The primary objective of the study is to investigate the impact of engaging in creative accounting practices on the long-term sustainability of insurance companies in Jordan. This analysis considered institutional governance as a crucial moderating variable, specifically from the viewpoint of certified public accountants. In pursuit of the study’s goals, the researchers distributed an electronic questionnaire to certified public accountants, resulting in a total of 228 valid responses for the study. The data collected were subsequently analyzed using the Statistical Package for the Social Sciences (SPSS). The study’s findings revealed a discernible negative impact of creative accounting practices on the overall continuity of companies within the insurance sector. Moreover, the study identified institutional governance as a noteworthy moderating factor, exhibiting a positive influence in alleviating the adverse relationship between the adoption of creative accounting techniques and the sustained operations of these companies. In light of these findings, the study advocates for proactive measures to fortify and invigorate regulatory frameworks associated with institutional governance. This includes the establishment and reinforcement of oversight bodies such as audit committees, risk management committees, and other governance-focused entities. The study extends its recommendations to regulatory authorities, urging the central bank and government oversight bodies to play an active role in promoting and enforcing institutional governance. Continuous monitoring and evaluation of the application of these governance principles within insurance companies are highlighted as pivotal strategies to uphold industry integrity and stability.