Brand is becoming much more important for private equity and private credit firms.
When interest rates were low and money was flowing, good quality private markets firms could easily raise money from LPs.
But now that interest rates are high and rising – and now that there is a lot of noise around private equity and private credit returns, LPs are much more selective.
And a big part of that selection comes down to brand. If you work at an LP and invest with a GP with a strong brand that everyone knows, you will usually feel a lot safer than investing in a GP which does not have a good brand.
Speak with us at Simba the Black Dog about developing your brand.