The thesis deals with the application of the concept of relationship marketing in the insurance market in the Republic of Croatia. The paper explains the importance of applying relationship marketing in an insurance market that is highly competitive and where similar services are often offered at approximately similar prices, which can confuse potential clients. Due to the large offer and competition, it is extremely important for every insurance company to establish personal communication with clients and provide them with a solution to their problems, as well as to meet their needs. The paper shows how insurance companies, in order to justify their business, must put their focus on creating customer satisfaction and loyalty. Here, the importance of keeping old clients ahead of attracting new ones is particularly emphasized. In achieving this goal, a great role is played by relationship marketing, which is a modern concept in which the client and his needs come first. The paper uses two research methods to analyze the concept of relationship marketing in the Croatian insurance market - the method of in-depth interviews and the survey method. The main subject of the research is reflected in the untapped potential of the applied concept of relationship marketing in the market of insurance companies in the Republic of Croatia.