September 10, 2025 |Market Insights
The macroeconomic and geopolitical landscapes have undergone significant changes over the past two years. Although continuing uncertainty and external pressures amongst others have provoked turbulence in the markets, family offices have demonstrated resilience, adaptability, and cautious optimism as they maintain a steady approach to their investment strategies.
Our 2025 Goldman Sachs Family Office Investment Insights report, Adapting to the Terrain, explores the investment decisions and allocations of 245 institutional family offices.
According to the results, family offices have maintained their overall strategic allocation, with a notable increase in public equities. Market dislocations, dispersion, and outperformance in public equities created an opportunity set relative to private equity, which saw a still robust allocation, albeit slightly decreased from 2023 to 2025. They have also held onto their cash balances, which are expected to be deployed opportunistically in the next 12 months. Yield-focused fixed income, private credit, and private real estate and infrastructure saw modest increases in allocation.
Our analysis indicates that family offices continue to favor sectors with strong secular growth and business models that can transcend economic cycles, including but not limited to technology and industrials. The report also highlights the growing interest in AI and digital assets.
To learn more about these trends and other key findings, read our report, Adapting to the Terrain. You can also access our previous reports, including Eyes on the Horizon (2023) and Widening the Aperture (2021).
Total percentages may not add up to 100% due to rounding.
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