Starting from 90s of the last century there are changes in the insurance industry. The manner of delivery of insurance products is changed by the development of technology and in accordance with clients’ needs and wishes, which means sales of insurance with complete financial service. Insured, i.e. contractor of insurance services must be in the center of all activities of insurer. Fast and fair discharge claim or amount insured is the main factor which creates trust, certainty and satisfaction of the insured. In the conditions of numerous competitions in the insurance market, changed attitude of consumers and development of technology, distribution channels of insurance products are of extraordinary significance for successful business of insurance companies. Sales are one of basic functions in an insurance company. Adapting to the market conditions, insurance companies change the traditional manner of operation by accepting new sales channels. Specifically, this means innovation of insurance product distribution network in compliance with the legislation, in terms of different forms of cooperation of insurance companies with financial institutions. Primarily, the insurer must direct sales of services to those areas and sales channels which will be optimal for the company. In the present paper, we analyze institutional regulations of insurance in Serbia, distribution network of insurance sales and value of insurance service.