Incentive Ventures

Incentive Ventures is the London-based private investment office of the Faurholt family, whose wealth derives from founding, scaling and exiting companies internationally. The office is associated with Danish serial entrepreneur Mads Faurholt-Jorgensen, who co-founded the London venture firm Nova Founders Capital and previously served as a managing director at Rocket Internet and head of Groupon's Asia operations. Deploying only the family's own capital, Incentive Ventures runs high-conviction, actively managed strategies spanning venture capital, growth equity, private equity, real estate, public markets and hedge funds, backing founders and investors with a long-term, permanent-capital horizon. Assets are put at roughly $500M on a third-party estimate.