It is necessary to carefully decide about three main points when to invest and which financial sources will be used in any crisis or uncertain situation. A profit reinvestment would be an effective and safe way of circulating money flows in a company. The first wave of COVID-19 has changed business conditions in the Czech Republic and influences the financial decisions of entrepreneurs on how to use financial resources in individual segments of the company. This paper's primary goal is to compare the company's reinvestment behaviour before the crisis and after this first wave, based on primary research data (at least 170 respondents in two rounds of surveys). The paper includes different preferences influenced by COVID-19 uncertainty in essential areas for investments, such as marketing, research and development, human resources and company equipment in the meaning of technological innovations.