Signed in as:
filler@godaddy.com
Signed in as:
filler@godaddy.com
By Private Markets Group Ltd | Updated March 2026
The most comprehensive curated directory of single family offices operating across the United Kingdom, Norway, and key global private wealth centres. Built for fund managers, institutional investors, advisers, and private capital professionals seeking verified intelligence on the world's most private pools of capital.
There is no official register of family offices. No regulatory filing that identifies them. No exchange on which they are listed. No industry body that publishes a verified, comprehensive account of who they are, what they manage, or how they invest.
And yet the collective capital under management by single family offices globally is estimated to exceed $6 trillion — more than the entire hedge fund industry — deployed with increasing sophistication across private equity, real estate, venture capital, private credit, infrastructure, and direct operating businesses.
For fund managers, advisers, and institutional investors seeking to engage with family office capital, the challenge is not that the opportunity does not exist. It is that reliable, verified intelligence on who these organisations are, where they operate, and how they allocate is extraordinarily difficult to obtain.
This directory exists to address that gap.
The UK Family Offices List is published and maintained by Private Markets Group Ltd — organisers of the UK Family Office Summit and publishers of UK Private Wealth Magazine. Our directory is built through proprietary research, verified network engagement, and active relationship management across the private capital ecosystem. It is not scraped from public databases. It is not assembled from press releases. It reflects genuine, ongoing knowledge of the market as it actually operates.
Every entry has been researched and verified to the standard of information that is publicly available or confirmed through professional network engagement. Where AUM figures are included, they are clearly attributed to their source. Where figures are not publicly available, we say so — because a directory that invents numbers to appear authoritative is worse than no directory at all.
A single family office is a private organisation established exclusively to manage the wealth, investments, and broader financial affairs of one ultra-high-net-worth family. It serves no external clients. It has no obligation to market itself, report its performance, or disclose its activities. It exists solely to serve the interests of one family — preserving capital, growing it, deploying it with purpose, and passing it intact and well-governed to the next generation.
Single family offices are typically established when a family's investable assets exceed £50 to £100 million, at which point the economics of maintaining a dedicated internal team become compelling relative to the ongoing costs of external management. Many of the most sophisticated SFOs in the UK manage assets well in excess of £500 million. Several manage multiple billions.
What distinguishes the single family office from every other class of institutional investor is time horizon. Without redemption pressures, quarterly reporting obligations, or external client relationships, a family office can hold an investment for a decade, or two, or across generations. That patience — genuine, structural patience rather than a marketing claim — makes the family office one of the most valuable partners available to businesses and fund managers operating in private markets.
Typical single family office investment activities span private equity and co-investment, venture capital and early-stage technology, direct real estate, private credit and direct lending, listed public equities, hedge fund allocations, infrastructure, operating businesses, and — with growing conviction — impact and sustainability-oriented strategies.
The United Kingdom — and London in particular — is the dominant centre for family office capital in Europe, and one of the three most significant globally alongside New York and Singapore.
London's primacy is structural. The English legal system and trust law framework is the global gold standard for private wealth structuring. The concentration of professional services — lawyers, accountants, placement agents, alternative fund managers, private bankers, family office consultants — is unmatched anywhere in Europe. The city's genuine international character, its time zone, its educational infrastructure, and its travel connectivity make it uniquely suited to the internationally mobile wealthy families that constitute a significant proportion of the UK family office universe.#
The most active districts for single family office activity are Mayfair, Knightsbridge, St James's and the City — financial quarters where private wealth networks, investment firms, and advisory platforms are concentrated at a density found nowhere else in Europe. A smaller but meaningful number of UK family offices operate from Edinburgh, which has developed a distinct identity as a centre for long-term capital with strong Nordic connections.
The UK's non-domicile regime changes, effective from April 2025, have introduced genuine complexity into the planning environment for internationally mobile families. The picture is more nuanced than headlines have suggested. The families that have departed are predominantly those whose UK connection was primarily tax-driven rather than substantive. For the majority — families with genuine business interests, educational commitments, community roots, and real lives in the UK — London remains the right base. Its position as Europe's primary family office centre is structurally intact.
