Family Office Investment Strategy

Family offices play a crucial role in managing the wealth and investments of high-net-worth individuals and families. As the financial landscape continues to evolve, family offices are adapting their investment strategies to navigate market complexities, capitalize on emerging opportunities and align with changing investor preferences.

Key Trends in Investments Strategies of Families and Their Family Offices

There are a number of key trends in investment strategies observed among families and their family offices. These include, but are not limited to, the following:

  1. Sustainable and Impact Investing. The emphasis on sustainable and impact investing has been increasing in families and family offices that put emphasis on considering the environmental, social, and governance (ESG) factors when making investment decisions.
  2. Direct and Co-Investments. Rather than relying on traditional asset classes, family offices are seeking opportunities to invest directly in private companies, startups, and real estate projects. This provides the family with greater control, potentially higher returns, and strategic partnerships. Family offices may leverage their industry expertise and networks to identify and evaluate these investment opportunities.
  3. Alternative Investments. Family offices still allocate a significant portion of their portfolios to alternative investments. These investments include private equity, venture capital, hedge funds, and real estate. The investments also offer diversification beyond public markets and the potential for higher returns.

Why Set Up a Family Office?

Family offices are established to facilitate the management of wealth after a material liquidity event or the distribution of wealth from a profitable enterprise.

They should also serve as a platform to coordinate the manner in which a family manages, grows, and distributes wealth across multiple generations, especially for families that have obtained their wealth by means of a family business.

What Should Your Family Office Do?

Family offices can play two roles.  They can operate as a financial services firm and invest money on behalf of the family, or they can provide compliance and operational support for the family and the next generation. Depending on the scale of a family’s wealth and the complexity of the family assets, it would determine whether a single-family office or multi-family office will be required.

The Family Office Investment Policy and Process

Developing a well-defined investment policy and establishing a structured investment process is essential for the effective management of a family office’s wealth. It is also essential that the investment policy aligns with the family’s goals, risk tolerance, and values.

The Elements of a Family Office Investment Strategy

There are several key elements to the family office investment strategy, we will be discussing these elements in more detail in the paragraphs below.

Where Should You Start?

When developing the investment policy of the family office, it is crucial for the family members to determine the processes which would effectively manage the family wealth.

Defining the Investment Strategy’s Purpose, Goals, and Objectives

The purpose, goals, and objectives of the investment strategy adopted by the family office depend on the following factors:

  1. The Family’s Background. It is important to understand the origin of the family and how they obtained their wealth.
  2. Shared Values and Purpose. This way in which a patriarch or matriarch views the world will tend to impact decisions over multiple generations. The most successful family offices have successfully mastered the use of values and purpose in crafting the transition of wealth from one generation to the next.  They engage with all members of the family at the right age with a view of getting them bought into their role within the family and how they can positively impact the world.
  3. The Shortcomings of Conventional Approaches. The biggest shortcoming of conventional approaches is the adage shirtsleeves to shirtsleeves in three generations. The conventional approach is to let future generations run their own race when they have come of age.  The challenge with this approach is that it removes the ability of the family to act as custodians and to invest with impact and in many cases, the wealth is destroyed within three generations.
  4. Building on Values and Visions. In order to build on the values and the vision of a patriarch or matriarch the family must engage within the family and build on what was left before them. This requires a level of engagement from every generation that can only occur when the family allows all valued members to leave their mark on the family.
Risk Management

The principal or family members need to ensure that there are adequate risk management procedures in place to preserve the family’s wealth. These procedures include the following:

  1. The Relationship Between Risk and Return. All successful families understand the relationship between risk and return. As custodians, they understand that you do not take more risk than required to meet the return required to deliver the needs of the family.
  2. The Family’s Risk Attitude. It is critical to determine the risk tolerance and appetite of the family as this will determine the level of risk, they are willing to undertake, and which investments are suitable for the family.
  3. Further Risk Considerations. Further risk considerations include divorce and the impact it could have on assets that are familial assets.
Time Horizon and Liquidity Needs

It is important to determine the time horizon for the investment goals of the family, this includes the short-term liquidity requirements or the long-term wealth preservation. Furthermore, considering the liquidity needs for potential unforeseen circumstances or investment opportunities.

