In the current era of globalization, the insurance world in Indonesia is experiencing very sharp competition between insurance companies and makes the company the most superior. The company's competition is not except for insurance service companies. Every insurance company hopes to achieve its goals, grow every year, and achieve success. This success can come from affordable insurance premiums, minimal risk and good service quality. This study aims to see the effect of premium, risk and quality of Islamic services on interest in becoming a customer at Prudential Syariah Bogor Insurance. The method used in this study is a quantitative method. The population in this study is the Bogor Sharia Prudential Insurance customers with a sample of 80 respondents. The data analysis method used is SEM-PLS. research results show that: 1) The premium variable has a positive and significant effect on interest in becoming a customer, 2) The risk variable has a positive but not significant effect on interest in becoming a customer, 3) Islamic service quality variable has a positive and significant effect on interest in becoming a customer. For Prudential Syariah Bogor Insurance can conduct research and risk measurement for the development of insurance products so that they can offer insurance products that facilitate a wider variety of risks, the greater the public's desire to use insurance services.