Business Owners say Advisors Provide Peace of Mind, but Most Aren’t Talking to One

Small and mid-market business owners are navigating a challenging economic environment marked by inflation, high interest rates, and workforce pressures—and many are doing so without the guidance of a financial advisor. A new survey of small and mid-market business owners from Nationwide highlights significant opportunities for financial advisors to grow and enhance relationships with business owner clients.

Business Owners are Underutilizing Advisors
Despite the complexity of today’s business landscape, only 24% of small and mid-market business owners sought guidance from a financial professional in the past year in response to current economic conditions, and only about one-fifth met with their current advisor in the past year to protect their business against future risk. Yet, about one in four say advice from a financial advisor would give them peace of mind.

“Too many business owners are trying to navigate today’s challenging environment without professional financial advice,” said Juan José (JJ) Pérez, SVP of Strategic Customer Solutions for Nationwide Financial. “The beginning of the year is a great time for advisors to proactively engage current and potential business owner clients, meeting them where they are to address the challenges keeping them up at night.”

Top 10 Opportunities for Advisors to Support Business Owners in 2026
Nationwide’s survey identified several areas where advisors can make an immediate impact. Small and mid-market business owners shared the top ten topics they would like to discuss with a financial professional:

1. Inflation
2. Economic uncertainty
3. Financial risk management strategies for their business
4. High interest rates
5. The business owner’s personal retirement
6. Access to credit
7. Supply chain disruptions
8. Employee retirement plan offerings
9. Succession planning
10. Potential employee voluntary benefits offerings

“Advisors can support business owners in a variety of ways, starting with helping them stay calm and focused on their long-term strategies in a volatile business environment,” Pérez said. “They can also provide context on the markets and economy, strategies for managing business challenges, or share new solutions to support needs like access to credit, succession planning and enhanced employee benefits.”

Protecting Business Owners’ Personal Retirement
The survey revealed that some owners are sacrificing personal financial security to keep their businesses afloat, with 14% reducing their retirement savings in the past year and 13% tapping into personal retirement funds to support their business. Nearly one-third of small business owners and nearly one-fifth of mid-market business owners say they would cut their own pay before cutting employee benefits.

“Working with a business owner client can present two important opportunities for advisors – supporting their business as well as their personal financial plan. Advisors can play a critical role in helping these clients balance the needs of their business today with their personal long-term financial security,” Pérez said.

Enhancing Employee Benefits
Many business owners voiced concern about challenges attracting and retaining talent. More than one fourth (27%) of business owners say attracting and retaining skilled employees has been a top workforce challenge over the past 12 months and four in ten (41%) small and more than half (57%) of mid-market business owners report attracting and retaining employees as a top business challenge when looking ahead to the next 12 months.

As a result, many are interested in talking about new employee benefit options for their business, with one in five (20%) saying that improving employee benefits is one of their biggest business opportunities over the next 12 months. A significant majority of business owners (56% small; 79% mid-market) are interested in offering voluntary benefits to enhance their benefits package.

“Whether it’s finding ways to fine tune retirement plan offerings or adding new benefits that will resonate with their employees, advisors can help their clients develop cost effective strategies to attract and retain the talent they need to be successful,” Pérez said. “This could include easy opportunities such as adding voluntary benefits like pet insurance, which pass the cost to employees at no expense to the business. Advisors who don’t specialize in employee benefits should consider partnering with 401(k) or benefits brokers within their firm or network to create referral partnerships to address the diverse needs of business owner clients as a team.”

Managing Rising Healthcare Costs
Healthcare costs are rising, and so are the costs of providing health insurance to employees, with six in ten (61%) business owners surveyed citing this as a top challenge over the next 12 months. Despite this harsh reality, 46% of small and 78% of mid-market business owners report increasing or planning to increase health insurance coverage levels for employees. Many are considering a shift to self-insuring their employee health plan in the next 12 months, including 15% of small and 29% of mid-market business owners.

“Self-insurance is a great way for business owners to reduce costs,” Pérez said. “Beyond helping them navigate this transition, our survey highlights the need for advisors to bring solutions like medical stop-loss insurance to the table to protect business owner clients from the risk of catastrophic health claims.”

Learn more on the Nationwide Advisor Advocate Blog.

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.

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