The basic question of the financial markets theory can be formulated as follows: Why are investment opportunities (including those associated with the acquisition, retention and use of human capital) not used based on their rate of return. The paper substantiates the importance of this issue for understanding the development trends of financial markets, as well as the problems associated with the failure to use of investment opportunities. Subsequently, the original theoretical apparatus is presented, which is based on the connection of the microeconomic financial market model and the model of the financial market through cooperative games, specifically (S, d) Nash’s bargaining problem. The multipoint extension of this model makes it possible to reveal and describe the phenomenon of social position investment, which plays a key role in terms of the fundamental question of financial market theory.