jats:pThe notion of a ‘financial subjectivity’ is fast becoming an important way of understanding how people rationalize the need to take risks in daily life as crucial to personal success. This paper therefore traces the structural changes and institutional fixes – that is, the institutional stabilization of crisis tendencies in capitalism – to understand how individual strategies for making ends meet have been shaped by finance. In particular, I look at regulation theory’s depictions of the ‘ideology of shareholder value’ as partially responsible for the flourishing business sector in which competition and the threat of takeover led to the prioritization of corporate performance over job security and workers’ benefits. However, it is also necessary to understand the particular mechanisms that enable independence from the welfare state at the level of the household, in the form of expanded borrowing and financial services, which I explore further in this paper.</jats:p>