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B. G., Opalesque Geneva:

The rise of digital platforms that enable investors to own stakes in art, wine, farmland, metals and other alternative assets (alts) has democratized an asset class once only available to institutional and ultra-high net worth investors, according to a recent survey of active retail investors conducted by Opinium on behalf of Lansons.

The companies that can take advantage of growing interest are those that best educate potential investors and address their misperceptions.

The top reasons individuals hold alts or would consider investing in them are the opportunity for better returns than stocks or bonds, the opportunity to invest in something they care about or find interesting, and to feel like they own something tangible.

Majority unfamiliar with digital platforms

The majority of Americans are unfamiliar with digital platforms that offer access to alts. Four out of five have either never heard of these platforms or don't know much about them. The gap is largest amongst older Americans, who are generally more affluent.

Educating investors about alts is key

Educating investors about the investment case for alts, and building compelling and differentiated brands, is key to gaining market share in this nascent industry. Consider that one fifth of Americans would strongly consider investing in alts, and 7% are already planning to do so. Further, active investors - those who currently have investment accou......................

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