Family Barometer Reveals Shifting Priorities Of Wealthiest Families

Julius Baer Group, in collaboration with PwC Switzerland, has released their Family Barometer 2025, the firm’s annual deep dive into the issues shaping the priorities and strategies of wealthy families around the world. This year’s edition draws on insights from nearly 2,500 experts across Europe, Asia, the Middle East, and Latin America and, for the first time, includes external asset managers—expanding both the breadth and depth of perspectives represented.

The 2025 findings reveal that today’s wealth holders are thinking globally while acting with greater strategic precision. Legacy-building, resilience, and proactive long-term wealth planning have emerged as central pillars guiding decision-making among ultra-high-net-worth (UHNW) families.

A More Global, More Complex Reality for UHNW Families

This year’s Barometer highlights significant demographic and geographic shifts in global wealth distribution. More than 80% of UHNW clients now have family members connected to multiple countries, and over one-third hold physical assets in three or more jurisdictions—underscoring the increasing complexity of cross-border wealth management.

Against a backdrop of rising geopolitical tensions and regulatory uncertainty, UHNW families are strengthening relationships with their advisors. Wealth planners are increasingly being viewed as central partners in navigating long-term strategic decisions.

Top Five Themes Defining UHNW Family Priorities in 2025

The Family Barometer 2025 surfaces five key topics that are shaping discussions between wealthy families and their advisors:

1. Building Family Legacy

For the first time, “Building family legacy” ranks among the Barometer’s top three family-related priorities, with particular emphasis in Asia. The findings reflect a generational shift as families move beyond traditional succession planning toward codifying values, purpose, and long-term vision. Philanthropy, governance frameworks, and intergenerational education are increasingly integrated into holistic legacy strategies.

2. Family Office Services

Approximately 40% of UHNW clients surveyed currently have or are served by a family office. Despite this, concerns around cost, management complexity, and scale continue to deter others. Families are increasingly turning to hybrid models—accessing family-office-style services through wealth managers while selectively outsourcing specific functions such as philanthropy, succession planning, and cybersecurity.

3. Political Stability

For the second consecutive year, political stability ranks as one of the most pressing societal concerns. Uncertainty surrounding regional conflicts, shifting geopolitical power dynamics, and democratic fragility is prompting families to diversify geographically and reassess citizenship, residency, and next-generation educational pathways. Wealth managers are expanding their advisory role to include political intelligence and scenario planning.

4. Private Direct Investments and Private Equity

Private markets have cemented their position as a core investment preference for sophisticated UHNW families. Interest is particularly strong in the Middle East, with families increasingly drawn to private direct investments, impact-oriented ventures, and sector-specific opportunities. Next-generation family members are driving greater alignment between capital allocation and personal or thematic conviction.

5. Safety and Security

Concerns around safety and security have increased significantly, particularly in the areas of cybersecurity, data privacy, and personal protection. With UHNW families becoming more globally visible and digitally interconnected, new forms of risk—from cyberattacks to reputational exposure—are reshaping security strategies.

A Window Into the Evolving Landscape of Global Family Wealth

The Family Barometer 2025 captures a pivotal moment for wealthy families. Families are navigating an era marked by global complexity and unprecedented mobility. Their priorities are shifting accordingly—from focusing purely on financial capital to safeguarding and articulating their values, identity, and long-term impact.

The inclusion of external asset managers in this year’s survey reflects Julius Baer’s continued commitment to capturing the full spectrum of advisory perspectives serving the world’s wealthiest families.

Read the full report here:

Family-Barometer_2025.pdf

Download PDF • 4.52MB