By focusing on family owners’ perceptions and dynamics the aim of this paper is to understand the specific goals associated to their ownership status and whether and to what extend they impact on family firms’ growth and continuity. We use survey data on Finnish family firms and identify a set of differentiated family owners’ goals. Our findings contribute to the debate on differentiating socioemotional wealth by untangling the existence of variations in family principals’ goal setting and the importance to also consider that financial motives could determine family owners’ goals.