As private markets firms seek to engage a broader base of wealth advisers and high-net-worth investors, communications, reputation and visibility are becoming increasingly important differentiators in a crowded market, while the way wealth audiences discover and evaluate firms continues to evolve rapidly across traditional media, digital platforms, industry events and AI-powered research tools.

To better understand these shifts, Edelman Smithfield surveyed 1,400 respondents across North America, Europe, APAC and the Middle East, including 1,000 high-net-worth individuals and 400 wealth management professionals who are investing, or planning to invest, in private markets.

The research explores how wealth audiences engage with private markets firms, the channels and content that influence perception and trust, and how firms can strengthen differentiation and communications effectiveness as competition for wealth capital intensifies.

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