Founders seeking to secure investments from family offices should prioritise sector alignment, as these investors prefer startups connected to their areas of expertise, said panelists at TechCrunch Disrupt. Family offices, which contributed 27% of overall startup deal value in the first half of 2023 according to PwC, remain a significant yet opaque source of capital. Bruce Lee, CEO of Keebeck Wealth Management, emphasised that founders should target families whose wealth originated in the startup’s sector, enabling strategic value and deeper engagement. Eti Lazarian of Elle Family Office echoed this sentiment, noting that family offices often seek complementary business ventures, fostering mutual growth. Unlike traditional VCs, family offices are more emotionally invested, offering founders flexibility and patience, providing an extended runway to achieve business goals.