In recent years, the rapid development of Internet insurance, but in the development of Internet insurance products, the effect is not good. Therefore, to achieve the insurance business in the Internet market, the key is to develop a unique and perfect product of the market in line with the needs of the market, this paper combines the essence of Internet insurance to carry out the role of the Internet in the insurance industry, Internet insurance development concept and model, The development of Internet insurance products and the existence of Internet insurance product development strategy four aspects.