Women business owners: A growing market of sales opportunities
09/16/2024
Women-owned businesses are a driving force of the nation’s economy, as the number of small and midsize businesses owned by females is growing: 46% this year vs. 40% last year.1 The financial health of their business and employees is important to women, yet:1
• 51% don’t work with a financial professional for their business and individual needs.
• 37% aren’t sure where to start.
New marketing resources to enhance conversations
The items below can help you better understand female business owners and identify how you can help them meet their business and individual needs and goals:
- Women business owner brochure – highlights the needs of women business owners and opportunities in this market.
- Thought leadership – highlights similarities/differences between women and men owners
- Social media posts about this topic are also available on Advocacy and LiveSocial.
Key needs of women business owners
Top three priorities are:
- Business protection
- Health/wellness solutions
- Income protection
Other important needs include:
- Business valuation and succession planning
- Life insurance
- Employee benefits
Additional tools and resources for women business owners
As a leader in the small and midsize (SMB) market, Principal® is here to help support businesses—both female- and male-owned—with these and other tools and resources:
- Principal® Benefit Design Tool
- Principal® Business Needs Assessment
- Business succession request for proposal
- Buy-Sell Review sample proposal
- Other business resources
Contact your Business Solutions wholesaler or call our Business Market Hotline at 833-803-8345 and visit www.principal.com/businesslife.
1 2024 Principal® Business Owner Insights survey was conducted by Dynata and included 344 online interviews with women business owners, Jan. 8 - 18, 2024.
For financial professional use only.
Insurance products issued by Principal National Life Insurance Company (except in NY), Principal Life Insurance Company®, and the companies available through the Preferred Product Network, Inc. Plan administrative services offered by Principal Life. Principal Funds, Inc., is distributed by Principal Funds Distributor, Inc. Securities offered through Principal Securities, Inc., member SIPC and/or independent broker/dealers. Referenced companies are members of the Principal Financial Group®, Des Moines, IA 50392.
Principal®, Principal Financial Group®, and Principal and the logomark design are registered trademarks of Principal Financial Services, Inc., a Principal Financial Group company, in the United States and are trademarks and service marks of Principal Financial Services, Inc., in various countries around the world.
3779194-082024
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