INSURANCE COMPANY FINANCIAL POTENTIAL
The article considers the problems of creating and using insurer financial capacity. The author has researched the existing views and scientific theories in this field. The author presents her own multilevel terminology system of insurer financial capacity. The first level of the system is constituted by the concept of insurance company resources and the top level is constituted by market potential. She also suggests the system of financial potential management which can increase competitiveness and financial stability of an insurance company. It is vital for overcoming the negative impact of the crisis on the world financial markets.