How to reach family offices: selling a service vs raising capital

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How to reach family offices to sell a service, who decides, and where the rules start if you want to raise capital from them instead.

By Moe Alhosni · Published 1 November 2026 · 5 min read

Short answer: First decide whether you want to sell a family office a service or raise money from it. Selling a service is B2B outreach to a small, private team, usually the office's CEO, CFO or COO. Raising money is an investment promotion with its own rules, and we don't run those campaigns. For service providers we charge $200–$500 per qualified meeting that took place, after a $1,000–$3,000 setup. We have not run a family office campaign yet.

Who wrote this. I'm Moe Alhosni and I run ROI Maximizer. Before that I spent four and a half years in sales at Moody's in London, most recently as Assistant Director, Sales, covering asset managers, private equity and venture capital firms among others. Moody's has no connection with ROI Maximizer.

What a family office is, and why it's hard to reach

A family office manages the wealth and affairs of one family (a single-family office) or several (a multi-family office). In the US, the SEC's family office rule describes a family office as a company that, among other conditions, "has no clients other than family clients". That is the point: family offices aren't looking for clients, they're serving one family. Many choose not to be visible at all.

Three things follow for anyone trying to reach them:

Lists are thin and often wrong. Many offices have no website, generic addresses or none, and staff who don't list the office on public profiles.
Gatekeepers are deliberate. The office exists partly to protect the family from approaches.
Reputation travels. The family office world is small. A careless approach gets mentioned.

Two audiences, two very different campaigns

You want to	Who you talk to	What applies
Sell a service or product to the office	CEO, CFO, COO, head of operations or technology	Ordinary B2B email rules in each country
Raise capital, or offer a deal, to the office	CIO or investment team	Financial promotion and securities rules, plus email rules

We work on the first. The rest of this page covers both so you know where the line is.

Selling to family offices

What they buy. Consolidated reporting and portfolio software, accounting and tax services, cybersecurity and physical security, legal and trust services, investment operations, staffing and concierge services.

Who decides. In a small single-family office, the CEO or CFO decides almost everything. In a multi-family office, expect a COO or head of operations and a more formal vendor review, much like a wealth manager's. Our page on wealthtech lead generation covers that review.

What works:

Be quiet and specific. A short email that names one problem (for example, consolidating reports from many custodians) and asks for 20 minutes.
Show discretion. Say how you handle data and confidentiality. It's often the first question.
Use introductions where you can. Accountants, lawyers and private bankers who serve family offices are better routes than cold lists alone. A campaign to them can be as useful as one to the offices.
Never imply you know about the family's wealth or affairs. It reads as surveillance, not research.

Raising capital from family offices: where the rules start

An email that invites a family office to invest is an investment promotion, and the rules depend on where you are and who you are.

UK. FSMA section 21 restricts communicating an invitation or inducement to engage in investment activity unless an authorised person makes or approves it or an exemption applies. Exemptions include communications directed only at investment professionals under article 19 of the Financial Promotion Order and at high net worth companies under article 49, which covers companies with called-up share capital or net assets of at least £5 million, or £500,000 where the company or its group has more than 20 members. Each has conditions.
US. A private fund relying on Regulation D Rule 506(b) can't use general solicitation under Rule 502(c). Rule 506(c) allows general solicitation subject to its conditions, including steps to verify that purchasers are accredited. Advisers also face the SEC Marketing Rule; see FINRA 2210 and the SEC Marketing Rule.

We don't run fundraising or investor campaigns. This is general information, not legal advice; check with your compliance team or counsel. For the UK test in detail, read when a cold email becomes a financial promotion.

What a meeting is worth

A family office client can stay for many years, and offices talk to each other. Enter your contract value, close rate and margin into the financial services cost per meeting calculator to see the most you should pay for one qualified meeting. Expect a lower close rate from cold outreach than from introductions, and a longer cycle.

Vendor options

Introductions from advisers. The highest quality route, and slow.
Family office events and clubs. Useful if your fee and the event's audience match.
Bought family office databases. Check how the data was gathered and how fresh it is; many are out of date.
Outbound agencies. Only for service providers, with careful lists and wording. Our model is per qualified meeting that took place. For related buyers, see lead generation for asset and wealth management.

Frequently asked questions

Can I cold email family offices?

To sell a service, in most countries yes, under the normal business email rules, though many offices prefer introductions. To raise money, financial promotion and securities rules apply as well. Not legal advice.

Who should I contact at a family office?

For services, the CEO, CFO or COO. For investments, the CIO or investment team, but only within the rules above.

Can you help us raise capital from family offices?

No. We don't run fundraising campaigns. We book meetings for companies selling services or products to family offices.

Have you run campaigns to family offices?

Not yet. Our published results are from PR agencies, and you pay only for qualified meetings that took place.

Before you sign with anyone

Be clear whether you're selling or raising, check where the partner's family office data comes from, and get "qualified" in writing. If you're selling a service and want help, book 30 minutes or email moe@roimaxi.com.

About the author: Moe Alhosni, founder of ROI Maximizer. Before that he spent four and a half years in sales at Moody's in London, most recently as Assistant Director, Sales, working with banks, asset managers and private equity firms. He runs the campaigns behind the first-hand data on this site. LinkedIn

After Moody's he was Sales Director at Coinshift, a Web3 treasury management company (2024). Before Moody's he worked at BLOM Bank France in London on settlements and customer service, including AML/KYC record updates. Full career

Keep reading

Wealthtech lead generation: selling to RIAs, wealth managers and advisers — How wealthtech vendors reach RIAs, wealth managers and UK advisers: who decides, Regulation S-P and Consumer Duty questions, and the sole trader issue.
Best lead generation agency for selling to banks (2026 shortlist) — The best lead generation agencies for vendors selling to banks and credit unions, compared on published prices as of October 2026, and where we are the wrong fit.
B2B lead generation for hospitality: selling to hotels, resorts and travel brands — Selling to hotels and travel brands: 423 human replies on 52,955 emails in our 2026 campaigns, who buys, what worked, prices.

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ROI Maximizer is a trading name of M Ventures LTD, registered in England and Wales, company no. 15554493. Registered office: 4 Beau Street, Bath BA1 1QY, United Kingdom. moe@roimaxi.com