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- Managed portfoliosLet us manage your private markets portfolio
- Direct investmentsBrowse available investments
- RetirementAdd private markets to an IRA
Public markets are only part of the picture
When you buy stocks or bonds through a brokerage, you’re trading on public exchanges where prices update by the second and anyone can participate. Private markets operate differently. They include established asset classes like private credit, real estate, and private equity, and they’re bought and sold through direct negotiation or specialized funds.
For decades, private markets were the domain of institutions and ultra-high-net-worth investors. That’s changing. Willow Wealth is opening access to these same asset classes with a single platform for your entire portfolio.
Your portfolio may be more concentrated than it appears
Over the past decade, public equities and fixed income have exhibited increased correlation, reducing the diversification benefit that allocation was designed to provide.3
Public markets also represent a shrinking slice of the real economy. The number of US-listed companies has fallen by nearly half since 1996.4 Many of the largest companies in healthcare, logistics, technology, and business services remain privately held, keeping much of their value creation outside the reach of a standard brokerage account.
Exposure to economic activity that public markets no longer capture
Non-bank lending
Investing in loans made to businesses or borrowers outside of the traditional banking system.
Debt and equity
Exposure to a broad range of property types. Returns driven by rental income and property appreciation, with direct exposure to underlying assets.
Ownership stakes
Acquiring stakes in private companies, creating value through active management over a multi-year horizon before exiting the investment.
In periods of market stress, these different return drivers have historically translated into smaller drawdowns relative to public equities.5
How private markets fit into sophisticated portfolios
Institutional investors such as pensions, endowments, and family offices have long allocated a meaningful share of their portfolios to private markets. U.S. family offices, for example, allocated an average of 34% of their portfolio to private investments in 2025, spread across private equity, real estate, private credit, and related strategies.6
As access to these asset classes broadens, individual investors can begin incorporating private markets into their own portfolio construction.
1. Source: McKinsey & Company, “Global Private Markets Review 2024: Private markets in a slower era.” Based on Preqin data. AUM as of June 30, 2023.
2. Source: DeMarche, “Is There an Imbalance Between Your Portfolio and the Economy?“
3. Source: Willow Wealth analysis. See also CFA Institute Research Foundation, ‘Macroeconomic Drivers of Stocks and Bonds‘ (July 2025), which finds that inflationary pressures and monetary tightening have pushed the stock-bond correlation into positive territory, reducing the diversification benefit of traditional stock-and-bond portfolios. Stocks represented by the S&P 500 Index; Bonds represented by the Bloomberg U.S. Aggregate Index.
4. Source: World Federation of Exchanges, World Bank. This data appears in the Apollo Global Management “After 60/40” paper (January 2026), which cites WFE and World Bank as of June 30, 2025, representing companies in the U.S., Europe, and Asia with LTM revenues greater than $100 million.
5. Source: Willow Wealth analysis. Past performance is not indicative of future results. “Stock market” performance is represented by the S&P 500 Total Return Index. The “Private Markets Portfolio” is a hypothetical composite index comprising 40% Preqin Private Equity Index, 30% Preqin Private Credit Index, and 30% Preqin Real Estate Index. The composite is not an investable product and is presented for illustrative purposes only. Chart reflects periods in which the S&P 500 declined more than 10% from peak to trough, measured in quarterly returns. These periods were selected based on drawdown magnitude, not randomly, which may create a favorable comparison for private market assets. Private market index returns are based on periodic valuations rather than daily market pricing, which tends to smooth reported volatility and may understate actual risk. This valuation methodology means private market returns are not directly comparable to public market returns on a like-for-like basis. The composite allocation does not reflect the allocation of any Willow Wealth product or portfolio. Investors cannot invest directly in an index. Diversification does not guarantee a profit or protect against loss.
6. J.P. Morgan Private Bank, “2026 Global Family Office Report.” Survey of 333 single-family offices with an average net worth of $1.6 billion. Data reflects average portfolio allocations as reported by respondents. Family office allocations may not be representative of individual investor portfolios.
What's Willow Wealth?
Willow Wealth enables you to build a private markets portfolio across real estate, private credit, private equity, and more. Our platform provides access to differentiated individual investments and diversified funds, as well as an automated investing solution that handles everything for you. Join more than 500,000 members and start investing today.
