A new report from J.P. Morgan reveals a profound transformation in how family offices across the Middle East are navigating the complexities of the modern global landscape. The bank’s 2025 Principal Discussions Report, which surveyed 111 billionaire principals from 28 countries including strong representation from the region, uncovers a strategic shift towards purpose-driven wealth, technological adoption, and sophisticated passion investments.
“We are honoured to serve these families and learn from their experiences,” said Andrew L. Cohen, Executive Chairman, Global Private Bank. “Their openness and candor offer invaluable lessons for anyone seeking to build enduring wealth with lasting impact.”
A New Definition of Prosperity
The study highlights a fundamental change in how the region’s ultra-high-net-worth individuals perceive wealth. Over 90% of respondents now believe true prosperity is rooted in time, health, and relationships. Similarly, nearly 85% equate success with creating a positive impact on others and leading with integrity.
“Principals remind us that prosperity is about much more than financial capital,” Cohen stated. “Their perspectives challenge us to rethink what it means to build enduring wealth—placing purpose, connection, and stewardship at the centre of their journey.”
Navigating Global Volatility with AI
Despite their long-term optimism, principals remain acutely aware of global instability. Geopolitical tension was cited as the top concern by 63% of respondents globally, and this figure rose to 68% among those in the EMEA region. This has prompted a move towards more structured and diversified investment portfolios to mitigate risk.
Simultaneously, technology, particularly AI, is being actively embraced. The report found that 79% of principals are integrating AI into their personal lives, while 69% are leveraging it within their business operations to drive innovation and efficiency.
“AI is opening new doors for families and their enterprises,” Cohen noted. “But true success lies in balancing innovation with discernment.”
The Rise of Passion Investments
Investment strategies are also evolving beyond traditional assets. The report reveals a growing trend of combining financial strategy with personal passions, with 34% of principals now holding stakes in sports teams. Other passion assets include art (23%) and cars (10%).
“Ownership has evolved from a hobby into a sophisticated business and a unifying force for families,” Cohen added, emphasizing the dual role these investments play in portfolio diversification and family legacy building.
Natacha Minniti, Head of 23 Wall International at J.P. Morgan for the EMEA region, concluded that adaptability is key. “Amid this wave of innovation and diversification, adaptability and entrepreneurship are essential for sustaining legacy and capturing new opportunities,” she said.
About J.P. Morgan
J.P. Morgan is a global leader in financial services, offering solutions to the world’s most important corporations, governments, and institutions in more than 100 countries. The firm is a leader in investment banking, financial services for consumers and small businesses, commercial banking, financial transaction processing, and asset management.
Source: Fast Company Middle East
