Insurance plays a major role in the life of the humanity. The citizenry has gradually come to realize the necessity of insurance and these needs are unending as long as life exists. The purpose of this study was to establish the influence of consumer behaviour on the uptake of insurance service in the Cooperative Insurance Company (CIC), Kericho branch. The specific objectives of this study were to determine demographic, economic, social and psychographic factors that influence consumer behaviour in insurance uptake. The study used descriptive research design. The targeted population was 300 customers of CIC insurance Kericho. The study utilized simple random sampling technique to select 171, customers. The data was collected by the use of structured self-administered questionnaires. The study found that there is a significant relationship between consumer behaviour and insurance uptake and that economic factors, demographic, product awareness greatly influence the uptake of insurance services, whereas social factors are less significant on insurance uptake. The study therefore recommends that insurance companies should profile their clients according to the economic and demographic characteristics and develop unique products and marketing strategies for each segment.