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The relevance of this research is due to the need to develop the financial sector of the domestic economy, which has become obvious in the context of the global economic crisis. This paper examines the structural features of life insurance markets in Russia and the West. The purpose of the study is to assess the state of the competitive environment in the markets under consideration and draw conclusions about the barriers to entry for new companies. The methodology of the work includes structural, statistical, system, logical, and other types of analysis, as well as the synthesis of the results obtained. Using the example of the Russian and Western life insurance markets, the role of geographical segments in shaping the overall market environment is evaluated. Based on the results of the research, the necessity of partial transplantation of the Western model of market environment formation based on monopolistic competition of market participants is justified.