Despite their prevalence in startup deals, family offices can be a mysterious class of investors for founders to navigate, as they are not nearly as public or as easy to find as VCs. Multiple family office investors said during a TechCrunch Disrupt panel that the easiest way to approach investors like themselves is to seek out family offices that have alignment with what a startup is building.
Bruce Lee, the founder and CEO of Keebeck Wealth Management, said that when founders are looking to get connected with family offices, they should seek out families that made their wealth in the sector the startup is building in.