The financial market of the Republic of Moldova has been characterized by a high degree of uncertainty during the last years. The political instability had its consequences causing disturbances, especially on the bank market. At the same time, the global financial crisis has had a direct impact on the national financial market as well, reducing thus the investment potential in the bank and non-bank financial sector, especially of the foreign investors. Notwithstanding the insurance market of the Republic of Moldova has registered a growth during this period. The paper presents an analysis of the insurance market in terms of its investment potential and tries to explain the behavior of the insurance products’ consumers in the conditions of the actual financial and economic crisis.