Everyone has a "family office" now
Sharing our framework for figuring out who is wasting your time
TL;DR
SFOs, MFOs, FFOs, RIAs, OCIOs, and consultants all use the same “family office” language. They are not the same thing.
What separates them is not the label but the number of approvals between your conversation and a wire.
For Fund I, the best targets are principals and small SFOs where one person’s conviction can move capital.
There are a few terms we can’t stand at Daring Ventures. One of them is “family office.”1
Like most language that spends too much time inside opaque markets, the term has been stretched until it means almost nothing.
What used to describe a very niche structure built to manage one family’s significant wealth now gets applied to everything from billion-dollar investment offices to wealth managers, consultants, software vendors, placement agents, random LinkedIn profiles with “family office” in the headline, and people who have more in common with a club promoter than an investment professional.
When I started fundraising outreach for Daring Ventures Fund I, I naively thought the following words were basically interchangeable: family office, single family office, multi-family office, HNWI, UHNWI, and private wealth.
After a few months of cold outreach on LinkedIn to “family office” people, I realized how wrong I was.
Most of the “family office” executives I met with were not LPs. Some were service providers trying to sell software. Some were advisors. Some were consultants. Some were legitimate people who sat near wealthy families but had no control over allocation decisions. Some were just wasting my time.
Within five minutes of a call, I usually knew the next twenty-five minutes were going to be a waste. I would leave every call more frustrated.
Then my co-GP, Joe, told me to take a step back and ask one simple question:
Who actually controls the capital allocation decision?
That is the filter.
Once I started asking that question, the quality of my LP conversations improved and conversion improved. I wasted less time with service providers, consultants, and people who used family office language but had no ability to write a check.
The family office universe is real. It can be a valuable source of capital for Fund I managers. But the label itself tells you almost nothing.
What matters is how close the person is to the actual decision to allocate capital.
Why “Family Office” Means Almost Nothing Now
The term dates back to 1882, when the Rockefellers founded one of the first full-service single family offices to manage wealth from the industrial revolution. It was specific. It meant managing investments, tax, philanthropy, and other affairs for one family.
Now the term gets used for almost everything adjacent to private wealth.
It can mean a billion-dollar single family office with a full internal investment team. It can mean a multi-family office serving dozens of families. It can mean an RIA with a family office offering. It can mean a fractional service provider. It can mean a consultant. It can mean a founder with a big exit investing off their own balance sheet. It can mean a solo operator with a Squarespace website and a newsletter about “the evolving family office landscape.”
That ambiguity is the problem as a fund manager.
Nobody is going to introduce themselves by saying, “I do not control capital.” Nobody is going to self-identify as a time-waster. And nobody using the term “family office” is going to tell you upfront whether they are the check writer, the gatekeeper, the advisor, the service provider, or the person trying to sell you something.
So you need a better framework.
The Real Framework: Distance From the Check
The useful way to evaluate this market is not by title. It is by distance from the capital allocation decision.
There are two questions I try to answer as quickly as possible.
First: what is this person’s relationship to the capital?
Second: what is my access point?
Those sound similar, but they are different.
A person can sit very close to principal capital and still have no authority over it. A junior investment professional at a massive family office may work inside an organization managing billions of dollars, but their “yes” may only mean they are willing to bring it up in a meeting.
A person can also be an agent legally but function almost like a principal for fundraising purposes. A CIO at a small single family office is not investing their own money, but if the family has delegated investment authority to them, their conviction can cause capital to move.
That is the distinction that matters.
Principal-like does not mean “owns the money.”
It means the person is close enough to the capital allocation decision that their judgment can turn into a check.
Agent-like does not mean bad.
It means the person’s relationship to the capital is mediated. They may be a fiduciary, advisor, consultant, gatekeeper, or service provider. Some agents are extremely high-quality. Some are not. The question is whether their approval actually moves capital.
