The present study was conducted with the aim of modeling the factors affecting customer orientation in the insurance industry. This research is explanatory, exploratory and developmental. The participants in the study were 384 employees representing the top ten insurance companies in the northwest of the country in 2023, including Iran Insurance, Mellat, Asia, Parsian, Alborz, Dana, Saman, Karafir, Moallem and Razi, who were selected according to the Morgan table and in a cluster random manner. The data collection tool was a questionnaire derived from qualitative findings and data analysis was also performed using descriptive statistics and structural equation modeling in SPSS23 and Amos software at a significance level of 0.05. The results showed that the research model has a good fit and all factors including financial wealth development (sig=0.007), customer satisfaction (sig=0.009), information and communication technology promotion (sig=0.011), brand development (sig=0.003), insurtech development (sig=0.001), content marketing development (sig=0.019), advanced customer relationship management (sig=0.008) and organizational excellence (sig=0.013) have a positive and significant effect on customer orientation in the insurance industry. Therefore, customer orientation in the insurance industry is influenced by various factors, including the development of financial wealth, customer satisfaction, the promotion of information and communication technology, the development of brand names and trademarks, the development of insurtechs, the development of content marketing, advanced customer relationship management and organizational excellence that by promoting these factors, managers and officials of insurance agencies in the northwest of the country can adopt a customer-oriented approach in their organization