The article analyzes the current state and problems of development of competition in the market of personal investments in Russia. Special attention is paid to insurance companies and non-state pension funds. The aim is to assess the impact of the height of administrative barriers to entry on the behavior of market participants and its effectiveness. It is shown that relatively low administrative barriers to entry stimulate the entry of such organizations, in whose activities the offer of classical financial products occupies a relatively modest share. In turn, the active entry and subsequent exit of these participants from the market has a negative impact on the supply of savings by households, and thus on the prospects for the qualitative development of the personal investment market.