Print this article
The Questionable Marketing Of The Family Office Space – Part One
Aymeric Erulin
17 March 2026
The following four commentaries – carried in two parts this week - come from Aymeric Erulin (pictured below), partner and head of operations at trustworthy, and who will share the family’s values. Second segment There is no such thing as the ideal family office structure However, anyone having navigated the space for some time will know that the idea of a universal template simply does not work. A family office is a tool designed to serve a specific purpose. Because no two families share the same DNA, no two FOs will look the same, even if they share a lot of similarities. Families must resist "industry practice" pressures and place their own purpose at the centre of every structural decision. The human factor Family members are not mobile capital units. They have a need for stability. For many, moving across the world for a tax gain is simply not an option. An "ideal" structure that forces heirs into a lifestyle they do not desire is, by definition, a failure. The FO exists to serve the family's common goals, not the other way around. The trap of losing control For a passive asset manager-type SFO, this trade-off might be acceptable. For an active family, it is a strategic error. I doubt whether families like Mars or Michelin would want a board of trustees standing between them and the companies bearing their names. Easy to build, hard to dismantle On day one, the logic is rock solid. One layer eases dividends, another provides a veil-piercing firewall, the last one is bankruptcy proof… etc. But the world is not static. 1. Less is better than more; The Murdoch lesson A structure should never be viewed as a unifying factor; it is often a divisive wedge. The goal is to separate family unity from joint ownership. It is entirely possible for a family to remain united even if their paths diverge when it comes to specific assets. Unity is not uniformity. Concluding thoughts My advice for those reviewing their structure: -- Organise exit processes: Establish rational, pre-agreed mechanisms for members to separate their wealth without triggering emotional disputes or fire -- Stay service-oriented: Treat the family office as a servant of the family’s shared project, not an end in itself. The most successful families are not those with the most complex tax loops, but those who stay agile enough to adapt when the next generation decides to chart a different course.
The mercenary trap: salaries and bonuses
This "war" narrative is artificially driving up base salaries and pushing for bonuses indexed on assets under management (AuM). This is a mistake.
If someone joins you primarily for a "market-leading" bonus, they will leave the moment a higher bidder appears. That is the definition of mercenary spirit, and it is toxic to a family operation.
I suggest a more reasoned approach. Pay well, certainly, but do not be held to ransom by a recruiter telling you "that’s the market" for a junior profile. Furthermore, avoid the bonus fallacy. A family office bonus should reflect stewardship and legacy preservation, not a percentage of market performance.
When exceptional performance occurs, by all means, give significant bonuses, even those which double or triple annual salary. But keep it as a percentage of that salary, never a percentage of the assets. Performance is the result of many teams and external factors, not just the doing of the investment team alone. Furthermore, the team is not the one carrying the risk: the family is.
The traditional model works better than before
Without a doubt, the "war for talent" is a marketing bubble designed to make families feel anxious. The SFO model has been successful for centuries precisely because it ignores volatile trends. It privileges long-term hires and provides remuneration growing with time, skill, and experience; all three walking in lockstep, as anyone would guess.
Families do not need "warriors"; they need builders. They do not need "talent wars" – they need long-term alignment. If you focus on finding people who value the family legacy, you will find the war is over before it even started.
In the world of wealth management, there is a persistent temptation to seek the "ideal" structure for a single-family office (SFO). Families are constantly presented with blueprints focused on tax efficiency, regulatory arbitrage, or sophisticated governance frameworks.
Tax optimisation is a component of wealth preservation, but it should never be the primary driver. A structure built solely on tax efficiency often ignores the practicalities of daily life.
One of the most common recommendations for "ideal" structuring involves trusts or similar structures (Stiftungen, etc). These are excellent tools for tax-free portfolio growth, but they demand a heavy price: the surrender of legal ownership and direct influence.
They operate on the conviction that their leadership creates more value than any external board ever could. Before choosing an "optimised" structure, a family must decide if it wants to be a passive beneficiary or an active steward for the current and future generations. Those who believe they can beat a passive stock index, as they have one or multiple generations, will choose the latter.
When structuring is driven by technical optimisation rather than long-term purpose, the result is the "mille-feuille" effect: a complex, multi-layered pyramid of trusts, holding companies, and offshore entities.
Regulations evolve. Consider the common scenario where an heir moves to the US for university and stays for work. Suddenly, the long arm of the IRS renders that sophisticated Guernsey trust a toxic liability.
In long-term structuring, two rules are absolute:
2. The true test of a structure is not how it is built, but how quickly and at what cost it can be dismantled; and
3. Beyond the technical headache, these structures are often "unity killers." When the protective walls of a trust become a cage, the legal struggle to unwind them triggers the very friction they were meant to prevent.
The public disputes within the Murdoch family highlight a critical lesson: a trust is not a recipe for peace. While marketed as tools for stability, they can become catastrophic for unity if they lock members into a vision they no longer share. I am quite sure Rupert Murdoch in 1999 did not expect that his irrevocable trust would eventually cost billions to pay out three of his children with differing political views.
The only truly "ideal" family structure is one that remains flexible. Rather than seeking technical perfection, aim for a framework that prioritises human alignment.
-- Prioritise reversibility: Before implementation, ensure that there is a mechanism for future principals to adapt the structure to changing circumstances;
sales; and
The second half of this overview will be published later this week.