Small Business Owners Need Wider Adviser Support, per Voya

July 3, 2026 - 00:59

A new survey from Voya Financial reveals that small business owners are looking for more comprehensive support from their financial advisers, particularly when it comes to keeping staff. According to the data, more than 90% of small business owners surveyed said advisers should be equipped to help with employee retention strategies.

The finding points to a growing gap between what traditional financial planning offers and what small business owners actually need. Many owners are struggling to hold onto workers in a tight labor market, and they see their benefits packages as a key tool. However, they often lack the expertise to design or communicate those benefits effectively. The survey suggests that advisers who can step beyond pure investment advice and into human resources and compensation planning may find a receptive audience.

Beyond retention, owners also expressed interest in help with financial wellness programs for employees and guidance on retirement plan design. The message is clear: small business owners want a partner who understands their full operational challenges, not just their personal portfolios. For advisers, this could mean expanding their service model or partnering with specialists to meet these demands. The survey underscores that the role of the adviser is evolving, and those who adapt may strengthen their relationships with a key segment of the economy.