Purpose – The purpose of this research is to present a formulation of the System of Competitive Intelligence that is up-to-date and responsive to an area of study which enables the constant upgrading and improvement of business management practices, so that a competitive edge may be maintained and a market differentiation established. Design/methodology/approach – This comprises a study of the existing literature and a review of articles of criticism related to the particularities of competitive strategy, systems of competitive intelligence, and the quality of service rendered by health insurance companies of health services, with a view to identifying the main elements needed to attain competitive advantage. From the results gathered, the construction of the model will be started and its strong and weak points commented upon. Findings – It was observed that the Model of System of Competitive Intelligence can guarantee the survival of a company, through analyzing information quickly and in an integrated way, thus permitting well-founded decisions to be made in real time. Research limitations/implications – The model was based on literary research and it was directed only to one sector of service industry. The suggestion is that this model should be applied to confirm its effectiveness. Originality/value – This work will go towards making it possible for health insurers in the City of Recife – Brazil to obtain competitive advantage in the health service, through service provided with greater quality, that satisfactorily meets the needs of their clients, besides promoting technological advances in this sector. It will also assist other companies in the health area who wish to adopt the model proposed.