Only one in ten small business owners say money is the biggest reward

Australian small business owners find more reward in purpose than profit, with only 10.5% saying financial rewards are the most satisfying part of running a business, according to BizCover’s State of Australian Small Business Owners 2026 report.

The findings have relevance well beyond small business media. Small businesses make up 97.3% of Australian businesses, according to ASBFEO analysis of ABS data for June 2025, making the realities facing owners important to Australia’s economy, workforce and communities.

The survey of 1,500 BizCover small business customers found 35% of owners say personal fulfilment or purpose is the most rewarding part of running a business, more than three times the proportion who nominated financial rewards.

Despite ongoing pressure, most owners remain deeply attached to what they have built. The report found 85% are proud of their business, 79% have never regretted starting, and 75% are optimistic about the next 12 months.

However, that commitment comes with a personal cost. Almost two thirds of owners (64%) have experienced financial stress from their business in the past year, more than six in ten (61%) worked through illness rather than taking time off completely, almost one in three (32%) have never taken a single week off while running their business, and more than half (51%) have considered closing or selling their business at some point.

“Small business owners are incredibly resilient, but resilience doesn’t mean the pressure isn’t there,” says Brad Miller, General Manager of BizCover. “What stands out in this research is that many owners remain deeply committed to their businesses despite experiencing financial stress, long working hours and personal sacrifice behind the scenes.”

Purpose outweighs profit

The findings suggest small business ownership is not only a financial decision for many Australians, but something tied closely to independence, identity and building something meaningful.

While many owners are under financial and personal pressure, the report shows regret is not the dominant story. Almost four in five owners (79%) say they have never regretted starting their business, while only 8% say they have regretted it and still feel that way today.

Similarly, while many owners would do things differently with hindsight, only 5% say they would not start a business again at all.

“While financial success is important, it is rarely the sole reason people choose to start or continue running a business,” says Miller. “For many business owners, pursuing a passion, maintaining their independence and creating something they can be proud of creates a sense of purpose and fulfillment that exceeds financial gain.”

The report points to a central contradiction in Australian small business ownership: owners are absorbing significant pressure, but many still see their business as a source of pride, purpose and independence.

“Small business ownership can be incredibly demanding, but it can also be deeply rewarding,” says Miller. “The fact that personal fulfilment ranks so much higher than financial reward tells us something important.”

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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.