The article explores how insurance companies in Visakhapatnam City are adapting to changing customer behaviors through Customer Relationship Management (CRM). By understanding customer needs and preferences, insurance companies can attract new clients and build loyalty. CRM helps companies target the right customers, run effective marketing campaigns, and generate quality leads for sales. The study analyzes the perceptions of both customers and employees in the insurance sector to understand how CRM practices are being implemented and how they impact the overall performance of insurance companies.