Asset Class Guidelines

Asset class guidelines serve as a framework for family offices and investment professionals to allocate and manage investments across different asset classes. These guidelines establish clear definitions for each asset class and outline the inclusions, restrictions, and exclusions associated with each.

Precise Definitions. Providing precise definitions for each asset class is crucial for establishing effective asset class guidelines. These include the following:

  1. Equities. Ownership shares in publicly traded companies that offer potential capital appreciation and dividends. The guidelines define equities by market capitalization, geographic focus, or sector.
  2. Fixed Income/Bonds. This includes debt securities issued by governments, municipalities, or corporations. Bonds provide regular interest payments and the return of principal at maturity. The guidelines may define fixed income by duration, credit quality, or geographic focus.
  3. Alternative Investments. These encompass a broad range of non-traditional assets, including private equity, venture capital, hedge funds, real estate, commodities, and infrastructure. The definitions for each alternative investment should be specific and capture the unique characteristics and risk profiles of these investments.

Inclusions, Restrictions, and Exclusions. The asset class guidelines also establish parameters for inclusions, restrictions, and exclusions within each asset class. They help align the investment strategies with the family office’s goals, risk tolerance, and investment philosophy. Inclusions define the type of investments that fall within the specified asset class. By clearly defining the allowable investment vehicles, it helps guide investment decisions and portfolio construction. Restrictions set boundaries on certain investments or characteristics within an asset class. They may also limit the exposure to certain risk factors, such as high volatility or low liquidity investments. Exclusions outline investments that are explicitly excluded from a particular asset class and help define the boundaries of the asset class and guide investment managers in their decision-making process.

Family Office Asset Allocation

The family office’s asset allocation strategy plays a crucial role in portfolio construction and risk management.

  1. Diversification. Diversification is a crucial aspect of asset allocation within a family office. It involves spreading investments across different asset classes, sectors, and geographic regions to reduce risk and enhance the potential for returns. By diversifying their holdings, family offices aim to minimize the impact of any single investment on their overall portfolio performance.
  2. The Importance of Asset Allocation. The importance of asset allocation cannot be overstated when it comes to achieving long-term investment objectives. Studies have shown that asset allocation accounts for a significant portion of a portfolio’s performance, often outweighing the impact of individual investment selection. A well-designed asset allocation strategy takes into consideration the family’s risk tolerance, investment goals, time horizon, and liquidity requirements.
  3. Long-Term Views and Staying Power. Long-term views play a crucial role in family office asset allocation. Instead of focusing on short-term market fluctuations, family offices adopt a strategic approach that considers their investment horizon, which is often measured in decades rather than years. This long-term perspective allows family offices to capture the benefits of compounding and ride out short-term market volatility. Staying power is another critical factor in family office asset allocation. Family offices typically have the advantage of having patient capital, allowing them to endure market downturns without being forced to sell assets at unfavorable prices. This ability to stay invested during turbulent times enables them to benefit from potential market recoveries and capitalize on attractive investment opportunities that may arise during periods of market stress.
Investment manager selection and monitoring

Effective investment manager selection and ongoing monitoring are vital for successful portfolio management.

