Importance The development of financial markets and institutions, the rapid penetration of financial relations in human activity necessitate the studies of the personal financial activities. Without the knowledge of the characteristics of the financial activity of an individual, it is impossible to develop this sector of financial relations, which serves not only as an essential factor of the country's financial system modernization, but also serves as an important prerequisite for the growth of the living standards of the population. Objectives The objective of this work is to determine and substantiate the features of financial activities of an individual at the micro-economical level. Methods With the help of the general economic methods, I analyze the factors affecting the personal financial activities and determining specifics. Results As a result of the study, I have identified the specific features of the personal financial activities. In view of the functional dynamics of private finance, I propose a model of organization of the personal financial activities based on the interruptive and continuous process of undertaking and realization of the financial decisions. I propose the comparative characteristic of the elements of financial motivation in personal, family and corporate activities. The results may be used in the development of retail financial products and services, as well as programs of financial literacy. Conclusions and Relevance I arrived at the conclusion that the organization of personal financial activity is individually unique process, which is formed in a real institutional environment and determines its development. The effectiveness of the personal financial decisions and predictability of the results of their implementation provide the reliable information and the level of competence of an individual.
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