When business owners think about financial strategy, the conversation usually centers around one question:
How do I grow my money without taking on too much risk?
It’s a fair question—and one that becomes even more important as your business matures, your income increases, and your financial responsibilities expand.
In many cases, especially for married business owners, this conversation becomes more nuanced. One person may be comfortable taking risks to pursue higher returns, while the other prefers stability and protection.
So how do you meet in the middle?
At FJ & Associates, serving businesses across Kaysville, Layton, Roy, Farmington, Riverdale, and Ogden, we help clients build financial strategies that don’t force an all-or-nothing decision between growth and security. Instead, we focus on balance—creating systems that allow both to exist within the same plan.
The Reality: Not Everyone Has the Same Risk Tolerance
One of the most common dynamics we see is a difference in risk tolerance—especially between spouses or business partners.
As mentioned in the discussion:
“Usually one spouse is willing to take some risk, and the other is a little bit more risk-averse.”
This isn’t a problem—it’s actually an advantage when handled correctly.
The key is structuring a strategy that respects both perspectives. Instead of forcing one side to compromise completely, a well-designed plan allows both growth and protection to coexist.
Introducing the “Market Defense” Approach
One way to achieve that balance is by separating your financial strategy into different components, each serving a specific purpose.
From that conversation:
“We have a bucket that we call our market defense bucket that has zero market risk.”
This “market defense” portion is intended to reduce exposure to market downturns and act as a stabilizing element within the overall plan. How much protection it provides depends on the specific product and its terms.
Rather than placing all your capital into investments that fluctuate with the market, a portion is structured to remain protected—regardless of economic conditions.
This creates a foundation of stability, especially during uncertain periods.
Can Market Defense Strategies Deliver Strong Returns?
The natural follow-up question is:
If there’s no risk, what’s the return?
Traditionally, lower-risk investments have meant lower returns. Some newer insurance-backed structures aim to soften that trade-off, typically by limiting downside in exchange for a cap on the upside.
Actual returns depend entirely on the product, the provider, and the contract terms, and past performance never guarantees future results. Any specific figures should come from your licensed financial advisor and the product documentation rather than from a general article.
That trade-off is what makes the approach worth discussing for business owners — with the numbers coming from the advisor who can actually quote them.
Creating Balance Between Growth and Protection
A strong financial strategy isn’t built on a single approach. It’s built on balance.
From the discussion:
“If we take our growth bucket… and diversify it with something that has zero market risk… this becomes a really strong piece.”
Your growth-focused assets are designed to:
- Keep up with inflation
- Expand your wealth
- Capture market upside
Your defensive assets are designed to:
- Protect against downturns
- Provide stability
- Reduce overall volatility
When combined, these elements create a more resilient financial structure—one that can perform across different economic cycles.
Why This Matters for Business Owners
For small business owners, financial strategy goes beyond investing—it’s about protecting what you’ve built.
Your income isn’t always predictable. Your business may experience cycles. External factors can impact your revenue.
Having a portion of your financial plan insulated from market risk provides clarity and peace of mind. It allows you to make decisions from a place of confidence rather than fear.
For clients across Roy, Layton, and Ogden, this becomes especially valuable when planning for long-term goals like retirement, succession, or scaling the business.
A Real-World Perspective
We’ve worked with business owners who were heavily invested in growth but felt increasing stress during market fluctuations.
In one case, a business owner in Roy had built a strong portfolio but struggled with volatility—especially as their financial responsibilities grew.
By introducing a structured defensive component alongside their growth investments, they were able to reduce overall risk while maintaining strong performance potential.
The biggest shift wasn’t just financial—it was psychological. They gained confidence in their strategy.
The Role of Your CPA in Financial Strategy
While these concepts often fall under financial planning, your CPA plays a critical role in making sure everything aligns.
At FJ & Associates, we don’t just look at numbers—we look at how your financial strategy connects to your business, your taxes, and your long-term goals.
We help ensure that:
- Your strategy is tax-efficient
- Your structure supports your growth
- Your decisions are aligned across business and personal finances
As a virtual-first, tech-forward CPA firm, we provide ongoing guidance so your strategy evolves as your business grows.
Key Takeaways
A strong financial strategy doesn’t force you to choose between growth and security—it combines both in a structured way.
By pairing growth-focused investments with a more protective component, business owners can build a more balanced approach that supports both stability and long-term goals. The right mix — and the right products — are decisions for your licensed financial advisor.
FAQs
1. What does “zero market risk” mean?
It refers to structures intended to limit exposure to market declines. How much protection a given product actually provides depends on its contract terms and on the issuing company’s ability to meet its obligations, so ask your financial advisor what a specific product does and does not cover.
2. How can something have no risk but still earn returns?
Some insurance-backed structures aim to limit downside while allowing partial participation in growth, usually in exchange for a cap on the upside. The specifics depend on the contract, so ask your advisor to walk through the terms before relying on it.
3. Is this better than traditional investments?
It’s not about replacing traditional investments—it’s about balancing them with protective elements.
4. Why is this important for business owners?
Because business income can fluctuate, having financial stability outside the business reduces overall risk.
5. Should I move everything into low-risk strategies?
No. Growth and protection should work together, not replace each other.
6. When should I start thinking about this?
As soon as your business generates consistent profit and you begin long-term planning.
Final Call to Action
Your financial strategy should support your growth—not create uncertainty.
👉 Work with FJ & Associates, your trusted CPA firm serving Kaysville, Layton, Roy, Farmington, Riverdale, and Ogden, and let us help you build a strategy that balances protection and performance.
Get back to doing what you do best. We’ll handle the rest.
Author Bio
Missy Dennis, CPA
Partner | FJ & Associates, PLLC | Kaysville, Utah
Missy holds a Master of Accounting degree from the University of Utah and is a licensed Certified Public Accountant.
She is committed to providing clear, accurate, and actionable guidance so clients can navigate complex financial decisions with confidence.
With more than twenty years of public accounting experience, Missy Dennis specializes in:
- Tax preparation and tax advisory
- Bookkeeping strategy alignment
- Estate and trust taxation
- Audit and consulting services
- Low-income housing tax credits
- Non-profit accounting
- Small- and mid-sized business advisory