  1. Due diligence process. Selecting the right investment managers is a critical aspect of successful asset management for family offices. The due diligence process involves a thorough evaluation of potential investment managers to ensure they align with the family office’s investment objectives and risk tolerance. During due diligence, family offices typically assess factors such as the investment manager’s track record, investment philosophy, risk management processes, team expertise, and overall organizational strength. This process helps identify managers with a proven ability to generate consistent returns and manage risk effectively.
  2. Regular reporting and performance reviews. Once an investment manager is selected, regular reporting and performance reviews become essential. Family offices require comprehensive and transparent reporting to evaluate the performance of their investment managers. These reports should provide detailed insights into portfolio composition, investment decisions, and performance results. Family offices often establish specific reporting requirements, including key performance indicators, risk metrics, and benchmarks, to assess the investment manager’s performance relative to their expectations. Regular performance reviews allow family offices to track progress, identify areas of concern, and make informed decisions about whether to continue with the investment manager or consider alternative options.
  3. Monitoring process. Effective monitoring is crucial to ensure investment managers adhere to the agreed-upon investment strategy and meet the family office’s expectations. This involves ongoing oversight of the investment manager’s activities, including reviewing investment decisions, monitoring portfolio composition, and assessing risk management processes. Family offices may conduct periodic meetings or conference calls with investment managers to discuss performance, investment outlook, and any changes to the investment strategy. Additionally, monitoring involves staying updated on market trends, economic conditions, and regulatory changes that may impact the investment manager’s approach. By actively monitoring investment managers, family offices can detect potential issues early on and take appropriate actions to protect their investments.
  4. Controlling, Reviewing, and Monitoring of the Investment Strategy. The family office is responsible for maintaining control over the overall investment strategy. This involves establishing clear investment objectives, risk parameters, and guidelines for the investment manager to follow. The family office should regularly review the investment strategy to ensure it remains aligned with its evolving goals and risk appetite. It may consider factors such as changes in market conditions, shifts in the family’s financial situation, or modifications to the investment landscape. Monitoring the investment strategy involves assessing its effectiveness, reviewing its performance relative to benchmarks, and making adjustments as needed. By actively controlling, reviewing, and monitoring the investment strategy, family offices can adapt to changing circumstances and optimize their investment outcomes.
  5. Communication and Technology. Communication and technology tools are essential for transparency, reporting, and collaboration within the family office, especially in the instance where none of the services will be subject to outsourcing. Implementing robust reporting mechanisms to provide regular updates on portfolio performance, investment activities, and compliance with investment guidelines. Utilizing technology platforms is crucial to secure data management, performance tracking, and investment analytics. Furthermore, fostering effective communication channels help ensure all stakeholders are informed and engaged in the investment process.
  6. Philanthropy. Integrating philanthropy into the investment strategy allows the family office to make positive social impacts and because of this, it is important to define the family’s philanthropic goals and objectives. These need to align with the family’s values and the impact they wish to create. It is crucial to incorporate philanthropic initiatives into the investment strategy of the family, such as impact investing or dedicated allocations for charitable causes. A process to measure and report the social and environmental impact of philanthropic investments should also be established to ensure that the family is able to track their philanthropic goals and objectives.
Asena Advisors focuses on strategic advice that sets us apart from most wealth management businesses. We protect wealth.

Family Office Alternative Investments

As mentioned above, family offices have increasingly turned to alternative family investments as a means to diversify their portfolios and seek higher returns. We will explore the returns, risks, and opportunities these investments have for family offices.

Returns and Risks

Alternative investments offer the potential for enhanced returns compared to traditional asset classes such as stocks and bonds. These investments span a wide range of asset classes, including private equity, venture capital, hedge funds, real estate, commodities, infrastructure, and more. Family offices often allocate a significant portion of their portfolios to alternative investments to capitalize on their potential for higher returns.

However, it’s important to note that alternative investments also come with inherent risks. Illiquidity, higher volatility, and the complexity of these investments require careful due diligence and risk management. Family offices must conduct thorough research, assess the track record of investment managers, and evaluate the risk-return tradeoff before committing capital to alternative investments.

Opportunities for Family Offices
  1. Alternative investments provide family offices with diversification beyond traditional asset classes. By investing in different sectors, strategies, and geographies, family offices can reduce their exposure to market fluctuations and potentially enhance their risk-adjusted returns.
  2. Access to Unique Opportunities. Alternative investments offer access to unique and exclusive opportunities that are not readily available in public markets. Family offices, with their long-term investment horizon and substantial capital, can participate in private equity deals, venture capital investments, real estate projects, and other specialized investments. This allows them to benefit from the potential for value creation and attractive risk-adjusted returns.
  3. Alignment with Long-Term Objectives. Family offices, often focused on intergenerational wealth preservation, can benefit from the illiquid nature of many alternative investments. These investments align with their long-term objectives, as they are less influenced by short-term market volatility and provide the opportunity to generate sustained, compounding returns over time.
  4. Active Management and Control. Alternative investments often involve active management and hands-on involvement. Family offices, with their deep industry expertise and networks, can take a more active role in managing these investments. This level of control allows family offices to apply their strategic insights, operational expertise, and governance frameworks to drive value creation and potentially outperform passive investment approaches.
  5. Impact Investing. Alternative investments provide family offices with an avenue to make a positive social and environmental impact. Through impact investing, family offices can allocate capital to projects and companies that align with their values and generate measurable positive outcomes alongside financial returns.