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View Willow 360 Managed Portfolios disclosures
Investments made on your behalf in a Willow 360 Managed Portfolio are highly speculative and entail substantial risks, including the fact that such investments are illiquid and subject to significant restrictions on transferability and redemption and that all or a substantial amount of the principal invested may be lost. No amount of diversification can eliminate such risks. Investment strategies such as the ones offered for Managed Portfolios may not be suitable for all investors, and potential investors must make an independent assessment of the appropriateness of any investment in light of their own objectives and circumstances.
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Willow Wealth Inc. is also the indirect owner of Willow Wealth Markets LLC, which is a broker-dealer registered with the SEC and a member of FINRA and SIPC. Despite its affiliation with Willow Asset Management LLC, Willow Wealth Markets LLC does not solicit, sell, recommend, or place interests in any underlying funds in the Managed Portfolios. All trades with respect to underlying funds in the Managed Portfolios will be effected through Atomic Brokerage LLC, an SEC-registered broker-dealer, with Pershing LLC acting as the custodian as appropriate.
View important footnotes related to performance, returns, duration, and other information about Willow Wealth investments
View important footnotes related to performance, returns, duration, and other information about Willow Wealth investments
1 Past performance is no guarantee of future results. Any historical returns, expected returns, or probability projections may not reflect actual future performance. All securities involve risk and may result in significant losses.
3 "Annual interest," "Annualized Return" or "Target Returns" represents a projected annual target rate of interest or annualized target return, and not returns or interest actually obtained by fund investors. “Term" represents the estimated term of the investment; the term of the fund is generally at the discretion of the fund’s manager, and may exceed the estimated term by a significant amount of time. Unless otherwise specified on the fund's offering page, target interest or returns are based on an analysis performed by Willow Wealth of the potential inflows and outflows related to the transactions in which the strategy or fund has engaged and/or is anticipated to engage in over the estimated term of the fund. There is no guarantee that targeted interest or returns will be realized or achieved or that an investment will be successful. Actual performance may deviate from these expectations materially, including due to market or economic factors, portfolio management decisions, modelling error, or other reasons.
4 Reflects the annualized distribution rate that is calculated by taking the most recent quarterly distribution approved by the Fund's Board of Directors and dividing it by prior quarter-end NAV and annualizing it. The Fund’s distribution may exceed its earnings. Therefore, a portion of the Fund’s distribution may be a return of the money you originally invested and represent a return of capital to you for tax purposes.
5 Represents the sum of the interest accrued in the statement period plus the interest paid in the statement period.
6 The internal rate of return ("IRR") represents an average net realized IRR with respect to all matured investments, excluding our Short Term Notes and Structured Notes programs, weighted by the investment size of each individual investment, made by private investment vehicles managed by Willow Asset Management LLCfrom July 1, 2015 through and including March 31, 2025, after deduction of management fees and all other expenses charged to investments.
7 Investors should carefully consider the investment objectives, risks, charges and expenses of the Yieldstreet Alternative Income Fund before investing. The prospectus for the Yieldstreet Alternative Income Fund contains this and other information about the Fund and can be obtained by contacting us or by referring to www.yieldstreetalternativeincomefund.com. The prospectus should be read carefully before investing in the Fund. Investments in the Fund are not bank deposits (and thus not insured by the FDIC or by any other federal governmental agency) and are not guaranteed by Willow Wealth or any other party.
8 You should not construe any information provided here as investment advice or a recommendation, endorsement or solicitation to buy any securities offered on Willow Wealth. The information provided here is of a general nature and does not address the circumstances of any particular individual or entity. You alone assume the sole responsibility of evaluating the merits and risks associated with the use of this information before making any decisions based on such information.
9 Statistics as of the most recent month end.
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Private placement investments are NOT bank deposits (and thus NOT insured by the FDIC or by any other federal governmental agency), are NOT guaranteed by Willow Wealth or any other party, and MAY lose value. Neither the Securities and Exchange Commission nor any federal or state securities commission or regulatory authority has recommended or approved any investment or the accuracy or completeness of any of the information or materials provided by or through the website. Investors must be able to afford the loss of their entire investment.
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