This study determines the effect of the socio-demographic factors gender, age, income, parenthood status, health status, health history, risk attitude towards health and susceptibility to informational influence on the individuals’ level of health insurance coverage, within the context of the Dutch health insurance system in 2011. The levels of health insurance coverage under study were thelevel of additional deductible and the level of complementary health insurance coverage. The individuals’ level of additional deductible was based on actual choices, while their level of complementary health insurance coverage was determined using a framework of complementary heath insurances; by counting the number of complementary health insurances the individual had selected from the framework, a hypothetical level of complementary health insurance coverage was obtained.In the study, no significant effect of the socio-demographic factors on the level of additional deductible was found. For the level of complementary health insurance coverage, two sociodemographicfactors had significantly effect on the number of complementary health insurances individuals had selected from the framework. Firstly, gender had a significant effect: females were likely to have more complementary health insurances than males. Secondly, parenthood status had a significant effect: individuals with underaged children were likely to have more complementary health insurances than individuals without underaged children.Besides their effect on the number of complementary health insurances, the effect of the sociodemographic factors was also tested for the level of complementary health insurance coverage forseven types of medical services. The results of these data analyses revealed that the effect of the socio-demographic factors differed between the types of medical services.The socio-demographic factor risk attitude towards health was included in the study as a mediator.Though no mediation effects could be identified, it was found that gender, income and personal health history all had a significant effect on the risk attitude towards health. In particular, femalesas well as individuals with higher levels of income were more risk averse towards health, while individuals reporting higher levels of perceived severity for their personal health history were morerisk seeking towards health.The study offers support in the debate on which socio-demographic factors affect the individuals’ level of health insurance coverage. From a managerial perspective, study was relevant because theinsights in the effect of socio-demographic factors on the individuals’ level of health insurance coverage may help health insurers to stay competitive. They can use these insights to improvetheir marketing strategies, like product development, risk selection and marketing and advertising campaigns.