
Founder & Strategic Director
Nadine de Zoeten
Nadine de Zoeten is the strategic force behind FRYA. Her work sits at the intersection of wealth, visibility, and protection, with a focus on women operating at a high level across business, wealth, and private life.
An organisational psychologist with a senior background in corporate Learning & Development at organisations including Maersk, Total E&P and BMW, she understands organisations from the inside: how culture, hierarchy, loyalty and pressure shape behaviour, and where human blind spots create risk. That experience underpins both FRYA's work with organisations and the design of FRYA Academy, where programmes are built to change behaviour rather than simply inform.
FRYA was created as a direct response to the gaps she observed in conventional security — a structure capable of protecting women's interests without requiring them to adapt to systems that were never designed for them.






