Direct Investing in 2025? How building a brand will give you a competitive edge.
This article first appeared as a part of our Family Office Brand Blueprint Series in partnership with Simple.
A recent report found that 50% of family offices interviewed are intending to increase their exposure to direct investments through independent deals or co-investments.
While direct investing can undoubtedly be a compelling proposition, it also presents an interesting conundrum: how do typically private organisations attract the highest calibre of investment opportunities and a consistent level of deal flow? Yes, building relationships and networking is key; however, even if inbound opportunities are plentiful, ensuring the quality of opportunities and that they are aligned with the family offices’ goals remains a challenge. What’s more, as multiple family offices seek to maximise the potential of private markets, the competition for the best investments will only increase.
So, how do you succeed in this environment?
Activate the potential of a values-driven brand.
A values-driven brand is a strategic asset that should build on the Family Charter to ensure consistency between internal governance and external identity. It helps crystallise the values and mission of the family, their wealth story and the impact they wish their wealth and legacy to have.
Much like the venture space 10-15 years ago, family offices that elevate their profile will stand out. To be clear, this isn’t about shouting from the rooftops or slick visuals. It’s about crafting a profile and brand that represents your values, your perspective on the world, your investment focus and, therefore, the type of deals and partnerships you seek to make.
In short, a values-driven brand is a powerful competitive advantage:
It drives deal flow with increased inbound opportunities and access to the best investment opportunities.
It ensures you attract more investments that are aligned with the family’s values and objectives.
It helps to engage top-tier talent and partnerships with shared ambition and values.
Perhaps, most importantly, beyond the clear efficiencies and effectiveness that having a distinct profile brings, a values-driven brand helps to build trust, credibility and foster long-term relationships.
For family offices seeking to thrive in today’s competitive investment landscape, investing in their brand is not just a strategic choice—it’s a necessity