Systems and methods associated with service insertion forwarding are disclosed. One example method includes building a service insertion address table. The service insertion address table may associate service insertion tunnels with device addresses based on payload source addresses retrieved from packets received via the service insertion tunnels. The method also includes forwarding a packet received from a source device to a destination device. The packet may be received from the source device via a source service insertion tunnel. The packet may be forwarded to the destination device via a destination service insertion tunnel. The destination service insertion tunnel may be associated with the destination device in the service insertion address table.