Cambridge Associates is stepping up its focus on hedge funds as it seeks to attract more wealthy individuals and family offices in Asia looking for greater diversification after a strong run in public markets, according to a report by CityWire.

The investment consultancy has seen a sharp increase in demand for alternative investments as private clients reassess portfolios and look for strategies that can reduce dependence on traditional equities and bonds.

Ming Yan, managing director at Cambridge Associates, said hedge funds have become an increasingly important part of discussions with both existing clients and prospective families, particularly investors with limited previous exposure to the asset class.

The firm's private client business has expanded rapidly over the past two years, with the number of clients increasing by about 60%. Wealthy individuals have represented roughly half of Cambridge Associates' Asia business so far this year, although the firm does not disclose assets for the regional private client operation.

Across the group, Cambridge Associates had $667bn in assets under management and advice at the end of 2025, including $102bn invested in hedge funds.

The consultancy's long history of working with hedge funds is proving an important selling point as wealthy investors increase allocations to alternatives.

Cambridge Associates has relationships with more than 1,000 hedge fund managers, creating what Yan describes as a broad selection pool from which to construct portfolios.