Beyond the Balance Sheet: Decoding the DNA of Family Office Investing

Shen also pointed out a significant change in access to investment opportunities. “Access to good alternative investments and top managers is no longer really an issue for family office,” he stated, contrasting the current environment with the past, where such access was often limited to large institutional investors. Now, family offices can access a wider range of investment products and managers, sometimes with smaller check sizes, and even bespoke offerings like separate management accounts.

Investment Trends: Navigating a Diverse Landscape

When asked about current investment trends, the panelists emphasised the diversity among family offices. Ken Shaw, a “recovering CEO and entrepreneur,” highlighted the challenge for those seeking funding, stating, “If you meet 50 VCs…there’s maybe 1.5 business models between them…you meet 50 family offices, there’s like 47 business models between them.” This underscores the need for thorough research and a tailored approach when engaging with family offices.

Despite this diversity, some common investment themes emerged. Shen identified a trend towards both “safe, high-yielding assets” like property and private credit, and investments with the potential for high returns, such as venture capital and private equity. He also highlighted the suitability of listed equities for family offices, given their ability to take a long-term, patient approach, echoing the investment philosophy of figures like Warren Buffett and Charlie Munger.

AI and the Family Office: Noise and Opportunity

The panel also discussed the impact of emerging technologies, particularly artificial intelligence (AI), on the investment landscape. Ken Shaw acknowledged the disruptive potential of AI, comparing it to the impact of the internet and personal computers, but also highlighted the challenges it presents. “AI is much more disruptive and much faster,” he stated, noting that the rapid pace of development and the sheer volume of information make it difficult to navigate the investment landscape. “I’m somewhat of an expert on B2B software and I’m confused,” Shaw admitted, underscoring the complexity of the current AI-driven environment.

Navigating Alternative Investments: Short-Term Rentals and Digital Assets

The discussion extended to specific alternative investment classes, including short-term rentals and digital assets. Bruce Davey, who runs a family office with a focus on algorithmic trading, discussed the professionalisation of the short-term rental market and the operational challenges involved, describing it as “Property Management on steroids.”

Ed Carrolll of MHC Digital Group addressed the integration of digital assets into family office portfolios. He emphasised the importance of regulatory clarity, which he believes is improving, and advocated for a measured approach, suggesting that “the starting point should definitely be probably a focus on something like a Bitcoin.” Carol also stressed the importance of trust and expertise in managing digital asset allocations, given the inherent risks and complexities of the market.

Engaging with Family Offices: Building Relationships and Providing Value

The panellists offered valuable advice for those seeking investment from family offices. A recurring theme was the importance of warm introductions and established relationships. As Kevin Shen put it, “all of the deals we’ve done is through warm introductions or a trusted source.” Ken Shaw echoed this sentiment, stating, “a warm introduction from a trusted person is the only way to talk to most family offices.”

Bruce Davey emphasised the importance of thorough preparation and providing well-structured investment proposals, advising entrepreneurs to “try your best to do their job for them, provide like the most well-formed investment paper for them.”

The insights from the Emergence 2025 panel provide a valuable glimpse into the evolving world of family offices. These entities, with their diverse investment strategies and unique characteristics, present both opportunities and challenges for investors and entrepreneurs alike. As the landscape continues to evolve, understanding the nuances of family office behavior and adapting to their specific needs will be crucial for success.