The article discusses changes in the insurance industry in Serbia, focusing on how insurance products are sold and distributed to meet the needs of clients. It emphasizes the importance of providing fast and fair claim settlements to build trust with customers. In response to market competition and technological advancements, insurance companies are adapting their sales channels and forming partnerships with financial institutions. The main goal is to optimize sales strategies and distribution networks to ensure successful business operations. The study analyzes the regulations governing insurance in Serbia, the distribution of insurance sales, and the value of insurance services.