Reputation has become one of the most valuable (and vulnerable) assets for wealthy families and their advisers. This session will examine both internal and external dimensions of reputation, from operating in an increasingly anti-wealth environment and defending the rule of law, to managing client expectations and public scrutiny. We will explore whether family reputation should be viewed as an asset class or a risk category in its own right, the influence of social media and the Instagram generation of wealth, and the evolving expectations surrounding philanthropy across jurisdictions. The discussion will also consider legacy beyond wealth: what families want to be known for, and how they can build resilience in the face of reputational crises.