Through a qualitative research approach, this study examines the diverse issues faced by individuals that work at family-owned businesses. The research investigates their social identity, their psychological contract with the company and their family relationships. Unlike other family business studies which detail expected managerial behavior, this research is focused on the subjectivity of individuals. Business management topics like organizational behavior often do not consider the profound and specific characteristics of family firms. The mixed professional and family relationships bring complex issues to the company atmosphere. The foundation of the research is based on eighteen interviews with professionals who work at family-owned firms in Rio de Janeiro. The sample was concentrated on second and third generation members working at the executive level. The results indicate a strong family influence on the individual social identity. Being the owner´s son, the individual usually takes their father (previous successor or founder) as a behavior reference. Choosing to work at the family firm in a free and rational way tends to make the professionals feel more satisfied with their career development. Their commitment to work seems to be a consequence of their commitment to family. The family relationships, as well as their work satisfaction, influence their psychological contract with the family firm.