Key Takeaways
- • Goldman Sachs Alternatives' survey of 1,000 US high-net-worth investors with over $1 million in investable assets finds 38% of current alternatives owners plan to allocate more over the next two years, the highest share of any asset class surveyed.
- • Despite private credit headlines, only three in 10 investors say those headlines made them more cautious, and 93% of alternatives owners report satisfaction with their investments.
- • Only 50% of investors say they are familiar with alternatives, and investors familiar with them are five times more likely to invest in the next year than those who are not.
- • Roughly 91% of Millennials say they are likely to invest in alternatives through a workplace retirement plan, versus 50% of Gen X and 42% of Boomers.
Summary
Goldman Sachs Alternatives released its High Net Worth Investor Survey, conducted with 8 Acre Perspective, which polled 1,000 HNW and UHNW individuals in the United States. Respondents were required to hold more than $1 million in investable assets, serve as the primary financial decision-maker, and be aged 25 or older. Data collection ran from June 29 to July 31, 2026.
The survey indicates that investor appetite for alternatives persists despite heightened attention to private credit. According to the report, just three in 10 investors said private credit headlines made them more cautious, and 93% of alternatives owners said they were happy with their investments. Nearly four in 10 current owners (38%) said they plan to allocate more to alternatives, exceeding the share planning to increase equities (35%), cash or cash equivalents (34%) and fixed income (32%).
The report highlights a persistent education gap. Only half of respondents (50%) said they were familiar with alternatives. Those who were familiar were less likely to view the asset class as risky and more likely to say they would begin investing, with familiar non-owners five times more likely to invest within the next year. Goldman Sachs Alternatives argues that advisors must help close this knowledge gap if they want clients to consider these products.
Millennials remain the most engaged cohort, which the firm again labeled "the New Alts Generation." As in last year's report, they are more likely than Gen X and Boomers to be familiar with and own alternatives. Some 91% said they would likely invest in alternatives through a workplace retirement plan if offered, compared with 50% of Gen X and 42% of Boomers. The findings were presented by Kristin Olson, Global Head of Alternatives for Wealth, and Kyle Kniffen, Global Head of Alternatives for Third-Party Wealth, at Goldman Sachs Alternatives.
The survey indicates that investor appetite for alternatives persists despite heightened attention to private credit. According to the report, just three in 10 investors said private credit headlines made them more cautious, and 93% of alternatives owners said they were happy with their investments. Nearly four in 10 current owners (38%) said they plan to allocate more to alternatives, exceeding the share planning to increase equities (35%), cash or cash equivalents (34%) and fixed income (32%).
The report highlights a persistent education gap. Only half of respondents (50%) said they were familiar with alternatives. Those who were familiar were less likely to view the asset class as risky and more likely to say they would begin investing, with familiar non-owners five times more likely to invest within the next year. Goldman Sachs Alternatives argues that advisors must help close this knowledge gap if they want clients to consider these products.
Millennials remain the most engaged cohort, which the firm again labeled "the New Alts Generation." As in last year's report, they are more likely than Gen X and Boomers to be familiar with and own alternatives. Some 91% said they would likely invest in alternatives through a workplace retirement plan if offered, compared with 50% of Gen X and 42% of Boomers. The findings were presented by Kristin Olson, Global Head of Alternatives for Wealth, and Kyle Kniffen, Global Head of Alternatives for Third-Party Wealth, at Goldman Sachs Alternatives.
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