Produced By: Ensombl
The world of finance has changed dramatically over the last few decades, and so has the array of investment opportunities available to professional advisors and their clients. While the traditional blend of equities, bonds, and cash has long been considered sufficient for a “balanced” portfolio, recent market developments and a new macroeconomic environment have shifted the spotlight toward alternative investments. Within this broad category—often referred to simply as “alts”—private market investments have found a steady foothold, migrating from niche territory to mainstream acceptance among sophisticated and everyday investors alike.
This article, adapted from a podcast featuring James Whelan (Managing Director at Barclay Pierce Capital’s Wealth Management Team), Sinead Rafferty (Senior Investment Specialist at Fidante Partners), and Vesna Peroska (Portfolio Manager at Morningstar), offers a professional, ethically driven examination of how private market alternatives fit into client portfolios. Throughout, we emphasize the importance of transparency, due diligence, and ethical considerations—key principles that guide professional advisors in acting in the best interests of their clients.
Professionalism in financial advice extends beyond mastering investment strategies; it is rooted in a dedication to duty of care, transparency, and client-centric decision-making. Ethics are at the very heart of these responsibilities. Whether advising retail investors, high-net-worth individuals, or large institutions, an advisor must ensure that investment recommendations align with the client’s best interests, risk appetite, and goals.
Private market alternatives have traditionally been accessible only to institutional players and ultra-high-net-worth individuals. Today, the “democratization” of these investments has made them more accessible. But that greater accessibility does not negate the need for thorough due diligence, awareness of liquidity constraints, and full disclosure of risk profiles. Advisors must also be diligent in assessing the potential for higher fees, the complexities of valuation, and the possibility of conflicts of interest.
This discussion focuses on two major branches of private markets—private credit and private equity. We explore the strategies, market conditions, and ethical considerations that advisors should bear in mind when recommending these investments to clients.
In broad terms, “alternative investments” refer to assets that do not fall into traditional categories such as equities, bonds, or cash. Examples of alternatives include hedge funds, commodities, infrastructure investments, private debt, real estate, and more. Within that vast array, “private market alternatives” describes investments not traded on public exchanges—private credit, private equity, venture capital, direct real estate, and privately held infrastructure projects all fall under this umbrella.
Any promise of higher returns or diversification must be balanced with transparency about fees, lock-up periods, and the fact that these vehicles may carry higher levels of complexity and potential risk. Advisors have a responsibility to ensure clients understand the time horizon required for such investments. Maintaining transparency and integrity about risks, manager selection, and historical performance data is paramount.
Over the past decade, advisors grew comfortable with the “60/40 portfolio”—60% in equities and 40% in bonds—as it generally delivered solid returns in a declining interest-rate environment. However, 2022 and beyond saw a swift rise in interest rates across global markets, which altered the correlation dynamics between stocks and bonds.
Where once bonds and equities were often negatively or minimally correlated, recent episodes have shown them moving in tandem more frequently. As Sinead Rafferty highlights, in 2022, the S&P 500 posted double-digit losses, while broad bond indices also suffered losses, dragging the traditional 60/40 portfolio into deeply negative territory. This breakdown in historic correlation patterns has underscored the need for additional uncorrelated or low-correlation investments in a portfolio—leading many advisors to re-examine the role of alternatives.
According to Vesna Peroska, the recent environment of elevated inflation and “normalized” interest rates is reminiscent of times past—though it might feel unfamiliar to those who have known only low inflation and near-zero interest rates. Higher inflation erodes real returns, and rising rates tighten monetary conditions, forcing advisors to seek other sources of alpha and uncorrelated returns.
One hallmark of private markets is their illiquidity. While that might seem like a disadvantage, this characteristic can also act as a behavioral buffer, preventing investors from panic-selling in volatile markets. Ethically, however, advisors must clarify that “illiquid” does not always mean “safe,” and that the lack of mark-to-market pricing can mask inherent risks. Still, for investors with longer horizons and capacity for illiquidity, private markets may offer the dual benefit of diversification and disciplined long-term investment.
Private credit, sometimes referred to as “direct lending” or “private debt,” involves non-bank entities lending capital to companies. These loans may be senior-secured, asset-backed, or subordinated, and often carry floating rates tied to an index such as LIBOR (historically) or other benchmark rates.
Because private credit deals often involve unrated issuers, the manager’s expertise in credit analysis and risk mitigation is critical. Advisors must scrutinize:
Critics of private credit often label it “opaque.” The truth is, many segments of private credit can indeed be less transparent than public bond markets. However, high-quality managers typically perform rigorous due diligence and retain third-party valuation agents to ensure loans are marked fairly. As an advisor, one must consistently advocate for and verify these external checks and balances.
Private equity typically involves taking an ownership stake in privately held companies. Strategies run the gamut from early-stage venture capital (VC), which invests in start-up companies, to leveraged buyouts (LBOs), which target mature companies for acquisition, often using debt to enhance returns.
