Wealthy Families Increasingly Question Where in the World to Keep Their Assets - Kanebridge News
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Wealthy Families Increasingly Question Where in the World to Keep Their Assets

A question for wealthy folks with homes, businesses, and family members all over the world is where to park their assets.

By ABBY SCHULTZ
Wed, Sep 25, 2024 8:56amGrey Clock 3 min

Ultra-rich families have often run their wealth from a single-family office located where their business exists, or their money was made, and where most members of their family live. But the dynamics for many of these families has radically changed as their businesses, homes, and children spread across the world, according to a report from Citi Private Bank.

Dealing with multiple jurisdictions creates possibilities but also complexities and raises a question for families of where the bulk of their assets should reside, as the bank details in the report, titled Asset Location and Global Mobility. Citi, through its global family office group, works with 1,800 family offices with an average net worth of US$2 billion, says Hannes Hofmann, head of the group.

“A lot more families are now saying, ‘how do you professionalize the decision where these assets are sitting?’” Hofmann says.

Citi’s family office clients are very global. In a survey published last week, 71% of the bank’s clients reported that they were international in some way. Of that group, 53% said they have assets in multiple countries; 44% cited having family members in several countries; and 19% said they have family who are considering a move to another country or changing their citizenship.

Potential changes to tax regulations affecting the wealthy resulting from elections in the U.K. and France in Europe, and several countries in Latin America, could spark further globalisation of the world’s wealthiest families, the survey said.

In selecting a location for a family office, Citi recommends considering four criteria: the stability of the country’s financial, economic, and political systems; its financial and legal infrastructure; access to talent and cost considerations; and convenience, “including where family members live, work, and play,” the report said.

“We’re telling everyone: As you think about your asset strategy, you want safety that there’s a rule of law and there’s also a financial system that will protect your assets if things go wrong,” Hofmann says. “We might assume this is something that you get everywhere in the world, but the truth is you don’t.”

Strong financial and legal infrastructure also ensures families can find informed advisors and that regulations are secure, supporting, for instance, the movement of assets across jurisdictions.

The purpose of Citi’s report is to show how the four criteria are interlinked, Hofmann says. It may make sense to place a family office in a major wealth centre such as the U.S., Switzerland, or Singapore, but assets can also be kept in jurisdictions such as Jersey in the Channel Islands, or Luxembourg, Monaco, and Dubai.

The report details key factors in each of these places. Monaco, for instance, is less than a square mile in size but “has for centuries attracted the wealthiest families in the world given its favorable tax system, robust, if limited economy, safety, advanced medical facilities, and agreeable Mediterranean climate,” Citi said.

The Bahamas, meanwhile, is a politically and economically stable country just off of Florida’s east coast, making it convenient to the U.S., Canada, and Central and South America.

The U.S., meanwhile, accounts for 32% of global liquid investable wealth, and attracts ultra wealthy individuals with its “almost unrivalled breadth of education, lifestyle, business, innovation, and investing opportunities.”

“People need to think about these places and where they want to have their assets, where they want to base their residency, and then of course, what potentially their exit strategies and contingency plans are,” Hofmann says. The latter is important for a world facing rising instability and conflict.

For those who don’t have a plan in place yet, the report offers several locations where golden visas and residency programs offer a path to a backup location, such as Spain, Malta, St. Kitts and Nevis, and New Zealand. Most of these are countries where the wealthy already have connections through education or business interests, the report said.

Some of these jurisdictions don’t have tax regimes or their tax regulations don’t apply for short stays. As a result, people are choosing to become “tax nomads”—dividing their time between countries so they don’t spend long enough in one place to be taxed.

“There are some very wealthy people [who] we work with and some very wealthy families who’ve taken this global location topic to an art form,” Hofmann says.

“A lot of people want to be in L.A. or Miami or New York and London, so you can spend a third of the year in the U.K. and the U.S. and then the remainder of the year you spend in other places and you’re not a tax resident anywhere for tax purposes,” he says.

This strategy is “completely legal,” Hofmann adds. “This is not tax avoidance, it’s just tax management.”



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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent. 

By Jeni O'Dowd
Tue, Jun 2, 2026 2 min

A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes. 

The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products. 

The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled. 

GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals. 

“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said. 

The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation. 

Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth. 

According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail. 

“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.” 

The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential. 

Hunt said consumer brands offered a level of tangibility that many investors found appealing. 

“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.” 

The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value. 

With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.