Communications and the democratisation of private markets
The 2026 edition of IPEM Wealth reflected a clear turning point for private markets: the opening up of private equity to wealth segments – and here we include increasingly retail demographics – has become an absolute reality.
According to a survey conducted by IPEM in partnership with our client AlixPartners, almost all (98%) of GPs now report distributing their funds to this category of investors, compared with 80% last year. And they are doing this through a growing number of channels: private banks, family offices, wealth managers, as well as direct distribution.
This development is accompanied by significant investments: more than two fifths (43%) of management companies already have funds dedicated to private investors, while 41% have set up specialist distribution teams.
A shift in the investor landscape
In Cannes, discussions reflected this shift in the investor landscape. Family offices, private banks, high net worth individuals and private investors are playing a now-fundamental role alongside institutional ones, bringing different expectations and operating within distinct regulatory frameworks.
This evolution is reshaping distribution models, supporting the development of evergreen and semi liquid fund structures, and increasing expectations around communications and branding. According to the IPEM and AlixPartners barometer, about 60% of respondents said they believe that the democratisation of private capital will increase the focus on both brand and transparency.
What does this mean for fund managers?
Investor relations, communications and branding are evolving in scope and complexity. GPs now need to appeal to wider audiences while maintaining long-standing relationships built with institutional LPs and navigating multiple regulatory environments.
At CDR, we believe the over-arching objective is not to simplify the narrative, but to make it clear and accessible.
GPs need to create differentiation through the way they communicate and market themselves. This requires articulating key criteria such as value creation and explaining complex strategies in a way that remains rigorous and credible.
Discussions at IPEM Wealth also highlighted the growing importance of an organisation’s brand when it comes to LP allocation decisions. Reputation, it was highlighted, has become a more important factor in investment decisions and manager selection, sometimes taking precedence over pure performance.
A new challenge is emerging
As IPEM Wealth highlighted, a new challenge is crystallising. Firms must, today, integrate the specific constraints of private wealth and retail distribution while catering for – and educating – multiple audiences.
These themes already underpin CDR’s support for several clients active at IPEM Wealth, and throughout the year. Our role spans message structuring, brand positioning, education around strategies and fund structures, and the alignment of institutional and private investor messages.
The latest event in Cannes only served as a reminder that in a more open market, the visibility of the brand, the quality of information, the consistency of messaging and investor relations are now integral to fundraising success.
Délia Khedim, PR consultant, CDR France
