This chapter analyzes the insurance market and presents the main features of insurance marketing. The first part introduces the challenges and opportunities in the global insurance market. The challenges are related to multiple risks in geopolitics, climate, and increased losses from natural catastrophes, macroeconomics, technology, and social factors. The opportunities are mainly related to the growth of emerging markets, new technologies, and new distribution channels. The main characteristics of the global insurance market, the European insurance market, the Central and Eastern Europe market, and the Romanian insurance market are analyzed. The second part introduces the strategic approach function of the insurer’s relations with the competitors, the most important factors to be considered in the strategic decision in the insurance industry, and the strategic marketing approach. The insurance market’s success is achieved through a particular marketing mix, which is depicted in the third part.