We believe it makes good business sense to take advantage of social and demographic changes. Taking a future perspective, we see two powerful global trends that we believe will be key drivers in creating economic growth and prosperity.

First, we see incredible economic potential in women, their increased level of education, growing economic power and their entrepreneurial flair. A growing body of research demonstrates that companies owned or managed by women yield a higher long term return.  

Second, we see tremendous growth opportunities in businesses that embrace different values, turning social, ethical and environmental responsibility into their business advantage.  Consumers and investors alike will increasingly look towards companies that emphasize responsible behavior, resulting in a competitive advantage and increased business returns for those companies.  We simply reject the view that it is either about financial returns or social benefit. We think it is simply good business to do good business.

Audur's values

Independence is very important to us because it provides the freedom to always put our clients' interests first. Independence is reflected in our ownership and in every way we do business. We will not engage in activities that may bias our behaviors and investment decisions on behalf of our clients.

Risk Awareness is not about risk aversion, but rather about understanding the nature of the risk involved. We will not invest in things we do not understand. We will ask questions and challenge ourselves and others to improve our decision making.

Straight talking means that we like to tell it as it is. We explain the pros and the cons, the risks and benefits and we try to do so in an easy to understand manner. We don't like to complicate things or throw around fancy words and phrases. Straight talking is also about candor, integrity and transparency.

We appreciate emotional capital. This means that when we make investments or give advice we will take into account the people side of the business, its management, values, governance and sustainability commitment. We think emotional due diligence is just as important as financial due diligence.

Last but not least we believe in profits with principles. This means that we care how we make our profit. By behaving responsibly with regard to the environment, human capital and society, we accomplish better long term results.