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   Brew Review // Morning Brew // Update
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     Where people are putting their cash...
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             May 10, 2026
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                 Jon Han
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            EDITOR’S NOTE
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                  Good morning, and Happy Mother’s Day.
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                 If you need a last-minute gift for Mom, simply share the knowledge you’ll acquire from reading today’s special edition of the Brew, which is all about the strange places people park their cash (including
                 <em>
                  Pokémon
                 </em>
                 cards and ETFs for aliens, naturally). You’ll also get the inside scoop on the retail investing revolution and how family offices have taken over as the financial consiglieres for the ultrarich.
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            STONKS
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                 How retail investors went from meme to mainstream
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                  Getty Images
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                 The class of investors that chose a dog wearing a tie as its avatar during the original “GameStop to the moon” days now looks and acts a lot more like your parents.
                </p>
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                 Last year, individual investors
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  outperformed
                 </a>
                 the S&amp;P 500, relegating the “dumb money” stereotype against them to the pandemic-era zeitgeist for good. The Goldman Sachs 2025 “retail favorites” basket of stocks gained 30.5% on the year, compared to the S&amp;P 500’s 16.4% rise—the third consecutive year the retail basket did better.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 Twenty-somethings, in particular, are increasingly moving significant amounts of money from checking accounts to investing accounts. More than 33% of 25-year-olds did so in 2024, up from 6% in 2015, according to recent data from JPMorgan.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  Where they stash their cash:
                 </strong>
                 Five years ago, retail investors made buying the dip cool. Now, they’ve made it respectable by strategically targeting tech stocks, with Nvidia, Amazon, Reddit, AppLovin, Palantir, and Tesla as big favorites. The other company Elon Musk runs—SpaceX—is bound to be another popular selection once it goes public (as soon as next month).
                </p>
                <h2 style="color:#000;margin:0 0 15px;font-family:Helvetica,Arial,sans-serif;font-size:19px;font-weight:700;color:#000!important">
                 That’s just the visible trade
                </h2>
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                 In certain investment circles, it seems like everyone
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  already owns
                 </a>
                 SpaceX. That’s thanks to special purpose vehicles (SPVs), legal entities designed to allow an investment group to make a single investment in private company stock:
                </p>
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                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   SPVs are tightly regulated because they are riskier—and more opaque—than public market assets. SPVs can also invest in other SPVs, so individual investors don’t always know how far removed they are from the actual asset.
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   According to the New York Times, at least 170 SPVs related to SpaceX have been set up since 2020. “How many investors in America think they own a chunk of SpaceX when they’re actually funding their ex-roommate’s boyfriend’s coke habit in Miami?” Anduril co-founder Matt Grimm mused on a recent podcast.
                  </span>
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                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 He’s not the only one questioning what some retail investors are up to. “We’ve never had people in a more gambling mood than now,” the OG individual investor advocate, Warren Buffett, said at Berkshire Hathaway’s annual shareholder meeting last weekend. “If you’re buying one-day options or selling them, that’s not investing.”—
                 <em>
                  HVL
                 </em>
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            Sponsored By Fisher Investments
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              What legacy will you leave your family?
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           <img alt="Sponsor: Fisher Investments" class="sponsored-header-image" src="https://inboxflows.com/_/image/https%253A%252F%252Fmorningbrew.com%252Fcdn-cgi%252Fimage%252Fwidth%253D1232%252Cformat%253Dauto%252Fhttps%253A%252F%252Fstorage.morningbrew.com%252Fimage%252F2026-05-08%252Fimage-2e72cc36e0b0b18d015721c71c3b9a3f47eab06c-1000x750-jpg%252FFisherInvestments.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtb3JuaW5nYnJldyIsInRpbWUiOjE3Nzg0MDc3OTMuMTk3ODg2NX0:1wM16f:3M7NK6NkA_K8KPB8kQ4FirJMFKlt1PZp5HYbL4GBBaA" style="width:100%;max-width:670px;padding-top:15px;display:block" width="670"/>
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            <p style="margin-top:0;margin-bottom:15px;line-height:22px">
             Estate planning with significant wealth can be overwhelming but worth the effort.
