The price of influence in private wealth

Jamal Dayes, Director, Digital at Bladonmore, explores how the big players in alternative assets are spending their advertising dollars.

The $84 trillion wealth transfer isn’t some distant forecast. It’s already happening, and it’s reshaping how capital flows, how decisions get made, and what it takes to stay relevant. Private equity firms and asset managers are starting to realize that the next generation of investors isn’t just younger. They think differently, they live online, and they notice the brands that show up.

They’re also moving in different directions. Where their parents stuck with stocks and bonds, they’re looking at private equity, credit, and infrastructure – places the previous generation rarely went.

Reaching them means shifting strategy. A strong performance story or a glossy pitch deck won’t cut it. These investors are finding ideas and forming opinions long before they meet a manager – often through digital channels. That’s where trust gets built. That’s where brands take shape.

So what does it take?

Firms across the alternatives space are asking that question. It’s not just about cost-per-click anymore. It’s about protecting market share, earning attention, and staying visible to people who don’t convert quickly. People making high-stakes decisions about private capital and the advisors guiding them. Not your typical click-and-convert audience.

Some firms are already going big. In the past 12 months, EQT has spent over $2 million on creating awareness of their private wealth offering. Blackstone’s spend is even higher – an estimated $5 million on digital video ads in the US alone.

That’s not a tactical test; it’s a strategic commitment. And it’s paying off: Blackstone’s BXPE product, launched specifically for the private wealth market has already amassed over $10 billion in assets under management, demonstrating the momentum and scale of demand in this space.

The media mix tells you something too. This isn’t just LinkedIn and lower-cost programmatic buys. These firms are buying credibility. Direct placements on The New York Times, Fox Business and Morningstar are becoming a key component of brand-building. They’re showing up next to the stories their audiences already trust and using that proximity to build authority.

It makes sense when you think about who they’re trying to reach.

Private wealth isn’t a single audience. It’s a whole B2B2C system – clients, advisors, investment platforms, gatekeepers, influencers. The money might sit with the client, but the advisor shapes where it goes. That’s especially true for registered investment advisors (RIAs) and family offices. If they don’t trust your brand, the conversation never starts.

And trust doesn’t come quickly. These advisors don’t hang out in one place. They’re being chased by every asset manager in the market. They’re busy. They’re skeptical. And they don’t need more generic content.

Marketing to them needs to be more thoughtful. Yes, that means basics like audience segmentation, list matching, retargeting. But the firms making progress are thinking beyond tactics. They’re planning the whole journey – knowing when to educate, when to persuade, and when to just stay visible.

The brands that earn trust are the ones that show up regularly and make themselves useful, long before anyone picks up the phone. That starts with content that helps advisors and their clients get to grips with new and unfamiliar asset classes. Education matters – especially when you’re talking about illiquid products or private market structures that aren’t well understood outside the institutional world.

But useful isn’t the same as memorable. A lot of firms are publishing content right now and much of it sounds the same. Dry. Safe. Interchangeable.

The firms making real headway are doing both: building educational content that demystifies and building brands that stand out. Distinctive, recognizable, and consistent – across platforms, campaigns, and touchpoints. Because if you want to win trust, you can’t be forgettable.

The firms investing properly are backing:

• Branded thought leadership that leads with expertise
• Content hubs that teach before they pitch
• Webinars, research drops, podcasts and reports that actually reward curiosity

This generation of investors isn’t just chasing returns. They care about what you stand for. They notice how you show up. And they expect more than just a strong track record.

If you’re still relying on heritage and handshakes to carry your brand, watch out. The firms getting traction aren’t waiting to be discovered – they’re already three clicks ahead.

Want to cut through the noise and earn the attention of private wealth decision-makers? Let’s talk about how digital can help you lead.