However, that headline number obscures a crucial distinction: among investors who are already familiar with the asset class, only around half share that view, compared with nearly three-quarters of those who are unfamiliar with alternatives. The data suggests that risk perception is largely a function of unfamiliarity, not experience.
The survey found that 93 percent of current alternatives owners say they are happy with their investments, and 97 percent say their alternatives have performed in line with or better than their expectations. More than a third plan to increase their allocation over the next two years – a higher proportion than those planning to add more to equities, fixed income, or cash.
Private credit dominated negative media coverage in 2025 and into 2026, yet even those headlines failed to shift the majority of investor views. According to the survey, 56 percent of respondents aware of private credit news stories said the coverage had no impact on their outlook, and 14 percent said their view became more positive as a result.
Kristin Olson, Global Head of Alternatives for Wealth at Goldman Sachs, said investors increasingly recognize the role private markets can play in a diversified portfolio. “Understanding the role private markets can play and how they work can help investors create diversified portfolios that support their investment goals,” she said.
The education gap remains the main obstacle
The survey’s most actionable finding for financial advisors is the persistent education gap among non-owners.