This article describes the specific approach of the University of Warwick – one of UK’s most dynamic and progressive universities – to generate income. This includes a broad field of knowledge transfer activities and long-term relationships with big companies, commercial operations like Warwick Science Park, retail outlets, conference business and internet job business, as well as public-private-partnerships and philanthropic giving. It concludes that constantly identifying and growing new sources of income seems to be a vital role of the modern university which may also be the only way to keep independence.