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What is
Pronounced HOO-GA

The original word in Norwegian means well-being. However, hygge might originate from the word hug.  Hug comes from the word hugge, which means "to embrace."  The word hugge is of unknown origin but might originate from the Old Norwegian word hygga, which means "to comfort," which comes from the word hugr, meaning "mood."  In turn, that word comes from the Germanic word hugjan, which relates to the Old English word hycgan, meaning "to think, consider."
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The Hygge Difference

Investing is stressful and confusing.  Negative stress, in most cases, leads to unhappiness and poor investment decisions. Hygge is a way of life, a happier life - a sense of comfort, togetherness and well-being. Hygge Advisors was created to help investors gain those very same senses while investing, reducing both stress and poor investment decisions.  If we live our lives with Hygge, we will be happier.  If we invest our portfolios with Hygge, our investments will be happier.

Hygge Advisors is a Registered Investment Advisor, which only conducts business in states where registered or exempt from registration. All of our advisors are Accredited Investment Fiduciary© designees, making sure we do what is your best interest at all times, and have obtained the Behavioral Financial Advisor™ designation, understanding the emotions and stresses behind your tough decisions.  In addition, all of our advisors have completed the Happy Course from the Happiness Research Institute of Denmark, which allows our advisors to understand the research behind the main factors of living a happier life - Relationships, Health, Money, Freedom, Trust and Kindness.

Three Friends Laughing
After Yoga

We Specialize in Portfolio Management

Whether investing for Retirement, a Long or Short-Term Goal or a Savings Account alternative, Hygge Advisors has an investment solution for you:


This option is ideal for Retirement Accounts like IRA's or 401(k)'s. And, ideal for longer-term Non-Retirement investing accounts. Our goal is for you to participate in up-markets, while protecting against poor markets.


This option is ideal for shorter-term investing goals. For example, building wealth for a future car purchase or a vacation getaway. Our goal is to give you exposure to the market without taking on  the typical risks of the market.


This option is ideal for investors looking to earn more interest compared to a normal savings account - while giving you immediate access to your money unlike a normal bank CD.  This portfolio is not FDIC insured.

We have the ability to customize the following considerations into your portfolios:

Investing in progress & in companies that are solving the world's biggest challenges.  These portfolios only invest in companies with superior environmental & social practices, all while eliminating companies that violate investor's values.

Environment & Social Factors
 Tax-Exempt Income             

These portfolios provide tax-free income and when dividends are reinvest, they provide tax-free compounding interest. These portfolios may offer higher after-tax returns. Income is typically exempt from federal taxes.

What else do we offer?



Income in retirement built to last - guaranteed for the rest of your life (and possibly your spouse’s), even if your original investment goes to zero.



A tax-advantaged investment vehicle designed to encourage saving for future higher education expenses of a designated beneficiary.



Making sure the
assets you’ve worked so hard to accumulate during your lifetime
go to the people and organizations you care about. 



Tax-Deductible charitable giving designed exclusively to invest, grow, and give to charities for meaningful and lasting impact.



Evaluating your current money situation and your long-term goals to determine the strategies that you may need to implement to achieve those goals.



Customized portfolios, with the ability to remove specific industries or individual companies and apply values-based preferences and more.



Providing objective financial advice that you can use yourself rather than receiving ongoing assistance from us.



Identifying opportunities of potential tax savings so you can expand on your overall savings.

We look forward to bringing Hygge into your Investments soon!
visit our offices at:
360 Central Ave, Suite 800
St. Petersburg, FL 33701
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