NEW YORK–(BUSINESS WIRE)–From collectibles like art, fine wine, and sports memorabilia to traditional private market investments such as private equity, infrastructure, and timberland, alternative assets have attracted growing attention in recent years. While these investments have historically been limited to institutional investors and the ultra-wealthy, digital platforms are now expanding access and lowering the bar for entry. However, trust and awareness remain significant barriers to broader adoption among retail investors, according to a new survey from Lansons Team Farner, conducted by Opinium.
The survey found that one in four Americans (26%) are either planning to invest in alternative assets within the next few years or will strongly consider it. Additionally, 48% of respondents expressed cautious interest, saying they might invest in alternatives in the near future.
“We found that simply explaining the concept of alternatives to those previously unfamiliar with them sparked immediate interest,” said James Schiavone, Head of New York Operations at Lansons. “What’s more, tens of millions of Americans already investing in stocks and bonds are eager to diversify with alternatives—representing a broad, largely untapped market for alternative asset platforms and fund managers.”
Strong Interest, Low Awareness
The survey found that active investors—defined as those with a personal investment account outside of a workplace-sponsored retirement plan—would be willing to allocate an average of 25.7% of their portfolios to alternative assets. This represents a potential inflow of more than $1.3 trillion*, – a figure consistent with Lansons’ 2022 survey.
Despite this strong interest, the vast majority of Americans remain unaware of these newly accessible opportunities. Respondents were four times more likely to say they had never heard of retail alternative asset platforms or didn’t know much about them (81%) than to say they had invested through such platforms or were familiar with them (19%).
Why Alternatives Appeal to Retail Investors
Even with limited knowledge of how to access these investments, survey respondents demonstrated an intuitive understanding of their appeal. Many cited the potential of alternative assets to diversify portfolios (53% agree vs. 5% disagree), deliver outsized returns compared to traditional investments (43% agree vs. 8% disagree), and provide low correlation to traditional assets like stocks and bonds (47% agree vs. 10% disagree).
Notably, amid ongoing market volatility and political uncertainty, 41% of Americans said they believe alternative assets are less vulnerable to the economic policies of the political party in power—compared to just 13% who disagreed.
Barriers to Entry—and How to Overcome Them
Despite growing interest, substantial barriers remain. Half of all respondents cited concerns about fraud, while 40% said they believe they lack the funds needed to invest in alternative assets.
However, the survey also identified clear ways platforms can build trust and credibility. Nearly half of respondents said they would be more likely to invest if platforms demonstrated strong internal controls and corporate governance (48%), were approved by government regulators (47%), or had backing from reputable banks or brokerages (47%).
“Our research underscores the importance of earning investor trust by clearly communicating the safeguards and compliance measures in place to protect them,” added Schiavone. “Together, these findings offer a roadmap for alternative investment platforms and fund managers looking to reach and engage a vast, underserved retail audience.”
Additional Findings:
- Only 30% of respondents feel confident in their ability to assess investment opportunities, with men (36%) demonstrating higher confidence than women (24%). Millennials (33%) and Gen Z (35%) also report higher confidence compared to Gen X (27%) and Boomers (25%).
- 18% of respondents stated they are willing to make riskier investments for higher returns.
- Younger generations, particularly Gen Z (ages 18 – 26), are engaging with financial products earlier, with 76% holding savings accounts. The survey found a notable rise in the number of individuals with savings accounts, with 70% of Americans now reporting one, a significant increase from 59% in 2022.
To read the full report, visit https://lansons.com/lansons-survey-alternative-asset-platforms-vol2.
For media inquiries and more information on the Lansons Alternative Asset Survey, please contact [email protected].
Methodology
Lansons partnered with strategic insights agency Opinium to conduct a nationally representative survey of 2000 Americans. The survey was weighted using the latest figures from the U.S. Census Bureau. “Active Investors” is defined as anyone who has an individual investment account, including in stocks, bonds, crypto, etc. The study was conducted between September 26th, 2024, to October 1st, 2024.
*Of 2,000 U.S. adults surveyed, 26% were active investors—about 68.2 million people. Their median investment portfolio was $74,999.50, and on average, they were willing to allocate 25.7% of it to alternative investments. That’s a potential $19,274.74 per investor, totaling $1.314 trillion across all active investors
About Lansons | Team Farner
Founded in 1989 by Clare Parsons and Tony Langham, Lansons is a communications and reputation management consultancy centred in London and New York, with 90+ consultants specializing in media, investor, political, regulatory, employee, and marketing communications.
We partner with organizations, senior leaders, and governments to transform reputations and change behaviors for the benefit of individuals and society. In its 35-year history, Lansons has been named ‘Agency of the Year’ 36 times, winning the title from PRWeek and PRovoke, among others. In 2023, Lansons was acquired by pan-European group, Team Farner.
For more information: www.lansons.com/new-york
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