Private Markets: the brand battleground redefining asset management

Private equity and alternatives firms are stepping confidently into a space once dominated by traditional asset managers. With private markets worth around $13 trillion and expected to reach $25 trillion by 2030, competition for both capital and brand distinction has never been sharper.

As the lines blur between public and private market players, the focus is shifting from performance alone to perception, purpose and positioning.

1. Private Markets as a growth engine for asset managers

Investor demand is moving toward yield, diversification and access to non-public assets. Private credit and infrastructure are leading that trend.

Brand implication: Firms that demonstrate authentic expertise and access in private markets, can reposition themselves as strategic growth partners, not just allocators of capital.

2. Blurring of brand boundaries between asset managers and private equity & alternatives firms

Traditional managers are building private market capabilities, while private equity firms diversify into broader investment platforms.

Brand implication: Differentiation now depends on access, depth and scale: who can unlock opportunities and deliver across asset classes and geographies?

3. The democratisation of private markets

New fund structures are bringing private market exposure to wealth managers and individual investors.

Brand implication: Firms must project trust, clarity and education, making private markets feel both aspirational and accessible.

4. Performance and brand resilience

Private markets offer potential stability amid volatility, but also greater scrutiny around transparency and liquidity.

Brand implication: Those aligning consistent performance with open and transparent reporting, will define long-term brand leadership.

5. Private credit as a brand catalyst

The boom in private credit is reshaping competition. Asset managers use it to refresh their brand story; private-equity firms leverage it to expand their influence.

Brand implication: The modern financial brand is defined not by products, but by solutions which are creative, collaborative and client-centric.

The brand imperative

Private markets are the new brand battleground. Success will belong to those who combine access, expertise, transparency and innovation, aligning their storytelling across audiences and building a brand architecture that feels both cohesive and authentic. Only then can exclusivity become opportunity and brand strength evolve into sustainable growth.

How is your brand positioned for the private markets era?

To explore how your brand can lead in a private markets world, connect with one of our specialists: Kate Shaw in New York, Greg Hobden in London or Aliena Lai in Hong Kong