How do I find family offices that invest in startups?
Short answer
Start by defining which family offices are most likely to understand your startup and its market. Family offices have different goals, experience, and investment preferences, so a focused prospect list is more useful than a broad one. I begin with the company's sector, stage, geography, business model, and the experience of its team. Then I look for investors with relevant interests and a reason to take a first meeting. The goal is to make each introduction specific enough that the recipient can quickly see why the conversation may fit.
Checklist
- Describe your startup in one clear sentence, including what it does and who it serves.
- Set out your sector, stage, location, capital need, and current milestones.
- Define the investor avatar: the type of family office most likely to understand the business and its risks.
- Look for evidence of relevant interest, such as prior investments, stated focus areas, or experience in your industry.
- Start close to the business. Local high net worth contacts and people familiar with your sector may understand the opportunity faster.
- Consider whether your team's experience and record will make sense to the investor you are approaching.
- Research each prospect before contacting them, and note the specific reason for the fit.
- Prepare concise, consistent materials that explain the business, team, market, use of funds, and key risks.
- Track introductions, meetings, questions, and follow-ups so you can improve your targeting over time.
From my talks
"An investor avatar is a well-defined picture of the exact type of investor from which you hope to raise capital."
Common scenario
A startup making equipment for food manufacturers may begin by identifying family offices with operating experience in manufacturing or a clear interest in food businesses. The founder checks each prospect's public investment history and asks trusted industry contacts for introductions. The first note explains the company's product, stage, and reason for contacting that particular office. After each conversation, the founder records the investor's questions and uses them to sharpen the next round of outreach.
What to do next
- Write a one-page investor profile with your sector, stage, geography, target check range, relevant investor experience, and reasons the opportunity may fit.
- Build a manageable list of prospects. For each one, record the source of the lead, evidence of fit, a possible introduction path, and the next action.
- Ask knowledgeable founders, advisers, and industry contacts whether they know the investor or can make an appropriate introduction.
- Prepare a short introductory message and a concise overview of the company. Tailor the opening to the investor's known interests, and keep all claims consistent with your supporting materials.
- After each conversation, record the investor's feedback, follow up on agreed actions, and refine the profile and list based on what you learn.
Related questions
- How do I get in front of family offices?
- What do family offices look for in a deal?
- What is a family office and how do they invest?
Work through it with the family office fit check. See all family offices questions.