What is a Family Office Investment Committee?

A family office investment committee is a key governance structure within a family office that oversees the investment decision-making process. Comprising a group of experienced professionals and family members, the investment committee plays a critical role in setting investment policies, evaluating investment opportunities, managing risk, and ensuring alignment with the family’s objectives. This article explores the purpose, composition, responsibilities, and benefits of a family office investment committee.

Do You Need an Investment Committee?

The investment committee is a crucial aspect of effective wealth management, and by understanding the benefits and potential challenges, individuals can make informed decisions regarding the formation of the committee.

Typical pitfalls

There are numerous pitfalls that may affect the investment committee; however, we will address the most important ones.

  1. Family Dominance. Without an investment committee, decision-making may be dominated by a single family member or a small group, which can lead to subjective decision-making, conflicts of interest, and a lack of diverse perspectives. An investment committee mitigates this risk by involving multiple stakeholders and ensuring decisions are made in the best interests of the overall wealth management strategy.
  2. Technical overload. Managing investments requires a deep understanding of financial markets, asset classes, and investment vehicles. Family members or individuals overseeing investments may face challenges in keeping up with the rapidly changing investment landscape. An investment committee addresses this by leveraging the expertise of professionals with specialized knowledge in finance, investment analysis, and risk management.

Family Office Investment Management Strategies

Family offices employ various investment strategies to grow and preserve wealth while meeting their financial objectives. This article explores some of the common investment strategies utilized by family offices, including private equity, venture capital, hedge funds, commercial real estate, stocks, bonds, and direct investments. Understanding these strategies can help families make informed investment decisions and construct well-diversified portfolios.

Some of the investment strategies for a Family Office are listed below:

  1. Private Equity. Private equity involves investing in privately held companies that are not publicly traded. Family offices often allocate a portion of their portfolio to private equity funds or make direct investments in private companies. Private equity investments offer the potential for substantial returns, but they are typically illiquid and require a long-term investment horizon.
  2. Venture Capital. Venture capital investments focus on early-stage or growth-stage companies with high growth potential. Family offices interested in supporting innovation and entrepreneurial ventures may allocate funds to venture capital funds or directly invest in promising startups. Venture capital investments carry higher risks but can yield significant returns if successful.
  3. Hedge Funds. Hedge funds are investment vehicles that employ various strategies to generate returns, often through active trading and alternative investment approaches. Family offices may invest in hedge funds to diversify their portfolios and potentially benefit from non-traditional investment strategies. Hedge funds offer flexibility and the potential for attractive risk-adjusted returns, but they are typically only accessible to accredited investors due to regulatory requirements.
  4. Commercial Real Estate. Investing in commercial real estate, such as office buildings, retail properties, or residential complexes, is a popular strategy for family offices. Real estate investments provide income through rental yields and the potential for capital appreciation. Family offices may invest directly in properties or allocate capital to real estate funds or real estate investment trusts (REITs).
  5. Stocks. Investing in publicly traded stocks allows family offices to participate in the ownership of companies. Family offices may pursue various investment strategies, including growth investing, value investing, or a combination of both. They can construct diversified stock portfolios across different sectors and geographies to capture potential capital gains and dividends.
  6. Bonds. Bonds are fixed-income securities issued by governments, municipalities, or corporations. Family offices may invest in a range of bonds, including government bonds, corporate bonds, municipal bonds, or high-yield bonds. Bond investments provide regular income through interest payments and can help preserve capital. They are generally considered less risky than equity investments.
  7. Direct Investments. Family offices may choose to make direct investments in specific assets or businesses. This strategy allows them to have direct control and potentially capture unique opportunities. Examples of direct investments include acquiring private companies, real estate properties, or investing in infrastructure projects. Direct investments require thorough due diligence and active management but offer the potential for significant returns.
We support family offices with global transactions and advise on US direct investment, mergers & acquisitions.

