have invested in alternatives (current or past) — as a share of the full n=700 sample
Sample profile
Who took the survey
700 Canadian investors aged 25 to 70, involved in household investment decisions, currently invested in ETFs, mutual funds, or other vehicles. All had $100,000 or more in investable assets.
Age distribution
Investable assets
Works with a financial advisor
Risk tolerance
Familiarity & experience
Ownership has moved faster than understanding
Over half of respondents have invested in alternatives, but fewer than 1 in 4 describe themselves as very or extremely familiar with the term.
55.3%
22.6%
are very or extremely familiar with the term "alternative investments"
Q5 · Base: n=700
Before today, how familiar were you with the term "alternative investments"?
Q6 · Base: n=590 (110 respondents not familiar enough were routed past)
Q6 was asked of 590 respondents. Of those, 65.6% have invested (current or past). As a share of the full n=700 sample: 55.3%.
Which best describes your experience with alternative investments?
Q7 · Multi-select · Base: n=387 (those who have invested in alternatives)
Percentages are of those who have invested, not the full sample.
Which types of alternative investments have you invested in?
Q9 · Multi-select · Base: n=700 · % of full sample
Which words do you associate with alternative investments?
Understanding & confidence
Investors confidence of their understanding is highest when it comes to returns and risk
Respondents rated their confidence in understanding six aspects of alternative investments. Confidence is highest for how alternatives affect returns and portfolio risk; it splits evenly on fees.
Q10 · Scale: 5=Very confident → 1=Not at all confident · Base: n=700
How confident are you that you understand each of the following?
| TOPIC | CONFIDENT (4+5) | NEITHER (3) | NOT CONFIDENT (1+2) |
|---|---|---|---|
| How alternatives can affect returns | 49.7% | 22.3% | 28.0% |
| How alternatives can affect portfolio risk | 49.6% | 20.9% | 29.6% |
| Role of alternatives in a diversified portfolio | 44.4% | 25.9% | 29.7% |
| What alternative investments are | 45.3% | 22.3% | 32.4% |
| Liquidity of alternative investments | 42.0% | 23.4% | 34.6% |
| Fees associated with alternatives | 38.4% | 23.1% | 38.4% |
"Confident" = Somewhat confident + Very confident (4+5). "Not confident" = Not very + Not at all confident (1+2).
Product perceptions scorecard
Attitudes vary by category
Each category was rated on familiarity and four agreement statements. Private real estate leads on familiarity, legitimacy, and willingness to consider. Digital assets are widely known but also considered as the most risky. Private credit and infrastructure are the least familiar.
| CATEGORY | FAMILIAR (MOD+) | LEGITIMATE | ATTRACTIVE RETURNS | HIGH RISK | WOULD CONSIDER | AGREEMENT BASE |
|---|---|---|---|---|---|---|
| Private real estate PM | 66.7% | 83.6% | 77.4% | 52.5% | 64.5% | 602 |
| Commodities | 53.1% | 81.5% | 70.0% | 53.7% | 57.3% | 534 |
| Digital assets / crypto | 58.3% | 61.1% | 56.9% | 85.6% | 46.2% | 578 |
| Private equity PM | 50.6% | 73.4% | 70.7% | 64.6% | 56.8% | 593 |
| Venture capital PM | 48.0% | 73.8% | 68.9% | 73.0% | 47.5% | 530 |
| Hedge funds | 44.0% | 71.0% | 65.0% | 64.6% | 50.0% | 500 |
| Private credit PM | 41.6% | 61.3% | 54.9% | 68.2% | 47.6% | 494 |
| Private infrastructure PM | 32.7% | 68.1% | 63.7% | 57.5% | 55.7% | 386 |
Familiar = % moderately, very, or extremely familiar (base n=700). Perception measures = % rating 4–5 (Somewhat agree + Strongly agree) among respondents who answered that product's question. Agreement base varies by product because respondents not familiar enough were routed past. PM = Private Markets category.
Barriers
The barriers are about confidence, not interest
Q27 · Scale: 5=Strongly agree it would prevent → 1=Strongly disagree · Base: n=700
Which of the following would prevent you from investing in alternatives?
% agreeing (4+5) that each factor would prevent them from investing in alternatives.
Trust in information sources
Financial advisors are the most trusted source
Advisors lead all sources. Social media influencers and podcast/YouTube creators are actively distrusted by most respondents.
Q28 · Scale: 5=Completely trust → 1=Don't trust at all · Base: n=700
How much would you trust each of the following sources for information about alternative investments?
% who trust (Somewhat trust + Completely trust, 4+5). For reference, "don't trust" (1+2) rates: social media influencers 66.1%, podcasts/YouTube 52.4%, financial news/media 28.4%, friends/family 28.7%.
Investor attitudes
Investors want simplicity, guidance, and familiar structures
Most respondents agree alternatives belong in a diversified portfolio, prefer accessing them through a fund or ETF, and want professional guidance on allocation.
Q29 · Scale: 5=Strongly agree → 1=Strongly disagree
How much do you agree or disagree with the following statements?
% agreeing (Somewhat agree + Strongly agree, 4+5).
Q2 · Base: n=700
Which best describes how you prefer to make investment decisions?
Q3 · Multi-select (top 3) · % of full sample
What are your top three priorities for your investment portfolio today?
Q4 · Multi-select · Base: n=700 · % of full sample
When adding a new type of investment, which factors are most important to you?
What builds confidence
Transparent fees, track record, and advisor recommendation top the list
When asked what would make them more comfortable investing in alternatives, respondents pointed to clarity, evidence, and professional guidance — the same factors that address the barriers above.
Q30 · Multi-select · % of full sample
What would make you feel more comfortable investing in alternative investments?
Next steps
They want more information (and are looking to speak to their advisor)
When asked what they'll do next, respondents split between asking their advisor for more information, waiting for their advisor to talk to them, and doing their own research. A smaller group is interested but doesn't know where to start.
Q31 · Base: n=700
Which statement comes closest to your view?
Research methodology
About this survey
The Franklin Templeton Alternatives Survey was conducted using the UserTesting platform between August 27 and September 9, 2026. The survey included 700 Canadian investors aged 25 to 70 who are involved in household investment decisions and currently invest in ETFs, mutual funds, or other investment vehicles. Participants represented a range of risk tolerance profiles, advisor relationships, and investable asset levels. Results are directional and should not be considered representative of the broader Canadian population. Responses are self-reported. Theme coding of open-text responses was conducted using keyword-based analysis.