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Whether it’s Death Cab for Cutie, non-alcoholic beer or wool caps in 90 degree heat, millennials love alternatives. And it shows in their portfolios.

Those born between 1981 and 1996 are the pioneers of alternative investing, with more than half exposing their portfolios to assets like private equity and crypto, according to a Goldman Sachs report. In fact, alternatives make up 20% of millennials total assets, compared to 11% for Gen X, 6% for boomers and 4% for the Silent Generation. Alternative investing in general is growing: Nearly 40% of investors with $1 million to $5 million in assets use them, while almost all investors with $20 million allocate to alts.

Alt opportunities might be exactly what advisors need to court more millennial clients. That and some Punk Goes Pop albums.

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Advisor Upside is edited by Sean Allocca. You can find him on LinkedIn.

Advisor Upside is a publication of The Daily Upside. For any questions or comments, feel free to contact us at advisor@thedailyupside.com.

Important Disclosures

*Source: CNBC as of February 2025.

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