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Buyout Giants Offer Perks to Lure Investors in Most Competitive Market in Years

  • Private equity funds are seeking $488 billion in commitments
  • Blackstone, Apollo each targeting $25 billion for latest funds
Blackstone headquarters in New York.

Blackstone headquarters in New York.

Photographer: Angus Mordant/Bloomberg

The biggest names in private equity are deploying new tactics to elbow out rivals during the most frenzied race for investor cash in years.

Blackstone Inc. is offering early-bird discounts, even to late arrivals. Apollo Global Management Inc. is redoubling efforts to put its CEO in front of pension funds while pitching its next flagship investment vehicle. Others say it’s now harder to raise money as roaring inflation, rising rates and the war in Ukraine have brought the prolonged era of easy fundraising to an abrupt end.