Constructing an Equity Strategy for Family Offices

Family offices often include equities as a significant component of their investment portfolios to achieve long-term growth and capital appreciation. Constructing an effective equity strategy requires careful consideration of various factors. This article explores key elements of constructing an equity strategy for family offices, including focusing on direct equities, maintaining a long tail portfolio, and utilizing experienced approaches such as keeping powder dry, capitalization bias, selecting the right product categories, active manager selection, and opting for low-cost options.

Majority In Direct Equities

Many family offices prefer to hold a significant portion of their equity investments in direct stocks. Investing directly in individual companies allows family offices to have greater control over their portfolio, conduct in-depth research, and make informed investment decisions. Direct equity investments provide the potential for higher returns and the ability to align investments with the family’s values and long-term vision.

Long Tail Portfolio

A long tail portfolio approach involves diversifying equity investments across a wide range of stocks. Family offices aim to create a balanced portfolio that includes both well-established companies and emerging growth opportunities. This approach mitigates concentration risk and allows the family office to participate in the potential upside of smaller, high-growth companies while also benefiting from the stability of larger, more established companies.

Experienced family offices construct portfolios in these ways:

  1. Keeping Powder Dry. Experienced family offices often maintain a cash reserve or liquidity pool to take advantage of attractive investment opportunities. Keeping some capital unallocated allows them to deploy funds during market downturns or when favorable investments arise.
  2. Cap Bias. Family offices may have a bias toward certain market capitalization segments, such as focusing on large-cap companies or allocating a portion of their portfolio to small and mid-cap companies. The allocation decision is based on the family office’s risk appetite, investment objectives, and market outlook.
  3. Choosing the Right Product Categories. Family offices consider various product categories within equities, such as growth stocks, value stocks, dividend-paying stocks, or thematic investments. The selection depends on the family office’s investment philosophy, risk tolerance, and expectations for different market segments.
  4. Active Manager Selection. Some family offices opt for active management by selecting investment managers who have demonstrated skill in generating alpha and consistently outperforming benchmark indices. Active managers employ strategies such as fundamental analysis, stock picking, and portfolio construction techniques to generate superior returns.
  5. Lowest Cost Options. Cost-conscious family offices seek to minimize investment expenses by selecting low-cost investment vehicles such as index funds or exchange-traded funds (ETFs). These passive investment options provide broad market exposure at a lower cost compared to actively managed funds.

5 Reasons Why Family Offices Are Focusing on Direct Investments

Family offices have increasingly been investing in direct investments as opposed to traditional investment options through third parties, and we will be exploring the reasons for this in more depth.

  1. Greater Control and Decision-Making Ability. Direct investments offer family offices a higher degree of control over their investment decisions. Unlike traditional investment vehicles, family offices can directly influence the strategic direction, operational decisions, and long-term vision of the invested companies. This control allows family offices to align investments with their values, investment objectives and desired risk-return profiles.
  2. Better Value and Interest Alignment and Return. Direct investments enable family offices to directly negotiate terms, valuations, and investment structures. This provides an opportunity to create bespoke investment structures that align the interests of the family office with those of the invested companies. Family offices can actively participate in the growth and value creation of their portfolio companies, potentially leading to enhanced returns over the long term.
  3. Reduced Fees and Expenses. Investing directly can help family offices reduce the fees and expenses associated with traditional investment vehicles. By bypassing intermediaries, family offices can avoid layers of management fees typically associated with private equity funds or hedge funds. This fee savings can contribute to improved net returns and long-term wealth preservation.
  4. The Strength of Family Office Networks. Family offices often have extensive networks and relationships with other families, entrepreneurs, and industry experts. Leveraging these networks can provide access to unique investment opportunities, co-investment possibilities, and industry insights. The collaboration within the family office community fosters knowledge sharing, due diligence capabilities, and potential synergies, enhancing the investment outcomes of direct investments.
  5. Making an Impact. Family offices increasingly seek to make a meaningful impact through their investments. Direct investments offer the opportunity to align financial objectives with social and environmental goals. Family offices can focus on sustainable investing, impact investing, or supporting ventures that promote social responsibility. Direct investments allow family offices to directly contribute to positive change and create a legacy aligned with their values.

