14 elevated family office websites & private equity web design solutions

Web Design

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Securing good funding opportunities continues to involve considerable uncertainty and challenges, according to the latest reports from Citi, Preqin, and UBS.

Although staying the course is the path many are taking, the savviest are using this uncertain time to invest in building a stronger foundation to attract better partnership prospects—despite the limited supply of high-quality deals available—with enhanced online investment marketing. Why? Because impressions matter (and so much initial vetting and trust-building takes place digitally). If you’re among those thinking ahead and prioritizing family office websites and private equity web design and development projects, this post is for you.

So, where do you start? What exactly does it take to launch and manage a family office or private equity site that will consistently meet top users’ needs while supporting your strategic business and marketing goals?

There’s a long list of universal qualities associated with elite websites. You can get those must-haves for being “set up for success” just about anywhere. Instead of rehashing those basics, this round-up takes a deeper dive into what you really need to know. It covers the top six elements underpinning the best financial investment-focused sites, helping them convert more often and generate the most significant website ROI.

Read on to discover the must-haves for private equity and family office websites—plus, get inspired for your refresh or complete rebuild with 14 examples of sites getting it right.

6 capital management website non-negotiables

No two investment-focused sites are the same. Each has one or more target audiences with nuanced needs, and website persona research findings are often the best way to illuminate them, enabling you to incorporate this information into strategic website planning.

Ultimately, though, everything that goes into those high-performing private equity and family office websites typically aligns directly with all of the stuff that matters most to those who visit capital management sites.

At a glance, these must-haves include:

Clear investment criteria
Role-specific pathways
Portfolio/holdings rundown
Social proof with specifics
Differentiator details
Low-exposure contact options

Or, put more simply, the very best private equity and family office websites are strategic, providing a white-glove experience online just as they would in person.

These sites don’t require visitors to click all over to access key information. They make it easy to get answers, whether you’re scanning for quick takeaways or diving deep for specifics. They’re inviting, helpful, engaging, and clear. And, they achieve these things because they get the following six must-haves down pat.

Clear investment criteria

Help visitors confirm alignment fast. Provide a link to investment criteria basics (e.g., stage, sectors, geography, ownership preference, hold range, and check size) in a prominent spot in your navigation. Then, once they’re on your page covering investment criteria, minimize guesswork by using succinct section labels, writing tight copy, and breaking out lists with easy-to-scan bullets.

A screenshot of the "What We Look For" breakdown on Zeal Partners website that breaks up the information into three, easy-to-scan, bullet lists related to business ownership, industry characteristics, and business model needs. — Zeal Partners uses three bullet lists to make its investment criteria website content easy to scan.

Screenshot of Humble's top-level "Investment Criteria' page that uses a grid design accented by icons to present the details about what they look for in firms they acquire. — Humble uses an eye-pleasing layout grid and icons in web design to organize its investment criteria.

Screen capture of the part of Squadron Capital's homepage in which its three investment focus areas are presented to users in three callout boxes. — Squadron Capital promotes its current three investment focus areas using callout boxes.

Role-specific pathways

Optimize your homepage so each target audience can quickly find what they need. Create a path for founders to see investment criteria and process specifics. Add a simple way for co-investors to review the portfolio and track record. Provide lenders and advisors with a direct line to “about” information and leadership team contacts.

A screengrab showing a look at the part of Brookfield's homepage panels that provides visually-driven CTA links to detailed content for its two main "who we serve" groups of users: institutions and individuals. — On Brookfield‘s homepage, there’s a helpful “Who We Serve” panel with role-specific pathways.

Portfolio/holdings rundown

If your holdings are currently just a webpage featuring a wall of logos and no additional details, it’s time to spruce things up and add more value for users.

Enhance your portfolio presentation by including information on each company, such as its sector/industry, size, location (including headquarters), and partnership duration (e.g., “since [year]”). Bonus points if you also take the time to add a brief sentence on the value story for each holding or create filters to help users navigate long holdings pages.

Screen capture from the top of the "Current Investments" page on New Harbor Capital's website that shows how this private equity web design treatment uses photos and industry labels to break up content, add visual interest to its portfolio listing page, and make it easier for users to scan and find the information they need. — New Harbor Capital utilizes photos and industry labels to enhance the visual appeal of its portfolio listing page, showcasing current company partnerships.

