The article is devoted to the study of insurance as an entrepreneurial activity, which is a professional protection of property interests of individuals and legal entities, at the expense of which funds are formed cash funds intended to cover material losses associated with the onset of certain events. An efficient, financially stable insurance system protects the society from many social shocks, stimulates business activity, improves the investment climate, contributing to economic growth in the state as a whole. In today's conditions of development of society, the state should be interested in maximizing the voluntary form of insurance relations in society, since mass insurance significantly reduces budget costs to cover losses from various unforeseen events of a catastrophic nature (natural disasters, environmental and man-made disasters, etc.), in addition, creates a rather significant investment resource in the form of insurance funds, which can be used for investments in basic industries of the national economy and prospective spheres of pryyemnytskoyi activities. For these reasons, insurance in many countries of the world is recognized as a strategic sector of the economy, which causes rather rigid legal regulation of this type of activity, on the one hand, and state support on the other. However, in order to attract public funds to the insurance sector, it is necessary to significantly increase the level of trust in insurance companies, ensure their financial stability and minimize abuse and fraudulent actions in the insurance market. Insurance should become an affordable, profitable and reliable way to invest freely. This task can be solved by means of state administrative-legal regulation of insurance activity, by introducing and improving existing permit regimes. State regulation of insurance activity should aim at the development of mass voluntary insurance by creating conditions ensuring a stable financial situation of insurers, strengthening their responsibility for failure to comply with the terms of the insurance contract, encouraging the expansion of types of insurance services and improving their quality.