The numbers, in brief.

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: 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. Their engagement intensity? 1.30x the group average.

Blackstone published 180 posts on LinkedIn in 2025. BlackRock published 1,000.

"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: the asset and wealth management industry deserves content that speaks its language. Four conversations. Four leaders.

2025 was a milestone year for Zinnia Group. New clients. New projects.

$2.7 trillion in venture and growth. Exposed to the fastest-growing economies on Earth.

Generative AI Has Entered the Chat - are you onboard? AI isn't sci-fi for asset and wealth managers anymore; it's here, and it's changing the game fast.

"World-class investors wasting time cleaning data instead of analyzing it." That's the reality Andrea Carnelli saw in private markets, an industry managing $10+ trillion.

Next-gen HNWIs are built different. Are you speaking their language? The largest wealth transfer in history is underway, and with it comes a new generation of investors.

Direct distribution: The new frontier for asset managers. For decades, intermediaries dominated client relationships. But today, direct distribution is becoming essential.