Importance The subject of the article is the investment behavior of people in the securities market. Given the economic sanctions of developed countries and low oil prices, there is a particularly acute problem of involving people's savings in the investment process in the Russian securities market. The mistrust and illiteracy of the population that have accumulated since the past prevent implementing this task. The individual investment account is a long-awaited tool to solve the said problem. Methods In the study, I used the methods of scientific abstraction, deduction, analysis, and synthesis. Results I have developed recommendations on improving the activity of the mega-regulator in promoting involvement in the investment process through active cooperation of all stakeholders on the case of Private Investment Accounts Program implementation. Conclusionsand Relevance The work shows the importance of financial involvement for the Russian financial system development, identifies the unpreparedness of all stakeholders to introduce individual investment accounts, proves the need to perfect the existing concept of the national financial market development, and establishes the importance of transformation of the population's investment behavior towards increasing the self-organization of future cash flows under uncertain development strategy of the Russian pension system. The findings may be used in educational process, in the study of problems related to the national securities market development, and in activities of authorities involved in financial markets regulation.
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