The development of information technology is increasingly massive in the hope of having an impact on all aspects of life. However, the activities of insurance companies in offering their products to individuals or groups, still require a direct relationship between their marketing personnel in a face-to-face manner. The purpose of this study is to ?test whether the theoretical model of salesperson performance in terms of adaptive selling and customer orientation as a mediator variable is compatible with empirical data. This study is a quantitative study with a sample of 275 life insurance salespeople who have more than 2 years of experience and have a life insurance salesperson's license. Data collection using purposive sampling and snowball sampling. The measuring tools used are adaptive sales scale, customer orientation scale (SOCO) and salesperson performance scale. The analysis method uses path analysis, with the AMOS program. The results of the path analysis illustrate that the research model tested is in accordance with empirical data, meaning that the research model of the Effect of Adaptive Sales on the Performance of Life Insurance Salespeople Mediated by Customer Orientation has conformity with empirical data and meets the requirements of goodness of fit. The results show that customer orientation is an adaptive selling mediator variable on the performance of life insurance salespeople.