Insurance provides a valuable contribution to society by enabling customers to protect themselves from the consequences of risks that may otherwise be unaffordable. The aim of the industry is therefore to provide products that meet the customer’s needs. To ensure that customers indeed get delivered fair and appropriate outcomes, it is important for insurers to effectively manage their conduct risks. In this CRO forum paper we have identified examples of sound risk management practices that can effectively help insurers to manage the risk that processes, systems and controls that support the company’s products and services are inadequate, or fail to deliver the reasonable expectations of customers. Specific focus is put on the areas of product development, distribution, services and complaints handling.