Which notions of subject do financial mathematics activities in Brazilian high school textbooks offer to students? Using Foucauldian tools such as discourse analysis and the idea of the constitution of the subject, we have analyzed the textbooks approved by the Brazilian National Textbook Program in 2015. The discourse that connects ideas of “good” economic practices and financial “health” suggests that, if the instructions contained in the activities, a financial healthy life will be achieved. This discourse presents the family as company that produces human capital, constituting each member as a self-entrepreneur, responsible for the success or failure of the company-family. Economic success is also linked to happiness. Financial mathematical activities subjectify students to be inserted in a society governed by neoliberal policies.