olvidar (three ways to use it):
transitive, the subject is a person, the direct object is what is forgotten ---> No olvide dónde está
intransitive pronominal, the subject is a person and a complement that begins with "de" expresses what is forgotten ---> Se había olvidado de dónde estaba
intransitive pronominal, the subject is what is forgotten and the person who forgets is expressed by an indirect object ---> Se le había olvidado dónde estaba
About figurar, your example is not clear at all. To me is "se los figura ricos" or "(a ellos) se les figura que (los otros) son ricos". I found no example in both corpora that suggest the use of a structure "se les figura que son ricos" meaning "se los tiene por ricos".
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