This paper deals with the issues of communication channels management with consumers in insurance. The same was considered to highlight the importance of communication channel management with consumers in the context of marketing in insurance. The objectives of this paper are to collect and analyze the required literature and to base the conclusion of the closing arguments, to consider the issue of marketing activities in the service sector, with a special emphasis on the insurance sector, to identify the importance of marketing activities in the service sector - especially in the insurance sector to extend the present knowledge of the subject course as well as the issues discussed in this paper. Taking into account the environment in which insurance companies operate and competition in the insurance market, it is evident that insurance companies have to apply marketing tools if they want to achieve better market positioning. The implementation of marketing tools in the insurance sector is in the function of strengthening the relations between the insurer and the insurer, enriching the insurer's supply, expanding the market and earning more profits. In this crucial role, there are integrated marketing communication tools available to insurance companies in the function of improving consumer relations. In accordance with the needs of the work, research has been conducted and it is precisely the determination of the importance of communication channels management with the consumers in the insurance market. Based on the research carried out, it has been established that thanks to the development of computer communication technologies and digitalisation, insurance users are much simpler to obtain the necessary information on the insurance offer as well as about the insurance companies themselves. Likewise, despite the ease of access to the information required through the electronic marketing tools, they are also insufficiently represented in developing relationships with insured persons. Also, an insurance agent, ie an insurance agency, still has an extremely important role in securing insurance.