UHNWIs, if you don’t know, are Ultra High Net Worth Individuals, or people with a net worth of at least $30 million. They make up only 0.003% of the world’s population but they hold 13% of the world’s wealth. There are 70,540 of them in the US, 16,510 in China, and 4,670 in the UK.

The UHNWIs are a ballooning sector of the wealth pyramid, having grown fourfold over the past century. They make up a tiny percentage of the world’s population but are disproportionately the target of companies selling luxury goods, philanthropic enterprises and increasingly entrepreneurs.

The super growth of the super wealthy means that more and more investors are seeing UHNW families as a premium source of funding. According to EY, there has been a 10-fold increase in the number of UHNW family offices based worldwide since 2008, controlling in excess of $4 trillion as of the end of 2018. The next generation of UHNWIs are managing their money differently from before: they want more control and greater returns. They are increasingly choosing to invest their money directly in private companies.

Fahim Amdani, CEO of Ivory Capital Group, is tapping into this trend. Forbes caught up with him to find out more about how UHNW families are doing things differently and how to access the investment of these often discreet families.