AGS Capital builds technology that protects careers, wealth and wellbeing, at the intersection of behavioural science and professional sport.
Professional athletes face a unique paradox: extraordinary earning power compressed into a brief career window, surrounded by an industry that often prioritises extraction over protection.
AGS Capital was founded to change that equation. We combine behavioural science research with purpose-built technology to give athletes, their families and their advisers a clearer picture of what matters, and what is at risk.
Our work begins with understanding. Through rigorous psychological assessment and longitudinal data, we build behavioural profiles that inform every decision, from financial planning to career transitions to personal wellbeing.
Meet the Founder Our leadershipThe sports industry manages billions in athlete value but operates largely on intuition, relationships and fragmented information. Agents, financial advisers, clubs and family members each hold a piece of the picture, but no one sees the whole.
AGS Capital has built the intelligence layer that connects these fragments. Through years of embedded behavioural research with professional football clubs, we have developed a model that understands not just what an athlete earns, but how they think, what they fear and where they are most at risk. That model is the foundation of a new kind of trusted companion: one that protects before problems emerge.
AGS works inside the football ecosystem, not outside it. Our partners give us direct access to players, their families and the structures around them.
Embedded research and welfare programmes with professional football clubs in the UK.
In active discussion with national football associations on facility investment and player development.
Two-way athlete pathways between the UK and the United States, delivered with leading independent schools.
Investment infrastructure delivered in partnership with a regulated financial institution, with formal terms currently being finalised.
A named executive team across institutional finance, enterprise technology and clinical behavioural science.
Research and welfare work with professional football clubs in the UK, and active discussions with national football associations.
Our first international programme, built with independent schools and designed for student athletes and their families.
Club, federation and partner references are available to qualified institutions under NDA. Request a briefing →
Weeks after signing a first professional contract, a 19-year-old academy graduate was offered an unregulated property investment promising fixed returns.
Took the player through the AGS education pathway on contracts and tax, flagged the scheme as unregulated, and brought the family into the decision.
The investment was declined, a tax plan was agreed for the first contract, and a pension was started in the player's first season.
* Illustrative example based on situations AGS addresses. It does not describe a specific individual.
“We don't manage money. We build the intelligence that makes every decision around an athlete smarter.”
GDPR-compliant athlete interviews and behavioural assessments. Anonymised from day one. Built for ethical approval and academic publication.
Scoring, pattern recognition, and risk profiling powered by real interview data. Validated by PhD-level behavioural science methodology.
A personalised, conversational intelligence: always available, deeply informed, with financial guardrails and welfare safeguards built in.
From a single club to an entire continent. The validated model expands across European football, adapting to each culture while preserving the science underneath.
Every product decision begins with our behavioural model, developed by our Chief Behavioural Scientist through extensive athlete interviews. Technology serves the science, never the other way around. We don't build features and hope they help; we identify behavioural patterns and build systems that address them precisely.
GDPR compliance and anonymisation are not checkboxes. They are structural principles. Athlete data is anonymised from the moment of collection. Access controls are granular. Every data decision is reversible. We build for the day the athlete asks "who has seen my information?" and the answer is always clear. Read our Data Protection standard.
We don't study athletes from the outside. Through close partnerships with professional football clubs, we have direct access to players, their daily realities, and the institutional structures around them. This embedded position gives us data and context that no outside technology company could replicate, and it is the foundation everything else is built on.
Investment infrastructure is delivered in partnership with a regulated financial institution, with formal terms currently being finalised. AGS does not hold client assets and takes no share of management fees, so our guidance is never tied to what a product earns. The companion does not just understand behaviour: it understands the financial consequences of behavioural patterns, with fiduciary-level safeguards. How our governance works.