Madrid’s social services reform (SociALMAdrid Digital Transformation Strategy) aims to modernise and improve the delivery of social support by implementing an integrated, data-driven system that places individuals at the centre of service provision. It combines unified case management, interoperable data systems and multi-channel access to enhance service coordination, efficiency and user experience. Strong collaboration across municipal departments, the involvement of frontline professionals, and continuous monitoring support implementation.
SociALMAdrid digital transformation strategy in Madrid
Abstract
The policy aims to modernise and strengthen the delivery of social services in Madrid by developing an integrated, data-driven system for managing social support and interactions with citizens. The objective is to enhance the efficiency, responsiveness and personalisation of public and social services, while improving coordination across administrative departments and service providers. More broadly, the reform supports the transition towards a modern, user-centred model of social services, adapted to contemporary social challenges, including ageing populations and changing family structures. At its core, the initiative seeks to place individuals at the centre of social policies by creating a unified and integrated view of each user across services. By leveraging digital technologies, the policy aims to improve accessibility, streamline interactions between citizens and public services, and enable multi-channel engagement (online, in-person and remote). It also provides users with a consolidated “citizen account” to track their procedures and interactions with the administration. The initiative is embedded within Madrid’s broader digital transformation and social services strategies, including the 2022 Digital Transformation Strategy and the “Villa Agreements”, which emphasise improved data quality, interoperability, case management tools and multi-channel service delivery, to foster more inclusive, high-quality services for all residents in Madrid.
SociALMAdrid Digital Transformation Strategy in Madrid
Country: Spain
City: Madrid
EU member state: Yes
Geographic scale: City
City size: Large (6 980 000 residents)
Date launched: 2019
Current status: Ongoing
Policy pillar(s): Education
Target group(s): Public services
Funding and budget:
Total budget: EUR 8 500 000
Funding sources: Local government, EU funding
EU funds/programmes: NextGenerationEU
Madrid’s social services system faced increasing fragmentation due to the proliferation of disconnected IT tools (e.g. Access, Excel, Visual Basic applications), leading to duplication, limited data capacity, and security risks. Information was stored in silos across different services (e.g. elderly care, dependency, child services), making it difficult to build a comprehensive understanding of users’ needs. At the same time, growing demand for social services placed pressure on professionals, who faced high administrative burdens and limited time for direct social intervention. These challenges were compounded by difficulties in implementing new functionalities, weak coordination across services and a perceived distance between public services and citizens. This diagnosis highlighted the need to move towards a unified, robust and integrated system, capable of improving efficiency, data management and service quality, while placing users at the centre of service delivery.
The reform prioritises improving the effectiveness and accessibility of social services by reducing administrative burdens and enabling professionals to focus on direct support to individuals. It places a strong emphasis on user-centred service delivery, ensuring that citizens benefit from more personalised, responsive and accessible services. Key priorities include developing an integrated view of service users, improving coordination across services and administrative levels, and leveraging digital tools to modernise interactions with citizens.
The reform was designed through strong cross-departmental collaboration, involving the Area of Social Policies, Family and Equality, the Area of Economy, Innovation and Finance, the municipal IT agency (IAM), and all 21 districts. This collective approach ensured alignment between policy, operational and technological dimensions. A structured governance model was established through multiple expert groups focusing on key components of the reform, including data interoperability, system architecture, access control and cybersecurity, citizen interface design, and support tools for social workers. These groups contributed to defining the new integrated system and ensuring that it responds to both technical requirements and user needs.
Implementation is guided by the New Social Services Model, adopted in 2022, which sets out a roadmap for digital and organisational transformation. Key actions include the deployment of interoperable systems, the development of multi-channel service delivery and the introduction of new tools to improve communication, case management and service coordination. A suite of digital tools has been developed to support social services professionals and improve service quality. These include an AI-based Servicio de Información y Acogida (SIA), which assists social workers in decision-making by providing real-time information on available services and benefits for first-time users. The Intervenciones module centralises all information related to user support and enables the creation of Individualised Social Intervention Plans (PIISO), ensuring more tailored and coordinated assistance. Additional tools strengthen operational efficiency and accessibility, including digital agenda and scheduling systems to manage appointments, modules for the management of social service centres and available places, and systems to optimise the use of physical spaces and facilities.
The reform is being implemented through an iterative and adaptive approach, with continuous monitoring of progress using agile methodologies and regular follow-ups to adjust implementation as needed. A performance monitoring system based on key performance indicators (KPIs) is being developed to assess outcomes once the system is fully operational. Early results include the deployment of AI-based tools such as Infosia, which provides personalised guidance to first-time users by drawing on over 300 public services, and pilot projects such as Paloma, aimed at detecting loneliness among older people. In addition, the definition of common data standards has improved interoperability with external service providers, facilitating the integration of heterogeneous data into a unified system. Overall, the monitoring process supports continuous learning, enabling the city to refine tools, improve service delivery and scale innovation over time.
Mobilise strong cross-sector expertise and frontline professionals. Madrid’s reform highlights the importance of involving a broad range of actors in policy design, including over 100 social services professionals working alongside IT experts. This ensures that digital solutions are grounded in operational realities and respond effectively to users’ needs.
Foster a culture of open communication and co-creation. A transparent and participatory communication strategy is key to building trust and engagement across stakeholders. Encouraging collaboration throughout the process helped align objectives, facilitate knowledge-sharing and strengthen ownership of the reform.
SociALMAdrid Digital Transformation of Social Services of the Madrid City Council (PDF): SociALMAdrid Transformación Digital Servicios Sociales del Ayuntamiento de Madrid
Digital Transformation Strategy of the City of Madrid (PDF): 20221108 ESTRATEGIA-MADRID-CAPITAL-DIGITAL.pdf
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