The US private retirement funds, traditionally net buyers of stocks, have shifted to net sellers amid a large sell-off driven by the boomer generation. This market shift has coincided with increased activity by private-fund managers, who are leveraging recent market volatility, particularly in April 2025, to expand into retail retirement accounts. Private equity (PE) firms are actively marketing their offerings to retail investors, emphasizing stability during volatile periods and justifying their higher fees, which can be around 6% compared to 0.1% for ETFs. This trend has sparked debate about the value and fee structures of private equity investments, with some experts highlighting that since 2006, PE funds have delivered approximately 11% net annual returns, similar to public small-cap indices, suggesting no outperformance after fees. Meanwhile, private credit is gaining attention, with significant investor appetite and more capital chasing fewer transactions. Despite market volatility, American investors continue to favor exchange-traded funds (ETFs). The discussion around private equity also includes calls for increased scrutiny and regulation as these products reach less sophisticated retail investors.