Abstract: A life insurance company is a non-banking financial service company which customers must hold the life insurance policy. It is necessary for the company running the business in service such as life insurance company to take into account the corporate’s image, product quality, service, trust and loyalty factors. The problem encountered in Indonesian life insurance world is among others high lapse rate during the insurance contract term, the sale of the policy during the insurance contract term. The hypothesis in this research are (1) How the corporate’s image, service and loyalty of the life insurance policy holders in Indonesia are, (2) How the influence of corporate’s image and service is to loyalty both partially and simultaneously.