From an ethical standpoint, each of these strategies must be evaluated for its corporate governance and operational practices. The manager’s plan to enhance profitability might include changes to staffing and cost structures, so a discussion about the manager’s approach to organizational culture and ethical corporate governance is valid for conscientious clients.
One defining characteristic of private equity is the long-term lock-up period, which can last 7–10 years or more. Advisors must ensure that clients who invest in private equity strategies understand that this illiquidity is a feature, not a bug—investors gain the potential for higher returns while giving the manager time to restructure, grow, and eventually exit the business.
However, as Sinead Rafferty points out, timing matters. The so-called “vintage risk” in private equity refers to the macro environment under which a manager deploys the capital. If the investment window happens to coincide with rising rates, high valuations, or economic headwinds, subsequent returns may suffer. A practical and ethical solution is to diversify across multiple funds or “vintages” over several years, mitigating the impact of poor timing in any single cycle.
Due diligence in private equity is multi-layered, potentially involving:
Advisors have a fiduciary obligation to ensure that the funds they recommend align with an ethical framework, considering factors such as social responsibility, environmental impact, and transparent governance.
Private markets, while sometimes perceived as a magic bullet for diversification, are not one-size-fits-all solutions. They vary in risk profile:
Neither entirely removes market risk; both respond to macroeconomic forces—just sometimes on different timelines and with different patterns of return and volatility.
One of the most commonly asked questions is: “What percentage of my client’s portfolio should be allocated to private markets?” The answer depends on several factors:
Ethically, an advisor should make recommendations that never push a client beyond their comfort zone or investment horizon. The illiquidity premium can be attractive, but not at the expense of a client’s immediate or short-term needs.
Private market funds often use limited partnerships or closed-end fund structures that lock in capital for years. However, some innovations (such as evergreen funds) offer quarterly or monthly liquidity windows, albeit typically with certain redemption restrictions. Still, advisors must stress the core principle: private market investing is inherently long-term. Structuring a portion of the overall portfolio to remain readily liquid—via public markets, cash, or short-duration instruments—is crucial to cover near-term expenses and emergencies.
A recurring theme in discussions about private markets is their perceived opacity. This stems from several factors:
Professionalism in recommending private markets involves a thorough appraisal of how valuations are reached and how frequently they are updated. Ethical best practices include:
While the podcast did not dive deeply into specific case studies, its participants touched on how a typical private credit or private equity transaction might be structured. These examples underscore the necessity of thorough underwriting, macro awareness, and relationship-driven deal sourcing:
In both examples, the ethical dimension includes confirming the lender or investor has the right to full disclosure, that risk and return metrics are well understood, and that any potential conflicts of interest—such as a manager also sitting on a borrower’s board—are properly managed and disclosed.
Financial advisors bear significant responsibility for safeguarding clients’ best interests. While private market investments are regulated (in most jurisdictions, private funds must register or adhere to certain disclosure standards), they may not face the same breadth of real-time scrutiny as publicly listed stocks or bonds. Thus, the professional advisor must ensure:
Professional associations in finance articulate clear ethical codes that revolve around client welfare, integrity, and diligence. Advisors must conduct ongoing due diligence, remain current on changing market conditions, and provide forthright information to their clients. This extends to explaining why a certain private market fund may be suitable—or unsuitable—given the client’s objectives and constraints.
Private market alternatives can offer compelling returns, unique diversification opportunities, and a more controlled or “smoothed” volatility profile. With the resurgence of inflation and a shift to higher interest rates worldwide, both private equity and private credit strategies have become increasingly relevant. While they cannot entirely decouple from macroeconomic forces, these assets bring fresh dimensions to portfolio construction.
Yet these benefits must be weighed against critical considerations:
In light of these considerations, the question is less about whether private markets are “good” or “bad” and more about whether they are professionally and ethically suitable for the individual client’s profile, objectives, and risk tolerance. As more investors seek stable returns and diversification away from heavily correlated public markets, advisors equipped with a strong ethical compass and deep professional expertise can guide them effectively into these less-charted territories.
Ultimately, private market investments should serve the client’s goals over the appropriate time horizon. Ethical, client-centered decision-making ensures that when advisors do recommend private credit or private equity, they do so transparently, with clear disclosures, and with a rigorous process that underscores professionalism at every step.
By taking these steps and upholding the highest professional standards, financial advisors can responsibly integrate private market alternatives into portfolios in a way that seeks to deliver returns while managing risk ethically and effectively. This approach not only helps meet clients’ long-term objectives but also upholds the advisor’s duty of care, thereby reinforcing trust, credibility, and the integrity of the financial advice profession.
Accreditation Points Allocation:
0.20 Technical Competence
0.10 Client Care and Practice
0.10 Professionalism and Ethics
0.40 Total CPD Points