High-quality insurance protection of households contributes to ensuring their financial security in the face of possible negative changes leading to budget imbalance. At the same time, the formation of insurance plans should take into account the specifics of building insurance relations, determined by the type of household and other key parameters that affect the quality of insurance coverage provided. The scientific novelty of the research lies in solving a local scientific problem associated with the consistent development of the theoretical foundations for the formation of insurance protection for private households and obtaining results that are of practical importance for the full implementation of insurance functions in relation to a specific institutional group. The purpose of the study was to identify and summarize key positions that can have a potential impact on the content, volume and completeness of insurance coverage provided to private households. At this stage, the researcher had two tasks: to identify operational differences between insurance protection of monosubject and polysubject households; to generalize factors that can influence the volume of insurance protection being formed and its orientation. The author came to the conclusion that among them can be attributed the functional orientation of insurance protection; the level of formation of the insurance plan; the behavioral attitude of potential policyholders and the motives of their activity in local segments of the insurance market.