Finance
Jan 28, 2026
How Goldman Sachs makes money in bull and bear markets. A clear breakdown of its business model across trading, banking, and asset management. Photo by: InsideIIM

Goldman Sachs is built to handle any market, up or down. Their business is set up to make money whether times are good, bad, or uncertain.
Instead of depending on just one source, the bank focuses on:
Trading and underwriting
Advisory work
Asset and wealth management for the long run
Because of this setup, Goldman Sachs can shift gears when the economy does.

Investment banking is a key part of Goldman Sachs, especially when the economy is doing well.
This area makes money through:
M&A advice
IPOs
Selling stocks and bonds
When the market is strong, companies buy others, get funding, and go public, which means more fees. But when the market drops, there are fewer deals, making this area less stable than others.

Goldman Sachs' Global Markets division is a key player no matter what the market conditions are.
It covers:
Stock trading
Bonds, currencies, and commodities
Market-making for big clients
More volatility usually means more trading, which can help this area even when the economy is struggling. While there are always risks, the focus is on providing liquidity, not on guessing which way the market will move.
That's why Goldman can still make money even when the markets are shaky.

Asset management aims to create a more reliable, steady income stream.
Goldman Sachs handles finances for:
Pension funds
Institutions
Governments
Corporations
Income mainly comes from management and performance-based charges linked to assets being managed (AUM). Though market declines can lower asset values, this area gains from long-term investments instead of quick trades.

Wealth management is all about giving advice to rich people and families.
The money in this business comes from:
Advisory costs
Handling investments
Planning finances
Unlike investment banking, wealth management income doesn't jump around as much. Clients stick around for a while, and the help goes beyond just picking the right time to buy or sell.
This area helps keep earnings steady when the economy isn't doing so great.
Goldman Sachs is putting money into tech platforms to make more money in different ways.
This includes things like:
Online financial services
Platforms for business deals
Tools for bank operations
These platforms don't bring in a ton of money right now.But they are seen as a way to grow in the future. The aim is to depend less on businesses that go up and down with the economy.
Goldman Sachs can handle market ups and downs because they have different ways of making money.
Market Condition | Revenue Strength |
|---|---|
Bull markets | Investment banking, asset growth |
High volatility | Trading and market-making |
Downturns | Asset management, wealth advisory |
Recovery phases | Deal activity and capital markets |
Diversification lets the company tweak its plans as things change, instead of starting from scratch each time.
“Goldman Sachs isn’t built for one market environment, it’s built for change.”

To do well no matter the market, you need solid risk management.
Goldman Sachs has to follow rules about:
How much capital and liquid assets they must have
Stress tests
Watchful regulators
These rules stop people from taking wild risks but also keep things steady for the long haul. That stability is key to staying profitable when the economy goes up and down.
Goldman Sachs' main strength is its flexibility.
By offering advice, trading skills, and long-term asset handling, the company isn't reliant on just one market situation. This flexibility is why it's still key in global finance, even with changing economies.
Goldman Sachs makes money through investment banking, trading, managing assets, and managing wealth.
Yes, but because they do a lot of different things, it helps them when some parts of the market aren't doing well.
Trading is important to them, but they also have advisory services and manage assets for the long run.
When markets are changing quickly, there's more trading, and people want to be able to get their hands on cash fast. This is good for their Global Markets business.
Because they trade, give advice, and have businesses that bring in fees regularly, their earnings are more steady.
Goldman Sachs makes money by having a varied business. Its strategy is designed to change with the times, taking advantage of good markets and staying strong when things are bad. This balance lets them do well no matter what the market is doing.