What Fusion Asset Management does

Fusion Group is a London-headquartered, FCA-regulated financial services group founded in 2004 that delivers quantitative investment management and advisory services through Fusion Asset Management LLP and its wholly-owned subsidiaries. The group serves four customer groups: institutional investors (pension funds, endowments), multinational corporates (including corporate treasurers via hedge and treasury advisory), high net worth private clients (via wealth management and discretionary fund management), and UK Independent Financial Advisers (IFAs). Its core investment products include the Fusion Credit Relative Value Fund (2004, among the first quantitative credit funds in Europe), the Fusion Long Volatility Strategy (consistently top 3-5% in crisis months since 2006), Smart Beta Dynamic Strategies (S&P, FTSE100, EuroStoxx50, Xover), protective hedging strategies, and the newly launched (2023) FX Liquidity Hedge Programme. The technology backbone is a research-driven quantitative framework incorporating the proprietary Credit Risk Reversal (CRR) market model - used by JPMorgan, Deutsche Bank, Morgan Stanley, and Credit Suisse - together with the novel Shock Absorber Fee (SAF) compensation structure that asymmetrically shares risk with investors.

The group operates a three-entity architecture. Fusion Asset Management LLP provides the regulated investment management core. Loyal North Plc (established 2015) is a wholly-owned holding company that has rolled up 18 UK IFA businesses, reaching approximately £1.9 billion in assets under advice against a stated £2 billion target. JustFA Technology (established 2016) is a digital advice platform serving 30 UK advice firms with another 50 firms in pipeline, charging a 0.25% platform fee and integrating custody via Seccl. Treasury Advisory (multi-billion dollar hedging flow mandates) and Corporate Risk & ESG Advisory (added in 2021) extend the platform into structured corporate mandates, with ESG advisory specifically extended into African financial institutions via a 2024 partnership with RISK INSIGHTS.

Revenue is predominantly recurring and fee-based: institutional and private-client discretionary fund management fees, IFA platform fees via JustFA, advisory retainers, and performance-based compensation structured through the proprietary Shock Absorber Fee mechanism. The group is privately held with no disclosed funding rounds, parent company, or external institutional investors; ownership appears to be founder/management-controlled, with leadership anchored by Managing Partner Kirill Ilinski alongside partners Taras Rybak and Alexis Pokrovski. Geographic reach is anchored in the UK and continental Europe, with newer exposure to Africa via the RISK INSIGHTS partnership.

Name

Fusion Asset Management

Legal name

Fusion Asset Management LLP

Website

https://fusionam.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Fusion Group is a London-headquartered, FCA-regulated financial services group founded in 2004 offering quantitative investment management, wealth management, corporate risk and ESG advisory, and UK financial advice platforms (Loyal North Plc, JustFA) to institutional, corporate, high-net-worth, and IFA clients.

Ownership category

akta.pro rank

Product category

Investment Management

NAICS

Portfolio Management and Investment Advice (523940), Other Investment Pools and Funds (5259), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Convertible & Hybrid Credit (Converts/Preferreds/CoCos) (FSAHAGAG)

Keywords

• Investment management
• Discretionary fund management
• Wealth management services
• Corporate risk advisory
• Financial advice platform

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Investment Management Services: Provision of investment management and financial advisory services to institutional and private clients, including discretionary fund management and tailor-made investment strategies.
2. Financial Advice & Investment Platform: Loyal North Plc holds and operates Independent Financial Advisory (IFA) businesses, building nationwide coverage through acquisition. JustFA Technology provides online investment platform for IFAs.
3. JustFA Platform Fees: Digital advice platform for IFAs offering automated client information collection, risk profiling, and goal setting for 0.25% platform fee.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fusion Group is a London-headquartered financial services group providing quantitative investment management and advisory services to institutional, corporate and private clients. Its core offerings include discretionary fund management for UK Independent Financial Advisers (IFAs), wealth management for high net worth individuals, protective and smart beta hedge fund strategies, hedge and treasury advisory, ESG advisory, and the JustFA digital advice platform for financial advisers.

