Introduction. Preservation of stability of the insurance companies, especially in times of crisis and economic instability, requires the development of new sales channels of insurance products. The article examines the issues of formation and development of this relatively new type of insurance for Russia as Internet insurance. Theoretical analysis. Analyzed its advantages, challenges, market mechanism. Discussed the organization of Internet representation of the insurance company, the stages of Internet security, introduction of CRM. Results. The author concludes that the prospects of the development of this type of insurance in Russia. In the context of increasing the capacity of the insurance market needs to develop measures to promote co-insurance and reinsurance in the Internet. Should encourage the development of institutions of insurance and reinsurance by creating specialized insurance associations, increasing the participation of Russian insurers in international systems of reinsurance and coinsurance contracts, the formation of guarantee funds and the use of other cost-effective measures aimed at improving the capacity of national operators of the market of Internet security.