7 Rules of Old Money They Don't Pass to New Money

Описание: Seven rules old money keeps. Two of them get explained to a new client walking into a family office with five million dollars. Five of them don't get mentioned at all. This video walks the seven, names which two the firm will share, names which five it won't, and the structural reason for the split — which isn't sophistication, isn't pedigree, and isn't anything you can buy on the way in.

In this video:
• The seven codified rules — never touch principal, second-generation horizon, education through trust, no public visibility, land before liquid, marry across not above, give before they ask
• What each rule mechanically does — for the estate, for the next generation, for the family tax position
• Which two rules the firm shares with the new five-million-dollar client (and why those two specifically)
• Which five rules the firm leaves unmentioned (and the AUM fee mechanism that decides it)
• A 1988 donor-advised fund and what it took out of the family dynamic
• Why the rule about marrying across has legal mechanics, not just social ones
• What changes when you know the full seven instead of the public two

📍 Sources referenced:
J.P. Morgan Private Bank, 2023 Family Office Insights study — multi-generational governance and second-generation transition data
IRS Statistics of Income, Estate Tax Returns 2024 — distribution of taxable estates by asset class

💬 Of the seven rules, which one would have been the most useful to know ten years earlier? Drop the number in the comments. No story needed — just the rule.

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