             <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
              A well-crafted plan is a gift of love
             </a>
             and compassion for your family. It can help them navigate a difficult time while preparing for their future.
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            </p>
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             Your estate plan helps make your wishes known and
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              gives you control
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             over how your assets will be transferred. Investors with $5,000,000 or more need a proactive, tax-efficient strategy to achieve their long-term goals.
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              Building a Lasting Legacy for Your Family
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             shows you how a tailored, cohesive plan can meet your needs today and your family’s needs tomorrow.
             <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
              Request it today
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             to enjoy peace of mind, knowing you’ve helped prepare your family for a successful financial future.
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            GOTTA CATCH ’EM ALL
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                 Nontraditional investments to show off at a party
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                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 The wealthy are parking their money in more fun places than they used to: trinkets and treats. Vintage video games, trading cards, rare wines, and other collectibles have gotten a massive influx of cash in recent years, setting new sales records as nostalgia drives Americans to buy cool li’l things as a hedge against market volatility.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 A collection of things you probably can’t afford:
                </p>
                <ul style="margin-top:0;padding-left:30px">
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   In February, Logan Paul sold a rare Pikachu Illustrator card for
                  </span>
                  <span>
                   <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                    $16.5 million
                   </a>
                  </span>
                  <span>
                   , smashing the previous
                  </span>
                  <span>
                   <em>
                    Pokémon
                   </em>
                  </span>
                  <span>
                   card sale record that he set just five years earlier.
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   A 1945 bottle of Domaine de la Romanée-Conti sold for a record
                  </span>
                  <span>
                   <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                    $812,500
                   </a>
                  </span>
                  <span>
                   in March, a 46% jump from its price eight years earlier.
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   And, in 2021, the record for the most expensive video game was
                  </span>
                  <span>
                   <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                    smashed
                   </a>
                  </span>
                  <span>
                   when an anonymous buyer snagged a sealed copy of the 1985 game
                  </span>
                  <span>
                   <em>
                    Super Mario Bros.
                   </em>
                  </span>
                  <span>
                   for $2 million.
                  </span>
                 </li>
                </ul>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 It’s not just nostalgia for the ’80s and ’90s. A yearning for the Jurassic period has the wealthy spending exorbitant amounts to own
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  dinosaur bones
                 </a>
                 . Since 2020, three nearly complete dinosaur fossils have fetched over $30 million apiece.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  Remember Rembrandt?
                 </strong>
                 The booming collectible market stands in sharp contrast to the sputtering art market, which reported a global sales increase of just 4% last year after declining the previous year, according to the latest annual report from Art Basel and UBS.
                 <em>
                  —MM
                 </em>
                </p>
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            KEEP IT IN THE FAMILY
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                 Family offices are how the wealthy roll
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                  Unsplash
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                 In some families, announcing “I’ll be in my office” isn’t a bathroom joke. More ultrawealthy folks than ever are establishing family offices—companies
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  solely focused
                 </a>
                 on managing one family’s cash.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 Often with a headcount of a mom-and-pop bakery, family offices employ professional wealth managers who execute financial strategies and goals set by family members. They can also manage rich families’ chores, like doing taxes, paying bills, purchasing yachts, and booking travel.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 While they’ve been around for centuries, family offices have proliferated in recent years like Birkin bags in the Hamptons:
                </p>
                <ul style="margin-top:0;padding-left:30px">
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   The number of family offices was projected to exceed 9,000 last year, and they managed $3.1 trillion in wealth as of 2024, according to Deloitte.
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   Deloitte predicts that family offices will command $5.4 trillion in assets by 2030, surpassing hedge funds.
                  </span>
                 </li>
                </ul>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  What do they invest in?
                 </strong>
                 While they trade stocks and bonds just like anyone with a Robinhood account, family offices are increasingly moving into private dealmaking and hoovering up real estate. Industry experts say they’re often more risk-tolerant than established investment firms and can rely on family connections to access lucrative deals.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  Some are uniting…
                 </strong>
                 with families pooling their resources into multifamily offices to share investment tips and combine financial firepower for deals.
                 <em>
                  —SK
                 </em>
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            Sponsored By Fisher Investments
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              Start building your lasting legacy.
