Sophisticated affluent investors in Hong Kong and Singapore drive demand for alternatives, seek more from advisors beyond retirement planning

• Rising sophistication among private wealth investors drives demand for intentional allocation, balancing income, liquidity, legacy and personal values 
• Hong Kong private wealth investors demonstrated higher adoption of alternatives and private market solutions than those in Singapore
• Nearly one in two (42%) private wealth clients at Endowus Hong Kong adopted alternatives as part of their overall wealth strategy
• An increased demand in advisor sophistication, as investors seek seamless, digital experiences, as well as personalised, in-person advisory supported by a human touch

‍

Hong Kong, Singapore, 19 November 2025 — Endowus, Asia’s leading independent wealth advisor and investment platform, today unveiled its Private Wealth Insights 2025, revealing a profound shift in the mindset and behaviours of Professional Investors (PIs) in Hong Kong and Accredited Investors (AIs) in Singapore. As global markets continue to deliver resilient performance, private wealth investors are moving beyond simple wealth accumulation toward more intentional, purpose-aligned wealth strategies, balancing income, liquidity, legacy and personal values when managing their capital.

‍

Drawing on extensive survey results and platform insights, the report highlights how private wealth investors are redefining financial success: balancing income, liquidity, legacy, and values — while showing rising sophistication across portfolio construction and alternatives adoption. 

‍

Overall, the two financial hubs show a good breadth of similarities across needs as well as looming challenges in the segment,  though Hong Kong demonstrated a heightened adoption of alternatives and private market solutions compared to Singapore private wealth investors. 

‍

Private wealth goals broaden beyond retirement today

‍

While retiring well remains relevant, it no longer dominates as a priority. As many as 3 in 5 investors seek alternative streams of income, particularly those in the mid-life stages as they prepare for retirement. Of that group, 40% (2 in 5) cite estate and succession planning as one of their key objectives, paving the path for intergenerational wealth transfer as one of their priorities.

Younger private investors display a different view altogether, putting personal and family needs at the forefront, together with values-based investing from philanthropic pursuits to ESG. 

‍

Asset allocation into alternatives set to grow as an essential component of overall portfolio

‍

Almost 1 in 2 investors (47%) are looking to deploy into private equity, with more than 2 in 5 looking across options such as , real assets (41%) and private credit (40%). The breadth of these intentions indicates that investors increasingly view alternatives as essential components of a modern portfolio, rather than niche or opportunistic add-ons.

Despite an optimistic outlook on alternatives and private market investments, certain concerns continue to weigh on adoption such as perceived high risk (38%) and lengthy lock-ups (37%). Investors are seeking clearer frameworks to assess these complex strategies, as well as more structural support that can help, such as reduced minimums or broader financial education. 

‍

‍An unmet need for specialist advisory knowledge‍

Private wealth investors adjust their portfolios frequently, with as many as 70% adjusting their portfolios at least once a quarter.  Despite the growing autonomy on digital wealth platforms, advisors are seen as crucial towards stable wealth creation, with over 90% of investors agreeing that their advisors are seen as proactive and knowledgeable.

‍

However, there are areas that are seen to be lacking, as investors cite a lack of understanding from their advisors in their personal context (40%), or clarity in their short to long-term goals (38%). The survey shows an opportunity for advisors to connect financial strategies to personal meaning, especially in the translation of complex strategies into clear, actionable insights—with alignment as a key objective.

‍

Steffanie Yuen, Managing Director and Head of Hong Kong at Endowus said, “Despite the proliferation of digital wealth platforms and emergence of technologies such as artificial intelligence, wealth management remains a highly personal topic. Clients value both the convenience of digital platforms and the human touch. At Endowus, our team of experienced client advisors come from a range of backgrounds, from retail to institutional investing, and from traditional financial institutions to private banks. We fully believe in a hybrid approach to ensure we can scale both qualified advice as well as provide in-person consultation when it’s needed the most. ” 

‍

Private wealth investing trends on digital wealth platforms

‍

The landscape of obtaining access to private market opportunities such as private equity, private credit, private real estate and infrastructure, as well as hedge funds, has changed extensively over the past few years. 

‍

On the Endowus Hong Kong platform, close to 1 in 2 (42%) Professional Investors in Hong Kong adopt alternatives as part of their wealth strategy, and what’s more, almost 2 in 3 of these investors self-serve alternative investments (as of October 2025). 

‍

In periods of observed volatility, the converse takes place, as investors seek clarity in volatile times through their dedicated advisors. The platform’s unique hybrid model has enabled savvy investors to take action proactively, with the added flexibility to engage with qualified advisors to navigate their wealth. 

‍

While previously being dominated by traditional financial institutions and private banks, there is a growing trend of accessing alternative investments via digital wealth management platforms such as Endowus. Lowered minimums, as well as the ease in assessing these solutions on the go, together with conflict-free advisory, have influenced a positive uptake in these services digitally. 

‍

Samuel Rhee, Chairman and Group CIO, Endowus added, “We have seen a positive uptick towards alternatives portfolios that present a multi-manager, risk-adjusted approach with broader diversification. In Hong Kong, an almost equal proportion of investors buy into single fund alternatives (51%) versus portfolios (49%), while in Singapore, single fund alternatives investors dominate at 57%. We hope to help clients deal with the complexity of how alternatives fit into their broader wealth strategy. 

‍

Since the release of Endowus' hedge fund portfolio in November 2024, the platform has seen a steady increase in adoption as AIs and PIs look toward a multi-manager model that comes with enhanced diversification strategies and better cost management, on the back of globally renowned fund managers.” The platform has since launched another three bespoke private market portfolio series, covering private credit, private equity, and a hybrid public-private market portfolio.