Term: Pre-marketing

Industry jargon denoting a period before a fundraising has officially launched and before all the official documents have been produced. During pre-marketing GPs will informally approach LPs to get a sense of whether they’ll be interested in committing to a new fund and if so roughly how much they think they’d like to commit. As in: We’re still in pre-marketing but we think we’re going to put a $2 billion hard cap on our next fund.

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