While others are getting loud, Novum Partners Geneva is staying quiet – an approach that’s becoming rarer in family office services.
In an industry increasingly characterised by self-promotion, the multifamily office is taking a different path. Instead of spectacular deals and high-profile appearances, the Geneva-based company focuses on discreet expertise and long-term investment portfolios.
Novum Partners SA, Geneva, has deliberately decided to buck the trend towards self-promotion in the financial industry. While competitors regularly appear in the media and advertise spectacular deals, the multifamily office cultivates a low-key style. This philosophy seems to be paying off: with over 5 billion Swiss francs under management and its recent award as ‘Switzerland’s best wealth manager’ by Euromoney, it is clear that substance is more important than appearances. Founded in 2018, the company has carved out a special position in the market with this approach.
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Why quiet is often louder
The more everyone shouts, the more those who remain silent stand out. It’s similar in the financial industry. While some providers send out press releases every day, others don’t appear in the media for months on end.
What does this mean for customers? Often the opposite of what you would expect. The quiet administrators often work more professionally than the loud self-promoters. Why? They invest their time in the business, not in marketing.
At Novum Partners, formerly known as Novum Capital Partners SA, the principle is simple: first the work, then – perhaps – the recognition. The reverse rarely works in the long term.
Substance versus show
An example illustrates the difference. Company A reports every quarterly success to the press. Company B works quietly behind the scenes. After five years, it turns out that B has consistently achieved better results. Why did no one hear about it? They were too busy working.
This observation is not new. Warren Buffett once put it this way: ‘The best managers talk little and deliver a lot.’ In an age where social media dominates everything, this seems old-fashioned. Perhaps it is. But it works.
The temptation of visibility
Of course, it’s tempting. An interview here, a conference there. Suddenly, everyone in the industry knows you. Your ego is delighted. So is your new customer acquisition. At least in the short term.
The problem? You become a brand instead of sticking to your craft. Suddenly, what you say is more important than what you do. A dangerous path to go down.
Asset allocation strategy without fanfare
While others promote their supposedly revolutionary investment strategies, the multifamily office works in a rather unspectacular way. No groundbreaking formulas. No secret algorithms. Instead: solid craftsmanship.
Combining the tried and tested in new ways
Innovation does not always have to be loud. Sometimes it lies in the skilful combination of familiar elements. Like a chef who conjures up something special from classic ingredients without writing a cookbook.
At family office services by Novum Partners SA, Geneva, this is evident in the practical work. Traditional approaches are combined with modern insights. The result? Portfolios that work, even if they don’t look revolutionary.
A concrete example: while others focus on exotic emerging markets, the Geneva team prefers to mix solid industrialised country investments with selected developing market positions. Boring? Perhaps. But also less volatile.
Alternative investments off the beaten track
Private equity and hedge funds are almost mainstream today. Everyone is talking about them, everyone wants to be involved. But is what everyone is doing automatically right?
Contrarian thinking in practice
Warren Buffett has a simple piece of advice: ‘Be fearful when others are greedy, and greedy when others are fearful.’ Sounds easy, but it’s hard to put into practice. Especially when everyone around you is doing the opposite.
This is regularly evident in alternative investments. When everyone rushes into private equity, prices rise and returns fall. Those who get in late often pay a high price.
It is better to think countercyclically.
The multifamily office consistently pursues this approach. Don’t always be where everyone else is. Instead, look where others are not looking. That takes courage.
Due diligence instead of hype
Some alternative investments are sold today, like vacuum cleaners used to be. With big promises and small print. Anyone who plays along can quickly be disappointed.
Novum Partners Geneva has developed its own standards for this. Every investment is thoroughly examined. Not just the figures, but also the people behind them. This takes longer, but leads to better decisions.
Credit consulting with a sense of proportion
The Geneva-based company also goes its own way when it comes to financing. While some advisors sell complex structures as a sign of their cleverness, here they often prefer simpler solutions.
Complexity as a selling point?
Some consultants believe that the more complicated a financing structure is, the better they must be. This is a fallacy. Often, the opposite is true. The best solution is usually the simplest one that works.
At Novum Partners SA, we do not automatically propose the most sophisticated structure. Instead, we propose the most suitable one. Sometimes this can be a simple bank loan. Boring? But effective.
Honesty even when the news is bad
Not every financing request can be implemented in a meaningful way. Some projects are too risky, others come at the wrong time. It takes courage to say this openly. But in the long run, it builds more trust than embellished feasibility studies.
New yacht consultancy services without fanfare
The yacht consultancy also takes the quiet approach. While others loudly announce new services, this company simply got started.
Building expertise instead of marketing
The company developed its yacht consultancy together with Benedetta Iovane. Not with big announcements, but through practical work. The first projects were run discreetly. Only when the expertise was in place was it talked about.
This is how real skills are developed. Not through PowerPoint presentations, but through learning by doing. Mistakes included – but they are then corrected without anyone noticing.
Investment portfolios without drama
While some asset managers regularly bombard their clients with ‘important’ market assessments, the Geneva team takes a more reserved approach. Not every market movement warrants a statement.
Keep calm when others panic
March 2020: The markets are crashing, panic is everywhere. Many advisors are rushing to give recommendations. ‘Sell everything now!’ or ‘Now is the time to buy!’ Usually the wrong thing to do.
The multifamily office communicates differently. No hasty emails, no panic calls. Instead: calm analysis and well-thought-out recommendations. This reassures clients more than dramatic assessments.
Communicating a long-term perspective
Many market participants think in quarters. Wealthy families should think in decades. Communicating these different time horizons is an art in itself.
Family office services often involve explaining short-term volatility without losing sight of long-term goals. This requires educational skills.
The benefits of restraint
A restrained approach has practical advantages. Clients feel less pressured. They trust advisors more who are not constantly trying to sell them new ideas.
Trust through consistency
Relationships take time. This is especially true in asset management. Those who constantly promote new products or services come across as restless. Those who remain consistent inspire trust.
At Novum Partners, formerly known as Novum Capital Partners SA, this is reflected in customer loyalty. Many families have been working with the company for years. Not because they have no alternatives, but because they are satisfied.
Quality speaks for itself
Good work gets around. Slowly but surely. Word-of-mouth advertising is often more valuable than paid advertising. Especially in a business based on trust.
This is also reflected in the latest Euromoney award. The company did not apply for the award, but was nominated. A difference that speaks volumes.
Restraint is often misunderstood. As weakness or a lack of self-confidence. In reality, it can demonstrate strength. The strength to trust in your work instead of constantly having to explain it. In a noisy world, silence is sometimes the strongest signal.
