Aim. The aim of this dispute is to try to estimate the marketing instruments used in practice by the insurance companies, with the usage of electronic media. We try to evaluate it from the individual and institutional clients perspective and try to point to their value in building competitive advantage. Material and methods. The starting point is to estimate the e--service area in marketing of insurance companies, and then to deduct the research on the group of individual and institutional clients aiming to identify the importance of specific fields and premises which define which e-service is chosen. In this research tell following aspects of e-commerce of insurance companies were considered: advice, transactions and damage reports. The research was conducted in 2012–2013 on random group of 180 individual and 151 institutional customers on the area of wielkopolska district. They benefit from the financial service of insurance companies. The questionnaire was elaborated for the purpose of this research. Results. In the group of individual and institutional clients there are some differences in the evaluation of the importance of e-service area in insurance companies. The area of so-called advice is more important then the transactions and damage reports, which importance doesn’t differ. For both individual and institutional clients the most important reason crucial in choosing insurance e-service is comfort and as a second reason can be pointed the price.

Key words: e-services, insurance services, marketing in the activities of insurance companies.