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INCENTIVE AS
INCENTIVE AS is the Norwegian family office of former Storebrand CEO Geir Holmgren, investing directly in European growth technology and infrastructure.
INCENTIVE AS
INCENTIVE AS is an SEC-registered investment adviser in Oslo, registered since 2015. The firm manages approximately $2.5 billion in regulatory assets. It has 6 employees and 4 investment advisers.
General information
Firm type
Single Family Office
Year founded
—
AUM
Undisclosed
Location
Region
Europe
Country
Norway
City
—
Corporate office
—
Frequently asked questions
Who runs investment decisions at INCENTIVE AS?
Geir Holmgren, the former CEO of Storebrand, leads investment decisions. The office reflects his personal capital and network, operating with a single-decision-maker structure common in European single-family offices. No external investment committee is publicly known.
What is the source of wealth behind INCENTIVE AS?
The wealth originates from Geir Holmgren's long executive career at Storebrand, one of Norway's largest financial institutions, where he served as CEO. The liquidity events tied to his leadership tenure and equity compensation during Storebrand's growth form the capital base.
Does INCENTIVE AS invest in funds or only directly?
The firm predominantly pursues direct equity investments in private companies, consistent with its single-family-office model. Select fund commitments are made when they provide access to earlier-stage Nordic technology opportunities, but direct co-investment is the primary mode.
Which geographies does INCENTIVE AS focus on?
The office concentrates on the Nordic region—Norway, Sweden, and Denmark—with additional activity in Germany. The geographic scope reflects Holmgren's professional network and the office's preference for markets where it can source through trusted local relationships rather than broad auctions.
Is INCENTIVE AS structured as a family office or a venture firm?
It is a single-family office, not a venture firm. Incentive does not raise outside capital, report to limited partners, or operate on a fund lifecycle. Its principal invests proprietary capital with a patient, long-duration horizon that differs from institutional venture capital.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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