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The article deals with the peculiarities of the transformation of the insurance market in the context of digital financial technology. The presented research allowed to define the content of digitalization and to study the peculiarities of its impact on the functioning of insurance market. The following is a brief history of how the insurance industry has been transformed in the course of human social development. It is determined that meeting the challenges of digital transformation in the insurance industry creates an ecosystem in which participants can interact effectively, improve information transparency and the quality of analytical data, optimizes insurers' business processes and attracts a wider range of insurance services to the online environment. It is noted that financial science and insurance education are critical in the transformation of the insurance market.  A number of positive factors that influence insurance behavior in the context of the digital economy are substantiated and the expediency and necessity of wide use of modern information and communication technologies in the organization of insurance coverage is not only a global trend, but also a proven reality of today.