The verdict in three sentences
Families selling a business or inheriting wealth in Ireland increasingly start their search by asking AI assistants like ChatGPT, before asking their solicitor or banker for names. A family office in Dublin that publishes almost nothing is unlikely to be named, and when it is, the description may be inaccurate or out of date. On the 2026 market this work costs around 2,000 to 6,000 EUR a month, it is measured with a dated record of answers, and no serious provider can promise a recommendation.
What do families ask AI assistants in 2026?
The questions sound like those put to a trusted adviser, with real context. Here are realistic phrasings for Dublin:
| Question asked to an AI assistant | Family profile | What the assistant needs to find to name you |
|---|---|---|
| "Which multi family offices in Dublin take families with 30 million euros?" | Founder after an exit | A published entry threshold or range |
| "Family office or private bank in Dublin: which suits an Irish and American family?" | Transatlantic family | A page on dual-residence families |
| "Which Irish family offices also handle family governance and succession?" | Second generation | Detailed service pages |
| "Is a family office in Dublin regulated by the Central Bank of Ireland?" | Cautious family | A clear, accurate regulatory page |
| "Who supports tech founders in Dublin after an exit?" | Tech entrepreneur | Press mentions, speaking slots |
| "How much does a family office in Dublin cost?" | All | Fee model explained in general terms |
| "Which Dublin family offices have a secure client portal?" | International family | Security and confidentiality page |
Answers vary with phrasing and date. That is why a one-off check is not enough.
Why some family offices appear and others do not
A discreet family office is often making a legitimate choice: no site, or a home page with an address. For a single family office that is often the right call. For a multi family office seeking new families and co-investment partners, the silence has a cost: the assistant relies on what exists elsewhere (directories, old articles, registers) and may describe you wrongly or name a competitor.
The factors that matter, in broad terms: consistent public information everywhere (name, address, services, status), credible third-party mentions (Irish financial press, conferences, professional bodies), clear factual pages on governance, team and confidentiality, clean structured data, and content kept up to date. Client reviews are rarely relevant in this business.
On compliance, rules on communicating about investment services apply if your activity is regulated, under the supervision of the Central Bank of Ireland. Forms and analytics fall under GDPR and the Data Protection Act 2018, overseen by the Data Protection Commission, and the European Accessibility Act widens accessibility requirements for some services. This is not legal advice.
What the work covers and what it costs
This kind of engagement covers a diagnostic of current answers, making public information consistent, creating or rewriting factual pages, press and speaking work, and tracking over time. The market is young: the ranges below are 2026 ballpark figures from typical agency quotes in Ireland and the UK.
| Service | 2026 market range (EUR) | Frequency |
|---|---|---|
| Initial diagnostic of AI answers | 2,500 to 8,000 | One-off |
| Making public information consistent | 3,000 to 10,000 | One-off |
| Factual pages (governance, team, services) | 4,000 to 15,000 | One-off |
| Tracking and adjustments | 2,000 to 6,000 | Monthly |
| Financial press relations | 3,000 to 8,000 | Monthly |
| Secure client portal | On quote depending on scope | Separate project |
At Kolonell this work is on quote, after a diagnostic.
How to measure without fooling yourself
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The only honest measure is a dated record: the same list of 20 to 40 questions, asked at regular intervals, with three indicators. The share of answers that mention your name. The accuracy of what is said (status, services, threshold, address). Whether sources you control are among those cited. A monthly record over 6 months gives a useful trend; a single screenshot proves nothing.
Mini case study
Illustrative example: Liffey Gate Partners, a 9-person multi family office in Dublin serving 11 families. Initial record on 30 questions: the name appears in 2 answers, one of which gives a wrong address. Budget: a 4,000 EUR diagnostic, then 3,000 EUR a month for 6 months, 22,000 EUR in total. If a single new family entrusting 25 million euros at a 0.6% annual fee arrives through this channel, it represents 150,000 EUR of annual fees, nearly seven times the budget.
FAQ
Should a single family office try to appear in AI answers?
Often not: discretion remains the rule and a minimal page is enough. It is still worth checking once a year that the 10 to 15 answers naming it contain no errors.
How long before we see a change?
First effects often show after 3 to 6 months, once new pages and mentions are taken into account. Results still vary from one question to another.
Can anyone guarantee we will be recommended by ChatGPT?
No. No serious provider can promise it, since answers change with the question and the date. What can improve is accuracy and the share of answers naming you.
Should we publish our fees?
No, but explaining the model (percentage of assets, flat fee, or a mix) helps assistants and families place you. Many multi family offices state a range, for example from 20 million euros of assets.
Does this replace classic SEO?
No, the two work together: well-built pages serve both Google and AI assistants. A budget of 2,000 to 6,000 EUR a month often covers both on the Irish market.
Find out how AI assistants describe your firm. A dated record of 30 questions shows within days whether your family office is named, and how accurately. Request a diagnostic quote: reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
