The Family Office Concierge

More wealth means more ultra-high-net-worth families with complex lifestyle demands. This is fueling significant growth in concierge services, an approximately $750 million market that is expected to top $1 billion by the end of decade.

At the same time, lavish spending on experiences has become increasingly popular, with travel and wellness of higher priority than collectibles like cars and watches. 

Increased visibility is certainly playing a role here - flaunting on social media, whether to the general public or within private circles, only adds to the motivation to splash out.

 For family offices and wealth management firms, there’s an extensive opportunity in adding concierge-style services to their offering, either directly or through a preferred partner.

We met Benjamin Vaschetti, founder of family office concierge partner Maison Benjamin, for a coffee to find out how this works.

As a former chef, his experience in Michelin-star restaurants and working with billionaire families on superyachts exposed him to the demands of wealthy families.

It inspired him to create a structured concierge offering for family offices, acting as a partner to oversee coordination and execution while the family office teams retain full visibility and control over client relationships.

And rather than through informal, ad-hoc support, concierge services are handled with the same structure, control, and accountability that are usually applied to financial matters. 

“A common misconception is that concierge services are simply about access or making

reservations. In reality, at Maison Benjamin, it’s about providing structure, oversight, and accountability, approaching relationships with a long-term, investment mindset.” 

While Maison Benjamin does do work with individuals that don’t have dedicated teams, their focus is on their family office clients.

“We primarily work with SFOs, MFOs and their principals, mainly based in the US, with

a strong presence among GenX and an increasing number of Millennials, particularly from the fintech industry.” 

Concierge services require a global solution, and his team is strategically spread across time zones in the US, Latin America, and Europe, with someone currently onboarding in the APAC region. 

“This allows us to remain agile while ensuring continuous coverage and a single, accountable point of contact for family offices especially when principals are traveling.”

Vaschetti himself has lived between New York and Miami for years, speaking articulate English but with an accent that immediately reveals his French origins.

He’s benefitting firsthand from the increasing demand for intangible assets such as well-being and curated experiences, particularly from the younger generation. 

“In a post-COVID era, this can be as simple as renting a villa on a cliff in Costa Rica and working remotely spending a few months with loved ones - staying fully connected and operating a business as usual, yet still treating it as a meaningful experience.”

Travel and access are key concierge offerings, and Maison Benjamin is no different.

“Our most in-demand services include structured travel planning and support, day-to-day lifestyle task management, and securing access to highly coveted events, ranging from major sporting events such as Formula 1 paddock club to the World Economic Forum in Davos.”

Vaschetti says family office clients typically start with a 90-day pilot program that allows them to observe the value before committing further. 

“After that, we move to a flexible monthly retainer never requiring a yearly commitment, so clients don’t feel locked into anything, with certain services like tickets or events occasionally involving separate sourcing or access fees depending on complexity.” 

He notes there’s no strict budget threshold when it comes to their services, but the value increases with complexity, when they work on multi-layered projects. 

“More than spend, it’s the complexity, discretion, and need for structured execution that make a dedicated concierge to a family office worthwhile, especially as travel support becomes paramount when issues arise such as delays, weather disruptions, or last-minute changes and there are many.”

And while technology has significantly improved connectivity, information access, and his team’s ability to coordinate services, it’s still secondary.

“At our level, tech remains a support tool - true value still comes from human judgment, relationships, and the ability to execute with discretion and precision.”

Part of this comes from actually visiting the destinations and partaking in the experiences clients may be interested in. 

“This allows us to advise with real insight, ensuring we know what to recommend and avoid with certain experiences, destinations, or hotels based on specific client profiles and expectations.”

Vaschetti recently returned from a trip on the Venice Simplon-Orient Express, as well as a tour of southern Africa scouting luxury safari lodges.

“Despite the exceptional level of luxury offered, some clients would not be comfortable with bush flights and bumpy landings on remote airstrips between lodges details that only firsthand experience can truly inform.”

Maison Benjamin works with numerous trusted partners who are well-versed on the privacy and often time-sensitive expectations of wealthy families. 

Like any service industry, things don’t always work perfectly, which is where Vaschetti and his team will jump in, going the extra mile to help clients where corporate concierge companies wouldn’t.

“Back in December, nine suitcases were left behind at an FBO in Florida following an

aircraft change due to a technical issue,” says Vaschetti, highlighting an example. “The cost to ship them overnight to our client in South America would have exceeded $12,000, so we personally took the first available flight to Bogotá and delivered the suitcases directly to the principal’s residence.”

Extreme lengths that Vaschetti and his team are willing to go to have certainly helped their success, but it’s reliability that matters most.

“An unexpected lesson has been that trust is built far more through consistency than through standout moments. Over time, it’s the reliability, discretion, and ability to deliver quietly again and again that truly defines each relationship.”

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