Introduction. The current state of development of the economy of Ukraine requires business entities to search for more effective methods of managing their own activities, to constantly improve the existing management systems of production factors. Today, it is necessary to be able to effectively manage risks, ensuring the stability of functioning, an acceptable level of profitability. At the same time, it is important to maintain financial stability, a sufficient level of asset liquidity and solvency. Being in uncertain conditions, trying to normalize business processes, business entities use the entire spectrum of opportunities, trying to optimize existing and find new mechanisms for asset management, directing efforts to stabilize their own profitability. Goal. The purpose of the study is to find ways to optimize the processes of managing solvency and liquidity, financial activities of economic entities to ensure sustainable development. Methodology. In the process of work methods of analysis and synthesis, generalization and comparison, scientific abstraction were used. The results. The article evaluates the effectiveness of asset management systems, describes the main methods of normalizing their liquidity, directions for optimizing the level of solvency of enterprises. The structure of factors that affect the efficiency of capital management, its structure, forms of turnover are outlined, the influence of the economic environment on the cost of resources, qualitative signs of economic relations of business entities are analyzed. The areas of optimization the financial activity of enterprises, the ways of increasing the level of liquidity of assets are identified. Factors which capable of ensuring the sustainable development are highlighted. Attention is paid to the problems of financial and information support of production activities, the need to form modern information management systems with the aim of optimizing economic processes. The main forms of realization the financial potential, the directions of formation of an effective resource management policy, the ways of forming their sufficient number and increasing the efficiency of their use due to the selection of effective methods used to normalize their structure are described. The main effects of achieving the optimal level of liquidity of assets and solvency, forms of optimization of turnover and renewal of current assets, ways of increasing the efficiency of activities due to the introduction of modern forms of planning and forecasting are highlighted.