Cybercriminals are increasingly targeting wealthy individuals, making cybersecurity concierges a new must-have for the rich and their families, including executives.

While companies are spending heavily on cybersecurity, personal and home devices are generally less protected, making them easier to crack. And despite their sizeable assets and growing threat of cyberattacks, family offices and wealthy families don’t think of themselves as targets because hackings are rarely publicized.

“Now the low-hanging fruit are high-net worth families, some of which have the resources of big companies with hundreds of millions or even billions, but are not as secure,” said Bill Roth, CEO of HardTarget, a cyber resilience firm for high-net worth families, advisors and family offices.