We were built inside the world of capital.
Sir Fred Group was built inside the investment world: shaped by its pace, its expectations, and its stakes. We understand funds and the companies they back, which is why our work strengthens raises, sharpens communication, and improves performance.
The story behind the firm
2012
Sir Fred began in luxury, a world where precision, taste, and flawless execution aren’t optional. That environment shaped how we think and how we work. In 2017, as markets shifted and the ground under agencies collapsed, it became clear that the discipline we’d refined in luxury had far greater value in capital.
2018
By 2018, Sir Fred had evolved into a strategic partner for funds and the companies they back.
The transition was not accidental; it was a response to what the market was missing: clarity, narrative control, and the operational strength that protects raises and preserves portfolio performance.
Today
Sir Fred evolved into a Group, supporting funds that expect more than marketing and demand work that moves numbers. Strategy leads, with design, AI, and portfolio acceleration shaping how the work comes to life.
Sir Fred Group is now the company funds call when they need work that delivers.
Leadership
Francesca Rossi
Our mission
Sir Fred was created to solve a simple problem: too many funds and portfolio companies were working with marketing that looked polished but didn’t move outcomes.
We built a different model, rooted in strategy, clarity, and execution that holds up under the pressure of real capital. Our role is straightforward: to make your fund and your companies stronger. We work inside your world, embedded when needed, invisible when appropriate, and focused only on the work that changes results. We don’t chase visibility. We don’t publish client lists.
We do the work, and the work speaks for us.
Our values
Trust
Discretion is non negotiable. We don’t name-drop or trade on relationships.
What happens inside your mandate stays inside your mandate.
Accountability
We take full ownership of what we do: the decisions, the standards, and the impact. No hand-offs, no excuses. If it carries our name, it performs.
Precision
We never guess. We know.
Every message and deliverable is built to perform at the standard capital demands, nothing less.
Speed
Capital moves fast. So do we. We operate on investor timelines. From first call to first deliverable, we move with accuracy and speed.
Yes, it's possible.
Partnership
We operate in your world, not around it. We align with your context, your constraints, and your goals, working in sync with how your fund actually moves.
Adaptability
Markets shift. Companies evolve. We adjust in real time, staying aligned with your goals and stepping in where we’re needed most. No exceptions.
Fully embedded
We work where our clients need us. Our team is fully distributed, senior, agile, and built to plug in wherever you are. That’s how we stay fast, focused, and embedded where it counts.
And if you’re in London, that’s where we’ll meet.