Before spending time on any “family office” lead, I now run five quick tests:
1. Whose money is it?
Is this a principal investing their own capital, one family’s capital, multiple families’ capital, institutional capital, or no capital at all?
2. Can I trace the capital back to a real economic principal?
Who created the wealth? Was it a founder, a family business, an operating company, a public company exit, an inheritance event, or another identifiable capital base? The point is not that the family needs to be famous. Many real families are intentionally private. The point is that there should be a real source of wealth behind the allocation.
3. Who actually has discretion?
Is the person you are speaking with authorized to make allocation decisions, or are they collecting information for someone else?
4. How many people need to say yes before a check gets written?
A principal may need no one. A small SFO CIO may need one family member. A large SFO may need an investment committee. A consultant may need to convince an institutional client’s committee. A connector may need to introduce you to someone who introduces you to someone else.
5. What does a “yes” from the person I’m speaking with actually buy me?
Sometimes it buys a check. Sometimes it buys a committee memo. Sometimes it buys an intro to the actual decision-maker. Sometimes it buys placement on an approved list. Sometimes it buys nothing.
Everything below should be read through that lens.
The label matters less than the path from conversation to wire.
The Starting Point: HNWIs and UHNWIs
HNWIs and UHNWIs are not family offices by default.
A founder with a large exit investing their own money is a principal. They may be an excellent LP. They may be sophisticated. They may have a team around them. But if they are making allocations for their own account, that is not the same thing as a family office.
A family office implies some separation between the principal who owns or created the wealth and the professional infrastructure managing it.
That distinction matters because it changes the dynamic.
A principal answers to themselves. Their investment process may be highly sophisticated, or it may be completely idiosyncratic. They may care about your market, your story, your network, your personal background, or a specific strategic angle. They can move quickly because there is no client committee, no fiduciary overlay, and no obligation to build consensus across unrelated stakeholders.
That can be very good for Fund I.
But it is not the same thing as raising from a family office.
Capital relationship: principal capital
Typical access point: the person who made or controls the money
What a yes buys: potentially a check
Fund I relevance: high, if they are aligned with your strategy and check size
Single Family Office (SFO)
Principal capital, delegated decision-making
A single family office is one entity serving one family.
A senior investment professional or team of investment professionals has been hired to direct investment strategy, manage the family’s wealth, and coordinate some combination of investments, tax, philanthropy, estate planning, reporting, and other family affairs.
Every SFO looks different because every family is different. Some outsource legal and accounting. Others keep everything internal. Some are mainly investment offices. Others look like full operating companies.
The common thread is maximum control, maximum customization, and maximum privacy.
The important thing to understand is that scale changes the decision path.
A small SFO may be as simple as one former allocator running the CIO function out of a home office, managing a handful of external manager relationships. In that case, the CIO is technically an agent, but may function almost like a principal. If the family has delegated discretion, you may only need to convince one person before a check can get written.
A large SFO is completely different.
Same label, different decision path.
The largest and most sophisticated SFOs are full operating companies. They may run an internal RIA, manage properties across multiple estates, oversee aviation and yacht management, operate a philanthropy arm, and maintain all the supporting verticals like legal, tax, HR, accounting, and reporting.
At that end of the spectrum, you are dealing with an org chart that looks more like a holding company. Senior leadership may come from the highest ranks of Wall Street. Gregg Lemkau leaving Goldman Sachs after 28 years as co-head of investment banking to run Michael Dell’s family office is a good example of the level of talent these platforms can attract.
The cost of running an SFO is significant, so families typically need a net worth of at least several hundred million dollars for it to make sense. That also makes SFOs the hardest for fund managers to find. They are exempt from SEC registration under the Family Office Rule, which means they do not show up on public databases like Investment Adviser Public Disclosure (IAPD). You usually find them through warm introductions and relationship networks. Occasionally you can find them through LinkedIn, but it is harder because many have limited public information and intentionally low visibility.
When you do find the right SFO, the check can be one of the most conviction-driven in your raise.
