With the presumption of change as an inevitable phenomenon, this study explores ways in which insurance companies can enhance their ability of meeting the constant changes in customers' preferences. The focus is held on understanding young customers' preferences regarding services provided by insurance companies. In an increasingly competitive environment, where insurance companies fight for the same customers, having a customer- oriented culture is extremely important not only to retain customers, but also to acquire new ones. This study presents various theories on the changes in customers' preferences as well as theories regarding organizational strategy and change. The study suggests how and when to meet the customers, and how to build long lasting, trust-based relationships which could lead to increased customer loyalty over time. Although the study involves an insurance company, other organizations dealing with similar services could also benefit from the findings.