The concept of the family office, once reserved for dynastic families like the Rockefellers or Vanderbilts, is now being marketed to a much broader client base, according to InvestmentNews.
Samuel Diarbakerly, founder of Generation Capital Advisors, says technology and specialized platforms now allow advisors to replicate the family office experience for high-net-worth clients without the expense of a dedicated in-house structure. "We're democratizing the model, giving sophisticated integration and services to families who previously couldn't access a dedicated office," he said.
Paul Keeton, chief investment officer at Prospera Financial, emphasizes that expanding the model does not diminish its value. Personalized, multi-generational wealth management remains a key differentiator for advisors who can combine financial, administrative, and lifestyle services tailored to each family.
However, InvestmentNews reports that some experts caution that the term "family office" has become overused and diluted. Anthony Englert of Alfa Advisory notes many firms offer investment management with referrals, labeling it "integrated wealth planning" without the depth of a true family office. Michael Shawn, founder of Peregrine Private Client, echoes this view, explaining that some advisors use the term as a marketing tool while the genuine family office continues to professionalize governance, internalize tax and investment capabilities, and adopt private-equity-style strategies.
The rise in private wealth supports the broader adoption of family office services. Shawn points to over 426,000 ultra-wealthy individuals globally, projected to exceed 587,000 by 2027. According to InvestmentNews, Englert highlights client expectations as a major driver: families with $3 million to $15 million in assets increasingly seek integrated financial guidance rather than siloed advice from multiple professionals.
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