For years, entrepreneurship has largely been associated with younger founders and fast-growing startups. But a growing number of older Americans are launching businesses later in life—and bringing decades of experience, industry knowledge, and customer insight with them.
Often referred to as ‘Silver Startups,’ these businesses are reshaping assumptions about age and entrepreneurship. At the same time, older entrepreneurs are embracing digital tools—from social media marketing to AI—to build and grow their companies in new ways.
Data from Verizon Business’s 2025 State of Small Business underscores this trend, and shows:
- 54% of baby boomer business owners are now using social media marketing to increase customer engagement and online traffic
- 33% of business owners aged 65+ are now using social media ‘storefronts’ to sell products directly via social media
- Only 26% of senior SMB owners aged 65+ are using AI, but another 41% of business owners in that demographic are curious
- Only 2% of baby boomer business owners use AI for fraud prevention, the lowest adoption of all age demographics
I spoke with Chris Flood, Senior Vice President & Chief Revenue Officer, Business Markets & SaaS at Verizon Business, about what’s driving this trend, where older entrepreneurs are thriving, and the technology opportunities—and challenges—they face.
Rieva Lesonsky: There’s growing attention on ‘Silver Startups’—older Americans launching businesses later in life. What’s driving this trend?
Chris Flood: The barrier to entry has dropped dramatically. Social media, digital advertising, and AI have given a single person the reach and ability to serve customers at scale.
According to the SBA, baby boomers now represent 30% of small business owners, and that number reflects what we’re seeing firsthand: a new generation of entrepreneurs building something meaningful entirely on their own terms.
Lesonsky: What advantages do older entrepreneurs have when it comes to building and growing a business?
Flood: Experience is one of the most powerful assets a business owner can have, and older entrepreneurs bring deep industry knowledge, hard-won relationships, and customer-first instincts that are highly valuable assets.
Lesonsky: Your data show that over half of baby boomer business owners use social media marketing. What does that tell us about how this group is adapting to digital tools?
Flood: It tells us that older entrepreneurs are meeting customers where they are and doing it effectively. Our most recent small business survey found that 54% of baby boomer business owners are using social media marketing to increase customer engagement and online traffic. And this isn’t unique to this group. Across every segment we’re seeing that the businesses that lean into these tools are building real, lasting connections with their customers.
Lesonsky: One-third of business owners aged 65+ are using social media storefronts to sell products. How is that changing the way they reach customers?
Flood: They no longer need a traditional retail footprint to meet and engage with their customer base. This shift highlights that more businesses are investing in tools that enable them to engage with more customers, faster, while also freeing up time for them to focus on what builds loyalty, which is providing a genuine, high-quality customer experience.
Lesonsky: AI adoption is still relatively low among older business owners, but interest is growing. What’s holding them back—and what’s the opportunity there?
Flood: The data shows that while only 26% of SMB owners aged 65+ are currently using AI, 41% are curious and aware of how it could support their businesses, and that gap between awareness and adoption is exactly where the opportunity lies. Small businesses have traditionally approached AI with caution, but once they start seeing the real-world use cases, the value becomes clear.
Lesonsky: Only a small percentage are using AI for tasks such as fraud prevention. What risks does that create, and how should small business owners think about protecting themselves?
Flood: Attackers don’t discriminate by size. Verizon Business’s 2025 Data Breach Investigations Report found that SMBs experienced ransomware in 88% of their breaches compared with just 39% for large organizations, and 46% of compromised systems involved non-managed personal devices. Security isn’t something small business owners can afford to invest in after an incident; it needs to be a foundational pillar of the business from day one.
Lesonsky: What are the most important digital tools or technologies older entrepreneurs should prioritize today?
Flood: Start with reliable connectivity, because everything else runs on top of it, then layer in cybersecurity, including device protection and strong passwords, because a single breach can dramatically impact a small business. From there, AI tools that handle routine customer communication and workflow automation give business owners back their most valuable resource—time.
Lesonsky: Where do older business owners tend to face the biggest challenges when it comes to adopting new technology?
Flood: Most entrepreneurs are experts in what they do, but running a business is an entirely different discipline, and keeping pace with new tools and technology is hard enough without doing it alone. That’s exactly why we built Verizon Small Business Digital Ready, a free platform with more than 60 on-demand courses covering AI, cybersecurity, financial planning, and more, because community and practical resources make all the difference.
Lesonsky: What does this rise in older entrepreneurs mean for the future of small business?
Flood: Small businesses are the backbone of our economy, and the fact that experienced, driven entrepreneurs are launching businesses later in life only strengthens that foundation. The tools available today mean that ambition, not age or budget, is what determines whether a business can compete and win.
Lesonsky: If you could give one piece of advice to someone starting a business later in life, what would it be?
Flood: Keep the tech simple but powerful. Start with reliable connectivity and embedded security as your foundation, then let AI handle the routine work so you can focus on the parts of the business only you can do. Implementing small shifts early on can have a significant impact on your long-term success.
My Takeaway: What stands out here is that entrepreneurship is no longer defined by age—it’s increasingly defined by adaptability. Older business owners are combining experience and relationships with digital tools that make it easier than ever to launch and grow a business.
The lesson for aspiring entrepreneurs? It’s never too late to start—I know this personally—and today’s technology can help level the playing field.
Rieva Lesonsky is the founder of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy Getty Images for Unsplash+
