Subject. This article analyzes the direct and feedback relationships between financial knowledge and financial practice in the context of solving financial security problems. Objectives. The article aims to analyze the impact of financial knowledge, ideas and concepts on society and thereby improve the effectiveness of their use in solving issues related to financial security. Methods. For the study, we used analysis and synthesis, induction and deduction, the method of evolutionary dynamics of finance development, and an actor-oriented approach. Results. The article defines the main conditions for improving the efficiency of socio-financial performativity, develops approaches to analyzing the impact of risk theory in the face of growing market uncertainty, and presents some recommendations for the introduction of new financial structures, in particular, the use of models based on both the hypothesis of market efficiency and behavioral finance. Conclusions. Given the idea of the performative function of financial science, models, and analytical procedures, it is necessary to design new research programmes and include this topic in the educational process.