Personal requests in Shema Koleinu:
It is permitted for one to request from Hashem anything he needs during Shomeia Tefila [i.e. Shema Koleinu] as this blessing incorporates all the requests of a person.
How to request in the blessing: One must first begin the blessing and only afterwards is he to add his personal requests. One is not to first make his personal request and only then begin the blessing. [One is to first recite an entire phrase of the blessing and is not to suffice with merely a few words. Practically, one is to make the request prior to reciting the words “Ki Ata Shomeia Tefilas Kol Peh”.]
What requests may one make? One may request anything he desires during Shomeia Tefila, whether it is a personal request or a request for the community and public. The request may be worded either in singular tense or in plural.
How many requests may one make? Even in the blessing of Shomeia Tefila, when making personal requests or requests for an individual one is not to lengthen in his request. [One is to ask a general request that includes all other requests.] However one may lengthen in requests for the need of the public. Likewise, even personal requests or requests for an individual may be said in length if the individual is needed by the public for his Torah, as in such a case it is considered the needs of the public.
It is permitted for one to request from Hashem anything he needs during Shema Koleinu, whether it be personal requests or requests for the public. However, when making requests for an individual one is not to lengthen in his request. One is to make the request prior to reciting the words “Ki Ata Shomeia Tefilas Kol Peh”.
Chassidim were accustomed to ask for blessings during Shema Koleinu. Many would mention the Rebbe’s name and his mother’s name, asking Hashem to give the Rebbe health and strength. There is no basis for saying that Chassidim don’t say personal prayers in Shema Koleinu, and on the contrary, this was the old age custom.
 Admur 119/1; Michaber 119/1; Avoda Zara 8a
 Admur ibid; Rama ibid
 The reason: As one needs to make the Nussach instituted by the Sages the main request while his request is secondary to it. [Admur ibid; Taz 119/1] Alternatively, the reason is because doing so is considered a Hefsek. [Levush 119; Kaf Hachaim 119/8
 Taz 119/1; P”M 119 M”Z 1; M”B 119/3; Kaf Hachaim 119/8
 See Siddur Yaavetz that the personal prayers of Shema Koleinu are positioned there; Likewise this is where we add the prayer of Aneinu.
 Admur ibid; Michaber ibid; Birkeiy Yosef 119/3; Mamar Mordechai 119/1; Kaf Hachaim 119/11
Other opinions: Some Poskim rule one may not make requests in plural tense during Davening, including during Shoemeia Tefila. [Bach in opinion of Rabbeinu Yona; brought in M”A 119/2; Machatzis Hashekl ibid; Peri Chadash 119]
 The reason: As the blessing of Shomeia Tefila includes all of one’s requests and was instituted for this purpose. [Admur ibif]
 Admur ibid; Michaber 119/2; Mordechai Brachos 103
 Birchas Avraham p. 66; Birkeiy Yosef 119/4; Shalmei Tzibur 133; Shaareiy Teshuvah 119/3; Kaf Hachaim 119/5
 Admur ibid
 Response of Harav Eli Landa Shlita and Harav Leibal Groner through a written correspondence