When new buildings do not comply with the accessibility requirements of the Danish Building Regulations, the main reason is often attributed to a lack of knowledge and prioritization. It is the experience of architectural firms that clients decide their own focus on accessibility during the design process, and also whether the level of accessibility should be higher than that stipulated in the Danish Building Regulations. Post-occupancy evaluations point out that when the client is particularly conscious of, or ambitious about, accessibility/Universal Design (UD), the result is a building with an extensive level of accessibility. Thus, the client is a key figure for the project and the level of ambition. Based on interviews with 15 Danish clients, this paper presents a characterisation of their conception of Universal Design. It is significant that, as a concept, UD has not gained currency among the clients that let their ambition level be defined by the Danish Building Regulations. In order to capture differences between clients, a description of the client's conception of users and designs is based on an analytical framework about the concepts of particular, universal, market and equality. The analysis shows that three conceptions about accessibility/UD can be characterized among the clients: 1) accessibility by design, 2) broad accessibility 3) added value. Above all, the findings show that a development is going on towards UD, although slowly.