Max-Hervé George
Max-Hervé George | |
|---|---|
 | |
| Born | March 28, 1989 Metz, France |
| Nationality | French |
| Occupation |
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| Years active | 2010–present |
| Known for | Chairman and CEO of SWI Group, Founder of Icona Capital, Co-founder of Ultima Capital, legal battle with Aviva |
Notable work | Merger of Icona Capital and Stoneweg into SWI Group in 2025. Development of Ultima Capital from 2012 to 2019, until exit through IPO. €8B platform with Stoneweg |
| Net worth | €1.2 billion (2024 estimate) |
| Title | Chairman and CEO of SWI Group |
| Awards | Forbes 30 Under 30 (2019) |
| Website | swi.com |
Max-Hervé George (born March 28, 1989) is a French billionaire, businessman, financier and entrepreneur.[1] He is the Chairman and CEO of SWI Group, a Swiss-based Alternative Investment group with USD 11bn of assets under management (AUM), established in 2025 through the merger of Icona Capital and Stoneweg.[2]
Originally from Metz, France, George spent several years in Switzerland and is currently based in London, United Kingdom. Media sources have described him as combining “ambition with precision, innovation with discipline.” His investments span multiple sectors and geographies, anchored in strategic foresight and long-term value creation.[3]
He is also widely known for his legal battle with insurance group Aviva regarding a rare financial instrument: the 'contrat d’assurance-vie à cours connu' (life insurance with pre-known value).
Early life and education
George was born in Metz, France, in March 1989, the youngest of three siblings. From an early age, he showed a strong interest in economics and finance.
He completed his baccalauréat in economics at the Institut Pilâtre de Rozier in 2008 and began law studies at the University of Paris X. In 2010, he left university to focus on entrepreneurship, particularly in real estate and private equity.
Career - Ultima Capital
In 2012, George co-founded Ultima Capital with Byron Baciocchi. The company acquired the Sport Hotel Rutti in Gstaad, Switzerland, redeveloping it into the luxury Ultima Gstaad Hotel, which opened in December 2016.
In parallel, he developed and sold a commercial complex near Geneva and launched the Duchessa brand in 2015, opening its first boutique in Etoy in 2016. Duchessa was later acquired by M3 Groupe in 2021. Ultima Capital SA went public on the BX Swiss stock exchange in 2019. George sold his 33% stake in 2023 to a Luxembourg-based investment group in a deal valuing the company at approximately $1.5 billion. After this exit, he focused on building a high-impact investment portfolio with strategic targets.
In August 2019, Ultima Capital SA was listed on the BX Swiss stock exchange, with George serving as CEO. In November 2023, he sold his 33% stake in the company to a Luxembourg-based investment group, in a deal reportedly valuing the business at approximately $1.5 billion.
The 2023 sale is a turning point in George’s career; from that point on, he focused on high level investment activities with a carefully crafted investment portfolio of hand-picked opportunities.[3]
Career - Icona Capital and other ventures
George founded Icona Capital, an international investment firm, in 2021. Through Icona, he led strategic acquisitions including:
- A 20% stake in a Swiss private bank
- The Liffey Park Technology Campus in Ireland (from BlackRock)
- A former Coca-Cola bottling plant in Spain
These assets were consolidated under the AiOnX brand. In 2022, Icona acquired a 40% stake in Stoneweg, a Swiss real estate group. In 2024, Icona and Stoneweg acquired Cromwell Property’s European platform, doubling Stoneweg’s AUM to €8 billion.
SWI Group
In March 2025, Icona Capital and Stoneweg merged into SWI Group, a major European alternative investment firm. SWI Group operates with USD 11bn in AUM, 350 employees, and 25 international offices. George was appointed Chairman and CEO of the newly formed group. As of June 2025, the AiOnX brand—owned by George—held over $20 billion in infrastructure investments, including data center projects in Ireland, Denmark, Spain, Italy, and the UK. The British facility is expected to become one of the largest data centers in the country.[4][5]
Business profile
In 2019, George was featured in Forbes 30 Under 30 and appeared on the cover of Forbes magazine. In 2020, he was named among the top young entrepreneurs in Europe and was recognized by Bilan magazine in their lists of the Top 100 most successful young individuals and Top 300 richest people in Switzerland.
As of July 2024, prior to the creation of SWI Group. George’s net worth was estimated by the Challenge publication at €1.2bn.[6]
He is also a partner of the International Judo Federation (IJF) and attended the 2020 Summer Olympics in Tokyo. He was seen alongside IJF President Marius Vizer, HSH Prince Albert II of Monaco, and French President Emmanuel Macron, and presented medals in the Judo Men’s Heavyweight category.
Passionate of automobile sports, George participated in the Ferrari Challenge Europe (Le Castellet) in July 2024.[7]
References
- ↑ "Max-Hervé George Details SWIS Investment Case for Europe's AI Infrastructure". Entrepreneur. Retrieved 5 July 2025.
- ↑ "French tycoon cashes in on Labour data centre boom". The Telegraph. 29 June 2025. Retrieved 5 July 2025.
- ↑ 3.0 3.1 "Max-Hervé George: Visionary Entrepreneur Transforming Luxury Real Estate and Global Investment". Medium. Retrieved 5 July 2025.
- ↑ "Max-Hervé George heads new $11 billion investment platform". Arabian Business. Retrieved 5 July 2025.
- ↑ Group, S. W. I. "SWI Group formed from Icona Capital and Stoneweg to operate with combined assets of more than €10 billion". www.prnewswire.com. Retrieved 5 July 2025.
- ↑ "Max-Hervé George — Challenges.fr Fortune Ranking". Challenges. Retrieved 5 July 2025.
- ↑ "Max‑Hervé George — Ferrari Challenge Driver (Corse Clienti)". Ferrari. Retrieved 5 July 2025.