Inside Wealth: The ‘20% rule’ behind Giorgos Tsetis’ blueprint for a new kind of family office
Giorgos Tsetis, the co-founder of Nutrafol, is taking a unique approach to managing his family office, Great Things, by defying the traditional patient mindset often associated with family offices. Instead, Tsetis is investing in high-flying startups at a rapid pace, with a focus on generating returns that can be quickly reinvested or donated to philanthropic causes. This approach is guided by what he refers to as the "20% rule," where at least 20% of the family office's annual net realized profits are allocated to philanthropy. Through Great Things, Tsetis has been actively investing in startups over the past 18 months, with nearly $40 million committed to these ventures.
Investment Strategy
In addition to his investment activities, he has also made significant commitments to nonprofits, with around $7 million in gifts and pledges. This level of philanthropic giving is a key component of Tsetis' vision for his family office, and he hopes that it will serve as a model for other wealthy families to follow. By prioritizing philanthropy and making significant donations, Tsetis aims to create a positive impact now, rather than waiting until later in his life or as an afterthought. The success of Tsetis' investment strategy has been fueled in part by the artificial intelligence boom, which has enabled him to realize profits quickly.
The artificial intelligence boom has been a key factor in the success of Tsetis' investment strategy, with one notable example being his investment in Anthropic, which generated a seven-times return in just 18 months through a secondary exit. This rapid return on investment has allowed Tsetis to reinvest his profits and continue to grow his portfolio, while also making significant contributions to philanthropic causes. By combining his investment activities with a commitment to giving back, Tsetis is creating a new kind of family office that prioritizes both financial returns and social impact.
Philanthropic Approach
Tsetis' approach to philanthropy is not only about writing checks, but also about creating a blueprint for other wealthy families to follow. He believes that by prioritizing giving and making it a core part of their investment strategy, families can create a positive impact that extends beyond their own wealth and legacy. By sharing his model and encouraging others to adopt a similar approach, Tsetis hopes to inspire a new wave of philanthropic giving among wealthy families. As he continues to invest in startups and support nonprofits, Tsetis is demonstrating that it is possible to generate strong financial returns while also making a meaningful difference in the world.
In an interview with CNBC, Tsetis expressed his desire to see other wealthy families adopt a similar approach to philanthropy, where giving back is a core part of their investment strategy. By allocating at least 20% of their annual net realized profits to philanthropy, families can create a lasting impact that extends beyond their own wealth and legacy. As the co-founder of Nutrafol and the head of Great Things, Tsetis is well-positioned to serve as a role model for other families and individuals who are looking to make a positive difference through their wealth. With his unique approach to investing and philanthropy, Tsetis is helping to redefine what it means to be a responsible and impactful investor.
Source: cnbc.com · 2026-08-13