Norway represents one of the most significant and most underrepresented sources of family office capital in Europe. Norwegian single family office wealth originates predominantly in maritime and offshore energy industries, industrial manufacturing, and financial services — sectors that generated substantial multigenerational fortunes across the twentieth century and continue to produce new wealth today.
Norwegian family offices are characterised by long investment horizons, conservative use of leverage, strong governance traditions, and a cultural orientation towards responsible and sustainable investment that predates the global ESG conversation by decades. They represent patient, disciplined capital — and important partners for fund managers and direct investment platforms operating across European private markets.
Many Norwegian family offices maintain global investment mandates while preserving strong operational connections to Oslo and the broader Nordic ecosystem. Their inclusion in this directory reflects our conviction that the UK and Norwegian family office communities have more in common than is typically recognised — and that the connections between them represent an underexploited opportunity for both.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
Alta Advisers is the London-based single family office established in 1996 to manage the long-term wealth of the Rausing family — heirs to the Tetra Pak food packaging fortune built by Ruben Rausing in Sweden. The Rausing family has been consistently listed among the wealthiest families in the United Kingdom by the Sunday Times Rich List. Alta Advisers manages a diversified long-term investment portfolio spanning public equities, private equity, leveraged buyouts, venture capital, and real estate. The firm's investment philosophy reflects the family's multigenerational orientation and commitment to capital preservation alongside growth. The Rausing family is also among the most significant philanthropic forces in the UK, through the Sigrid Rausing Trust and other charitable vehicles.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
A London-based single family office with investment focus spanning energy markets, innovative technologies, and strategic global partnerships. BNF Capital maintains interests across private equity, venture capital, and emerging energy infrastructure, including reported involvement in next-generation energy technology. The firm operates with a long-term investment mandate aligned with the energy transition and the structural shift in global power infrastructure.
Family Office Type: Single Family Office
Location: London, UK
Website: https://www.cadogan.co.uk/
Description:
One of the most significant private estate businesses in the United Kingdom, Cadogan Estates manages approximately 93 acres of freehold property in Chelsea and Knightsbridge on behalf of the Cadogan family. The family's estimated net worth places them among the most substantial landowners in Britain. Cadogan Estates operates not merely as a property investor but as an active placemaking institution — managing ultra-prime mixed-use developments, luxury retail, hospitality assets, and public realm investment across one of London's most valuable and historically significant districts. The Cadogan family represents a defining archetype of UK private wealth: a single dominant asset — Central London land — around which a sophisticated multigenerational investment and management structure has been built and sustained across centuries.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
Incorporated in the UK in March 2024, Cromulon Capital is the personal investment vehicle of Dr Alex Gerko — founder and co-CEO of XTX Markets, one of the world's leading quantitative electronic market makers and a significant force in the UK's financial technology sector. Dr Gerko has been recognised by the Sunday Times Rich List as one of the highest-earning individuals in the United Kingdom. Cromulon Capital represents the formalisation of his private investment activity. As a recently established family office, the firm is building its investment programme. Specific AUM figures are not in the public domain.
Family Office Type: Single Family Office
Location: London, UK (With Global Presence)
Website: N/A
Description:
Family-owned investment firm founded in 2000 by Şevket Sabancı and family, connected to one of Turkey's most prominent industrial and financial dynasties. Esas Holdings manages a diversified portfolio spanning private equity, real estate, and venture capital, with strategic investment activity across aviation, retail, entertainment, healthcare, and food sectors. Notable portfolio positions have included stakes in Pegasus Airlines and other significant Turkish and international businesses. The firm maintains a London presence reflecting the international orientation of the broader Sabancı family's investment activities.
Family Office Type: Single Family Office
Location: Chester, UK
Website: www.grosvenor.com
Description:
The Grosvenor Estate is the private wealth management and property investment platform of the Grosvenor family, led by the Duke of Westminster. The family's wealth — estimated by the Sunday Times Rich List at approximately £9 to £10 billion — is rooted in some of the most valuable urban landholdings in the world, including significant freehold property in Mayfair and Belgravia in Central London. The Grosvenor Group manages an internationally diversified property portfolio across the UK, the Americas, Asia Pacific, and Europe, alongside a rural estates division and a growing food and agriculture investment programme. The Grosvenor Estate is among the most studied and most enduring examples of multigenerational wealth stewardship in British history — a family office operating across centuries rather than decades.
