Apparently the airline's owner was flying the aircraft and is one of the fatalities.
I think that operations with aircrew who are financial stakeholders should either not be permitted or else be regulated so that the operating company has minimum cash reserves to survive a few non profitable flights. I used to fly charter aircraft in Europe in which the chief pilot was also part-owner and personally witnessed (and heard of others from colleagues) when his airmanship was outrageously compromised to save money when cash flow was difficult. On one occasion, rather than announcing a fuel emergency, he cancelled IFR to avoid a long low-level IFR approach and instead did a direct VFR approach in IMC - this was a EU/OPS charter with pax on board. On another occasion, he refused anti-ice protection on a departure in icing conditions because the cost would cause the flight to be non-profitable.