Abstract
This paper proposes a hedging-based utility risk measure (HBU) customized for individual investors requiring a comprehensive risk assessment for financial products. We show that HBU is a convex risk measure and if the utility has constant relative risk aversion, HBU is coherent. Roughly speaking, HBU is the opposite of a generalized utility indifference price and it depends on claimants' utility and hedging instruments accessible to them. We present HBU's qualities and provide two examples, explaining HBU's relevance.
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