In the conditions where economic entities are increasingly taking responsibility for personal security and financial well-being, special attention should be paid to improving financial literacy in insurance. The importance of improving insur-ance literacy of the population is also due to the need to raise the level of culture of all participants in insurance relations, which will ultimately increase the efficiency of the insurance institution and economy of the country. Therefore, increasinginsurance literacy of the population is one of the key objectives at the present stage of the insurance market development and requires a comprehensive study. Within the article it is stated that the purpose of the study is to reveal the essence and importance of insurance literacy to ensure the population and justify the need to increase it in modern conditions. In the article, the essence and the content of financial literacy as an important condition for economic development is revealed. It is established that insurance literacy is an important component of financial literacy, which is based on a set of knowledge about insurance, skills and abilities that shape the attitude and appropriate pattern of the people’s behavior in the insurance market. Within the article, the author’s approach to the classification of insurance literacy based on which you can develop a model of behavior of insurance entities in choosing the insurer and insurance services, in the process of servicing the insur-ance contract and in the event of an insured event is revealed. The main features of the classification are the following ones: subjects of insurance, stages of the implementation of insurance services, presence of the invest component, objects of insur-ance, form of insurance, and type of danger. It is found within the study that improving insurance literacy has a positive impact on policyholders, insurers, and the level of economic development in general. Based on the definition of benefits for all subjects of insurance relations, the need to increase financial literacy in modern conditions is justified. In the article, the factors that influence the increase in interest in improving financial literacy, or conversely, constrainit are considered.