About Simple
Simple is a tech-enabled advisory platform for family offices at every stage. From first formation through to AI-powered operations, we have the people and tools to support family offices of all shapes and sizes.
Born from a simple observation: family offices deserve better.
The family office industry is one of the most consequential and least well-served sectors in finance. Many family offices are more like startups than institutions.
Simple was founded to change that. We bring together family office advisory expertise, rigorous research, and purpose-built technology.
Our name reflects our philosophy. The most effective family offices are not the most complex — they're the ones where governance is clear.
What guides everything we do.
Be Curious
A constant desire to learn something new is the key to agility. Adapting with the times and remaining relevant starts with curiosity. In any given situation, we always ask 'why?'.
Be Flexible
Today, the only constant is change itself. In a world where nothing lasts forever, we adapt with agility and maintain a flexible mindset.
Anticipate
No-one can predict the future. Tomorrow will not be the same as yesterday. We embrace change by looking for the early signals of what's next.
Be Humble
We learn most from others. We bring in fresh perspectives wherever possible. If you're the smartest person in the room, you're probably in the wrong room.
Team Up
No man is an island. We're stronger when we work together. Whenever possible, we collaborate with partners and companies that are allied around the same mission.
Be Transparent
Radical transparency is the key to progress. In an age where everything can be tracked, traced, and shared, we want to stand by our work as if the world is watching.
Do Different
Talk is cheap. Actions are priceless. We want to not only think differently but do different, creating, prototyping, and testing the solutions that will change the world.
Understand Impact
Every decision we make has an impact. Positive and negative. Intended or not. We work hard to understand what this means and the long-term consequences, so we can stand by our work with integrity.
Build Trust
Trust is earned in drops and lost in buckets. We do what we say, safeguard what is shared with us, and act in the best interests of others — especially when no-one is watching.
Life at Simple
Advisors, builders, and operators who understand what families need.
Our team combines decades of experience across family offices, private wealth, consulting, journalism, and AI.
Ahmed Mounir
Strategic Advisor Commercial & Investment
Oliver Yorke
VC Investment & Innovation
David Struthers
Research Lead
Philip Krugel
Finance & Operations
Jimmy Otterdijks
Strategic Partnerships Lead and Advisor
Francois Botha
Founder & CEO
Guided by exceptional advisors & investors.
Clive Eley
Investment Lead, Chairperson's Office, NREP
Simon Lagrelius
Partner & Attorney, Poul Schmith / Kammeradvokaten
Sigurd Haavik
Founder & Senior Partner, Oslo Family Office
Johny Mair
Co-Founder, Ethic
Jason Pinkham
Partner & Strategic Advisor
Kjartan Rist
Founding Partner, Concentric
Besarta Dani
FO advisor, UK
Anthony Hamelle
Global Chief AI Officer, WPP
Alex Simpson
CEO & Co-Founder, LiquidLP
Devin Soule
Product & Impact
Kyle Zeno Macdonald
Managing Director, Illusian Founder Office
Jasmine Willis
Client Engagement & Service Design
Martin Stadler
Partner & Strategic Advisor
Based across cities, connected globally.
Our team operates from key cities around the world, with local experts and an on-the-ground network wherever our clients need us.
Recently in the media.
AI in the Family Office: How Family Offices Can Adopt AI Without Surrendering Their Data, Judgment, and Edge
Francois Botha is quoted throughout Hannah Arrighi's report for Oxford's Family Business & Office Circle, which asks how family offices can adopt AI without handing over their data, judgment, and proprietary edge. He sets out a three-stage adoption path, explore, design and build, and argues that families should design "an escalator versus an elevator": a system you can still walk out of when something goes wrong. The report also covers sovereign and on-premise setups, frontier LLM-enabled stacks, and the governance and supervision required to run AI agents safely.
AI Adoption in the Family Office
Francois Botha joins a panel of family office technology and operations leaders on The Mack Podcast, hosted by Brian C. Adams of Mack International. The discussion covers where AI adoption in family offices actually stands today, the practical use cases that are working, the governance questions families need to answer, and the risks worth watching as the technology develops. Running time is one hour and thirteen minutes.
Legacy Rules: Rethinking Decision-Making, Governance and Institutional Memory
In the midst of the Great Transfer of Wealth, Francois Botha explains that continuity across generations hinges not on ownership structures alone, but on rethinking decision-making, governance and institutional memory. Featured in Advantage Magazine Vol 28.
Ready to start the conversation?
Whether you're forming a new family office or rethinking how yours operates, we would love to hear from you.