How to Craft a Pitch That Resonates with Family Offices

Most founders are taught to pitch like they’re on Shark Tank or demoing to a venture capitalist.But family offices? They don’t think—or invest—that way.

If you want to raise money from a family office, you need to pitch for understanding and alignment, not just return and speed. In this post, I’ll walk you through the key differences—and how to tailor your message to what really resonates.

The Goal Is Not to “Wow”—It’s to Build Trust

Family offices don’t have investment committees filled with spreadsheets. They’re often run by a small group—or one individual—who cares about a few big things:

• Do I trust this founder?

• Do I care about what they’re working on?

• Will this investment align with our values, timeline, and risk appetite?

  
  

The goal of your pitch is to help them say yes to all three.

1. Lead with the “Why”

Founders often jump straight into their science or market size.Don’t.

Start by answering: “Why are you doing this?”Tell the human story. Why this problem? Why now? Why you?

Family offices respond to mission before metrics.Especially if the family has philanthropic interests in the same area (e.g., cancer research, rare diseases, mental health).

2. Frame the Problem in Human Terms

Don’t just show data. Show why this matters to the world.

• “Millions suffer from X” becomes “I met a mother who…”

• “A 7% efficacy improvement” becomes “That means 3 more lives saved per 100 patients.”

This matters even more when the family has personal experience with the issue.

3. Simplify the Science—But Don’t Dumb It Down

Many families hire advisors to help with due diligence, but your first audience may not have a PhD.

So:

• Use analogies that explain your tech in familiar terms.

• Share validation points clearly: trials, IP, regulatory paths.

• Be confident, but avoid jargon.

You’re not pitching a journal reviewer—you’re engaging a smart, curious person who needs to “get it.”

4. Highlight Your Team, Especially Their Integrity

Family offices value who they’re backing more than just what you’re building.That includes:

• Your track record

• Your personal commitment (e.g., how much time, sweat, and capital you’ve put in)

• How you’ve treated early investors or patients

• Your advisors and collaborators—are they credible, respected, known?

Make them feel like they can trust you, not just the idea.

5. Show the Long-Term Vision

Most family offices aren’t looking for a fast flip. They want to see that:

• You’re building something enduring

• There’s a path to impact, not just exit

• The upside includes social or sector-level change

Yes, talk about financial return—but also speak to why it’s meaningful.

6. Invite the Relationship, Not Just the Check

Don’t treat your pitch as a transaction.

Instead:

• Invite their input

• Ask thoughtful questions about how they typically support founders

• Offer ways for them to engage beyond the wire transfer (e.g., “We’d love to share updates as we run the next clinical trial…”)

Remember: family offices often invest in people they like working with.

Optional: Include a One-Page Summary, Not a Full Deck

If you’re emailing or meeting briefly, consider including a 1-pager:

• Clear and clean

• Focused on problem, solution, team, vision

• Easy to forward to other family members or advisors

They’ll ask for more if they’re interested. Don’t overwhelm them upfront.