How to Market to High Net Worth Investors: Insights from the Fund Playbook
Whether you’re launching a private fund or syndicating real estate, reaching and resonating with this sophisticated audience is a critical part of raising capital. This was a key point of discussion during a recent live webinar featuring our Founder, Angela S. Hwang and Jimmy Atkinson, Founder of Fund Playbook.
Here’s a comprehensive recap of what they discussed:
Start with Credibility & Build Trust: credibility is your currency especially when you're still new to the capital-raising game. Before HNWIs consider cutting a check, they want to know that you’re the real deal. That means establishing a strong personal brand, showcasing any relevant track record, and aligning yourself with credible partners or advisors. If you're just getting started, “borrow” credibility through affiliations, testimonials, or transparent education.
Educate First, Pitch Later: one of the standout pieces of advice was to lead with education, not a sales pitch. High net worth individuals tend to be highly analytical and often skeptical — especially when approached with investment opportunities. Use webinars, whitepapers, blog posts to position yourself as a thought leader. The more value you provide upfront, the more likely these investors are to lean in.
Pick the Right Channels — and Speak Their Language: Marketing to HNWIs isn’t about shouting louder — it’s about being seen in the right places. LinkedIn can be a high-trust platform for reaching affluent professionals, while email newsletters work well for focused, targeted communications. Angela also recommended considering private investor networks, curated events, and even niche podcasts. But content alone isn't enough. You need to speak their language. Avoid hype or jargon. Tailor your messaging based on whether you're speaking to a seasoned investor who’s done 10 deals, or someone exploring alternatives for the first time.
Common Pitfalls to Avoid: Angela shared a few red flags that can instantly erode investor confidence, which include:
Being too aggressive with sales pitches
Using vague or unsupported claims
Failing to explain risk
Overpromising returns
Instead, focus on being transparent, realistic, and humble. Acknowledge risks, talk openly about your business model, and don't shy away from saying, “This may not be for everyone.”
Referrals Are Gold, But Don’t Ignore Your Outbound Strategy: Word-of-mouth is still one of the strongest drivers of trust in this space. That said, many fund managers wait too long for referrals to “just happen.” Angela encouraged a more proactive approach to network-building — attending in-person events, hosting your own investor dinners, or even cold outreach via warm intros.
Personal Branding Isn’t Optional Anymore: In a crowded market, your story can be your biggest differentiator. Angela and Jimmy stressed the value of building a personal brand — one that communicates who you are, what you stand for, and why investors should trust you. From your LinkedIn profile to the way you show up on camera, everything contributes to your credibility.
Final Thoughts: raising capital from high net worth individuals isn’t about slick marketing — it’s about relationships, credibility, and consistency. As Angela noted: “You’re not just asking for money — you’re asking for trust.” By educating first, showing up consistently, and positioning yourself as a credible resource, you’ll attract the right investors.
Whether you’re new to capital raising or looking to scale your outreach, learn more by watching their full discussion here.