‘Nobody gets it’: Two in three owners say small business realities are misunderstood

Two in three Australian small business owners say the realities of running a business are not really understood by others, according to BizCover’s State of Australian Small Business Owners 2026 report.

The survey of 1,500 BizCover small business customers found 66% of owners say the realities of running a small business are not really understood by others, while 13% feel completely misunderstood.

The report also found owners are most likely to say they have sacrificed financial stability and time with family or friends, both cited by 26.5% of respondents, while 25% say they have sacrificed regular holidays or time off.

The findings reveal a more personal side of business ownership, where financial pressure, family trade-offs, long hours and isolation often sit behind the public image of independence and success.

Small businesses make up 97.3% of Australian businesses, according to ASBFEO analysis of ABS data for June 2025, making the personal realities of ownership relevant to Australia’s communities as well as its economy.

“Behind every small business in Australia is a person balancing responsibility, uncertainty and ambition, often all at once,” says Brad Miller, General Manager of BizCover. “This can be a lot to carry, especially when you take into consideration the current economic climate as well as other personal goals, like buying a home or raising a family.”

Owners sacrifice more than time

The report found the most common sacrifices identified by owners were:

• Financial stability: 26.5%
• Time with family or friends: 26.5%
• Regular holidays or time off: 25%
• Mental wellbeing: 9.5%
• Career progression elsewhere: 5%
• Physical health: 2.5%

“This suggests that many owners are not only investing financially in their businesses, but are also sacrificing valuable personal time,” comments Miller.

The findings also show how difficult it can be for owners to fully step away from work. Almost one in three owners (32%) say they have never taken a single full week off while running their business.

Many owners wish they had more support

The findings also show many owners wish they had built more support around them earlier.

When reflecting on what they would do differently if they could start over, 44% said they would set clearer boundaries around work hours, 38% would seek more support or mentorship, and 36% would build stronger financial reserves before starting.

“Small business owners frequently wear multiple hats and carry significant responsibility. Over time, that can affect how much time they have for family, how often they take a break or even how secure they feel financially,” says Miller.

Despite these sacrifices, 79% of owners say they have never regretted starting their business and 49% say they would never consider closing or selling it.

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Methodology

This July 2026 report is based on a survey of 1,500 existing BizCover small business customers in Australia.

The survey explored the realities of running a small business in Australia today, including workload, financial stress, business confidence, personal wellbeing, regret, optimism, support networks and long-term sustainability.

The analysis includes both overall survey findings and selected crossovers by age, hours worked, business tenure, business size and motivations for starting a business.

Sectors represented in the survey include healthcare and allied health, fitness and beauty, retail and e-commerce, hospitality and food service, professional and consulting services, maintenance and repair services, trades and construction, and manufacturing.