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Successful practices are built by seeing what others don’t.
That instinct — seeing the opportunity before it’s obvious — is probably the reason you’re reading this right now.
This Small Business Week, consider the question others aren’t asking:
What does a small business owner look like in 2026?
Far from a passing trend, this is an economic shift.
And the people driving this change don’t match the stereotypical TikTok-er.
Forty-two percent of creators are Millennials. Another 30% are Gen X.2
They’re course creators, consultants, podcast hosts, newsletter publishers, coaches, and designers.
In January 2026, Congress formally recognized them as a distinct class of small business owners.3
These small business owners are managing multiple revenue streams, navigating taxes, and dealing with financial complexity — exactly the kind of client a financial professional is built to serve.
But most of them have never worked with one.
Not because they don’t want help. But because they assume financial professionals aren’t for “someone like them.” They’ve never seen a financial professional speak their language, show up in their world, or demonstrate understanding of a creator’s cash flow needs.
This gap between a “niche in need” and financial professionals willing to serve them won’t last long. Just like every other niche that went from overlooked to overcrowded.
The window where you can build trust without competing for attention is closing fast.
Millennials are twice as likely as Gen Xers or Boomers to actively seek out a financial professional. So, demand exists. What doesn’t exist yet is the critical mass of financial professionals who understand this client.
To step in and serve this niche, you don’t need to become a content creator or understand every platform algorithm.
You just need to recognize that creators are business owners. Their financial needs are real. And the financial professional who shows up first wins.
National Small Business Week is a good time to celebrate the entrepreneurs you already serve.
It’s also a good time to consider the viability of this segment of small business owners you may be overlooking.
Yes, you could wait until other financial professionals have established a foothold here and try to fight your way in.
Or if you’re someone who sees the writing on the wall before anyone else (like we assume you are), we created a resource to help you understand who these clients are, what their planning needs look like, and how to get started.
Take a look and see if it clicks:
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