Family Office Type: Single Family Office
Location: London, UK (with global operations)
Website: www.hindujagroup.com
Description:
The Hinduja Group represents one of the UK's largest and most internationally active family investment platforms. The family's estimated net worth — placing them consistently at the upper tier of the Sunday Times Rich List — reflects a global business empire spanning automotive, banking, financial services, media, information technology, energy, and infrastructure across multiple international markets. The Hinduja family's London operations are a significant presence in the UK private wealth ecosystem, known for sophisticated multi-jurisdictional deal structuring, long-term value creation, and active portfolio management across an exceptionally broad range of sectors and geographies.
Family Office Type: Single Family Office
Location: London, UK
Website: www.hdwe.co.uk
Description:
The Howard de Walden Estate manages approximately 95 acres of freehold property in Marylebone, Central London. The estate has a distinctive character defined by its proximity to the Harley Street medical district — one of the world's most concentrated clusters of private medical and diagnostic facilities — alongside premium office accommodation, residential property, and retail. The Howard de Walden Estate combines traditional long-term estate management with active property development, maintaining a focus on the sustainable enhancement of one of London's most characterful and historically significant districts.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
INEOS is one of the world's largest privately owned chemicals and industrial businesses, founded and controlled by Sir Jim Ratcliffe. While INEOS is primarily an operating business rather than a conventional family office vehicle, Sir Jim Ratcliffe's personal capital deployment and the group's broader investment activities reflect the profile of one of the most significant family-controlled investment platforms in the United Kingdom. Sir Jim Ratcliffe's estimated net worth places him among the wealthiest individuals in Britain. Recent notable transactions include the acquisition of a 25% stake in Manchester United Football Club and continued investment in elite sport through the INEOS Sport portfolio, which includes cycling, sailing, and football clubs across Europe.
Family Office Type: Single Family Office
Location: London, UK
Website: www.jleon.co.uk
Description:
A London-based single family office managing the investment and property interests of the Leon family, with a primary focus on commercial real estate, property development, and long-term asset management across the United Kingdom.
Family Office Type: Single Family Office
Location: London, UK (with global operations)
Website: N/A
Description:
The private investment vehicle of the Mittal family, authorised and regulated by the UK Financial Conduct Authority. The Mittal family's wealth originates in the global steel industry built by Lakshmi Mittal through ArcelorMittal, one of the world's largest steel and mining groups. The family's estimated net worth, per the Sunday Times Rich List, places them among the most significant private wealth holders in the United Kingdom. LK Advisers manages the family's private investment activity across industrial platforms, commodities, logistics, fixed income, and private equity, with a focus on sectors aligned with materials and the global energy transition.
Family Office Type: Single Family Office
Location: London, UK
Website: http://lsgholdings.com/
Description:
A diversified London-based investment platform deploying capital across real estate, private equity, and venture capital, with particular focus on consumer-facing businesses and emerging growth companies. LSG Holdings takes an active partnership approach to its portfolio, providing strategic guidance, operational expertise, and network access alongside capital to support businesses at scale.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
A London-based single family office investing across venture, growth equity, and buyout strategies in Europe, North America, Asia, and Latin America. PECA deploys capital through a combination of fund of funds structures, direct fund investments, and co-investments alongside established general partners, building a globally diversified private markets portfolio across multiple geographies and investment stages.
Family Office Type: Single Family Office
Location: UK (with global operations)
Website: pentlandgroup.com
Description:
The Rubin family's investment and operating company, best known for ownership of the Speedo brand and a controlling stake in JD Sports Fashion — one of the UK's largest and most successful sports and leisure retail groups. The Pentland Capital investment division focuses on consumer platforms, brand-led acquisitions, retail infrastructure, and technology-enabled commerce. Pentland Group is one of the most prominent examples of a UK family that has successfully combined the stewardship of major global operating businesses with a disciplined private investment capability across generations.
