The existing system of long-term care of the elderly in Croatia is already showing problems. In addition to the negative demographic trends and poor projections, government and the existing system will hardly be able to respond to the future needs, which represents an opportunity for insurers to enter the market. Long Term Care Insurance (LTCI) products are fairly recent and complex products. As a consequence, the senescent disability data are scanty, so that pricing and modelling difficulties arise. Due to a large amount of open questions, uncertainties and risks associated with LTCI products, insurers are reluctant to decide for the development of such products. Should an insurer consider the development of LTCI products, the logical direction would be the appropriate packaging of LTC benefits together with life-time related benefits, i.e. LTC acceleration benefit in a whole-life assurance. It is therefore of the utmost importance to set up the most accurate technical bases and relevant parameters, as well as quality processes (e.g. underwriting, claims). Moreover, it is necessary to find a balance between product constraints (through product definitions, terms and conditions, etc.) and the options and guarantees offered, to ensure attractive and high quality product as well as to limit the insurer’s exposure. LTCI products are focused on older people, who are mostly conservative and cautious and may not fully understand the issues of long-term care, therefore it is important to consider and develop sales strategies. Since it is clear that there is a need for such products on the Croatian market and there is no competition at this point, there is a possibility that the LTCI is the right opportunity for one of the insurers to make a mark on the Croatian market.