Why Family Office Investment Strategies are Shifting

Family offices, responsible for managing the wealth and investments of affluent families, are witnessing a shift in their investment strategies.

Family Office Investment Trends

We will be the key reasons behind this transformation, including the growing preference for private investments, the increasing focus on value-based investing, the venture into venture capital, and the role of family office accounting software in simplifying wealth management.

  1. Keeping It Private. Family offices are increasingly turning to private investments, such as direct equity investments, private equity, and private debt. These private investments offer greater control, long-term growth potential, and the ability to align investments with family values. By investing directly in private companies or partnering with private equity funds, family offices can pursue opportunities that may not be accessible through public markets.
  2. Family Offices Are Seeking Value-Based Investments. There is a growing trend among family offices to prioritize value-based investing. These investments focus on environmental, social, and governance (ESG) factors and sustainable practices. Family offices are incorporating ESG considerations into their investment decisions, aiming to generate financial returns while making a positive impact on society and the environment. This shift reflects the values and long-term vision of many wealthy families.
  3. Venturing Into Venture Capital. Family offices are increasingly exploring opportunities in venture capital. By investing in early-stage or growth-stage companies, family offices can participate in innovative ventures with significant growth potential. Venture capital investments allow family offices to support entrepreneurship, technological advancements, and disruptive business models. These investments offer the potential for high returns but also carry higher risks.
Family Office Accounting Software Simplifies Wealth Management

Family office accounting software has emerged as a valuable tool in simplifying wealth management for family offices. This software provides comprehensive financial reporting, portfolio management, and accounting functionalities tailored to the unique needs of family offices.

It streamlines the consolidation of financial data, automates reporting processes, and enhances transparency and accuracy in wealth management. Family office accounting software allows for efficient performance monitoring, cash flow management, and compliance with regulatory requirements, ultimately facilitating better decision-making and more effective wealth preservation.


How Do Family Offices Invest?

Family offices typically invest in asset classes that align with the goals, objectives, risk tolerance, and values of the family they serve.

What Is the Difference Between a Hedge Fund and a Family Office?

The main difference between a hedge fund and a family office lies in their investor base and purpose. Hedge funds pool funds from multiple investors, including institutions and qualified individuals, aiming to generate high returns through active and often complex trading strategies.

On the other hand, family offices cater exclusively to a single wealthy family (single-family office) or a small number of families (multi-family offices), focusing on preserving and growing their wealth across generations. Family offices offer comprehensive services beyond investment management, such as tax planning, estate planning, and philanthropy, tailored to meet the unique financial needs of the family.

How Do I Manage My Family Office?

Managing a family office involves several key steps and considerations such as defining your family’s goals and objectives, including wealth preservation, growth, and intergenerational wealth transfer.

Develop a comprehensive investment strategy aligned with these goals, considering factors like risk tolerance, liquidity needs, and time horizon.

What Is the Structure of a Family Office?

The structure of a family office can vary depending on the specific needs and preferences of the family. Generally, a family office is organized into three main components: ownership/governance, investment management, and family services.

The ownership/governance component involves establishing a legal structure, such as a trust or corporation, to hold and manage the family’s assets. It also includes defining the roles and responsibilities of family members and establishing decision-making processes as if they’re running a family business.

The investment management component focuses on the strategic allocation and management of the family’s investments, often with the assistance of investment professionals and advisors. Lastly, the family services component encompasses various services like tax planning, estate planning, philanthropy, and lifestyle management, tailored to meet the specific needs of the family members. The structure of a family office should be designed to align with the family’s values, goals, and long-term vision.


If you have questions about Family Office Investment Strategy, schedule a consultation with

one of our advisors in our Contact Us section to the right.

Jean-Dré Tombisa

Peter Harper