Family Office Type: Single Family Office
Location: UK (with global operations)
Website: www.reubenbrothers.com
Description:
One of the UK's most active and most widely recognised single family office platforms. David and Simon Reuben built one of the largest private fortunes in British history through metals trading, Russian aluminium, and subsequently a vast and diversified property and private equity portfolio. The family's estimated net worth, per the Sunday Times Rich List, exceeds £20 billion. The Reuben Brothers platform is known for transformative mixed-use developments in ultra-prime London locations including Mayfair and St James's, significant investment in data infrastructure and technology real estate, and a portfolio spanning hospitality, leisure, infrastructure, and special situations globally. Reuben Brothers is consistently cited by practitioners as one of the most operationally engaged and strategically sophisticated single family office platforms in the UK market.
Family Office Type: Single Family Office
Location: Edinburgh, UK
Website: https://smedvig.com
Description:
The investment arm of the Smedvig family, whose wealth originates in the Norwegian offshore energy and maritime industries. Operating from Edinburgh, Smedvig Capital focuses on growth equity investments in technology-enabled businesses across Europe and North America, combining a Nordic family office heritage with a genuinely international investment mandate. Smedvig Capital is an example of the growing connection between the UK and Norwegian family office ecosystems.
Family Office Type: Single Family Office
Location: Edinburgh, UK
Website: www.souterinvestments.com
Description:
The private investment office of Sir Brian Souter, co-founder of the Stagecoach Group — one of the UK's largest public transport operators. Souter Investments deploys capital across private equity, special situations, infrastructure, and real estate, with a focus on long-term capital growth and entrepreneurial partnerships that reflect Sir Brian's background as a builder and operator of large-scale businesses.
Family Office Type: Single Family Office
Location: London, UK
Website: N/A
Description:
The investment management arm of the Pears Family, whose wealth originates in the UK property market through the William Pears Group. Talisman Global manages a diversified portfolio across private equity, hedge funds, and real assets, with a team including professionals with endowment and institutional investment backgrounds. The firm's investment philosophy emphasises a diversified return profile and the use of uncorrelated assets to manage risk — an approach that reflects both the family's property heritage and a genuine commitment to building institutional-grade investment capability within a private family office structure.
Family Office Type: Single Family Office
Location: UK (with global operations)
Website: www.tavistock.com
Description:
The Tavistock Group was the principal investment vehicle of Joe Lewis — the British businessman and currency trader who built one of the largest private fortunes in British history, beginning with the foreign exchange markets and extending across a portfolio of listed companies, private businesses, real estate, and major shareholdings including Tottenham Hotspur Football Club. Joe Lewis passed away in August 2024. The Tavistock Group continues to operate as a diversified investment platform managing assets across multiple sectors and geographies, with a dedicated investment division focused on biotechnology and life sciences alongside its broader portfolio.
Family Office Type: Single Family Office
Location: UK
Website: www.ttg.co.uk
Description:
Affiliated with the William Pears Group, Telereal Trillium operates as one of the UK's largest private property investors with a distinctive specialisation in infrastructure-adjacent real estate — including railway arches, telecommunications facilities, utilities infrastructure, and government-leased assets across the United Kingdom. The firm combines property investment expertise with infrastructure management capability to create long-term value through patient ownership of assets with structural income characteristics.
Family Office Type: Single Family Office
Location: Basildon, UK
Website: waymadecapital.co.uk
Description:
Founded in 2013 by Vijay and Bhikhu Patel, Waymade Capital is structured around four investment pillars: pharmaceuticals, property, private equity, and philanthropy. The firm combines a long-term investment horizon with specialised expertise in medical and pharmaceutical businesses, leveraging deep industry knowledge developed through the founding family's operational background. Waymade Capital is a distinctive example of a UK regional family office — headquartered outside London, rooted in entrepreneurial and industrial wealth, and deploying capital with genuine sectoral conviction.
Family Office Type: Single Family Office
Location: UK
Website: N/A
Description:
The Dyson family's investment platform, encompassing financial investments and Dyson Farming — one of the UK's largest farming operations. Weybourne Group's investment activity reflects the Dyson family's characteristic interest in robotics, automation, sustainable agriculture, and technology integration. The firm deploys capital across controlled-environment agriculture, on-site energy infrastructure, and emerging technology with sustainability and innovation as core investment themes. Sir James Dyson's estimated net worth places the family among the wealthiest in the United Kingdom.
