European Journal of Service Management

In the conditions of economic and political in stability there is a necessity of analysis the criteria of financial potential and competitiveness in a country. A role of financial potential and competitiveness for insurance company is special, in fact during the realization of service insurance company pays bonus and expects that in the future at the offensive of accident a company fully or partly compensatesloss.  In connection with the high degree of vagueness of insurance market in the every day activity insurance companies must take in to account influence of various factors of internal and external environment,  that especially characteristically for the crisisstate of economy. The article is devoted to the actual problem – analyzing the insurance market of Ukraine on the example of an insurance company and search the directions of increasing financial potential and competitiveness.  The object of study is indexes of insurance company in market conditions, the subject of the study -  the financial potential and competitiveness as an indicator of development of insurance company. Methods – systematic approach, methods of economic and financial analysis, methods of modeling. The main results of the research: analyze of indexes that in fluence on financial potential and competitiveness of insurance company; the model of influence of factors is built on activity of insurance company; administrative conclusions are offered for the increase of financial potential.