Investment decisions often come down to alignment with the family’s business, a personal connection to the fund manager’s story, a strategic interest, if they can access similar strategies elsewhere, or pure opportunism.
Less process, more judgment.
But you need to know who you are actually talking to. A CIO at a small SFO may be terminal. A junior investment professional at a large SFO may only be one node in a much longer internal process.
Decision-maker: CIO, CFO, or investment committee
Capital-control question: Does this person’s yes get me to a check, or just to the next internal conversation?
How to research: LinkedIn, firm website if they have one, warm introductions, PitchBook, Fintrx, Preqin, With Intelligence
Examples: Hillspire, MSD Capital, Willett Advisors
Recommended for you:
Nobody hires Kirkland & Ellis because they write good
tl;dr: the cheaper the memo gets, the more expensive the name on it becomes.
Multi-Family Office (MFO)
Multiple principals, shared agent structure
A multi-family office serves multiple affluent families through one shared platform. These families are typically large enough to want more than a standard wealth advisor, but not always large enough or interested enough to maintain a dedicated single family office.
A real MFO offers a full stack of services: investment management, tax, estate planning, risk management, philanthropy, reporting, and sometimes lifestyle or concierge services. The shared model lets multiple families pool the cost of infrastructure, talent, and access.
This is where the principal-agent relationship becomes more layered.
The capital still belongs to families, but now a professional firm is managing money for multiple unrelated principals. That usually means more process, more documentation, more fiduciary discipline, and more formal manager selection than a small SFO.
The right MFO can still be a real Fund I target, especially if it is boutique, alternatives-oriented, and led by a CIO or founder-partner with actual discretion.
But as MFOs scale, they become more institutional.
More families means more stakeholders. More stakeholders means more process. More process means your contact’s yes may not be enough.
That is why the label alone is not useful. A boutique MFO and a scaled commercial MFO may both call themselves “multi-family offices,” but the fundraising experience will be completely different.
A boutique MFO may behave more like an SFO: concentrated decision-making, strong relationships, more judgment, and more openness to conviction-driven allocations.
A scaled MFO may behave more like an institution: formal diligence, investment committees, approved lists, allocation models, and a slower path to commitment.
Many MFOs are Registered Investment Advisors, which means they show up on IAPD. That is useful because you can actually research them before reaching out.
How to evaluate one using IAPD:
Step 1: Pull the firm’s Part 2 Brochure. If “venture capital” or “private equity” is not mentioned, move on. It is probably not a fit.
Step 2: If venture or private equity is mentioned, go to the latest Form ADV, Section 5.K.(1), Separately Managed Accounts. Look at what percentage is allocated to “Securities Issued by Pooled Investment Vehicles (other than Registered Investment Companies or Business Development Companies).” If the allocation to alternatives is below 30%, it is probably not worth prioritizing. Above 30%, add them to your list.
MFOs run more formal processes than SFOs. Expect more diligence and a stronger focus on financial returns. They can be approachable at Fund I, but only if they have a real private markets allocation and you can get in front of the person with authority.
Decision-maker: CIO, senior partner, Head of Investments, or investment committee
Capital-control question: Is this a boutique office where one investment lead has discretion, or a scaled platform where every commitment goes through committee?
How to research: IAPD, LinkedIn, firm website, PitchBook, Fintrx, Preqin, With Intelligence
Examples: Bessemer, ICONIQ, Pitcairn, Whittier Trust
Fractional Family Office (FFO)
Partial agent structure, usually lighter capital control
A fractional family office serves multiple families but provides only part of the family office function, not the full suite.
This is not just a smaller MFO. It is a thinner service model.
That distinction matters.
An MFO is supposed to provide full family office infrastructure across investments, tax, estate planning, philanthropy, reporting, and related services. An FFO typically provides a narrower set of services for families that want more personalized attention than a standard wealth advisor but do not need or cannot justify a full SFO or MFO.
The reason to include FFOs here is that they often use similar language. They may say “family office.” They may serve wealthy families. They may sit close to capital.
