Our history
Primrose Partners was founded in 2017 by Fredrik Langley and Olof Gustafsson, but the story goes back to 2007 when they worked together at Société Générale on Primrose Street in London. In 2009 the ”Primrose duo” partnered up to start Strivo AB, which later became the first investment of Primrose Partners. To create a platform for exploiting future growth opportunities within the financial and insurance sectors, Primrose Partners was founded in late 2017. Following the formation of Primrose Partners, the company has since then acquired and developed several privately held growth companies.
Strivo is founded
Strivo was founded by Fredrik Langley and Olof Gustafsson with offices in Stockholm and Gothenburg. First products were launched.
2009
SFSA license
Strivo got licensed by Swedish FSA to conduct securities business. Custody account platform was launched.
2010
Discretionary portfolio management
Strivo got licensed by Swedish FSA to conduct discretionary portfolio management services.
2011
First tied agents
49% of Svensk Värdepappersservice (SVP) was acquired and first tied agents were onboarded.
2012
BrokerWeb was created
The first version of BrokerWeb – a state of the art cloud-based CRM and product management system for investment advisors – was launched in Sweden.
2012
Members of NASDAQ
Strivo got licensed by Swedish FSA for trading securities at their own account and became trading members of NASDAQ.
2013
Apikal was founded
Direct lending facilitator Apikal Fastighetspartner AB was founded, and first commercial real estate loan products were placed in the market.
2013
BrokerWeb 2.1 was launched
Next generation of BrokerWeb was launched with new features such as automatic insurance data imports for complete overview of the client’s insurances, simple pension forecast tools, et cetera.
2014
Advisory tool Clara 1.0 was launched
First version of SVP’s in-house digital advisory and compliance tool “Clara” was developed and implemented among all tied agents.
2015
Acquisition of Carnegie´s 3rd party business
Strivo entered into an agreement to acquire all third-party business including custody accounts from Carnegie.
2016
Sale of Apikal
After having built a successful portfolio of 100+ MEUR in commercial real estate loan instruments Apikal Fastighetspartner AB was sold.
2017
Primrose Partners was founded
Primrose Partners was founded as a new holding company for existing investments and a platform for future growth.
2017
Agreement with fund company
A co-operation agreement with a Swedish fund management company was signed following a merger of mutual fund assets.
2018
New CEO in Strivo
Declan Mac Guinness was hired as new CEO of Strivo
2019
Clara 2.0 was launched
Second version of SVP’s digital advisory tool “Clara” was launched.
2019
Acquisition of Idun Liv
The acquisition of Idun Liv Försäkring AB was approved by Swedish FSA.
2020
Launch of new digital insurance products
Idun Liv launched 100 per cent digital solutions within their endowment and pension insurance offering.
2021
Acquisition of remaining stake in SVP
Primrose Partners acquired remaining stake in Svensk Värdepappersservice making it a 100 per cent owned portfolio company following approval from Swedish FSA.
2021
Launch of Fundroid
The proprietary AI robot solution “Fundroid”, offering an automatic and fully MiFID II compliant discretionary portfolio management service of clients’ mutual funds was launched.
2022
Clara 3.0 was launched
The third generation of the digital advisory and compliance tool “Clara” was launched.
2022
Acquisition of Sensor Fonder AB
Primrose Partners acquired Sensor Fonder AB, an award-winning fund management company regulated by the Swedish FSA.
2022
Sensor launches two new UCITS funds
Sensor Fonder broadened its fund offering by launching Sensor Sverige Focus (a Swedish all-cap fund) and Sensor Räntefond (a dynamic Swedish corporate bond fund).
2023
Launch of Primrose Institutional Clients
Primrose Partners co-founded Primrose Institutional Clients AB together with Magnus Gustafsson, Fredrik Sandén and Fredrik Svedebäck. The company focuses on helping institutional clients with tailor-made institutional investment solutions.
