That which we call a rose by any other name would smell as sweet…
The name Auour is a derivation of the Icelandic word for wealth. Within the Icelandic language, it connotes independence, strength, analytical thought, and nurturing. These are characteristics that we look to exemplify within our practice.
We pronounce our firm’s name as ‘our’. It signifies how the founders started the firm with ‘our’ money and having aligned our incentives with those of our clients.
Sustained success is achieved by minimizing emotional responses to changing market environments. Our systematic process built on fundamental principles resists the temptation of taking on risk when not being paid and avoids becoming risk-averse at the worst time out of regret.