But service depth changes what they can actually do.
Private markets infrastructure is often one of the first things that gets cut when the service model is lighter. A fractional family office may be coordinating advisors, organizing reporting, or helping manage a family’s financial life without actually running a serious external manager selection program.
That does not make FFOs fake. It just means they are usually not your primary target pool at Fund I unless they have a clear alternatives capability and an identifiable decision-maker.
Decision-maker: founder, CIO, lead advisor, but may ultimately roll up to a family principal
Capital-control question: Do they actually allocate to external private funds, or are they mainly coordinating services around a family’s wealth?
Fund I relevance: usually low to medium, unless there is a real alternatives program
Registered Investment Advisors (RIAs)
Fiduciary agent structure, varies wildly by alternatives capability
RIA is a regulatory category, not a useful fundraising category by itself.
It covers an enormous range of entities that register with the SEC or state securities regulators and have fiduciary responsibility to act in their clients’ best interests. Some RIAs have sophisticated private markets programs. Others are standard wealth managers with no alternatives infrastructure. Some market themselves as family offices because it sounds better, not because they are realistic LP targets.
The problem is that “RIA” alone tells you almost nothing.
You need to know which type you are dealing with.
Alternatives-Enabled RIA
An alternatives-enabled RIA is a mid-to-large firm, often with $500M to $5B+ in AUM, that has built a private markets capability either internally or through a platform like iCapital or CAIS.
These can be real targets. The decision-maker is usually the CIO, Director of Alternatives, or Head of Private Markets. They run a formal diligence process and may have a dedicated alternatives allocation.
Examples: Cerity Partners, Mariner Wealth Advisors
Capital-control question: Does the firm have a centralized alternatives function with authority, or are individual advisors making one-off client decisions?
RIA With an Internal Fund of Funds
Some RIAs create their own pooled private markets vehicle that allocates to external managers. This can make them relevant because the firm has already created a structure for accessing private funds.
Investment decisions usually go through a formal alternatives committee.
These can be worth pursuing if you can get in front of the right person, especially if the platform has an emerging manager allocation or a mandate that fits your fund.
Examples: Mercer Advisors, Hightower Advisors
Capital-control question: Who controls the internal vehicle, and does it allocate to funds at your stage?
Aggregator RIA
Aggregator RIAs are large networks that provide infrastructure to hundreds or thousands of advisor practices.
This category is harder to navigate because decision-making may be decentralized. Individual advisors may make their own allocation decisions, or the central investment team may maintain an approved list that advisors can use with clients.
For a Fund I manager, aggregators are usually better as later-stage targets once you have more signal and track record.
Examples: Dynasty Financial Partners, LPL Financial
Capital-control question: Are you selling to a central investment team, an approved list, or hundreds of individual advisors?
Wealth Management RIA
This is the least relevant category for Fund I.
These firms may manage $50M to $500M for high-net-worth clients, but they typically have no real alternatives infrastructure. They are usually focused on public equities, bonds, ETFs, financial planning, and maybe some liquid alternatives.
They may use family office language in marketing, but that does not make them LP targets.
Examples: Creative Planning, CAPTRUST
Capital-control question: Is there any actual private markets capability, or is this just a wealth management firm using family office branding?
RIA + VC/PE Hybrid
Some VC or PE managers are registered as RIAs and also manage capital for external clients alongside their own funds. Sometimes this can become relevant for Fund I if they have an emerging manager program, a fund-of-funds strategy, or a specific allocation reserved for Funds I to III.
But you need to be careful with this category. The fact that a VC or PE manager is an RIA does not automatically make them an LP target. You need to understand whether they allocate to external managers and who controls that allocation.
Examples of the broader category: Sequoia Capital, General Catalyst, Lightspeed Venture Partners
Capital-control question: Do they actually invest in external managers, or are they simply registered as an adviser because of their own fund management business?
