Why did I Start Freya + Co?

Backdated: 2019

In 2017, I found myself saying “yes” to more and more freelance projects like helping nonprofits navigate strategy, supporting funders with evaluation frameworks, advising on board development, communications, and occasionally working with for-profit clients doing mission-adjacent work.

I wasn’t calling it a business yet. I was just doing what I love: helping people make sense of complexity and move forward with clarity.

But by 2019, I looked around and realized I was already doing it. The consulting practice I envisioned didn’t need to start. It had already begun.

So I sat down and wrote a business plan. Not a 30-page slide deck, but a clear, intentional outline of how I wanted to work, who I wanted to support, and what values would guide it all. I gave it a name that reflected both strategy and soul: Freya + Co. A nod to the Norse goddess of love, war, and abundance and to the power of both structure and imagination.

In 2020, I formally launched the LLC.

Freya + Co. didn’t begin with a grand unveiling. It grew from work already in motion and from a belief that strategy, learning, and collaboration can be acts of care. That’s still the heart of what we do.