Asset managers are becoming increasingly aware that devoting attention to distributing their products within the family office channel is a lucrative opportunity full of growth potential.

This finding was published in the Cerulli Report: Family offices and Distribution: Opportunities for Asset Managers, which examines the family channel from the perspective of asset managers and vendors looking for new business opportunities.

Pegging the family office channel at nearly $1 trillion, the report defines the type of firms that fit into the channel.

The report concludes that 27% of firms put family offices within their retail teams. While there is opportunity to be capitalized on within the family office channel the report warns that it is not a fit for everyone, stating that traditional mutual fund wholesalers would not be compatible.

The average family office business development person has an average of 11.9 years experience. Within the retail channel, 77% of wholesalers have 10 years or less years of experience in the field, indicating one must become seasoned in this niche in order to be successful, the report says.

–Michael K. Stanley