Private markets are prioritising branding and public relations in 2025, according to a survey on general partners (GPs), limited partners (LPs), and service providers by Prosek Partners, a marketing and communications firm for financial services.
Conducted at IPEM, a European private markets conference, the survey of 100 professionals revealed that over half of respondents (51%) plan to ramp up their branding and PR efforts in the coming year.
Among the key findings, 72% of GPs highlighted attracting LPs and facilitating fundraising as the primary impact of having a strong brand. This focus comes as 74% of GPs identified fundraising as their biggest challenge in today’s market.
The survey also noted the rising influence of LinkedIn as a branding tool, with 97% of respondents actively using the platform, up from 93% in 2023. While GPs prefer video content on LinkedIn, LPs increasingly favour infographics, signalling a shift in content preferences.
In 2025, firms plan to allocate resources to a variety of branding strategies. Conferences and networking events lead the pack, with 63% of respondents planning to leverage these opportunities for visibility. Additionally, 40% aim to refresh their websites and visual identities, while 36% intend to invest in PR programs to enhance reputation and visibility.
New sources of liquidity, including secondaries and continuation funds, were cited by 33% of respondents as a key driver for 2025. Another 30% highlighted the democratisation of alternatives as a significant trend, reflecting efforts to broaden access to private market products and capture the wealth channel.
With a focus on digital platforms like LinkedIn and investments in brand-building strategies, the industry is poised to strengthen its presence and unlock new opportunities in 2025, according to the researchers.