Family Office Type: Single Family Office
Location: UK/Ireland/Canada
Website: www.wittington-investments.co.uk
Description:
The Weston family's principal holding structure, with significant stakes in major consumer and retail platforms including Selfridges and other iconic brands across international markets. Wittington Investments maintains a patient capital approach focused on long-duration ownership of high-quality public and private consumer assets, with disciplined governance and a focus on defensive cash flow generation across generations. The Weston family represents one of the most enduring examples of multigenerational wealth stewardship in the English-speaking world — a family that has preserved and grown substantial wealth across multiple generations through quality asset ownership and strong governance.
Family Office Type: Single Family Office
Location: Oslo, Norway
Description:
A Norwegian single family office with roots in the maritime traditions of the outer Oslo fjord, managing a diversified and opportunistic portfolio with a long-term value orientation. The firm's investment philosophy reflects deeply held family values around sustainable practices, responsible ownership, and the development of enduring relationships with investment partners. Awilhelmsen is a characteristic example of the Norwegian family office model — patient, values-driven, and internationally engaged while maintaining strong Norwegian identity.
Family Office Type: Single Family Office
Location: Oslo, Norway
Description:
A family-owned Norwegian investment company managing a diversified portfolio with a focus on professionalism, operational excellence, and sustainable business practices. Canica's investment philosophy emphasises the importance of well-run underlying businesses as the primary mechanism for asset preservation and long-term wealth continuity across generations. The firm reflects the governance strength and long-term orientation that characterises the most established Norwegian family office platforms.
Family Office Type: Single Family Office
Location: Oslo, Norway
Description:
A Norwegian single family office specialising in bespoke investment and wealth management services for ultra-high-net-worth private clients, family investment companies, and trust structures. Cenzia's approach prioritises a deep understanding of each client relationship and a personalised orientation to investment strategy and financial planning within the Norwegian and broader Nordic private wealth market.
Family Office Type: Single Family Office
Location: Zurich, Switzerland
Website: www.abeggco.com
Description:
A historic Swiss single family office managing multigenerational wealth across public markets, private equity, and real estate using a long-term investment horizon rooted in the conservative values and governance traditions of Swiss private wealth management.
Family Office Type: Single Family Office
Location: Paris, France
Website: https://www.lvmh.com
Description:
The personal holding company managing the private investments of Bernard Arnault — chairman and CEO of LVMH and consistently ranked among the wealthiest individuals in the world. Agache SE manages the Arnault family's interests across luxury goods, private equity, and strategic corporate positions, operating alongside the family's controlling stake in LVMH and a portfolio of personal investments spanning real estate, media, and financial services.
Family Office Type: Single Family Office
Location: Oisterwijk, Netherlands
Description:
European single-family office associated with entrepreneur Laurens Last. The investment platform deploys capital across private investments, luxury manufacturing, and strategic acquisitions, including involvement in the yacht manufacturing sector.
The office reflects a new generation of entrepreneurial family offices combining financial investments with ownership of premium industrial and lifestyle assets.
Family Office Type: Single Family Office
Location: Brussels, Belgium
Website: https://www.verlinvest.com
Description:
The investment platform of the founding families of AB InBev — the world's largest brewer. Verlinvest focuses on consumer brands, digital commerce, and global food and beverage investments, deploying capital from one of Europe's most significant family wealth platforms into growth-oriented consumer businesses across international markets.
Family Office Type: Single Family Office
Location: Abu Dhabi, UAE
Website: https://manprivateoffices.com
Description:
Investment platform of the UAE's ruling family, with interests spanning energy, infrastructure, sovereign wealth co-investment, and global private markets. The Al Nahyan family's investment activity — conducted through a range of vehicles including the Abu Dhabi Investment Authority alongside private family structures — represents one of the most significant concentrations of capital in the world.
Family Office Type: Single Family Office
Location: Seattle, United States
Website: https://www.bezosexpeditions.com
Description:
The personal investment office of Jeff Bezos — founder of Amazon and one of the wealthiest individuals in the world. Bezos Expeditions focuses on venture capital, space technology through Blue Origin, artificial intelligence, healthcare, and long-term innovation investments. The firm is one of the most active and most closely watched single family offices in the United States.
