Democratisation of private assets needs dedicated products, teams, more education

MANAGERS of private assets are experimenting with go-to-market strategies as they attempt to win over high-net-worth investors (HNWIs).

Many are investing in educating both distributors and end-clients, and building up dedicated products, platforms and teams.

The most successful managers, industry observers said, will be those that can build mind share among investors while winning over the go-betweens.

Individual investors represent a major growth opportunity for private asset managers. A Bain & Co report last year noted that individuals hold about half of the world’s US$295 trillion in assets under management (AUM) but are under-represented in alternatives, at 16 per cent.

Bain expects institutional…