The purpose of this paper is to report on the development of comparable set of metrics, or else – a benchmarking standard – on the Latvian non-life insurance market. In this research we used a case study methodology, deploying a number of research strategies, namely: in-depth interviews with heads of industry associations and a survey of representatives of insurance broker companies. We argue that for such information-intensive service industry as insurance to contribute to the development of e-Society, (e-)service offering must be based on common quality benchmarking standards to allow consumers and entrepreneurs have unbiased information on and be able to compare the offered services from different firms. Mutual interaction though e-services between society, enterprises and insurance industry contribute to the development of e-Society, and such service further can contribute to the improvement of insurance industry.