While client education is important, Goldman Sachs identifies financial advisors as the primary bottleneck for growth. Many advisors outside the ultra-high-net-worth space lack knowledge on alternatives, making comprehensive advisor education paramount for broader market penetration and successful product distribution.
To combat the misconception of easy access to cash, Goldman Sachs has internally banned the common industry term "semi-liquid" for its alternative funds. This linguistic shift is a deliberate risk management strategy to underscore that while these products have liquidity features, they are fundamentally illiquid and access to capital is never guaranteed.
For moderate-risk, ultra-high-net-worth clients, Goldman Sachs advocates a surprisingly high 27% portfolio allocation to alternatives. The main challenge is implementation, so the firm uses proprietary "commitment planners" to help clients methodically invest capital annually, ensuring diversification across vintage years, strategies, and managers.
To solve the critical illiquidity problem for individual investors, Goldman Sachs operates a proprietary, quarterly secondary market developed over 20 years. This platform allows its wealth clients to list and sell their alternative investment positions, transacting over a billion dollars in NAV annually and providing a crucial liquidity solution.
Goldman's product strategy for alternatives is tiered by wealth. While ultra-high-net-worth clients see a broad spectrum of products, the high-net-worth segment is primarily offered yield-based funds like private credit. The compelling quarterly cash distributions are easier to understand and help psychologically de-risk the investment for this audience.