Theoretically, neoliberalism is acknowledged as a powerful, discursive mode of governmentality, whose key tenets widely influence sociological discourses around the role of money in attaining quality of life and happiness. However, few studies qualitatively reflect in any detail on how neoliberalism is implicated in the making of particular subjectivities. In this comparative study, participants from different income contexts (middle and low income, and downshifters) are interviewed about money meanings with attention to the particular ways of living they narrate. The findings attest to participant adoption of, and/or resistance to, lay forms of neoliberalism in the ordering of their subjectivities around key themes: life values, life goals, monetary boundaries and future understandings. Their stories show the prevalence of the neoliberal subject and clarify the practical limits of neoliberal discourses, as well as demonstrating how moral alternatives to neoliberalism can transform self-understanding and practice.