For any RIA, run the same IAPD process as an MFO. Same two steps. Same 30% threshold as your signal for whether alternatives are actually embedded in the strategy.
Decision-maker: CIO, Director of Alternatives, Head of Private Markets, or investment committee
Best signal of a real target: dedicated alternatives capability, not individual advisors
Outsourced Chief Investment Officer (OCIO)
Pure agent with discretion
OCIOs are easy to confuse with the CIOs you are trying to reach at an MFO or RIA. They are not the same thing.
An OCIO is a third-party firm providing investment management services to organizations that do not have internal investing capabilities. Their clients are usually large institutional investors: endowments, foundations, pension funds, and insurance companies. Not wealthy families or HNWIs.
Conceptually, OCIOs are important because they show why “agent” does not always mean “no discretion.”
An OCIO is a pure agent. They are not investing their own money. They are managing someone else’s institutional capital. But if the client has delegated investment authority, the OCIO may actually control the allocation decision within an agreed investment policy.
That makes them agent-like in relationship to the capital, but principal-like in decision authority.
For Fund I, this distinction is usually more theoretical than practical. OCIO capital is institutional, process-heavy, and typically not available to first-time VC funds. I learned this after a conversation with someone at Commonfund. Given their clients are institutional investors, the earliest they invest in VC firms is usually Fund III+ with a minimum fund size around $100M.
For Fund I, skip OCIOs entirely. Revisit at Fund III when you have a track record and fund size that can meet their threshold.
Decision-maker: asset class lead, CIO, or investment committee inside the OCIO
Capital-control question: Has the client delegated discretion, or does the recommendation still need to go back to the underlying institution?
Fund I relevance: low now, potentially relevant later
Investment Consultant
Pure agent without discretion
Investment consultants sit right next to OCIOs and often get confused with them, so it is worth separating them clearly.
An investment consultant advises institutions on how to manage their portfolios. Their clients are pensions, endowments, foundations, insurers, and sometimes very large family offices. They help with investment policy statements, asset allocation, manager searches, due diligence, and performance monitoring.
But in the pure consultant model, they do not control the check.
They recommend. The client’s investment committee decides.
That makes them valuable, but in a different way. A consultant’s yes can get you into research coverage, onto a recommendation list, or in front of multiple institutional clients over time. But it usually does not produce a direct commitment.
It creates influence, not immediate capital.
This is the clean contrast with OCIOs. Both are agent structures. Both sit far from principal capital. Both work with institutional clients. But an OCIO may have discretion, while a consultant typically does not.
For Fund I, investment consultants are mostly relationship-building targets, not near-term LP targets. If you can get on their radar early, that may matter by Fund II or Fund III when you have a track record. But you should not confuse consultant interest with capital commitment.
Decision-maker: asset class lead, research lead, or consultant covering venture/private markets
Capital-control question: Does this person control capital, recommend managers to people who control capital, or simply know people in the ecosystem?
Examples: Cambridge Associates, Mercer, Aon, Callan, NEPC, Meketa, Wilshire, Albourne, Aksia
When the Access Point Is Not Capital
Once you start mapping people by capital control, the “watch out” category becomes much clearer.
Some people are legitimate but not LPs. Some are access points but not decision-makers. Some are selling services. Some are wasting time. Some are actively problematic.
The mistake is treating all of them like capital.
Family Office Service Providers
Attorneys, fund administrators, placement agents, consultants, wealth tech platforms, reporting tools, and other vendors fall into this bucket.
They use family office language on their websites and LinkedIn profiles because their clients are family offices. The language is designed to attract clients, not to tell you who they are.
These companies may be legitimate. Some are very good businesses. They are just not LPs.
The key distinction is that they sell to capital. They do not allocate capital.
Common tells:
They describe who they serve, not what they do with capital
Their title includes “advisor,” “consultant,” “strategist,” “solutions,” “business development,” or “partnerships”
They have multiple short-tenure roles across different firms
They post constantly about family office trends, education, or how the family office landscape is evolving
The employer has large headcount
The company page has a contact form, demo request, or lead capture element
There is no identifiable economic principal behind the capital because there is no capital
Examples: Addepar, Arch, Juniper Square
Again, these are legitimate companies. They are just not LPs.