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             Fisher Investments is
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              committed to helping their clients and their families
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             avoid problems caused by inadequate planning. You can sample the same insights and guidance they share with their clients today. Request their complimentary guide,
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            PLACE TO BE
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               <p class="h1 story-title" style="color:#333;margin-top:8px;margin-bottom:0;font-family:Helvetica,Arial,sans-serif;font-size:24px;font-weight:700;line-height:26px">
                <a style="color:#000;border-bottom:none;text-decoration:none" target="_blank">
                 Anywhere women are playing sports
                </a>
               </p>
              </div>
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              <img alt="Golden State Valkyries game" src="https://inboxflows.com/_/image/https%253A%252F%252Fmorningbrew.com%252Fcdn-cgi%252Fimage%252Fwidth%253D1240%252Cformat%253Dauto%252Fhttps%253A%252F%252Fstorage.morningbrew.com%252Fimage%252F2026-05-08%252Fimage-a9f26ed32bf74fdf88b385aecf454fdb0b52926e-6488x4327-jpg%252FGettyImages-2272811602.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtb3JuaW5nYnJldyIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5MDIzMn0:1wM16f:QDe2LVlhzavDsSfA08ZU6zkeoWnoX0MNw4Y-BM2KYNI" style="width:100%;max-width:670px;display:block" width="670"/>
              <p style="margin:0;padding:0;line-height:22px">
               <span class="source" style="margin-top:5px;margin-bottom:0;padding-left:10px;line-height:14px;display:inline-block">
                <small>
                 <em>
                  Matthew Huang/Getty Images
                 </em>
                </small>
               </span>
              </p>
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                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 If you’re a wealthy investor with an appetite for growth, women’s sports are looking a lot like a giant pork chop right now. According to McKinsey, from 2022 to 2024, women’s sports grew 4.5 times faster than men’s sports, and the party is expected to continue:
                </p>
                <ul style="margin-top:0;padding-left:30px">
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   By 2030, McKinsey predicts that US women’s sports will generate at least $2.5 billion.
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   Compare that to 2024, when they generated about $1 billion.
                  </span>
                 </li>
                </ul>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 That growth comes as fans break
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  attendance records
                 </a>
                 —and marketers have taken notice. The WNBA and National Women’s Soccer League’s combined sponsorships
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  jumped
                 </a>
                 nearly 33% last year, Reuters reported, citing SponsorUnited.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  Billionaire ball:
                 </strong>
                 Last week, CNBC valued the WNBA’s Golden State Valkyries at $1 billion—the
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  first time
                 </a>
                 a women’s team in any sport has been in the billionaire’s club. The team’s purchase price in 2023 was just $50 million.—
                 <em>
                  BC
                 </em>
                </p>
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            WAIT, WHAT?
           </p>
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                <a style="color:#000;border-bottom:none;text-decoration:none" target="_blank">
                 There’s an ETF for UFOs
                </a>
               </p>
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              <img alt="UFO" src="https://inboxflows.com/_/image/https%253A%252F%252Fmorningbrew.com%252Fcdn-cgi%252Fimage%252Fwidth%253D1240%252Cformat%253Dauto%252Fhttps%253A%252F%252Fstorage.morningbrew.com%252Fimage%252F2026-05-08%252Fimage-3d23bfc52f40b7db08a4c802d424c07ef49bc8d1-1500x1000-jpg%252FGettyImages-2274573773.jpg/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZtb3JuaW5nYnJldyIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5MTM3N30:1wM16f:_il0xh_QTPKehUFXXP9ge31Rq6WjWGYjHcUKdgnoUjo" style="width:100%;max-width:670px;display:block" width="670"/>
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               <span class="source" style="margin-top:5px;margin-bottom:0;padding-left:10px;line-height:14px;display:inline-block">
                <small>
                 <em>
                  An image of an unidentified anomalous phenomenon (UAP) from among recently declassified government documents. Handout/Getty Images
                 </em>
                </small>
               </span>
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                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 Like cornflakes or vapes, sometimes exchange-traded funds (ETFs) need colorful packaging in order to sell. Case in point: The
                 <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                  UFO Disclosure ETF
                 </a>
                 (known as UFOD) launched earlier this year as a way to invest in companies that might one day reverse-engineer alien tech.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 According to the fund’s website:
                </p>
                <ul style="margin-top:0;padding-left:30px">
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   Tuttle Capital, UFOD’s issuer, built it around the companies “most likely to benefit from a government confirmation and the subsequent commercialization of non-human technology.”
