The advantage of advice

How small business owners navigate growth, retirement and workforce strategies

In today's increasingly complex business environment, your small business owners (SBOs) face decisions that extend far beyond day-to-day operations, from retirement readiness to growth investment and workforce strategies. One of the most important decisions they can make is whether to go it alone or to partner with a financial professional. Our research shows that those who seek professional advice see a meaningful difference in long-term outcomes, as well as in their confidence and preparedness along the way.

Where do SBOs turn for trustworthy advice? How can they build long-term income portfolios? And how does the quality of guidance shape their confidence in securing both their business and personal financial futures? This infographic highlights the owner mindset of those who seek advice and the positive outcomes they might achieve.

Discover more insights

1

The strategic advisor advantage

Small business owners overwhelmingly recognize the value of professional guidance.

83% consider it important to work with a financial professional for business guidance and decisions.

A wealth of opportunity for financial professionals:

Millennials are 2x as likely to consult with a team of advisors.*

*compared to Gen X and Boomers

Businesses operating for 2 to 5 years are 50% more likely to engage with a financial professional than those in business for 20 or more years, despite proximity to retirement.

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Key takeaway:

Early engagement can lead to longer-term relationships and significantly higher confidence for small business owners’ retirement planning.


Both emerging and seasoned entrepreneurs offer significant growth potential for advisors’ practices.

2

The business-as-retirement dilemma

Many small business owners expect their business to fund their retirement, but they lack a plan to make that a reality.
63% with progress bar

63% of SBOs are looking for good retirement planning advice.

Beyond the numbers, the uncertainty is real:

“I would love to be able to retire at the regular age and be more comfortable.”

— Small Business Owner, Athens, GA

The confidence multiplier:

3x

Advisor-guided SBOs are 3x more confident about retiring earlier.

2x

Advisor-guided SBOs are 2x more likely to have formal transition plans in place.

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Key takeaway:

Financial professionals can assist small business owners in exploring comprehensive strategies to protect their future, helping them to be better prepared for unforeseen circumstances and succession planning.

3

Opportunity in uncertainty

During market movements,
most owners (58%) would stick with their
 plans or wait before making changes.

But a different story emerges among small business owners who value financial advice:

1 in 5 are accelerating their growth or expansion plans

 

3x more plan to add employees

 

5x more are likely to speed up employee retention plans
3x more are likely to accelerate their retirement timeline
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Key takeaway:

Even during uncertainty, SBOs who work with financial professionals feel prepared to maintain business momentum.

4

Financial guidance expands benefit strategies

Many small business owners mistakenly believe that benefits are either too costly or complex for companies of their size. But financial professionals can help to dispel such myths and increase confidence around benefits offerings.
graph legend - dark blue = workplace retirement, light blue = employee benefits, green = supplemental benefits

% of SBOs - believe that benefits are too costly or complex

Top talent and existing employees recognize the value of those benefits

Owners who value financial professionals:

There’s a generational divide:
Millennials and Gen Xers significantly outpace Boomers in offering benefits

graph legend - dark blue = workplace retirement, light blue = employee benefits, green = supplemental benefits
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Key takeaway:

You can play a valuable role by helping small business owners to reimagine their benefits strategy as an accessible, desirable workplace package that can become a competitive edge in attracting and retaining employees.

By engaging early and holistically with small business owner clients, you can play a critical role in helping them align their business decisions with their personal and legacy goals.
Interested in learning more?
Discover more insights into how business owners are preparing for succession planning, navigating market uncertainties, developing growth strategies, and aligning cross-generational values and goals.

Advisor is used to generally describe insurance/annuity, investment sales and advisory professionals who may be licensed as insurance agents, registered with broker-dealers and registered as investment advisory representatives of registered investment advisers, respectively.

This informational and educational content does not offer or constitute financial, insurance, investment, legal, tax, accounting, mortgage finance or general lending advice. Your unique needs, goals and circumstances require and deserve the individualized attention of your own financial, legal, tax and other professionals. Equitable Financial Life Insurance Company and its affiliates do not provide tax, legal, mortgage financing, or lending advice or services.

Equitable is the brand name of the retirement and protection subsidiaries of Equitable Holdings, Inc., including Equitable Financial Life Insurance Company (NY, NY) and Equitable Financial Life Insurance Company of America, an AZ stock company with an administrative office in Charlotte, NC, and Equitable Distributors, LLC.

©2026 Equitable Holdings, Inc. All rights reserved.

GE-8770174.1 (01/2026) (Exp. 01/2030)