The opportunity for financial advisors in alternative investments

Edward Jones is increasingly serving more sophisticated, high net worth clients with complex financial needs. Our Edward Jones Generations® offering enables experienced financial advisors to provide a personalized approach to help high net worth individuals manage the multiple facets of their wealth.

In addition to sophisticated financial planning and investment management, Generations offers a wider array of products and services, including access to alternative investments

Our support of alternative investments will continue to grow in 2026, so I sat down with Steve Rueschhoff, Principal and leader of high net worth and protection products at Edward Jones to get his alternatives outlook for the coming year.

David: Why is now the time for Edward Jones to expand its alternative investment offerings?

Steve: At Edward Jones, we continually innovate to serve clients more completely. We understand that clients and investors have unique needs and expect tailored solutions. To meet these needs, we are investing significantly in capabilities, products and services that allow us to serve clients in more specialized ways. This segmented approach helps us deliver customized solutions, such as alternative investments, that address clients’ specific and often complex situations.

Expanding our alternative investment offerings is central to our broader strategy, ensuring financial advisors have the tools to deliver comprehensive financial planning and advice.

David: If you had to identify one or two themes that will define alternative investment trends in 2026 and beyond, what would they be?

Steve: Looking ahead, we anticipate one of the most transformative trends will be the democratization of private market investments. Historically reserved for a select few, these opportunities are becoming more accessible thanks to advancements in technology, which is making the traditionally cumbersome, manual investment process faster, easier and more integrated.

We expect we will continue to see innovation in vehicle types, where asset managers will expand the set of packaged, evergreen solutions – which are more accessible and “plug and play” into wealth management ecosystems. Platform access will expand into areas like fee-based models, so that private market allocation is a seamless and turnkey part of portfolio management.

And lastly, financial advisor and investor educational content and training will expand opportunities.

David: How is technology changing the way financial advisors and clients access and manage alternative investments?

Steve: Technology is revolutionizing the alternative investment experience. Gone are the days of paper-heavy subscription processes requiring wet signatures. Today, digitization enables quicker transactions and real-time monitoring of positions, reducing friction for both financial advisors and clients. The next frontier involves integrating alternatives into managed accounts and model portfolios, which is a challenge given their semi-liquid nature and infrequent valuations.

Beyond operational efficiency, technology is also providing financial advisors and clients with clearer insights into an investment universe that has traditionally been opaque compared to public markets.

David: For financial advisors working with clients to build diversified portfolios, how should alternatives fit into the mix in 2026?

Steve: Our investment philosophy always has emphasized long-term quality, and alternative investments align perfectly with this principle for the right clients. These investments typically require a longer time horizon and offer the potential for investors to earn an illiquidity premium with lower correlation to traditional public investments. However, quality remains paramount, as alternatives often lack the transparency and track record of public markets. For clients with sufficient liquidity and appropriate risk tolerance, incorporating alternatives can enhance diversification and improve overall risk-return profiles.

David: How has the role of the financial advisor evolved as alternatives grow in popularity?

Steve: As alternatives become more mainstream, the financial advisor’s role has grown more complex and more critical. These investments come with unique risks, illiquidity and operational challenges, raising the stakes for financial advisors to deepen their expertise. Education is key—not just for advisors but for clients as well—so they fully understand the trade-offs and benefits. Ultimately, financial advisors add the most value by building strong relationships, understanding clients’ goals and tailoring recommendations accordingly. That’s why we provide our financial advisors with tools and resources, enabling them to focus on what matters most: helping clients achieve their financial goals.

To learn more about Edward Jones’ offerings for high net worth clients, please visit our Generations page.