As someone who helps entrepreneurs connect with Family Offices, I've seen firsthand the incredible opportunities they offer.

Globally, Family Offices currently manage approximately $3.1 trillion in assets under management (AUM), and this figure is projected to grow to $5.4 trillion by 2030. according to Deloitte. Others estimate that Family Offices hold up to $10 trillion of AuM. This growth underscores the growing financial power and influence in the investment community.

Often under the radar, Family Offices represent a growing pool of capital that can provide a patient strategic investment for entrepreneurs looking for more than just a quick cash infusion.

In this article, I will explain what are Family Officeswhy they matter and how you can match them to move your business forward.

What are family offices?

Family Offices are private entities that manage the wealth of ultra high net worth individuals (UHNWI). They focus on preserving and increasing the wealth of a single family or a small group of families. You will typically come across two types: Single Family Offices (SFOs), which manage the wealth of one family, and Multi-Family Offices (MFOs), which pool resources from multiple families.

Depending on how they are structured, Family Offices can handle a wide range of services, including wealth transfer, estate planning, tax services, insurance management and charitable giving. They also support family-owned businesses and oversee a family's philanthropic initiatives.

This requires a coordinated effort by a team of professionals, including legal, tax and investment advisors, to ensure that each family's unique needs are addressed holistically. Beyond asset and financial management, many Family Offices offer money and risk management as well as lifestyle services.

Unlike venture capital (VC) firms, which raise funds from institutional investors to invest in startups, or private equity (PE) firms, which raise capital to buy more mature businesses, Family Offices invest their own assets family. This direct capital allows Family Offices to provide long-term strategic support without external pressures for quick exits.

Related: How sustainable are family offices for start-ups?

Why should entrepreneurs care?

Entrepreneurs often ask me, “Why should family offices be on my radar?”

First, Family Offices provide capital to patients. Being their capital, the Family Office has a much longer investment horizon than others institutional investors. In my experience, their long-term focus allows entrepreneurs to prioritize sustainable growth without the pressure of short-term exits. While traditional venture capital often requires a 3 to 5 year exit, Family Offices specialize in the long game.

Second, Family Offices offer strategic partnerships. Unlike institutional investors who manage dozens of portfolio companies, Family Offices work with fewer businesses, enabling deeper support through capital, key networks and operational expertise. I've seen entrepreneurs benefit not only from funding, but from access to new markets and valuable connections that go beyond the initial investment.

Additionally, Family Offices are increasingly focused on sustainable and impact investing. According to UBS Global Family Office Report 2024two-thirds of Family Offices expect market-based financial returns from sustainable investments, showing that sustainability is seen as a competitive investment field rather than just philanthropy. In addition, 37% seek data analytics to measure the impact of their investments and 34% seek educational resources on sustainability – indicating that many are still navigating the path to aligning their portfolios with these goals.

Finally, many Family Offices align with mission-driven entrepreneurs. Families focused on impact investing – where financial returns and social good coexist – are eager to collaborate with businesses in areas such as sustainability, health or community development.

How to approach and engage with Family Offices

The next step is to understand how to effectively engage with Family Offices. It starts with FAITH. Family offices usually operate discreetly and relationships are built on trust rather than heated arguments. They value long-term partnerships over quick wins, which I stress to every entrepreneur I work with.

To build this trust, it is essential to do your homework. Understand the legacy, values ​​and types of investments the Family Office has made in the past. Family offices are deeply personal and their investment decisions often reflect family morals. For example, I have seen successful entrepreneurs connect their business to the wider goals of the Family Office legacy, creating long-term partnerships.

Adapting your voice is also essential. Family offices are different from traditional investors focused only on financial returns. They take care of story behind your businessits impact and how it aligns with their long-term goals. In many cases, I have advised entrepreneurs to focus on the “why” behind their business rather than simply stating the “what”.

Communication plays a critical role in maintaining relationships with family offices. Unlike venture capital firms, where communication can be transactional, Family Offices value clear, personal and consistent communication. My advice to entrepreneurs is to keep the conversation relational and transparent. They want to know who they are dealing with beyond the financial numbers.

Finally, leverage your network. Many Family Offices invest based on referrals or introductions from trusted contacts. Cold areas rarely land.

Related: Financing your small business through a family office

Capital provision by Family Offices

Securing capital from a family office requires a different approach than traditional fundraising. In my experience, it's about more than just one hard pitch or impressive projections – is about building and harmonizing relationships.

Start by identifying the right family offices. Not all will be right for your business, so focus on those who invest in your sector or share your values. For example, I've seen entrepreneurs succeed when they present materials that demonstrate how their business can drive sustainable, long-term growth while aligning with the family office's strategic goals. This approach resonates far more than simply highlighting short-term gains.

When securing an appointment, don't treat it as a single field. Family offices often move more slowly than traditional VCs, making decisions more relationship-oriented. In my experience, patience and persistence go a long way.

CONCLUSION

Family offices offer a unique opportunity for entrepreneurs looking for more than just capital. They bring value to the patient, strategic value and the potential for lasting partnerships. But engaging with them requires a different mindset – one rooted in trust, alignment and long-term thinking. For entrepreneurs willing to invest in building these relationships, Family Offices can unlock sustainable growth and long-term success.