Are You An Assetization Pioneer? More Details on the New Forbes x GenTwo Assetization Leaders List

This article is part of The Assetizer, GenTwo's thought leadership platform.

Forbes and GenTwo are looking for innovators disrupting the asset management and investment universes to feature on the new Assetization Leaders List. Apply here (closes May 31, 2025).

On this week's podcast I spoke with Klaus Fiala, editor-in-chief of Forbes Switzerland. Our conversation centered on the upcoming Forbes Assetization Leaders List, a collaboration between Forbes and GenTwo.

In this post, I want to explore the concept behind the list in more depth – not just as a recognition program, but as a marker of where we are in the evolution of asset management and investing. For those considering applying, I also hope this provides clarity on what defines leadership in this emerging space.

The Great Democratization Trend in Finance
 

The seed for this list was planted when we published our book 'Assetization' last year. In it, we outlined a vision of the future where anything of value could be made investible, where asset managers would have the tools to turn any strategy into a bankable product, and where investors of all kinds could access opportunities previously reserved for the few.

We also made it clear that we saw Assetization as part of the long-standing, inevitable trend towards democratization in finance. We’ve touched on this before, but it’s worth looking into in more detail. Because we see it happening all sorts of areas. Just consider these developments:

• Digital platforms: We're seeing digital platforms eliminate barriers to entry for everyday investors.
• Fractional ownership: The rise of fractional ownership is allowing people to participate in markets they couldn't previously afford.
• Access to alternative assets: Alternative assets that were once the exclusive domain of the ultra-wealthy – art, wine, collectibles – are being packaged in ways that open them to broader investor classes.
• Private markets: The same is happening with private markets. Venture capital, private equity, and private debt – traditionally gated communities for institutional investors – are increasingly finding pathways to retail investors through innovative vehicles and platforms.
• Mass customization: In traditional asset management we're witnessing a shift toward personalization and customization that was once available only to the wealthiest clients.
• Decentralized finance: Meanwhile, blockchain and DeFi are creating entirely new paradigms for how assets are owned and transferred.

And that’s by far not all of it. We’re definitely talking about a broad front of innovation.

The Elements of Assetization
 

So what kinds of innovation would count for assetization?

While I am not on the jury nor speak for it, I think it safe to say that the Assetization Leaders List is focusing on innovators who are working in the areas of democratizing financial product creation and redefining what constitutes an asset.

Think of things like re-inventing the way assets are structured, managed, and monetized, or working on new methods to unlock liquidity from previously non-bankable assets, create novel investment opportunities, and/or bridge the gap between traditional finance and emerging asset classes.

Here are some of the types of people that come to my mind when I think of Assetization Leaders:

Financial innovators: This is about rethinking how assets are structured and packaged. We're talking about people who look at something - whether it's uranium, a wine collection, or future cash flows from a business - and figure out how to turn it into something anyone can invest in.

Bridge builders: These are the folks connecting worlds that don't typically talk to each other - traditional banks with digital assets, institutional investors with alternative opportunities, or technology providers with asset owners. They're creating the connective tissue that makes new markets possible.

Democratizers: These leaders aren't just creating fancy new products for the already-wealthy. They're opening doors, lowering barriers, and bringing opportunities to people who previously couldn't get access.

Technology innovators: Those who focus on technology as a critical enabler, whether it's blockchain for transparency, AI for valuation, or digital platforms for frictionless financial product creation or other types of innovations designed to make things faster, cheaper, and more accessible.

Regulatory innovators: These are leaders working to help reshape regulation, actively engaging with regulators to create frameworks that protect investors while allowing innovation to flourish. This isn't the flashiest work, but it's essential for lasting change.

Shine A Light
 

If this speaks to you and what your company or project are doing, I encourage you to apply for consideration on the list. It’s very easy, and applications are open until May 31, 2025.

Why should you bother?

Because lists matter, especially when they carry the Forbes name.

When Forbes shines a spotlight on an emerging trend, people pay attention. It creates a flywheel effect: recognition brings visibility, visibility attracts talent and capital, and that drives more innovation.

As Klaus mentioned in our podcast, the applications so far have been surprisingly diverse - from traditional finance players to art market innovators to intellectual property specialists. This breadth confirms what we've suspected all along: assetization isn't just happening in one corner of finance - it's a broad movement spanning multiple sectors.

If you're in this space this is your chance to be recognized as part of the vanguard. The application window closes soon, and I'd encourage anyone who sees themselves in what I've described to apply. The pioneers we recognize today will likely be setting the standards everyone else follows tomorrow. Or so we sure like to think.

Forbes and GenTwo are looking for innovators disrupting the asset management and investment universes to feature on the new Assetization Leaders List. Apply here (closes May 31, 2025).