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New findings from 2024 Principal Business Owner insights survey


Help businesses protect what matters most

Looking for conversation starters? In the latest Business Owner Insights survey conducted by Dynata, we asked 1,020 owners of small and midsize businesses how they’re prioritizing plans for their business and employees. 

The results provided a snapshot of what’s important to them and the plans they have in place today. Here are some of the key findings:

  • Business protection is their no. 1 priority – and has been since 2010.
  • Voluntary benefits received highest ranking since inception of survey in 2008. 
  • 7 in 10 owners say employee benefits improve retention, recruiting, and productivity.
  • 6 in 10 owners say they’d like to offer additional employee benefits. 
  • 98% have key employees, and 46% want to offer more key employee benefits. 
  • A need for more capital, being too busy, and not sure where to start are what keeps owners from planning for the financial health of their business.

Use our tools, resources, and insights from the survey to help start the planning conversation with clients.

Review the complete findings | Get resources to share insights

* 2024 Principal Business Owner Insights survey conducted by Dynata.

For financial professional use only. Not for use with consumers or the public.
Insurance products issued by Principal National Life Insurance Co. (except in NY), Principal Life Insurance Company®, and the companies available through the Preferred Product Network, Inc.,  Plan administrative services provided by Principal Life. Referenced companies are members of the Principal Financial Group®, Des Moines, IA 50392.
© 2024 Principal Financial Services, Inc., Principal, Principal and symbol design and Principal Financial Group are trademarks and service marks of Principal Financial Services, Inc, a member of the Principal Financial Group.


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