Insurance activity is related to the very beginning of the human community and the first business activities. The idea of allocating risk to multiple carriers, each of whom are personally faced with danger, was gradually accepted and was slowly entering the pores of an increasing number of life situations. Insurance is an activity that, in its essence, exudes ease of adjustment. Although originally the insurance business was related to maritime ventures, over the centuries it has branched out into a range of offers for an exceptional number of situations. Taking into account the economic side of insurance and its task to respond to the daily dangers and needs of interested parties, it is necessary that the insurer follows trends and keep up with them. Like any other product, we can also look at an insurer’s product from two points of view - what does that product offer and how can we get to it? In this paper, we will relocate focus to another issue, i.e. the distribution channel for the sale of insurance products – bancassurance. Bancassurance, as a model of cooperation between banks and insurers, is a very practical solution to several problems facing insurers. Especially regarding life insurance, it is almost impossible to ignore the importance and role of bancassurance in the insurance market in the Republic of Croatia. Further, this paper shall answer questions related to bancassurance - its concept and definition, its importance in the insurance market of the Republic of Croatia and some other EU countries, the potential and direction of its future development, problems and potential solutions. In some parts of the paper, the author analyses the operations of the most important Croatian banks -Zagrebačka banka and Privredna banka Zagreb - during the distribution of insurance and their practices in the form of consumer protection. Particular emphasis shall be paid to national and European legislation relevant to bancassurance.