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THE WEALTH & THE WEALTHY 
EXPLORING THE PAST TO SECURE A SUSTAINABLE 
FUTURE FOR THE MODERN FAMILY OFFICE
THE MODERN FAMILY OFFICE & ITS ORIGINS 
THE WEALTH & ITS SUSTAINABILITY 
THE WEALTHY & THE HUMAN FACTOR
THE MODERN FAMILY OFFICE 
& 
ITS ORIGINS
1914
ROCKEFELLER´S PERFECT STORM 
• JOHN 
D. 
ROCKEFELLER 
– 
THE 
WORLD´S 
FIRST 
BILLIONAIRE 
• 1902 
– 
THE 
MOST 
HATED 
MAN 
IN 
AMERICA 
• 1907 
– 
STOCK 
MARKET 
COLLAPSED 
OVER 
50% 
• 1911 
– 
STANDARD 
OIL 
BROKEN 
UP 
BY 
US 
GOVERNMENT 
• 1913 
– 
FEDERAL 
INCOME 
TAX 
INTRODUCED 
• 1914 
– 
LUDLOW 
MASSACRE
ROCKEFELLER´S SOLUTION 
• 1911 
– 
ESTABLISHED 
THE 
FIRST 
MODERN 
FAMILY 
OFFICE 
• 1913 
– 
ESTABLISHED 
THE 
ROCKEFELLER 
FOUNDATION 
• 1914 
– 
PIONEERED 
WITH 
IVY 
LEE 
MODERN 
PUBLIC 
RELATIONS 
• 1930´S 
– 
REINVESTED 
DURING 
THE 
GREAT 
DEPRESSION 
• 2013 
– 
THE 
ROCKEFELLER 
FOUNDATION 
REACHES 
100 
YEARS
2014
P 
L 
E 
P 
A
PASSIVE 
WEALTH 
LIFE 
& 
FAMILY 
ACTIVE 
WEALTH 
ESTATE 
& 
TAX 
PHILAN 
THROPY
PASSIVE 
WEALTH 
ACTIVE 
WEALTH 
THE WEALTH THE WEALTHY 
LIFE 
& 
FAMILY 
ESTATE 
& 
TAX 
PHILAN 
THROPY
PASSIVE 
WEALTH 
ACTIVE 
WEALTH 
THE WEALTH THE WEALTHY 
LIFE 
& 
FAMILY 
ESTATE 
& 
TAX 
PHILAN 
THROPY
THE WEALTH 
& 
ITS SUSTAINABILITY
THE PERFECT STORM 
• TAXES 
– 
GOVERNMENTS 
UNDER 
PRESSURE 
TO 
RAISE 
TAXES 
& 
LAUNCHING 
TAX 
INVESTIGATIONS 
AGAINST 
THE 
WEALTHY 
• STRUCTURES 
– 
OFFSHORE 
IS 
INHERENTLY 
FRAGILE 
& 
STRUCTURES 
THAT 
ARE 
LEGAL 
ARE 
NOW 
IMMORAL 
• DATA 
– 
THE 
DATA 
IS 
EVERYWHERE 
SO 
SECRECY 
IS 
DEAD 
• 
THE 
FAMILY 
BRAND 
– 
FAMILY 
REPUTATIONS 
AT 
RISK
A SUSTAINABLE FUTURE 
• TAXES 
– 
PAY 
TAXES 
OR 
GIVE 
THE 
WEALTH 
AWAY 
• STRUCTURES 
– 
MINIMALISTIC 
STRUCTURES 
ARE 
SUSTAINABLE 
• DATA 
– 
BE 
TRANSPARENT 
AS 
EVERYTHING 
IS 
ALREADY 
PUBLIC 
• THE 
FAMILY 
BRAND 
– 
DO 
GREAT 
THINGS 
WITH 
THE 
WEALTH 
AND 
MAKE 
GREAT 
INVESTMENTS 
– 
THE 
WORLD 
EXPECTS 
IT
THE WEALTHY 
& 
THE HUMAN FACTOR
THANK YOU 
Erlendsson Private Office 
2 Archery Close, London W2 2BE, England 
gunnlaugur@erlendsson.co.uk 
+44 79 66 55 55 00

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Exploring the Origins and Sustainability of the Modern Family Office

  • 1. THE WEALTH & THE WEALTHY EXPLORING THE PAST TO SECURE A SUSTAINABLE FUTURE FOR THE MODERN FAMILY OFFICE
  • 2. THE MODERN FAMILY OFFICE & ITS ORIGINS THE WEALTH & ITS SUSTAINABILITY THE WEALTHY & THE HUMAN FACTOR
  • 3. THE MODERN FAMILY OFFICE & ITS ORIGINS
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  • 9. ROCKEFELLER´S PERFECT STORM • JOHN D. ROCKEFELLER – THE WORLD´S FIRST BILLIONAIRE • 1902 – THE MOST HATED MAN IN AMERICA • 1907 – STOCK MARKET COLLAPSED OVER 50% • 1911 – STANDARD OIL BROKEN UP BY US GOVERNMENT • 1913 – FEDERAL INCOME TAX INTRODUCED • 1914 – LUDLOW MASSACRE
  • 10.
  • 11. ROCKEFELLER´S SOLUTION • 1911 – ESTABLISHED THE FIRST MODERN FAMILY OFFICE • 1913 – ESTABLISHED THE ROCKEFELLER FOUNDATION • 1914 – PIONEERED WITH IVY LEE MODERN PUBLIC RELATIONS • 1930´S – REINVESTED DURING THE GREAT DEPRESSION • 2013 – THE ROCKEFELLER FOUNDATION REACHES 100 YEARS
  • 12. 2014
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  • 15. P L E P A
  • 16. PASSIVE WEALTH LIFE & FAMILY ACTIVE WEALTH ESTATE & TAX PHILAN THROPY
  • 17. PASSIVE WEALTH ACTIVE WEALTH THE WEALTH THE WEALTHY LIFE & FAMILY ESTATE & TAX PHILAN THROPY
  • 18. PASSIVE WEALTH ACTIVE WEALTH THE WEALTH THE WEALTHY LIFE & FAMILY ESTATE & TAX PHILAN THROPY
  • 19. THE WEALTH & ITS SUSTAINABILITY
  • 20.
  • 21. THE PERFECT STORM • TAXES – GOVERNMENTS UNDER PRESSURE TO RAISE TAXES & LAUNCHING TAX INVESTIGATIONS AGAINST THE WEALTHY • STRUCTURES – OFFSHORE IS INHERENTLY FRAGILE & STRUCTURES THAT ARE LEGAL ARE NOW IMMORAL • DATA – THE DATA IS EVERYWHERE SO SECRECY IS DEAD • THE FAMILY BRAND – FAMILY REPUTATIONS AT RISK
  • 22. A SUSTAINABLE FUTURE • TAXES – PAY TAXES OR GIVE THE WEALTH AWAY • STRUCTURES – MINIMALISTIC STRUCTURES ARE SUSTAINABLE • DATA – BE TRANSPARENT AS EVERYTHING IS ALREADY PUBLIC • THE FAMILY BRAND – DO GREAT THINGS WITH THE WEALTH AND MAKE GREAT INVESTMENTS – THE WORLD EXPECTS IT
  • 23. THE WEALTHY & THE HUMAN FACTOR
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  • 30. THANK YOU Erlendsson Private Office 2 Archery Close, London W2 2BE, England gunnlaugur@erlendsson.co.uk +44 79 66 55 55 00