Abstract: Every business organization faces a problem which hinders its objective for which it is established. So, like any business organization Nile Insurance Company faces many problems which affects its profitability and the main purpose of this study is to assess factors affecting profitability of Nile Insurance Dire Dawa branch. To do so, a discriptive research design together with primery and secoundray data were applied and data were collected form 319 active customers inaddtion to the interview made with branch manager. The result shows size, leverage, tangibility of asset, loss ratio/ risk, firm growth and managerial efficiency are identified as significant determinants of profitability hence Liquidity and age of the company have medium significant determinants of profitability in addition to brand preference and perceived quality which have high impact on insurance selection process by coustomers.