- late nights
- early starts
- leaky taps
- tough calls
- big decisions
- small talks
- highs
- lows
- sweat
- tears
- laughs
The industry sees portfolios. We see a life's work.
Wealth is more than money. Behind yours are early starts and hard decisions, and it deserves to be treated as more than a number on a statement.
We pair clear thinking with personal, human service: everything explained in plain English, and real people who take the time to answer your questions. Your investments are managed with that in mind, for today and for the people who come after you.
Two ways you can invest with Freyr.
Some conversations are worth having sooner.
From April 2027, most unused pension funds will count towards the value of an estate for Inheritance Tax. Many families don't know this is coming, so there's good reason to start the conversation early.
Life's work, carried forward
Nick Maidment · 23 October 2026 · 5 min read
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Why we started Freyr
"I've never liked compromise. To me, it's settling for less."
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“AKG considers Freyr to be a purposefully developed regulated investment business with a clear strategic direction”
“[Freyr is] free from the influence of a larger parent organisation or vertically integrated product manufacturer [which] potentially provides greater flexibility in proposition design, decision-making and strategic direction.”
Who we work with.
Secure storage for important family documents. Extra support for our investors, around what we do and beyond.
Estate planning tools for advisers and their clients. Our investors can use their services at a partner rate.
Independent financial research and insight. Home of AKG.
Independent investment research and due diligence. AKG has independently reviewed Freyr and our business. The full report is available on request.
- Capital at risk. The value of your investment may go down as well as up, and you may not get back what you initially invested.
- HMRC may change the tax rules and regulations.
- Business Relief rates and thresholds are subject to change and may differ between the time of investment and the time of death.
- Unlisted investments may be illiquid and difficult to sell. If sold, you may not receive the full value of the investment at the time of sale.
- Business Relief is assessed on a case-by-case basis by HMRC, who have the final decision on whether an investment qualifies for Business Relief purposes.