Innovative development of modern society is impossible without appropriate quality of the human potential, the foundations of which are formed in the family. Modern transformation of the family, changes in its functions, size, structure directly affects the formation of human potential. The article analyzes the changes in the family institution under the influence of the transformation of the fertility model and the corresponding changes in the conditions for the formation and development of human potential. The influence of low fertility on the human potential is contradictory: on the one hand, it contributes to the improvement of its quality, but on the other hand, it negatively affects the quantitative characteristics, including the age structure, reducing the population at the most economic active young ages. In the article features of the modern Ukrainian family are also analyzed. In the face of military threat and economic instability, its importance is growing.