Business owners present untapped potential for practice growth.

According to a recent Nationwide survey, owners of small- and medium-sized businesses^* face a wide range of challenges when running their businesses, ranging from persistent inflation, to high interest rates, to tight employment conditions.

Many of these business owners are seeking guidance to help them manage their competing financial demands. Financial professionals have an opportunity to meet business owner clients where they are to address both the business and personal financial challenges they face.

Business owners value guidance—but many aren’t seeking it.

For financial professionals, there’s opportunity to expand and strengthen client relationships by reaching out to small and mid-sized business owners.

Among small- and mid-sized business owners: 24%

sought guidance from a financial professional in the past year in response to current economic conditions.

22%

met with their current financial professional in the last 12 months to help protect their business against future risk.

24%

say guidance from a financial professional would give them peace of mind.

Two people working at a business using machinery.

Two people in an office setting working and looking at a tablet together.

Where to focus your guidance with business owners.

Small and mid-sized business owners have a mix of personal and business-related topics that they primarily want to discuss with a financial professional, including:

Financial risk management strategies for their business
Their personal retirement plan
Employee retirement plan offerings
Succession planning

Shine a spotlight on enhancing employee benefits.

Nearly all business owners are dealing with changing labor market conditions. One of the most impactful way financial professionals can help is through employee benefit offerings.

Among small- and mid-sized business owners over the last 12 months:

say attracting and retaining skilled employees has been a top business challenge.

cite improving employee benefits as one of their biggest business opportunities.

are interested in offering voluntary benefits to their employees.

Help meet the different financial needs of business owner clients.

As a financial professional, you can support small and mid-sized business owners in different ways, whether it’s offering guidance on market conditions or resources for making financial business decisions.

At Nationwide, we can support you as you build relationships with business owner clients, which financial solutions for retirement, business succession or enhanced employee benefits.

Learn more about topics that are relevant to your business owner clients.

* Small-sized business owners defined as fewer than 50 employees and less than $10M in annual revenue; Medium-sized business owners defined as either 51-500 employees or $10M-$500M in revenue.

Methodology

Nationwide commissioned Edelman Data & Intelligence (DXI) to conduct a nationally representative online survey 400 U.S. small business owners, 400 mid-market business owners from November 10–December 1, 2025.

Disclosure

For financial professional use only.

This material is not a recommendation to buy or sell a financial product or to adopt an investment strategy. Investors should discuss their specific situation with their financial professional.