Safset Investment Advisory has been an integral part of the Group’s strategy since 1990. Initially, the company focused on in-house investments, primarily within the equity segment, to diversify its portfolio. By the mid 1990s, the Group began acquiring art, formally integrating it into its investment portfolio in the early 2000s. Backed by a team of seasoned professionals and experts, Safset Investment Advisory soon extended its expertise to clients, offering advisory services and building bespoke portfolios.

Its early-mover advantage in the art segment delivered exceptional returns both for investors and the Group. Today, the Group continues to strengthen its capabilities in alternative asset classes, with a growing advisory arm catering to select investors in art and property. Looking ahead, Safset plans to manage dedicated funds across a range of alternative assets, combining its heritage of trust, expertise, and innovation to create long-term value for its clients.