The study focused on the application of operant resources (i.e., knowledge and skills) as the exchange driver in insurance marketing. In a S-D dimension environment, the marketing and non-marketing disciplines were reviewed to improve the performance of insurance companies in Kenya. The researcher considered the viewpoints of Vargo, Lusch and their co-authors and other related literature when examining the innovation capabilities of Kenya and the need for S-D logic as a useful marketing tool for Kenyan insurance companies. The main focus for the study was premised on the understanding that selling a promise requires trust that insurance companies will honour the commitment to pay all claims incurred about the insurance contracts. The study found out that innovation capabilities of Kenyan insurance companies are directed to a large extent on the preparation for adopting emerging external innovations rather than internal development of the innovations. The study also confirmed that essential resources for innovation and innovation components linkages had negative effect on organization performance however; the processes necessary for innovation had a positive effect. The study therefore confirmed that even though Kenyan insurance firms have innovation capabilities, they have failed to sustain the capabilities for long term prosperity; instead, they were seen to adopt the innovations from other markets rather than undertaking the innovation process themselves.