The global economic and financial crisis has increased the pressure on the business of insurance companies, as well as on their financial results. There is a standing pressure on premium income, financial assets, investment, optimization of management processes claims, increased supervision of regulators, as well as numerous other commitments. The economic crisis has had a negative impact on the insurance market in Croatia. To defend against external negative influences, insurance companies are trying various measures to achieve the business objectives and reduce the direct impact of the crisis. Individual insurance policies have shown resilience to the economic crisis, while the other declined in total written premium. No matter what, insurance companies believe that the insurance industry showed a relatively good resistance to the recession, and that the crisis could have a greater impact. With the use of concrete measures for overcoming the crisis and innovative products for insurance, companies seek to maintain and / or increase market share.