Family Office Type: Single Family Office
Location: Kirkland, United States
Website: https://cascadeassetmanagement.com
Description:
Founded in 1994, Cascade Investment is the personal investment vehicle of Bill Gates — co-founder of Microsoft and one of the most prominent philanthropists in history. Cascade manages a globally diversified portfolio across public equities, fixed income, private investments, and real estate, and operates alongside the Bill and Melinda Gates Foundation as part of one of the most comprehensively managed personal wealth structures in the world.
Family Office Type: Single Family Office
Location: Palo Alto, United States
Description:
The family office of Sergey Brin — co-founder of Google and one of the wealthiest individuals in the United States. Bayshore Global Management invests across venture capital, life sciences, artificial intelligence, and real estate with a long-term technology investment focus that reflects Brin's background and interests as one of the defining figures of the digital economy.
Family Office Type: Family Office / Investment Vehicle
Location: Hong Kong
Website: https://www.hancockprospecting.com.au
Description:
The investment and operating vehicle of Gina Rinehart — Australia's wealthiest individual and one of the wealthiest women in the world. Hancock Prospecting's interests span mining, resources, agriculture, and private markets, with a portfolio rooted in the iron ore assets of the Pilbara region of Western Australia.
Family Office Type: Single Family Office
Location: Hong Kong
Website: www.horizonsventures.com
Description:
The venture capital investment office of Li Ka-shing — one of Asia's most prominent and most admired entrepreneurs and investors. Horizons Ventures has an exceptional track record of early-stage technology investment, including early positions in Facebook, Spotify, Zoom, and DeepMind, making it one of the most watched single family office venture platforms in the world.
Family Office Type: Single Family Office
Location: Bangalore, India
Website: www.premjiinvest.com
Description:
The investment arm of the Azim Premji family, managing capital across private equity, venture capital, and public markets worldwide. Azim Premji — founder of Wipro and one of India's most prominent philanthropists — has committed a substantial proportion of his personal wealth to the Azim Premji Foundation, making Premji Invest one of the most distinctive examples of a family office operating at the intersection of financial investment and large-scale social impact.
Family Office Type: Single Family Office
Location: Singapore
Website: https://www.tsao.com
Description:
The strategic investment arm of the IMC Group — an integrated maritime and industrial solutions provider. The Tsao Family Office deploys capital across public markets, private equity, and impact sectors, with a particular emphasis on environmental sustainability, healthcare, and education. The firm is a notable example of the growing conviction within Asian family offices around impact investing as a genuine investment discipline rather than a philanthropic adjunct.
Family Office Type: Single Family Office
Location: Mexico City, Mexico
Website: http://www.carlosslim.com
Description:
The investment vehicle managing the diversified capital and strategic holdings of Carlos Slim Helú — one of the wealthiest individuals in the world and the dominant figure in Latin American telecommunications and infrastructure. The Slim family office manages controlling interests in América Móvil, Grupo Carso, Grupo Financiero Inbursa, and a range of diversified holdings spanning telecommunications, infrastructure, retail, and finance, alongside global private investments and real asset allocations.
Family Office Type: Single Family Office / Philanthropic Investment Office
Location: Palo Alto, United States
Website: https://www.chanzuckerberg.com
Description:
The investment and philanthropic organisation of Mark Zuckerberg — co-founder and CEO of Meta — and Priscilla Chan. The Chan Zuckerberg Initiative operates at the intersection of investment and philanthropy, deploying capital into technology, healthcare, education, and social impact with the stated goal of eliminating disease and improving human potential within a generation. It is one of the most significant and most closely watched philanthropic investment platforms established by the technology generation of wealth creators.
Private Markets Group welcomes applications from single family offices wishing to be listed in this directory. All applications are reviewed by our research team and responded to within five working days.
Inclusion in the directory provides visibility within a professional network of over 25,000 opted-in family office principals, institutional investors, fund managers, and private capital advisers globally.
Get weekly private markets insights, family office research, and event invitations for capital allocators. Unsubscribe anytime.
Private Markets Group Ltd (PMG)
71-75 Shelton Street, Covent Garden, London, WC2H 9JQ
Contact Us: +44 (0) 203 376 9612
Copyright © 2025 Private Markets Group Ltd
All Rights Reserved
Company Number 16246242
VAT Number 497178924
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data