Family Offices 2025: AI, Sports, and Private Credit Shape Investment Strategies
11 SEPT, 2025
By Joanna Piwko from RankiaPro Europe
Goldman Sachs has released its Family Office Investment Insights 2025 report, which highlights how family offices – structures created to manage large family wealth – are adapting their portfolios in the face of geopolitical uncertainty and structural market shifts.
This year, a record 245 family offices worldwide participated in the survey, offering a broad perspective on how these investors are positioning themselves in today’s environment.
Stability with strategic adjustments
Although geopolitical conflicts remain the top concern (61% of respondents), family offices continue to maintain significant exposure to risk assets. Public equities increased to 31% of portfolios, while alternatives remain the largest allocation at 42%, though with modest shifts. Key trends include:
- Growing interest in private credit, real estate, and infrastructure.
- A moderate decline in private equity (21% in 2025 vs. 26% in 2023).
- One-third already investing in cryptocurrencies, with Asia-Pacific leading adoption.
Technology and innovation at the core
Some 58% expect to overweight technology in the next 12 months. Artificial Intelligence (AI) has become a cornerstone: 86% are already investing in the sector, and half are using AI in their own investment processes.
Other emerging themes include:
- Digital assets: 33% have crypto exposure, with some using it as a risk management tool.
- Secondaries: 72% are investing, seeking access to mature portfolios with greater transparency.
- Sports: One in four family offices is already active in this space, mainly through investments in major league teams, though media and content are also seen as future growth drivers.
A long-term outlook
Despite heightened volatility, the survey shows that family offices combine patience with flexibility to identify opportunities:
- 39% plan to increase private equity allocations.
- 38% will add to public equities.
- 26% intend to grow their exposure to private credit.
This approach allows them not only to preserve capital but also to position themselves at the forefront of innovation.
