Zinnia Insights - Research & analysis
Insights & research.
Proprietary research, benchmarks and market analysis on digital strategy for asset & wealth management — the data behind the decisions.
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Latest Articles
Perspectives that move markets.
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Insights
40% of private markets firms use paid digital campaigns
40% of private markets firms use paid digital campaigns. The other 60% are hoping organic reach is enough.
2 min read
Insights
77% of Managing Partners have a LinkedIn profile
77% of Managing Partners have a LinkedIn profile. Less than half actually use it.
2 min read
Insights
Generalist agencies treat finance like any other industry
Generalist agencies treat finance like any other industry. That's exactly why they fail.
2 min read
Insights
80% of institutional investors seek content directly from asset managers
80% of institutional investors seek content directly from asset managers. Are they finding yours? This statistic from Coalition Greenwich deserves attention.
2 min read
Insights
Your brand messaging might be costing you deals
Your brand messaging might be costing you deals. And you probably don't even know it.
2 min read
Insights
Small and mid-sized investment firms are facing a paradox that's costing them growth
Small and mid-sized investment firms are facing a paradox that's costing them growth. They know they need sophisticated marketing.
2 min read
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Quick takes
The numbers, in brief.
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The average PE firm published 18 posts per month on LinkedIn in 2025
The average PE firm in our ranking published 18 posts per month on LinkedIn in 2025. The most active published 83 per month.
Five PE firms grew their LinkedIn audience by more than 20% in 2025
Five PE firms grew their LinkedIn audience by more than 20% in 2025: Blue Owl Capital 40.5%, Ares Management 26.2%, BlackRock 24.7%, Apollo 24.3%, Blackstone 23.5%.
Sixth Street published 105 posts in 2025, the fewest in our entire PE ranking
Sixth Street published 105 posts in 2025, the fewest in our entire PE ranking. Their engagement intensity? 1.30x the group average.
Blackstone published 180 posts on LinkedIn in 2025
Blackstone published 180 posts on LinkedIn in 2025. BlackRock published 1,000.
The valuation of financial businesses will depend on the size of their audience
"In the future, the valuation of financial businesses will depend on the size of their audience." Founders are obsessed with AUM. Simon Davies thinks they should be obsessed with eyeballs.
We launched Zinnia Media with a simple premise
We launched Zinnia Media with a simple premise: the asset and wealth management industry deserves content that speaks its language. Four conversations. Four leaders.
Zinnia Insights
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