New research shows that when small business owners feel secure, they're more likely to invest in growth, support employees and build stronger businesses.
- 69% say greater financial security would allow them to make bolder business decisions
- 70% view helping employees build financial security as an investment in the future of their business
- 70% believe investing in employees strengthens the long-term resilience of their business
TORONTO, Oct. 6, 2026 /CNW/ -- As Canada's small businesses navigate a rapidly changing business environment, new research from Sun Life shows that success is about more than growing revenue. It's about building resilience. When owners feel confident in their ability to weather challenges and plan for the future, they're more likely to invest in their employees, strengthen their businesses and create lasting impact for the people who depend on them. The findings align closely with how Sun Life supports small business owners, their teams and their families through a range of wealth, health and protection solutions.
"Small business owners have a lot to juggle and rarely have the luxury of focusing on one priority at a time," said Jessica Tan, EVP & President, Sun Life Canada. "They're growing businesses, supporting employees and providing for their families, often all at once. The owners who are best positioned to build for the future are often the ones creating opportunities for the people around them."
Security creates opportunity
For many owners, financial security is not separate from business growth, it's a foundation for future growth and opportunity. Nearly seven in 10 owners (69%) say greater financial security would allow them to make bolder business decisions. When asked what they would do if they felt more secure about their future, owners pointed to investing more in business growth (27%), expanding into new products, services or markets (22%), contributing more to their communities (21%) and spending more time on long-term planning (18%).
The research suggests Canadian small business owners increasingly see long-term security and business growth as interconnected rather than competing priorities. Long-term financial security for themselves and their families tops the list of how owners define success, at 27 per cent, ahead of growing revenue and profitability at 19 per cent.
Stronger teams help build stronger businesses
For small business owners, employee wellbeing is more than a workplace priority. It is personal. Seven in 10 owners (71%) say employee health and wellbeing is personal to them. They also recognize the role financial wellbeing plays at work, with 76 per cent agreeing employees' financial stress can affect wellbeing and performance. For 70 per cent of owners, helping employees build financial security is also an investment in the future of their business.
That perspective is reflected in what owners most want to provide employees beyond pay: stability and job security (41%), a sense of purpose and belonging (34%), and greater financial security and the ability to save for the future (29%). Together, these priorities can help small businesses create supportive workplaces where employees want to stay.
For many owners, supporting employee health and financial wellbeing isn't separate from business performance. It's part of building stronger teams, more resilient workplaces and long-term business success.
Supporting small business owners at every stage
Small business owners face different opportunities and challenges depending on where they are in their business journey. Whether they're focused on protecting what they've built, supporting employees or planning for the future, their needs often evolve alongside their business.
Sun Life helps small business owners through:
- Protection, advice and investing for the future: Personalized advice with insurance and investment solutions that help business owners protect their businesses, build wealth and prepare for retirement or succession.
- Workplace savings and employee financial security: Sun Life Essentials™ and Sun Life Essentials Plus™ help employers make workplace savings more accessible while supporting employees' long-term financial security.
- Employee health benefits and wellbeing: SunAdvantage™ and SunSolutions™ are flexible benefits solutions that help small businesses support employee health, wellbeing and workforce resilience.
"Small business owners are helping shape Canada's future every day," said Tan. "They create jobs, drive local economies and provide opportunities for millions of Canadians. This research reinforces something we see every day: when owners have the confidence to invest in themselves, their employees and their businesses, the benefits have a lasting ripple effect. They help strengthen workplaces, support families and build more resilient communities."
About the research
This study was conducted with Dig Insights through an online survey among a national sample of 356 small business owners and decision-makers across Canada. The survey was in field from September 3 to September 10, 2026. Results are considered accurate to within ±5.2 percentage points, 19 times out of 20 (95% confidence level).
About Sun Life
Sun Life is a leading international financial services organization providing asset management, wealth, insurance and health solutions to individual and institutional Clients. Sun Life has operations in a number of markets worldwide, including Canada, the U.S., the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, Australia, Singapore, Vietnam, Malaysia and Bermuda. As of June 30, 2026, Sun Life had total assets under management of $1.70 trillion. For more information, please visit www.sunlife.com.
Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under the ticker symbol SLF.
Note to editors: All figures in Canadian dollars.
Media Relations: [email protected]
SOURCE Sun Life Financial Inc.
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