As shown in the previous chapter, structural and normative constraints in interplay with the uncertainty of financial investments and job insecurity inhibit the everyday asset manager subject from performing, resulting in amending asset norms to one's own needs. While the resistances discussed previously have been ‘quick to compromise’ (Foucault, 1978, p 96) in response to the contradictions inherent in asset norms, namely accumulating assets despite being critical, and/ or ‘necessary’ to cope with constraints, namely disengaging from pensions, others may ‘play the role of adversary’ (Foucault, 2003, p 280). Put differently, a discourse of the systems’ inherent contradictions and constraints is omnipresent in interviewees’ statements, yet the resultant counter-conduct occupies ‘different tactical positions’ (Foucault, 2003, p 208), ranging from a weaker form, that is a ‘will not to be governed, thusly, like that’ (Foucault, 2007, p 75), to a stronger one, reflecting the will ‘not being governed quite so much’ (Foucault, 2007, p 45).

Five variegated financial subjects (see Figure 8.1) emerged from this interplay between conduct and the ‘plurality of resistances’ (Foucault, 1978, p 96). Whereas the calculative investor develops a highly diversified asset portfolio and enjoys investing, taking over responsibility for financial management is not seen as a positive by the majority of interviewees, but as a necessity in order to mitigate potential future risks (“you can't assume everything is there for you” [Amy]). Individuals therefore look within constructed asset norms and adjust these to their own needs, culminating in either avoiding direct investments in financial assets (everyday asset manager), focusing on relationships when investing (relational asset manager) or giving preference to property or business investments (independence seeker). A stronger form of counter-conduct then seeks to subvert norms by aiming to avoid asset accumulation (non-asset manager). Due to the everyday asset manager having been discussed extensively in previous chapters, given its dominance, this chapter focuses on the other varied financial subjects and considers their interplay with experiencing constraints, representing an extension to the previous chapter's discussion on workplace pensions and their inherent constraints. Beyond coping with constraints in pension savings, interviewees actively seek to save for retirement and redefine asset norms in line with their context.