According to the Gusto ๐๐ฐ๐ฎ๐ฆ๐ฏโ๐ด ๐๐ฏ๐ต๐ณ๐ฆ๐ฑ๐ณ๐ฆ๐ฏ๐ฆ๐ถ๐ณ๐ด๐ฉ๐ช๐ฑ ๐๐ฆ๐ฑ๐ฐ๐ณ๐ต, women represented nearly half of new business owners in 2024. Separate reporting from Inc. Magazine also noted that women started businesses at roughly 2x the rate of men between 2019โ2023.
But the bigger story may be how those businesses are being built.
Many of todayโs founders are launching leaner, more independent companies — often self-funded, digital-first, and designed for sustainable growth rather than the traditional venture-backed startup model.
This shift is happening alongside historically elevated levels of new business formation in the U.S., suggesting entrepreneurship itself is evolving.
๐ช๐ต๐ ๐ถ๐ ๐บ๐ฎ๐๐๐ฒ๐ฟ๐:
As more solo and small-team businesses enter the market, companies serving SMBs may need to rethink how they market, onboard, finance, and support this new generation of founders.
๐ง๐ต๐ฒ ๐๐ฟ๐ผ๐๐๐น๐ถ๐๐๐ ๐ง๐ฎ๐ธ๐ฒ:
The future of entrepreneurship may be less about building the next unicorn, and more about enabling millions of independent operators to build durable businesses on their own terms.
