The purpose of this study is to find out and analyze the effect of relationship marketing, service quality and customer satisfaction to customer loyalty of BRILife Insurance Purwokerto. This study is quantitative research. Primary data was used as data collecting technique. The population are all of active customer of BRILife Insurance Purwokerto and the sample are 110 people obtained by purposive sampling technique. The results showed that: 1) relationship marketing, service quality, and customer satisfaction have positive and significant effect on customer loyalty, 2) relationship marketing has positive not significant effect on customer loyalty, 3) service quality has positive not significant effect on customer loyalty, 4) customer satisfaction has positive and significant effect on customer loyalty.