Family offices are changing fast. Once defined by discretion and conservatism, they are now among the most agile and forward-looking capital allocators. Their influence is growing, not just in terms of AUM, but in how they deploy capital to shape industries, drive innovation, and reflect deeply held values, while also striving to consistently achieve long-term returns and seize tactical opportunities.
The collective wealth managed by family offices has surged to an estimated US$5.5 trillion, up from US$3.3 trillion in 2019, and is projected to reach US$9.5 trillion by 2030 - a 189% increase over a decade. With average AUM per office around US$1.5 billion, and the largest managing US$10 billion+, their scale and ambition are changing the investment landscape.
Alternatives: The heart of family office allocation
Alternatives are central to family office portfolios, with allocations typically ranging from 35–55% across private equity, private credit, hedge funds, real estate, and infrastructure – significantly higher than traditional institutional investors. This reflects a desire for:
- Differentiated returns
- Greater control over capital deployment
- Long-term alignment with family values and legacy goals
Family offices benefit from significant strategic freedom, unconstrained by benchmarks or rigid mandates. This enables them to pivot quickly, taking advantage of tactical opportunities and maintain high conviction long-term positions during times of market stress. This flexibility, however, introduces operational complexity – from direct investing and deal structuring to governance, tokenisation, and co-investment access. If not managed effectively, these challenges can erode performance and misalign portfolios with long-term objectives.
Family office capital is inherently entrepreneurial. But as complexity and opportunity grow, it’s evolving to combine agility with institutional-grade sophistication. Increasingly, family offices are seeking partners who can guide strategic expansion, bring discipline without dilution, and handle execution without the need for large teams – all while preserving the agility and intent that define them.
A global movement in wealth dynamics
Coupled with the rise in family office AUM, the growth in private markets is also driving a geographic broadening of family office activity, with notable growth in regions like the Middle East. As capital flows diversify and strategies proliferate, family offices are increasingly managing global opportunities while maintaining regional relevance. This requires a mindset that balances:
- Understanding regional and cultural investment nuances: ensuring strategies resonate with local values, regulatory environments, and market dynamics
- Supporting direct and co-investment strategies: enabling families to access high-conviction opportunities while retaining control and alignment
- Providing expertise in alternatives and private markets: to handle complexity, structure deals effectively, and access differentiated returns
- Aligning portfolios with long-term family values and legacy goals: integrating purpose with performance across generations
These shifts signal a fundamental change in global investment dynamics. Family offices, with their entrepreneurial spirit and appetite for alternatives, are setting a new standard — one that demands strategic insight, operational sophistication, and a deep understanding of private markets.
How family office priorities differ by region
|
Region |
Strategic focus |
Traits |
|
Middle East |
Diversification, infrastructure, faith orientated compliant structures, direct investment |
Home bias, established managers, family-led |
|
UK/EU |
Impact and sustainability, private credit, direct investment |
Governance focused, demand for liquidity, intergenerational wealth transfer |
|
Asia-Pacific |
Hedge funds, VC emerging tech, direct investment |
First generation wealth with tactical focus, innovation driven, demand for liquidity |
|
US |
Direct deals, co-investments, secondaries, Software and tech |
Entrepreneurial, size-focused |
|
LatAm/Africa |
Real assets, impact, local partnerships to navigate local complexities, direct investment |
Early-stage access, blended capital |
Partnering with purpose
As family offices continue to grow in influence and sophistication, the opportunity is not simply to serve but to partner, not simply to advise, but to enable. The goal is to build frameworks that support agility without sacrificing discipline, ensuring that ambition is matched by infrastructure, and that vision translates into enduring impact.
At Apex Investment Advisers we see transformation as generational redefinition of what it means to invest with conviction and intent. Our work with family offices is focused on helping them move beyond traditional wealth preservation - towards broadening the opportunity set that private markets now present.
Apex Investment Advisory
We deliver independent, strategic investment advice to a global client base and currently advise on $125 billion of assets. We work with a range of institutional investors, from pension funds and family offices to sovereign entities and private banks. With industry renowned leadership in alternatives and private markets, our tailored solutions span private equity, credit, infrastructure, hedge funds, real assets, and even tokenised strategies.
Our Advisory offering:
- Strategy reviews and portfolio construction
- Investment and operational due diligence
- Manager selection
- Portfolio monitoring and measurement
References
- BlackRock (2025) 2025 global family office survey. New York: BlackRock Inc. Available at: https://www.blackrock.com/institutions/en-zz/literature/whitepaper/global-family-office-report.pdf
- Deloitte Private (2024) Defining the family office landscape: family office insights series - global edition. London: Deloitte Touche Tohmatsu Limited. Available at: https://www.deloitte.com/za/en/services/deloitte-private/about/defining-the-family-office-landscape.html
- Goldman Sachs Private Wealth Management (2023) Family office investment insights report: eyes on the horizon. New York: Goldman Sachs Group Inc. Available at: https://privatewealth.goldmansachs.com/us/en/insights/family-office-investment-insights-eyes-on-the-horizon
- J.P. Morgan Private Bank (2024) 2024 global family office report: insights from single-family offices around the world. New York: JPMorgan Chase & Co. Available at: https://privatebank.jpmorgan.com/nam/en/services/wealth-planning-and-advice/family-office-services/2024-global-family-office-report
- Ocorian (2024) 2024 global family office report. Jersey: Ocorian Limited. Available at: https://info.ocorian.com/family-office-global-report-2024
- PwC (2024) Global family office deals study 2024: from wealth to purpose. London: PricewaterhouseCoopers. Available at: https://www.pwc.com/gx/en/services/family-business/assets/global-family-office-deals-study-v4.pdf
- UBS Global Wealth Management (2025) UBS global family office report 2025. Zürich: UBS Group AG. Available at: https://www.ubs.com/global/en/media/display-page-ndp/en-20250521-global-family-office-report-2025.html
