A new survey from Brookfield's Alts Institute, conducted by CoreData for Brookfield's private wealth business, reveals a significant disconnect between high-net-worth women's appetite for alternative investments and their actual allocations. The research, which polled wealthy investors in the U.S. and Canada with at least $2.5 million in household investable assets, found that only 44% of female respondents currently hold alternatives, despite widespread interest in the asset class.
The data underscores an underserved client segment whose investment preferences align closely with private markets. Nearly nine in ten female respondents said their primary focus is long-term investing, and 94% cited diversification as critical to managing portfolio risk—both characteristics that private market strategies are designed to address. Among women already invested in alternatives, 95% reported satisfaction with performance, 82% are open to adding new asset classes, and 68% want to increase their allocation.
The primary barrier, however, is not skepticism but silence. The top reason women gave for not investing in alternatives was that their advisor had never raised the topic. When asked what would change their minds, 69% said a recommendation from their advisor would suffice. That figure rises to 74% when advisors frame the conversation around overall portfolio benefits rather than leading with a specific product.
This communication gap echoes findings from a Nationwide survey that 34% of women investors find advisors condescending, highlighting a broader need for more effective engagement. As the Great Wealth Transfer accelerates, women are assuming greater control over household wealth, making advisor education a priority.
John Sweeney, CEO of Brookfield's private wealth business, stated: "Through our Women & Wealth Initiative, we are committed to equipping advisors with the education and resources they need to engage women investors more effectively around alternatives." The initiative aims to bridge the knowledge gap that leaves many female clients on the sidelines.
The findings come as demand for private markets access grows across wealth channels. RFG Advisory recently integrated iCapital's alternatives platform to meet advisor demand, signaling a broader industry push to democratize alts. However, advisors may need to proactively address gender-specific communication styles to capture this receptive audience.
For advisors serving high-net-worth women, the survey suggests that simply initiating a conversation about alternatives could unlock significant client interest. With 68% of existing female alt investors wanting to increase their exposure, and a majority of non-investors waiting for a recommendation, the opportunity is clear—but only if advisors take the lead.
