Abstract: Accurately grasping farmers’ demand preference for poverty prevention insurance in the areas that have been lifted out of poverty in the new development stage is of great significance to further improve the poverty prevention insurance pilot and consolidate and expand the achievements of poverty alleviation. Using the discrete choice experiment method and the Mixed Logit model, this study analyzed the preferences and willingness to pay (WTP) of farming households in the areas that have been lifted out of poverty regarding key attributes of poverty prevention insurance. The research indicated that, the core attributes of insurance products played a vital role in determining the willingness of farming households to take up insurance. Specifically, higher coverage amounts and government premium subsidies significantly increased the demand for insurance among farming households, while higher insurance costs and delayed payouts markedly inhibit their willingness to be insured. Moreover, there was significant heterogeneity in the preference for different insurance attributes, particularly regarding premium subsidies and payout timeliness, whereas a more consistent high demand was observed for coverage amounts. WTP analysis further revealed that farming households were willing to pay extra premiums for higher coverage amounts and larger subsidy ratios, reflecting their strong emphasis on these attributes; at the same time, they showed a significant aversion to extended payout times.