“My industry has made a business out of making what should be simple, complex — because then you get to be the expert, the gatekeeper.”

We are rebuilding the family office model from the ground up—independent in incentives, generational in mindset, and genuinely designed around the client. In this conversation, our managing director Sune Hojgaard-Sorensen unpacks why that rebuild is necessary. The traditional family office model too often puts product sales ahead of true fiduciary advice, operating within structures built for a different era. Today’s wealth creators—founders, global citizens, and purpose-driven families—are running into those legacy constraints. What once worked no longer serves the complexity, mobility, and intentionality of modern wealth.