European Wealth Managers Struggle to Explain Private Market Offerings

The Wealth 30 report highlights that despite the growing prominence of private markets—which surged to $16 trillion in assets by 2025—fewer than half of the firms analyzed maintain a dedicated landing page for the asset class. Only 23 percent of institutions successfully integrate educational content, clear access pathways, and regular market insights. This lack of clarity persists even as regulatory shifts, such as the revised ELTIF 2.0 regime, lower the barriers for retail investors to enter previously exclusive markets.

Swiss institutions currently lead the sector in transparency, with 70 percent maintaining specialized communication channels. Firms like Pictet, Union Bancaire Privée, Lombard Odier, and Julius Baer stand out for linking client education directly to investment routes. In contrast, UK firms tend to bury private market details within general portfolio documentation, often relying on generic messaging focused on diversification and access rather than addressing specific risks or liquidity oversight.

Anthony Payne, managing partner at Peregrine, suggests the sector is at a critical juncture. He warns that firms failing to articulate their value proposition now risk losing significant market share, mirroring a pattern seen previously in the asset management industry. With media visibility heavily concentrated among the top ten firms, the majority of wealth managers are struggling to differentiate their offerings in an increasingly crowded and skeptical market.