May 28, 2025 — NEW YORK and LONDON — The reputation and public profile of private markets leaders carry as much weight as investment performance in fund allocation decisions, according to Edelman Smithfield’s 2025 Global Limited Partner Survey.
Based on responses from 400 institutional Limited Partners (LPs) across North America, Europe, Asia-Pacific (APAC), and the Middle East, the survey reveals:
- 41% of LPs say the positive public perception of a General Partner’s (GP’s) CEO is more important than returns
- 40% cite a high-quality leadership team as a more decisive factor than returns in fund selection
Informal content, such as personal insights from executives, is now valued nearly as highly as traditional investor updates, including strategy overviews, deal announcements, and sector outlooks. This shift underscores the importance of authentic, human-led communication in building trust with allocators.
“LPs look beyond performance, they want to understand the people they’re entrusting capital to,” said Alex Simmons, Head of EMEA at Edelman Smithfield. “To attract and retain capital, GPs need to lead from the front, with CEOs and leadership teams who are visible, credible, and authentically communicate their vision.”
Nearly all LPs (99%) review firm and executive social media content at least occasionally during due diligence, with more than half (52%) doing so consistently. Personal branding and thought leadership now play a central role in how LPs assess a firm’s transparency and leadership style.
For GPs seeking to attract new LP allocations, discovery and differentiation depend heavily on public exposure and third-party validation. While social media is gaining traction, traditional sources remain dominant.
Key public sources LPs use to learn about GPs:
- Major business publications: 31%
- Industry awards: 27%
- Social media: 22%
Industry recognition and credibility:
- 97% of LPs say they reference industry awards to assess a GP’s credibility
- Two-thirds say awards can positively influence allocation decisions
Top sources of daily investment and financial information:
- Major business publications: 38%
- Investment research platforms: 35%
- Industry trade media: 34%
“Visibility is not optional; it’s how LPs discover, evaluate, and ultimately choose to engage with GPs,” said Jordan Niezelski, Vice President at Edelman Smithfield. “Today’s LPs are sourcing insights from a broad mix of channels. A strong public presence is now a strategic advantage, and often, the first step in winning capital.”
The 2025 survey reflects insights from a comprehensive sample of the global allocator community, with equal representation across North America, Europe, APAC and the Middle East. Respondents represent the full spectrum of LP types, including family offices, pension funds, sovereign wealth funds, insurers, high-net-worth individuals, foundations and endowments. Assets under management of respondent organizations range from $1 billion to $200+ billion, with 67% managing over $50 billion.
To read the full report, please visit: https://www.edelmansmithfield.com/2025-global-lp-survey
About Edelman Smithfield
Edelman Smithfield is a financial communications boutique that specializes in financial markets and strategic situations with the full reach and resources of Edelman. The Edelman Smithfield team comprises approximately 250 advisors across more than 25 cities and 15 countries serving an expansive roster of top organizations around the world. www.EdelmanSmithfield.com
Media Contacts
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