Private markets move further into the mainstream: Insights from the 2026 wealth pulse survey

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FTSE Russell conducted an online survey of 600 U.S. retail investors between March 18 and March 30, 2026, in partnership with 8 Acre Perspective, an independent marketing research…

Nearly one-third of affluent investors now hold private market investments, with most allocating at least 10% of their investable assets to the asset class.

Two-thirds of affluent Millennials already invest in private markets, significantly outpacing Gen X and Baby Boomer investors.

Investors increasingly want transparent performance measurement, with most viewing benchmarks as essential for evaluating private market investments.

Private markets have become an increasingly important part of the investment conversation. As access expands and familiarity grows, affluent U.S. investors are not only allocating to the asset class in greater numbers—they're also becoming more thoughtful about how they access it and evaluate its performance.

Key findings from the 2026 FTSE Russell wealth pulse survey illustrate how affluent investors are approaching private markets today, from adoption trends and the role of financial advisors to the growing importance of benchmarks in supporting investment decisions.

Private markets continue to gain traction among affluent investors, with adoption extending beyond early movers into the broader wealth management landscape. Nearly one third (32%) of affluent investors now hold private market investments, and for most, participation is relatively recent: 61% began investing in the asset class within the past five years. The majority (74%) have made private markets a meaningful component of their portfolios, allocating 10% or more of their investable assets.

Younger investors are at the forefront of this trend. More than two thirds (67%) of affluent Millennials report investing in private markets, compared with 30% of Gen X investors and just 11% of Baby Boomers. Longer investment horizons and greater willingness to take risk may help explain the generational divide.

The survey also suggests that demand has further room to grow. Among affluent investors who do not currently invest in private markets, nearly 3 in 10 (27%) say they are likely to…

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