As we approach a significant intergenerational transfer of assets poised to strengthen women’s financial standing for decades to come, now is the moment to effectively engage high-net-worth female investors around alternatives. In the U.S., female-controlled assets are projected to nearly double to $34 trillion, representing about 38% of total U.S. assets, by 2030. At the same time, the alternatives marketplace is expected to reach $30 trillion by 2030.
Yet, amid these concurrent growth opportunities, our research reveals that women’s alternatives usage lags that of men as only 44% of women invest in alts, compared to 60% of men. Understanding that women may have different investing goals and priorities, it will be paramount for advisors to adapt their practices to meet women’s evolving needs and help close this gap.
In an effort to better understand how investors and advisors are thinking about alternatives and what expectations exist for the role advisors will play as investors look to grow their alternatives exposure, The Brookfield Alts Institute conducted multiple waves of research to explore these market dynamics. Our 2026 global survey points to a shifting conversation as advisors attest that clients are looking to discuss alternatives’ role within a portfolio more so than basic education on alternatives.
This focus on how alternatives can address portfolio goals aligns strongly with our research among female high-net-worth investors across the U.S. and Canada. Our findings reinforce that women have a disciplined, long-term perspective on investing that makes them a strong fit for alternatives. The research also underscores that women want to focus on how alternatives impact a portfolio and that they are looking to their advisors to help spur their adoption in alternatives, signaling an opportunity for advisors to help female investors take full advantage of the benefits of alternatives.
Capturing female investors’ interest in alternatives starts with the understanding that a risk-averse profile is not a barrier to using alternatives. While there is a common misperception that women tend to be risk averse, women’s risk discipline and forward-looking investing views make them well-suited for alternatives. The overwhelming majority of women say they are primarily focused on the long-term when it comes to investing and they are willing to ride out volatility to achieve future goals. More than nine in ten women believe diversification is a crucial aspect of managing risk in their portfolio, underscoring that women’s investing goals and priorities are aligned with alternative investing.
For those women that are utilizing alternatives, the experience has been overwhelmingly positive as 95% say they are satisfied with the performance of their alternative investments, and non-users share that the reason they haven’t invested in alternatives is because their advisor hasn’t discussed alternatives with them. This represents a clear call to action for our industry, as proactive communication about alternatives with your clients is a step we can take now to help move alternatives investment forward.
When female investors utilize alternatives, they quickly see their value and impact, and advisors have an important role to play in getting more women to incorporate alternatives into their portfolio strategy. Through our Women & Wealth Initiative and proprietary research, we have uncovered three key strategies to help ensure that alternatives become a foundational element of a successful portfolio strategy for high-net-worth female investors.
About half of women say they are not sure what is considered an alternative investment and even among alts users, 71% of women would invest more in alternatives if they better understood their role in their portfolio. Focusing on the portfolio benefits instead of the alternatives product itself and showing how alternatives fit with clients’ investment interests and goals are both common themes that we hear from the field when asked about the most helpful strategies.
Reframe alternatives as aligned with long-term, disciplined investing
Most women take the long view when it comes to investing and few say that they have any immediate short-term cash needs, so it’s important to emphasize that alternatives offer a variety of strategies and vehicles that can address short-term and long-term investing priorities. The majority of women also report that they would increase their investment in alternatives after demonstrated success, indicating that women want to build their exposure to alternatives, but have a more deliberate approach in mind.
Women view their relationship with their advisor as a true partnership and, as such, 88% say they trust their advisor to make the right decisions on alts, but want to understand what they’re invested in. Most women also feel like they don’t know the right questions to ask about alternatives. Being proactive in discussing alternatives and providing the right educational materials are critical steps we can take to bring more women into the alternatives marketplace and boost usage at a time when alternatives are primed for exponential growth.
Ultimately, those advisors who align women’s disciplined, long-term investment approach with a portfolio strategy that takes advantage of the growing opportunities in the alternatives space will deepen client trust and differentiate their practice during this pivotal shift in wealth ownership and wealth management.
IMPORTANT DISCLOSURES
This communication is for financial professionals only. Not for use with the retail public.
The information herein pertains to a Brookfield-commissioned survey of select investors; results may not be representative of the broader investor population. Responses reflect participants’ views at the time of the survey and are not indicative of future investment results or outcomes.
This commentary and the information contained herein are for educational and informational purposes only and do not constitute, and should not be construed as, an offer to sell, a solicitation of an offer to buy, or an advertisement for, any securities, related financial instruments or investment advisory services. This commentary discusses broad market, industry or sector trends, or other general economic or market conditions. It is not intended to provide an overview of the terms applicable to any products sponsored by Brookfield Asset Management Ltd. and its affiliates (together, “Brookfield”). The suitability of alternative investments depends on an investor’s individual objectives, risk tolerance, investment horizon, liquidity needs and other circumstances. Alternative investments involve significant risks and may not be suitable for all investors.
This commentary contains information and views as of the date indicated and such information and views are subject to change without notice. Certain of the information provided herein has been prepared based on Brookfield’s internal research and certain information is based on various assumptions made by Brookfield, any of which may prove to be incorrect. Brookfield may have not verified (and disclaims any obligation to verify) the accuracy or completeness of any information included herein including information that has been provided by third parties and you cannot rely on Brookfield as having verified such information. The information provided herein reflects Brookfield’s perspectives and beliefs.
Investors should consult with their advisors prior to making an investment in any fund or program, including a Brookfield-sponsored fund or program.
Survey Methodology
The data presented here reflects a subset of respondents from a broader study commissioned by Brookfield. CoreData Research conducted an online survey of 600 wealth managers, with an average practice AUM of US$657 million, and 60 fund selectors responsible for evaluating alternative asset managers and products for firm platforms. The survey was conducted across the U.S., Canada, the U.K. and Switzerland from February to April 2026.
All investing involves risk. The value of an investment will fluctuate over time, and an investor may gain or lose money, or the entire investment. Past performance is no guarantee of future results.
This article is produced in partnership with Brookfield
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