This study introduces the development and modifications of the widely used standard capital asset pricing model (CAPM). Many modifications are applied to the model’s challenging financial variables such as: financial risk factors, liquidity risks, downside risks, risk of non expected events, and economic and operational risk factors. Efficiency of the model is increased when applying various challenging financial variables. As a result of the gradual CAPM developments, various new models will present better interpretations of market conditions in economic units and portfolio structure. Furthermore, this study will show the importance of applying the new models advantages and disadvantages for financial managers, financial analysts and investors.