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.

SFSA license

Strivo got licensed by Swedish FSA to conduct securities business. Custody account platform was launched. 

Discretionary portfolio management

Strivo got licensed by Swedish FSA to conduct discretionary portfolio management services.

First tied agents

49% of Svensk Värdepappersservice (SVP) was acquired and first tied agents were onboarded.

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.

Members of NASDAQ

Strivo got licensed by Swedish FSA for trading securities at their own account and became trading members of NASDAQ.

Apikal was founded

Direct lending facilitator Apikal Fastighetspartner AB was founded, and first commercial real estate loan products were placed in the market.

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.

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.

Acquisition of Carnegie´s 3^rd party business

Strivo entered into an agreement to acquire all third-party business including custody accounts from Carnegie.

Sale of Apikal

After having built a successful portfolio of 100+ MEUR in commercial real estate loan instruments Apikal Fastighetspartner AB was sold.

Primrose Partners was founded

Primrose Partners was founded as a new holding company for existing investments and a platform for future growth.

Members of NGM

Strivo became a trading member of Nordic Growth Market (NGM).

Agreement with fund company

A co-operation agreement with a Swedish fund management company was signed following a merger of mutual fund assets.

Clara 2.0 was launched

Second version of SVP’s digital advisory tool “Clara” was launched.

Acquisition of Idun Liv

The acquisition of Idun Liv Försäkring AB was approved by Swedish FSA.

Launch of new digital insurance products

Idun Liv launched 100 per cent digital solutions within their endowment and pension insurance offering.

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.

Clara 3.0 was launched

The third generation of the digital advisory and compliance tool “Clara” was launched.

Acquisition of Sensor Fonder AB

Primrose Partners acquired Sensor Fonder AB, an award-winning fund management company regulated by the Swedish FSA.

Sensor launches new UCITS fund

Sensor Fonder broadened its fund offering by launching  Sensor Räntefond (a dynamic Swedish corporate bond fund).

Strivo launches four new model portfolios

Strivo launched four new discretionary portfolio models offering clients a broader range of investment strategies with expanded asset classes and enhanced flexibility.

Idun Liv launches digital pension transfer

Idun Liv introduced a fully digital pension transfer service, allowing customers to consolidate occupational and private pensions through a streamlined process using BankID identification and signing.

Strivo launches its 3,000th product

Strivo marked a significant milestone with the launch of its 3,000th structured product, a fund-linked capital protected note offering leveraged exposure with principal protection through capital markets innovation.

Idun Liv launches fund insurance and portfolio management tool

Idun Liv expanded its digital offering by launching a comprehensive fund insurance product with sustainable fund selection, along with an industry-first ongoing portfolio management tool designed specifically for unit-linked insurance clients.

Sensor Fonder surpasses SEK 6 billion in AUM

Sensor Fonder achieved a significant milestone with assets under management exceeding SEK 6 billion, reflecting strong growth in the fund management business.

SVP launches investment intermediaries

Svensk Värdepappersservice obtained regulatory authorization to offer investment intermediary services, expanding its platform to facilitate capital connections between issuers and professional investors while maintaining strict compliance oversight.

Strivo enhances digital client experience

Strivo launched an updated design and improved mobile experience for its custody platform clients, strengthening user engagement.

Clara enhanced with AI capabilities

Svensk Värdepappersservice launched AI-powered enhancements to its digital advisory and compliance tool Clara, advancing automated advisory and compliance functionality.

Strivo surpasses SEK 500 million in actively managed certificate

Strivo reached a milestone with assets in actively managed certificates exceeding SEK 500 million, demonstrating strong demand for its thematic investment solutions.

Sensor Räntefond receives four Morningstar stars

Sensor Räntefond received a four-star Morningstar rating, marking three years of strong performance in the Swedish corporate bond fund market.

Strivo receives international recognition

Strivo was awarded with international recognition for its growth and innovation in the fintech and custody sector.