Selling insurance is a specific type of activity because it is based on the sale of insurance policies that insure the domains of human life, property and business against the risk of damage. Such sales were oriented towards the protection of property and peopel`s lives due to the risk of damage or loss, whereby insurance companies in these cases provide policyholders with financial compensation for the acquired loss. This service is therefore determined by the duration of the insurance, the amount of the premium, the degree of risk, and the payment of compensation due to the resulting damage. The aim of this final paper is to present insurance companies, their business policies and the characteristics of the effectiveness of selling insurance services. The purpose of the paper is to point out the importance of insurance sales success in insurance companies, which is a necessary prerequisite for their continued existence in the insurance sector. A comparative analysis of the Croatian insurance market and that of the EU shows that the European insurance market is still complex and not unique because certain members have not yet fully integrated. An uneven distribution of premium income is visible, where it is more pronounced in the western countries od Europe, while it is lower in the east of Europe.