The subject of this paper is insurance marketing. The goal in the theoretical part of the paper is to explain what marketing is, to explain the components of the marketing mix, the characteristics related to the marketing of services. The mentioned components of marketing and their application will be explained on the example of insurance. Based on the analysis of the existing literature and relevant articles, it was concluded that in the field of marketing and insurance, the most important segments are research and promotion of the sale of insurance products. Conducting research requires the construction of such channels for the sale of insurance services through which they will be acceptable to the user or the insured. Sales on the insurance market play a key role in meeting supply and demand, because insurance products are products that cannot be seen or touched, but exist only in the form of pledges. Selling a promise requires trust and confidence that the service provider will fulfill its obligation if a loss occurs.