A screengrab from the top of Soundcore Capital Partners' "Portfolio" webpage that shows how it uses filtering as part of its private equity web design solution for its portfolio search tool. — Soundcore Capital Partners offers filtering to help users sort and view what’s most relevant to them within its portfolio.

Social proof with specifics

Show results that matter to operators and partners. Pair a single metric with a short quote from someone close to the work. Link to a brief case note when additional context is helpful. Drop the fluff and get specific. Make everything verifiable.

A screengrab of the “Success, by the numbers” section from the middle of the Long Ridge website's homepage that shows how it uses stats as social proof in its private equity web design solution. — In its homepage’s “Success, by the numbers” section, Long Ridge uses stats related to partnerships and client successes as social proof to tell the firm’s story.

A screengrab of the top half of KKR's private equity web design layout showing its hero, about synoposis, and results panel (which includes framing details that add context to the stats to make this social proof content more impactful). — Want even stronger, more authentic social proof? Add contextual details for framing results, just like KKR does on its website.

Differentiator details

Generic, jargon-filled, clichéd writing impresses no one. Stand out with storytelling that “explains your edge” using everyday language. Focus your message. Talk about what really matters to your prospects when it comes to partnerships. Share how your group’s support really shows up after a deal closes. Introduce your leaders with short bios that highlight relevant operating experience and board roles.

If a quick organizational timeline or a video origin story clarifies your group’s approach, consider including it where it makes sense.

A screengrab of Rockefeller Capital Management's "Firm Values" section from its website showing how it uses both design and content elements together to show how its family office is different from other financial services firms. — The Rockefeller Capital Management‘s global family office makes decisions down to the tiniest detail to ensure its story and legacy are woven thoughtfully into every part of the design and content on its dynamic website.

A screengrab showing an embedded video from Artmetis' website showing a man (Jeff Beck) talking about their partnership with the firm. — Artemis uses video to tell its “why” story.

A screengrab of the hero section of Ten One Ten's homepage that features a text-based hero section design with a distinctive statement ("Technical founders backing technical founders") that clearly explains who they are and who they work with. — Ten One Ten makes it clear how it’s different with a punchy hero message and subtitle.

Cressey & Company’s website includes detailed bios to help potential partners get to know the people on its team.

Low-exposure contact options

Make sensitive outreach feel safe. Offer a discreet introduction form and direct email contact options. Reassure by explaining how confidential materials are kept secure.

A screen capture of the top of HCI Equity's homepage showing its private equity web design solution's prominent link in the utility nav that is designed to make it quick and easy for limited partners to find and securely log into its portal. — HCI Equity includes a link for limited partners to securely log in to its portal as part of its utility navigation.

A screen capture of Harvest Partners' homepage that shows its primary nav's inclusion of a bold button in its top navigation to give its investors' a simple pathway to log into its secure portal, send messages, and use its other tools. — Within its site’s top nav, Harvest Partners uses a bold button to make it easy for investors to log in.

Your website should work for you, not against you

Private equity and family office websites should cut guesswork, not add to it. Credible websites shift focus to what users need most. They confirm fit quickly and make it easy to take the next step. If you’re requiring visitors to do things like hunt for the information they need most or wait 40 seconds for each page to load, there’s room for improvement.

Simple changes change outcomes. Even tackling quick wins before launching a complete redesign can improve the results you get from your website.

Close the (website) gaps costing you deals

Since 2004, the web design experts at TBH Creative have been building sophisticated, visually stunning websites that consistently win awards and help companies and organizations reach their digital marketing goals. If you’re ready to revamp your site, our experienced team is here to help. Schedule a free consultation.

Just getting started with your site upgrade? Check out our website redesign planning guide for advice on developing a project budget and vendor selection tips.

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This post was written October 30, 2025.

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About the author Tatum Hindman

Tatum is the president of TBH Creative and is responsible for building long-term client relationships. She enjoys the strategy behind web design and collaborating with clients to define and execute online marketing goals. She likes to blog about hot topics in web design and digital marketing, as well as share tips for strengthening your online presence.

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