Alternative Assets have $1.3 trillion in growth potential among retail investors, but trust and awareness remain barriers - our recent survey finds.

NEW YORK - From collectibles like art, fine wine, and sports memorabilia to traditional private market investments such as private equity, infrastructure, and timberland, alternative assets have attracted growing attention in recent years. While these investments have historically been limited to institutional investors and the ultra-wealthy, digital platforms are now expanding access and lowering the bar for entry.

However, trust and awareness remain significant barriers to broader adoption among retail investors, according to our recent survey, conducted by Opinium.

The survey found that one in four Americans (26%) are either planning to invest in alternative assets within the next few years or will strongly consider it. Additionally, 48% of respondents expressed cautious interest, saying they might invest in alternatives in the near future.

But interest is only part of the story. Our report uncovers where investor curiosity meets confusion - and what’s holding many back from taking the next step. From the appeal of alternatives in uncertain markets to the surprising gaps in platform awareness and the trust factors that could unlock adoption, the findings offer a fresh, data-backed look at a rapidly shifting investment landscape. 

Download the report to explore the insights and opportunities, reshaping the future of retail investing.

Methodology

Lansons partnered with strategic insights agency Opinium to conduct a nationally representative survey of 2,000 Americans. The survey was weighted using the latest figures from the U.S. Census Bureau. “Active Investors” is defined as anyone who has an individual investment account, including in stocks, bonds, crypto, etc. 

The study was conducted from September 26th, 2024, to October 1st, 2024.