Every so often, a client will call me excited about a new private equity opportunity. Often, the conversation leads to something along the lines of: “If I get in early, they’ll reduce the fee. Should I go for it?”
It seems like a tempting offer; lower fees are certainly a benefit, as costs impact total return for investors. However, an early investor discount isn’t the only factor to consider (nor is it the most important) when deciding if a private equity opportunity is right for your portfolio.
Before locking up a portion of your money into a new opportunity, you should know how the investment works, where it fits into your broader plan, and whether the manager is reputable. Two concepts can help you cut through the noise: the J-Curve, which explains why early returns often look discouraging, and fee discounts, which fund managers use to offset that early sting. Understanding how they connect, and what neither one tells you, can help you make a more informed decision.
What Is the J-Curve?
Many private equity funds begin with an investment period where capital is called from the investor (commonly referred to as drawdown funds). During this period, the fund is looking for feasible investments and collecting capital from investors on an as-needed basis. Once they’ve identified and acquired businesses, the capital is deployed, acquisitions completed, and the businesses are infused with funds to help increase profitability.
When the initial acquisition takes place, no value has yet been gained on the investment, meaning returns are nonexistent—possibly even negative.
The acquired companies begin to improve operations and gain value. During this time, investors may be paying management fees or other operating expenses. With no meaningful exits yet (or no companies sold), gains likely haven’t been realized either. The combination shows a slow start for the fund on paper. If you were to plot the path on a chart, it would resemble the letter “J” (hence the name).
As portfolio companies grow, improve, and eventually get sold or recapitalized, returns may start trending upward at a steeper rate.
While an initial downturn in value might surprise new investors, the J-curve is a relatively normal part of how private equity performance typically moves.
So, Why Do Fund Managers Offer Fee Discounts?
Remember, it’s likely that once investors have joined the fund, they’ll see the value of their investment initially drop before (ideally) rising over time. Fund managers recognize that this initial downward dip can feel painful for investors. Many offer reduced management fees as a way to soften the blow and reward early participation.
Lower fees may modestly improve net returns over time and can help reduce some of the drag that often appears during a fund’s earlier stages.
However, a fee discount does not improve the quality of the underlying investments or determine whether a management team is reputable. It also won’t accelerate when portfolio companies are ready to be sold, nor will it reduce risk.
While it may be an effective way to reward those willing to commit capital early in the fundraising process, it should not be a primary reason to invest.
Deciding if Participation Makes Sense
When I evaluate a private equity opportunity with a client, there are a few specific questions I like to start with.
Who is the fund manager?
It’s important to review a fund manager’s track record, paying close attention to how they performed through different market environments. Remember, you’re trusting these managers with your capital. The quality of the team managing the fund is paramount to the success of the investment.
What is the strategy, and does it make sense for you?
Some funds focus on buying mature businesses. Others target growth companies, distressed opportunities, or niche sectors. The strategy should align with your goals, risk tolerance, and broader portfolio design.
Are you comfortable with the time horizon?
Private equity is typically a long-term commitment, often with a 5- to 10-year lifecycle. Your capital will likely be tied up for an extended period, with limited opportunities for liquidity along the way. Investors need to be comfortable planning around that reality.
How does it fit within everything else you own?
While everyone’s asset mix is unique, a private equity allocation will likely need to complement a larger investment strategy, not dominate it.
That is why I often tell clients, you are not investing because of a fee break. You are investing in a manager, a process, and a long-term strategy.
Selecting the Right Opportunity for Your Portfolio
If you’re already thinking about private equity, it’s certainly worth considering the benefit of lower fees for getting in early. Costs matter, and all else equal, paying less in management fees is better than paying more.
Just keep in mind, the fee break might save a few basis points, but it won’t matter much if the fund underperforms. What will matter most is whether the fund is well-managed, aligned with your long-term goals, and appropriate for your overall plan.
If you need help reviewing opportunities and aligning them with your own financial needs, I encourage you to reach out and schedule a call with our team.
Sean Gerlin, CFP®, CPWA®, ChFC®, CLU®, is the Founder and Principal of Envision Wealth Planners, a fee-only financial advisory firm serving clients across Central Florida, including Orlando, Winter Park, Maitland, and nearby communities. In 2025, he was honored with both the Wealthtender Voice of the Client Award and the Best of BusinessRate 2025 award, recognizing his commitment to exceptional client experience and long-term relationship-focused planning. Sean specializes in helping high-income families, business owners, and commercial real estate executives align their wealth with their values through a comprehensive Financial Life Planning approach. Learn more about EWP at envisionplanners.com.
This material has been edited with the assistance of artificial intelligence tools. The information presented is based on sources believed to be reliable and accurate at the time of publication. This material is for educational purposes only and does not necessarily reflect the views of the author, presenter, or affiliated organizations. It should not be construed as investment, tax, legal, or other professional advice. Always consult a qualified professional regarding your specific situation before making any decisions.