Small and medium business owners (SMBs) today are navigating unprecedented uncertainty. A May 2025 study by the Federal Reserve Bank of Boston found that concerns about tariffs surged sharply between December 2024 and April 2025. But tariffs are only part of the challenge. Business owners also face ongoing challenges, such as hiring and retaining talent, adapting to changing regulations, and navigating overall economic instability.
This uncertainty forces small- and medium-sized businesses into difficult decisions—whether to expand or hold back, and how to staff their teams—all while managing the risk of staff burnout and retention problems. The stakes are high not only for these businesses but for the broader economy, since micro, small, and medium-sized companies employ nearly six in 10 American workers.
Amid these challenges, innovative financing solutions offer SMBs a critical lifeline. By integrating consumer financing options into their operations, small businesses can give customers the flexibility to make important purchases, whether it’s new shoes for school, car tires, an engagement ring, or pet care services. These financing solutions help customers spread out payments, making purchases more manageable and helping businesses close sales that might otherwise be missed.
From our experience working with more than 400,000 SMBs, here are four key ways financing can empower small businesses during uncertain times:
1. Financing Drives Growth
Offering flexible financing options attracts a broader customer base by addressing different financial needs. Whether through credit cards, installment loans, or promotional financing, businesses can appeal to customers who prefer to spread payments over time. For merchants, financing means improved cash flow, as funds are often disbursed shortly after the sale.
Synchrony is deeply engaged in helping drive credit access and build deeper customer engagements through financing. Earlier this year, we announced a new integration with Adobe Commerce to help merchants grow their businesses by offering longer-duration and convenient payment terms to their customers. With this integration, thousands of merchants who host websites on Adobe Commerce can accept Synchrony credit cards with extended-term promotions and offer Pay Later installment financing at checkout online.
2. Credit Access Builds Inclusion and Sales
A first credit card can be a significant stepping stone for consumers to build their financial lives. Many consumers are “credit invisible,” lacking traditional credit histories, limiting their ability to access credit.
Synchrony is committed to helping expand credit access to underserved populations by providing resources and expertise through Project REACh (Roundtable for Economic Access and Change), a public-private partnership with the Office of the Comptroller of the Currency (OCC) under the Treasury Department that expands credit access to the credit invisible population.
3. Tailored Solutions for Every Industry
Small businesses need financing programs that fit their unique needs—not one-size-fits-all solutions. Financing programs and digital tools must meet the unique needs of their customers across industries such as retail, manufacturing, and healthcare.
Synchrony designed its financing products to meet the specific needs of industries and customers. Our revolving credit options include private-label and co-branded credit cards, plus industry-focused network cards like the CareCredit credit card for healthcare, the Synchrony Car Care credit card for automotive services, the Synchrony HOME credit card for furniture and appliances, and the Synchrony Project credit card for home improvement. These drive brand loyalty and repeat business. For flexibility, Synchrony offers installment loans and buy now, pay later programs that cater to both large and small purchases with predictable payments.
Our Business Solutions portal also offers industry-specific resources and tools to help small merchants efficiently manage consumer financing and marketing efforts.
4. Building Loyalty Through Personalized Experiences
Successful financing programs go beyond transactions—they create human-centered experiences that deepen customer loyalty. With data-driven personalization, advanced credit underwriting, and flexible financial products, SMBs can meet the specific needs of their customers.
Consider Synchrony’s work with Performance Windows, a contractor that Synchrony has helped achieve explosive growth and success: In just five years, this small business skyrocketed from $4 million in revenue to a projected $125 million this year, expanded from a single location to 22 nationwide, (with plans to reach 38–40 offices by the end of next year) and built a team of 300 employees. Synchrony helped foster this growth by providing data-driven insights and competitive market analysis that gave the company a strategic edge, enabling it to identify new opportunities and expand into new markets. In addition, Synchrony provides immediate support and solutions through a dedicated board of advisors. And, of course, our company delivers financing—a suite of tailored financial products that empower the small business to close deals and serve customers at every level. Synchrony finances about 70% of the company’s business.
Looking Ahead
While tariffs and economic challenges may continue to create uncertainty, small business owners have the resilience to thrive by turning those challenges into opportunities. Innovative financing is a powerful tool that helps SMBs make their products and services more affordable and accessible—driving sales no matter the economic climate.
By embracing flexible, inclusive financing options, small businesses can strengthen their cash flow, serve a wider customer base, and invest in growth, providing stability in uncertain times.
Curtis Howse is EVP and CEO of Home & Auto at Synchrony, a leading consumer financing company at the heart of American commerce and opportunity.
Photo courtesy Getty Images for Unsplash+
