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Employee benefits and retirement plan solutions Trends and Insights Principal ® Business Owner Insights
What’s top of mind to business owners?

Upcoming webinar

Tuesday, May 12 at 1:00 PM CT


Today’s business owners are navigating many challenges as they work to protect their companies and employees. Our webinar will explore the evolving priorities shaping their financial planning decisions, risks to their business, and the complexities making these challenges harder to solve.

The key takeaways
  1. Business protection is still priority #1, but other goals are shifting
  2. Focus on key employee benefits surges in importance
  3. Rising healthcare costs have some business owners rethinking benefits strategies
  4. Offering robust benefits helps protect employees and can increase workplace productivity
  5. Complex jargon and information overload are barriers to financial planning
5 key findings on the business owner landscape

Our latest Business Owner Insights survey reveals business owners’ competing priorities, pain points, and expectations from providers and financial professionals. Five key takeaways emerged this year.

Top priorities for business owners in 2026

When asked about their most pressing concerns, business owners ranked their top priorities. While business protection remains the #1 priority, others are shifting based on rising costs and employee needs.

Key employee benefits are surging in importance

Retaining key employees can be critical to protecting and growing a business. Business owners know this—in fact, nearly 75% want to offer more benefits to their top talent, both to keep them on board and to boost productivity by keeping them motivated and engaged.

75% of business owners want to expand key employee benefits.

Rising healthcare costs put pressure on business owners and their employees

No matter the size of the company, 64% of business owners said the rising cost of healthcare is a leading workforce concern. Business owners want to help close the gap facing underinsured employees.

64% of business owners said the rising cost of healthcare is a leading workforce concern.

Putting business owner insights to work

Explore our resources and solutions that can help you protect yourself, your employees, and the future of your business.

Helping to protect

Help safeguard your life’s work against unexpected disruptions and ensure continuity.

Business succession

Legacy and estate planning

Providing key employee benefits

Retain top talent with targeted strategies that reward your most valuable contributors.

Key employee retirement benefits (PDF)

Nonqualified deferred compensation plans

Key person insurance video (2:00)

Expanding employee 
benefits

Boost overall financial security with comprehensive packages that are designed to attract a diverse workforce.

Voluntary benefits to boost benefits package (PDF)

Supplemental benefits (PDF)

Employee benefits essentials

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Upcoming webinar

What’s top of mind to business owners: Priorities, pressures, and protection gaps

Tuesday, May 12 at 1:00 PM CT


Drawing on findings from the 2026 Principal Business Owner Insights survey, we’ll explore the evolving priorities shaping financial planning decisions, risks to businesses, and the complexities making these challenges harder to solve. Financial professionals will walk away with insights and fresh ideas to use immediately with clients.