This document discusses various methods for measuring financial risk of investments. It proposes a new "subjective" measure of risk called "Riwi" which is based on an individual's utility function and risk tolerance. Riwi provides an operational interpretation for other common risk measures like R_AS and R_FH. It can be used to determine how much of a risky investment an individual would be willing to hold based on their risk preferences. The document concludes by calculating Riwi and other risk measures for some sample investments to illustrate the approach.