https://www.wired.com/2010/07/st-essay-pre-ipo/#:~:text=Pre%....
In other words, the rich get richer ;)
At the end of the day though, the allocation prior to trading starting in the secondary market is almost entirely discretionary on the part of the issuer and underwriters, and hard to access for the small-fry investor especially if there is a lot of interest.
Very few companies allow individuals to make unapproved resale of shares through the secondary markets and it's fairly uncommon for a board to approve those types of requests. The typical way it happens is there is a secondary offering, or new funding, and they let in people they want in.
They make late stage investments in private companies. Read a few of their quarterly reports to get an idea of their recent deals.
There is no reliable way I know of to cherry-pick individual companies like AirBnB unless you are an accredited investor.