In this episode of declarations., host Todd S. Rich sits down with Sean Plummer, founder of Haystack Capital Partners, for a thoughtful conversation on how high-net-worth families invest differently from institutions—and why that difference matters. With deep experience from his time at Fidelity Family Office Services and now as a trusted advisor to over 160 family offices, Sean shares how he's built a business around relationships, alignment, and thoughtful capital allocation.
Sean reflects on how his small-town upbringing in Davis, California, shaped his worldview, and how a desire to listen and learn from everyone—regardless of background—has guided his career. The conversation explores the evolution of family office investing, the rise of direct deals, and how Haystack connects families with unique opportunities that align with their expertise and values.
Topics include:
- The key differences between family offices and institutional investors
- Why alignment, trust, and EQ are more important than IRR in the family office world
- How Haystack helps match capital with operating families and niche fund managers
- The impact of generational transitions and how G2 is reshaping the future of wealth
- Why the next frontier in family capital may lie in deeper networks, shared values, and long-term partnerships
This episode offers a rare inside look at how some of the world’s wealthiest families think about investing—not just for returns, but for relationships, legacy, and long-term impact.
Links:
Learn more about Declaration. here
Setting the Table by Danny Meyer
Topics:
(00:00:00) - Intro
(00:02:38) - Sean’s Declaration
(00:03:37) - Sean’s upbringing and early career
(00:10:46) - Transitioning into family office services
(00:15:51) - Forming Haystack
(00:20:40) - Investing with families vs. Institutions
(00:24:48) - Learnings from working with Family Offices
(00:26:58) - Characteristics families seek when making an investment or selecting a fund manager, and investing themes
(00:35:10) - What are families investing in today?
(00:37:39) - Cultivating and maintaining family office relationships
(00:44:28) - Trends to watch for over the next decade
(00:48:13) - Trends that emerge in the transfer of power within families
(00:50:33) - Philanthropy
(00:51:42) - Influential books
(00:53:29) - Most meaningful advice
(00:54:49) - How Sean pursues happiness
