration of sustainability preferences. EIOPA Chair Petra Hielkema emphasized the need to explore a more outcome‑oriented sales approach, focusing on simple and transparent products that offer value for consumers.