Capital-control question: Do they allocate capital, influence capital, or sell products to people with capital?
Fake Family Office Individuals
This is where it gets more serious.
There are people who pose as family office executives to take advantage of new fund managers. Fraud and time-wasting are real hazards when you are fundraising, especially when you are a first-time fund manager trying to build momentum.
The best way to protect yourself is to stay anchored to the same framework.
Whose money is it?
Can I trace the capital back to a real economic principal?
Who has discretion?
How many people need to approve before a check gets written?
What does this person’s yes actually buy me?
If those questions never get answered, be careful.
The Phantom Anchor LP
They express serious early interest, imply they could anchor your raise, and request your full data room. Then they string you along for months.
Their goal may be competitive intelligence. They may be shopping your deal to other GPs for a finder’s fee. They may be trying to look important. Either way, the process never moves.
Every meeting is one-on-one. They cannot produce a reference from a prior fund commitment. They avoid specifics on allocation process. They never introduce the actual decision-maker. The conversation never advances to legal docs.
Red flag: high enthusiasm, no verifiable allocation history, no process.
The Fee-Before-Capital Placement Agent
They present as a capital introduction specialist with access to a curated HNW or family office network. Then they ask for an upfront retainer, platform fee, or access fee before raising anything.
That is a major red flag.
Legitimate placement agents generally work on success fees tied to capital raised. Any placement agent asking for money before they raise money should be treated with extreme skepticism.
Red flag: you pay before capital moves.
The Conference Circuit LP
This person is a regular at emerging manager summits, LP/GP events, and private wealth conferences. They collect decks aggressively, have a polished pitch about their “family office,” and seem to know everyone.
But they never actually wire capital.
Often this person is after competitive intelligence, relationship leverage, consulting opportunities, or deal flow they can repackage elsewhere.
The most useful question you can ask other fund managers is simple:
“Have you ever seen them actually close?”
Red flag: universally visible, constantly networking, no confirmed commitments.
The Offshore “Sovereign” Fund
This usually starts as an inbound inquiry from a foreign entity describing itself as a sovereign wealth fund, royal family office, dynasty fund, or government-adjacent investment platform.
They express interest in a large commitment quickly with minimal diligence.
That should make you more skeptical, not less.
The goal may be advance-fee fraud, sanctions evasion, money laundering, or something else you do not want anywhere near your fund. This is not just a wasted relationship. Accepting capital from the wrong source can create catastrophic legal exposure.
The key red flag is that the speed and size of interest are inversely proportional to the amount of diligence.
No real $10M LP commits in two weeks over three emails.
Red flag: huge check, little diligence, unclear source of wealth, low-transparency jurisdiction.
The Credential Blender
This person presents with a confusing mix of high-status credentials, vague institutional affiliations, and family office language.
They may claim to be a CFA, former banker, advisor to families, partner at an investment platform, or representative of private capital. But the details do not verify. The website is thin. The one-pager is strange. The story changes. The capital source is vague. The process is unclear.
This type is dangerous because they can sound sophisticated in a first conversation. But if you cannot verify the credentials, the firm, the capital base, or the decision-making authority, do not treat them like an LP.
Red flag: impressive-sounding biography, unverifiable details, no clear capital source.
The One Question That Cuts Through All of It
Before you spend time researching investment strategy, checking IAPD, sending a deck, or booking the call, ask yourself one question:
How close is this person to the capital allocation decision?
The family office universe is genuinely useful for Fund I managers, but the signal-to-noise ratio is brutal until you stop taking titles at face value. “Family office” is not a category. It is a clue. The job is to figure out whether the person in front of you controls capital, influences capital, sells to capital, or is just using the language of capital.
1 More on these later.
This was a great one!
Loved reading this!!