This thesis explores the impact of emotional intelligence on negotiation strategies in the insurance sector in the city of Zagreb. Emotional intelligence, described as the capacity to identify, comprehend, and regulate one's own and others emotions, is an essential component in business dealings and negotiations. Negotiation, as a key component of business operations, requires a high degree of interpersonal abilities and the capability to communicate efficiently, which emotional intelligence directly supports. In the context of insurance, it is especially important to emphasize the importance of communication skills that are vital for client satisfaction. Given the often complex and sensitive situations in negotiations, the knowledge and application of emotional intelligence facilitate the management of interpersonal relationships and enable more efficient resolution of demands and disputes. The thesis provides a detailed analysis of how emotional intelligence can enhance negotiation techniques and strategies in the insurance industry, an industry that is critical for economic stability and development. To achieve the objective of this study, a survey was carried out among 60 participants at Allianz insurance in Zagreb to assess their emotional intelligence and business negotiation styles, and to analyse the correlation between these two aspects. The survey results provide insight into how different levels of emotional intelligence affect the effectiveness of negotiation strategies. The analysis focuses on the potential of emotional intelligence to improve negotiation strategies within this dynamic sector. This topic is particularly relevant in the context of globalization and increasing competition in the insurance market, where effective negotiation skills can be a key factor for success.