{"id":29803,"date":"2026-08-13T11:44:17","date_gmt":"2026-08-13T14:44:17","guid":{"rendered":"https:\/\/sitawi.net\/?p=29803"},"modified":"2026-08-13T11:48:21","modified_gmt":"2026-08-13T14:48:21","slug":"5-razoes-pelas-quais-os-maiores-family-offices-do-mundo-ja-tem-uma-area-de-filantropia","status":"publish","type":"post","link":"https:\/\/sitawi.net\/en\/5-razoes-pelas-quais-os-maiores-family-offices-do-mundo-ja-tem-uma-area-de-filantropia\/","title":{"rendered":"5 reasons why the world's largest family offices already have a philanthropy division."},"content":{"rendered":"
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By Crist\u00f3v\u00e3o Albuquerque, Consulting Manager at Sitawi Finan\u00e7as do Bem<\/em><\/p>\n\n\n\n

In the United States, many multi-family offices (such as Brown Brothers Harriman (BBH), Braccia Capital, and Cresset) have offered structured philanthropy as a core service for years. The same is true in Europe. In Brazil, however, when families approach them with this issue, most offices still respond by improvising a solution that deserves much more preparation and attention.<\/p>\n\n\n\n

Offices that understand the importance of this discussion will have a real advantage over those that continue to treat philanthropy as a peripheral issue. <\/p>\n\n\n\n

Here are five reasons that explain why this is happening, and why Brazil cannot continue to fall behind.<\/p>\n\n\n\n

1- The new generation has already arrived at the decision-making tables.<\/strong><\/p>\n\n\n\n

The Great Wealth Transfer, the largest transfer of wealth in history, estimated at over US$$84 trillion over the next few decades, is already underway. And the heirs who receive this wealth have different priorities (and even values) than the previous generation.<\/p>\n\n\n\n

In 76% of family offices in the UK, conversations about sustainability and impact investing are typically initiated by a family member, almost always from the younger generation. And according to the UBS Global Family Office Report 2024, a quarter of global family offices are already formalizing this agenda through impact policies or family bylaws. <\/p>\n\n\n\n

For them, accumulating wealth isn't enough. The question that comes up earlier and earlier is: "What are we doing with it?" When the firm doesn't have a structured answer to this question, it creates a vacuum. <\/p>\n\n\n\n

Offices that already have a structured philanthropy department are able to conduct this conversation methodically, within their existing relationship with the family. <\/p>\n\n\n\n

2- Good philanthropy requires the same rigor as any other investment.<\/strong><\/p>\n\n\n\n

An excellent family office doesn't generate investments haphazardly. It has processes, due diligence, clear criteria, and monitoring of results. Why would philanthropy be any different?<\/p>\n\n\n\n

Without structure, what usually happens is the same old story: donations scattered to dozens of causes without criteria, organizations chosen on emotional impulse, resources leaving without anyone knowing if they generated a real impact. <\/p>\n\n\n\n

The problem is that the offices themselves recognize this. The UBS Global Family Office Report 2024 reveals that more than 55% family offices admit that the difficulty in accurately measuring impact prevents them from allocating more capital in that direction. And 37% point to the lack of data and measurement tools as their main challenge in sustainability and impact. The will is there. The capital is there. What's lacking is methodology.<\/p>\n\n\n\n

3 \u2013 It is a <\/strong>competitive advantage <\/strong><\/a>(for now)<\/strong>
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<\/strong>In Brazil, most family offices still don't offer structured philanthropy. This means that whoever enters the market first has a real window of differentiation to attract families seeking this service and to retain those who are already starting to ask about it internally.<\/p>\n\n\n\n

This window of opportunity won't last forever. As the topic gains traction, offering strategic philanthropy will cease to be a differentiator and will become a basic expectation for families. <\/p>\n\n\n\n

4 \u2013 It strengthens family relationships across generations.<\/strong><\/p>\n\n\n\n

THE family philanthropy<\/a> When done well, it does something no other financial service can: it connects the family around shared values. When an office helps a family build its philanthropic strategy\u2014defining causes, involving children in decisions, and tracking the impact over time\u2014it takes on a very different role in the relationship.<\/p>\n\n\n\n

This type of relationship has a very particular characteristic: it doesn't change offices at the first rate comparison. It's built over time, with trust, and tends to last for generations \u2014 exactly the time horizon a multi-family office needs to build a solid business.<\/p>\n\n\n\n

5 \u2013 Brazilian data already points to where the market is headed.<\/strong><\/p>\n\n\n\n

According to the study High-Wealth Families: Impact Investing and Philanthropy (Sitawi, 2024), 831% of high-wealth families in Brazil are interested in the topic \u2014 but 471% of firms still respond reactively, without process or structure.<\/p>\n\n\n\n

Research from the Sustainable Finance Initiative with representatives from family offices around the world shows that more than 90% already allocate part of their portfolio to sustainable investments \u2014 and for almost 6 out of 10, this allocation represents at least 10% of the total portfolio. UBS points out that 73% of global family offices are already engaged in sustainable investments, and half plan to invest in green technologies in the next two to three years.<\/p>\n\n\n\n

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