Considering that man has not been able to provide complete protection for himself, since time immemorial, the idea of establishing such a type of activity arises which primary role is economic protection against the occurrence of harmful events. With the development of the economy, technology and changes in the way of life, the insurance business is also developing. In this paper it will be explained the meaning of insurance, marketing and the ways of using advertising services which is used by insurance companies to operate successfully in a competitive market, trying to satisfy their customers. After that, a comparative analysis of services and offers will be preformed on the observed insurance companies: Croatia osiguranje d.d., Euroherc osiguranje d.d. and Adriatic osiguranje d.d.