Product overview

Fusion Group operates as a financial services group offering investment management and advisory services through a multi-product architecture. The core offering includes quantitative investment products (Fusion Credit Relative Value Fund, Fusion Long Volatility Strategy) and discretionary fund management services for IFAs. Wealth management services provide private clients with customised investment solutions. The group has expanded into financial planning through Loyal North Plc, an IFA acquisition and holding company operating a regional hub model, while JustFA provides an online digital advice platform. Advisory services span hedge advisory, treasury advisory, investment advisory, and corporate risk & ESG advisory. Smart beta strategies and protective hedging strategies offer systematic and crisis-period protection approaches. The portfolio is tied together through Fusion Model Portfolio Services accessible via UK retail platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Fusion Credit Relative Value Fund A quantitative credit relative value fund launched in 2004 as one of the first quantitative credit funds in Europe, offered to institutional and qualified investors.
• Fusion Long Volatility Strategy A protective long volatility strategy established in 2006 as a spinoff of the protective component of the Fusion Credit Relative Value Fund, designed for institutional investors seeking crisis-period capital protection.
• Wealth Management Tailor-made investment solutions for private (high net worth) clients, providing access to institutional asset management services and expertise with customised investment programs.
• Discretionary Fund Management (DFM) Personalised and managed portfolio service (MPS) that delivers risk-targeted discretionary portfolios for UK IFAs and their underlying clients across multiple risk profiles.
• Protective & Hedging Strategies Systematic hedging and protective strategies (including Fusion Global Protective Strategy) designed to deliver sharp increases during economic stress periods for institutional and corporate clients.
• Smart Beta Strategies

Quantifiable outcome

• Fusion Long Volatility Strategy consistently in top 3-5% of multi-strategy funds during crisis months of 2007, 2008, 2010, 2011, 2014 and 2020
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• VanguardminorGTM or Marketing Partner · 1 June 2025Vanguard participated in Fusion Series Episode 1 exploring the role of size as an investment factor. The webinar initiative offers financial advisers insights into portfolio management.
• AQR Capital ManagementminorGTM or Marketing Partner · 1 June 2025Tobias Moskowitz, Principal at AQR Capital Management, joined Fusion Series Episode 2 to discuss systematic investing, trend following, managed futures, and their role in multi-asset portfolios.
• RISK INSIGHTScoreStrategic or Co-development Partner · 1 August 2024Partnership to enhance ESG (Environmental, Social, and Governance) strategies and climate risk management for financial institutions across Africa. RISK INSIGHTS provides AI-powered ESG ratings tailored for African companies, complementing Fusion Group's investment management and advisory services. Andrey Bogdanov (Interim CEO of RISK INSIGHTS) and Dr Kirill Ilinski (Managing Partner of FUSION GROUP) highlighted the partnership's potential to revolutionize risk management practices in Africa.
• SecclcoreTechnology or Integration · 1 January 2022Seccl serves as custodian for JustFA's digital advice platform, providing seamless digital service that automates client information collection, risk profiling, and goal setting while centering advice around human financial planners.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Broad incumbents

• St. James's Place: Large UK wealth manager with a partner/IFA distribution model. Comparable in serving UK private clients through advisers, though materially larger and more diversified.
• Rathbones Group: Established UK wealth and investment manager with discretionary and advisory propositions. Comparable private client and IFA focus, with deeper scale and broader service offerings.
• Quilter: UK wealth manager with both a large adviser platform and discretionary investment solutions. Provides scale competition for both JustFA (platform) and Fusion DFM (managed portfolios).
• Brewin Dolphin: Larger UK wealth manager serving HNW individuals, intermediaries, and institutions. Comparable client segments and IFA distribution model, but with broader product breadth and scale.

Direct peers

• BlueCrest Capital Management: London-based systematic/credit hedge fund manager with a strong protective-strategy heritage. Closely comparable to Fusion's quant credit and long-volatility franchise.
• Man Group: London-headquartered quantitative and systematic alternatives manager with multi-decade credit and managed-futures franchises. Comparable to Fusion's quant credit fund heritage and protective-strategy positioning.
• True Potential: UK IFA platform offering technology-enabled wealth management and white-label digital advice tooling. Competes head-to-head with JustFA in the IFA digital-adoption category.
• Winton Group: UK-based systematic/quant hedge fund manager with research-driven, data-intensive strategies. Closely comparable to Fusion's quant investment DNA and long-volatility protective products.
• Brooks Macdonald: UK wealth manager with a sizeable IFA-focused discretionary fund management offering. Directly comparable to Fusion DFM/MPS and wealth management services targeting UK IFAs and private clients.
• Nucleus Financial Group: UK wrap/IFA platform that enables advisers to service clients in a streamlined digital environment. Directly comparable to JustFA's platform value proposition and target buyer (UK IFAs).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100057309226832
• LinkedInlinkedin.com/company/583560

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fusion Asset Management