America’s solopreneurs are rewriting the rules of work. Millions of individuals are leaving traditional employment to start their own businesses. There are now nearly 30 million one-person businesses across the U.S., a number that continues to grow each year. These entrepreneurs are driven by more than profit—they are fueled by passion, a desire for independence, a need for autonomy, and the freedom to create on their own terms.
But if you’re running a solo business, or thinking about it, you know the full story isn’t always as glamorous as the headlines make it sound. Independence brings freedom, but also months without income, sleepless nights, and constant trade-offs. It’s a paradox that defines solopreneurship in 2025: fierce optimism paired with very real challenges. This reality means your effort is part of a national movement, and it’s a testament to your grit, creativity, and the courage to bet on yourself even when the odds feel stacked.
Recent research from Simply Business, which surveyed solopreneur customers, sheds light on this reality, capturing not only the motivations and challenges of today’s solopreneurs but also their extraordinary resilience and determination to keep moving forward into 2026 and beyond.
The Drivers Behind America’s Solopreneur Boom
At the heart of this movement is passion. More than half (53%) of solopreneurs started their business to follow what they care about most: whether that’s a craft, a creative pursuit, or a cause that resonates deeply.
For Nicole Mills, the owner of Green Lavender Cleaning Co., starting a business was driven by this exact balance. Nicole’s business was inspired by her “long-standing passion for helping people, combined with the need for a flexible work schedule for my two young children.” For others, solopreneurship is a way to transform a hobby into a livelihood, from photography to fitness coaching to artisan food production.
Flexibility and autonomy are also key drivers. About one in three solopreneurs launched their venture to gain more control over their time. Traditional jobs often dictate when, where, and how people work, while many solopreneurs seize the chance to build a schedule around their own priorities.
Building a business that fits your life—not the other way around—is often the key to staying motivated and sustainable.
The Financial Reality
Money remains the top challenge. Many solopreneurs face months without income or limited savings, forcing them to manage uncertainty daily. Nearly half (48%) of solopreneurs report going at least one month without income, and 68% have less than six months of savings.
If that’s something you’ve experienced, you’re not alone. Running a one-person business often means trying to learn to live with financial uncertainty, where confidence and trust in the longevity of the business often collide with short-term volatility. Even so, confidence runs high—64% of solopreneurs view their ventures as reliable long-term sources of income, despite short-term cash flow being challenging at times.
This optimism is rooted in the pragmatic resilience and management strategies they’ve developed to control volatility. Many are finding practical ways to manage the highs and lows, including relying on accounting software, practicing budget discipline, and implementing savings strategies to navigate lean periods. Others diversify their revenue, taking on freelance projects to create multiple income streams. Implementing these practices makes them more resourceful and better equipped to manage uncertainty.
Even when finances are precarious, solopreneurs remain determined and anchored in their long-term vision, which drives them to keep pushing forward. For those feeling financial tension, focus on what you can control—keep a close eye on cash flow, put a percentage of every payment into a savings account (even if it is small), and consistently track income and expenses to sharpen your overall financial picture. Achieving greater financial stability comes from refining your management and discipline, rather than solely needing a jump in revenue.
What Solopreneurs Give Up to Keep Going
When you’re building a business of one, something usually has to give: 42% of solopreneurs say they’ve sacrificed time with family and friends, 40% gave up the stability of steady paychecks, and one-third gave up sleep to keep their businesses afloat.
The emotional toll is significant. More than one-third of solopreneurs admit they’ve considered walking away from their businesses altogether, citing burnout, financial strain, or difficulty attracting customers. The weight of carrying every responsibility—from marketing to bookkeeping to customer service—on a single set of shoulders can be overwhelming.
Despite moments of strain, the overwhelming majority remain forward-looking: 79% are optimistic about their business’s future. This resilience is often rooted in supportive networks, whether fellow entrepreneurs, online communities, or local in-person groups.
Others lean on creativity, seeing their work not just as a means to survive but as a personal mission worth pursuing. For solopreneurs, success is measured not only in profit but in fulfillment, autonomy, and the pride of building something from the ground up.
When you’re experiencing moments of doubt, remember that growth doesn’t always equate to doing more. Set healthy boundaries around your personal and professional time and find ways to reconnect with what inspired you to start your business in the first place. Just as you implement guardrails to keep finances in check, your emotional health deserves the same level of discipline and care.
Embracing Efficiency and the Digital Opportunity
Technology is undoubtedly reshaping the small business landscape. But not every solopreneur is taking advantage of these tools to help run their businesses. While tools for marketing, social media, and finances are enabling one-person businesses to operate with the sophistication of larger firms, many are hesitant to adopt them.
Nearly half of solopreneurs (47%) still don’t use marketing and social media tools. This gap underscores a major opportunity: By adopting digital solutions, solopreneurs can amplify their reach, efficiency, and resilience. Even small steps, like automating invoices or scheduling posts, can save hours and free up mental space for creativity.
Looking Ahead
Optimism remains the defining trait of solopreneurs. Most expect to grow in the year ahead, but they’re approaching that growth thoughtfully. Success in 2026 and beyond won’t be measured only by scale; it will be defined by stability, adaptability, and fulfillment.
The solopreneur economy is a story of tensions: Fueled by passion yet requiring sacrifice, driven by independence but complicated by uncertainty. Yet at its core lies one constant truth—the power of one. Every solopreneur carving their own path is not just building a business; they are proving that fierce independence, coupled with personal grit, is the ultimate measure of success. They’re showing that true entrepreneurship isn’t determined by the size of the team or the level of funding, but by the relentless courage of a single individual.
ZHENJA Iosilevich is the VP of Marketing at Simply Business US. She joined Simply Business in 2022 as VP of Marketing, where she is responsible for the company’s brand presence, customer acquisition, and marketing strategy to accelerate growth.
Driven by a customer-centric philosophy, Zhenja leverages data to scale marketing efforts, ensuring that the evolving needs of small businesses remain the primary catalyst for growth.
Before joining Simply Business, Zhenja held marketing leadership roles at VistaPrint, Staples, and CVS.
Photo courtesy Getty Images for Unsplash+