                  </span>
                 </li>
                 <li style="margin-bottom:10px;line-height:22px">
                  <span>
                   That translates to lots of aerospace, defense tech, and energy firms. Lockheed Martin, Northrop Grumman, and Palantir are among the fund’s biggest holdings.
                  </span>
                 </li>
                </ul>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 “It can exist without there being aliens,” Tuttle’s CEO told Bloomberg, adding that a lot of the ETF’s stocks are popular investing picks anyway. So, it’s not necessarily banking on aircraft blueprints coming out in the Pentagon’s next release of UFO files.
                </p>
                <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                 <strong style="color:#000">
                  Honorable mentions:
                 </strong>
                 Other strange ETFs include VICE, a collection of tobacco, gambling, alcohol, and food companies; and WWJD, a fund for investing in “biblically aligned” non-US stocks, which in this case includes many energy companies.
                 <em>
                  —ML
                 </em>
                </p>
               </td>
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            BREW'S BEST
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                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5MzM4fQ:1wM16f:iXD_RU64GwAO-DUMOvF3_2fSt7iZ7tFcAsaEOmndcRA" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Buy:
                  </strong>
                  Just because it isn’t an appreciating asset anymore doesn’t mean you can’t still
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   have one in your house
                  </a>
                  .**
                 </p>
                 <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5NDMwMn0:1wM16f:DXb_IQyEEvA1MOC3tO3Uu5bUHO5P4tQ9_PVBOIe_wro" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Listen:
                  </strong>
                  <em>
                   Freakonomics
                  </em>
                  investigates whether personal finance gurus actually give
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   sound advice
                  </a>
                  .
                 </p>
                 <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5NTQ0fQ:1wM16f:THvZKJMd4_HfTPtWnoO0hVAuLuvvk0_ADN2y-GJ65PU" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Watch:
                  </strong>
                  A YouTube
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   documentary
                  </a>
                  about the world’s first financial bubble.
                 </p>
                 <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5NjQ1NX0:1wM16f:BAFTrwAkA6NS5n2O92NfpdHWLebBk3BYFn1VesjKuOo" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Learn:
                  </strong>
                  How US investment shifted
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   among industries
                  </a>
                  over time.
                 </p>
                 <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5NzM1fQ:1wM16f:-d0A0AD9Y3gYttE5yl0oDRdvYTmy9TBUcvYL5nW08ZY" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Check your attic:
                  </strong>
                  These vintage
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   items
                  </a>
                  are now worth millions.
                 </p>
                 <p style="margin-top:0;margin-bottom:15px;line-height:22px">
                  <img alt="" src="https://inboxflows.com/_/image/https%253A%252F%252Fem-content.zobj.net%252Fthumbs%252F120%252Fapple%252F237%252Fwhite-heavy-check-mark_2705.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZlbS1jb250ZW50LiIsInRpbWUiOjE3Nzg0MDc3OTMuMTk5ODQ4NH0:1wM16f:nx8pGvkOIVtnj-jxLyo7qT5e4xRGVJCaG5AAk-LDYWI" style="max-width:18px" width="18"/>
                  <strong style="color:#000">
                   Read:
                  </strong>
                  A
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   witty memoir
                  </a>
                  from the man who led Goldman Sachs during the 2008 financial crisis.
                 </p>
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                  <strong style="color:#000">
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                   Your legacy on your terms:
                  </strong>
                  An
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   effective estate plan
                  </a>
                  helps ensure your assets transfer when, where, and how you want.
                  <a class="link" style="color:#333;border-bottom:2px solid #1c7ff2;text-decoration:none" target="_blank">
                   Fisher Investments’ guide
                  </a>
                  helps multimillionaires discover tax-efficient strategies to help build their legacies today.*
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