Opening the Door to Alternatives: Insights from Individual Investors

Opening the Door to Alternatives: Insights from Individual Investors

We surveyed 1,000 high-net-worth individuals in the US to find out how wealth, risk perceptions, and generational shifts are reshaping private market participation.
Who We Surveyed
1,000
IndividualsSurveyed
$1+
MillionInvestable Assets

Source: GS Alternatives High Net Worth Survey. Views represent those of survey respondents. Results compiled on August 8, 2025.

We believe the role of individual investors in private markets will only become more prominent as time progresses. No matter where you are on your journey, Goldman Sachs Alternatives stands as a dedicated partner, offering expertise and insights to help you unlock access to private markets.
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Kyle Kniffen
Global Head of Alternatives for Third-Party Wealth
Key Survey Findings

Wealth Drives Alternative Allocations

As wealth grows, so does the adoption of alternatives. While a fifth of net worth remains in cash for preservation and flexibility, 80% of individuals with over $10 million in investable assets utilize alternatives, compared to 39% for those with $1–5 million.

Education and Risk Perceptions

Despite over half of individual investors labeling alternatives as "high risk," the wealthiest portfolios heavily rely on them for performance and diversification. Meanwhile, alternatives are not commonly discussed with advisors; only 41% of advised clients have had conversations about private markets. 

The New Alts Generation

Millennials show greater familiarity and higher allocations to alternatives. They view public equities as riskier compared to how older generations view stocks. They are also more motivated by access to innovation and unique opportunities, which we believe is signaling a future where alternatives play a central role in portfolio construction.

Source: GS Alternatives High Net Worth Survey. Views represent those of survey respondents. Results compiled on August 8, 2025.

Methodology

Observations in this report are based on a survey of 1,000 HNW and UHNW investors, conducted by Goldman Sachs Asset Management and 8 Acre Perspective. The data collection phase for this survey took place between July 18 and August 8, 2025. Participants were selected from a national US consumer sample, meeting specific qualifying criteria: possessing over $1 million in investable assets, serving as the primary financial decision-maker for their household, and being aged 25 or older. 

Opening the Door to Alternatives: Insights from Individual Investors
Discover the dynamics shaping individual investors’ approach to alternatives and what it could mean for your portfolio.
opening the door to alternatives: insights from individual investors
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