Fundraising
Placement Agent
A firm that helps fund managers find and close institutional LP commitments, typically for a fee of 1-2% of capital raised.
Placement agents are intermediaries that help GPs raise capital from institutional LPs. They provide access to LP networks, assist with fund marketing materials, coordinate roadshows, and help navigate LP due diligence processes. Placement agents typically charge 1-2% of capital raised, sometimes with retainers. They're most valuable for emerging managers without established LP relationships.
In Practice
An emerging manager hires a placement agent to raise a $150M fund. The agent arranges 30 LP meetings over 4 months, helping close $120M from institutions the GP had no prior relationship with, earning a 2% fee ($2.4M).
Why It Matters
Placement agents can dramatically accelerate fundraising for emerging managers but their fees reduce LP returns. Some institutional LPs view placement agent fees negatively as an additional cost layer.
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