Audur Capital hf.

Founded in 2007 by Halla Tómasdóttir and Kristín Pétursdóttir, Audur Capital was a pioneering investment firm in Iceland. Its mission was to integrate "feminine values" with mainstream finance, focusing on risk-awareness, straight talk, emotional capital, and long-term, sustainable profitability. The company gained international recognition for its unique approach and for successfully navigating the 2008 Icelandic financial crisis. In May 2014, Audur Capital merged with the financial services firm Virðing hf. The combined entity, Virðing hf., was later fully acquired by Arion Bank in 2017. The "Auður" brand has since been revived by Arion Bank as a digital savings solution targeted at women, but it is a separate product and not the original company.