Unlocking Alternatives: How GLASfunds Helps Advisors Navigate and Scale Alts
As alternative investments gain momentum, advisors must navigate a complex web of strategies, structures, and operational challenges to integrate them into client portfolios. The sheer variety of options, coupled with administrative hurdles, can make the process overwhelming. GLASfunds simplifies alternative investing by equipping advisors with the tools and technology needed to incorporate these assets seamlessly, making them more accessible, actionable, and scalable.
In an interview with The Wealth Advisor’s Scott Martin, Michael Maroon, Managing Partner of GLASfunds, shared insights on how alternative investments are reshaping advisor portfolios and how GLASfunds provides a streamlined approach to accessing and managing these assets efficiently—ultimately helping advisors enhance client outcomes and scale their businesses.
The Growing Role of Alternatives for Advisors
Advisors are increasingly turning to alternative investments to diversify portfolios beyond traditional stocks and bonds. The growing availability of alternative asset managers catering to the wealth channel, coupled with a rising appetite for diversification, has fueled this trend. However, Maroon emphasizes that education remains a critical factor.
“Alternatives is a hot topic within the advisor community today for a number of reasons,” he says. “Advisors are allocating more to alternative funds and in larger volumes. But there’s an education curve that comes with that.”
Although opportunities in alternatives are expanding, advisors must carefully assess where these investments fit within individual client portfolios. A one-size-fits-all approach doesn’t work—each client’s needs and risk tolerance must guide the allocation process.
“There are a number of different components that advisors need to look at when it comes to allocating to alternatives, and they can’t look at every client situation the same,” Maroon explains. “An advisor’s value-add is a unique offering for each client, and alts should be no different.”
GLASfunds helps bridge this gap by providing advisors with a platform that simplifies fund selection, streamlines operational processes, and ensures that alternative investments align with client objectives.
Tailoring Alts to Clients’ Unique Needs
With a vast array of alternative strategies—private equity, private credit, hedge funds, and real assets—advisors must navigate an overwhelming selection of options. Successful integration requires a deep understanding of client profiles, risk tolerance, and investment objectives.
Maroon emphasizes that flexibility is critical, noting that the world of alternatives is broad, deep, and constantly evolving. The right strategies vary based on factors such as accreditation status, investment experience, and risk tolerance.
“There are products [and strategies] for all different types of clients, whether you have an accredited investor client, whether you have a qualified purchaser client, where that client is in their investing life cycle maturation, and what their risk appetite is,” he says. “There’s so much to be had, and there’s so much to learn.”
GLASfunds helps advisors manage this complexity by providing a structured framework for evaluating and implementing alternative investments. Its platform enables advisors to make informed allocation decisions while ensuring investments align with each client’s unique financial goals.
“From an advisor’s perspective, it has to start with the client first and evaluating each client differently,” Maroon notes. “And part of what we’re doing at GLAS is giving advisors the tools to make all of that palatable because, ultimately, you can learn as much as you want to learn about alternatives, but if it’s not actionable for a client portfolio, then there really is no benefit to you as the advisor or ultimately to you as the client.”
Removing Operational Barriers
Historically, operational inefficiencies have made alternative investments difficult to implement at scale. Lengthy subscription processes, complex reporting, and delayed tax documentation have long been pain points for advisors. GLASfunds addresses these issues head-on, streamlining every step of the alternative investment process to create a smoother experience for both advisors and clients.
“The goal of our platform is to be highly flexible,” Maroon says. “As we know, not only does every advisor not look and operate the same, but no two clients are the same.”
By automating key operational processes, GLASfunds eliminates inefficiencies that often plague alternative investing, allowing advisors to focus on strategy and client outcomes rather than being bogged down by paperwork and administrative burdens.
“Not only is GLAS focused on the advisor, but we’re trying to penetrate further and give advisors the tool so that they can deliver a great client experience,” Maroon says.
The operational efficiency allows advisors to scale their alternative investment offerings without adding unnecessary friction to their practice.
A Scalable, End-to-End Solution
GLASfunds is designed to support advisors at every stage of their alternative investment journey. Whether an advisor is just beginning to explore alternatives or looking to expand an established program, the platform provides solutions that cater to varying levels of experience.
The firm works with hundreds of advisors nationwide, tailoring its support to individual needs. “Our goal is not only to have a flexible platform offering but also to be very flexible with where we’re meeting advisors and how we can help them on day one of the process,” he explains.
The adaptable approach extends to how advisors can engage with the platform. Some may initially seek educational resources about private equity, while others might be more interested in understanding how GLASfunds’ solutions compare to those of competitors or direct fund investments. The platform’s adaptability ensures that advisors can access the specific support they need at each stage of their alternative investment journey.
Why GLASfunds Stands Out for Advisors
Alternative investments are becoming an essential component of modern portfolios, but accessing and managing them effectively remains a challenge for many advisors. GLASfunds addresses key pain points by providing a platform that simplifies fund selection, streamlines operational processes, and offers ongoing support to ensure that advisors can confidently integrate alternatives into client portfolios.
By focusing on education, accessibility, and efficiency, GLASfunds empowers advisors to enhance their investment offerings, deliver better client outcomes, and scale their alternative investment strategies with ease.
