ProSight Financial Association has released the 2026 ProSight Small Business Banking Outlook, offering new insights into the priorities, challenges and banking behaviours shaping the small business market. Based on a survey of 600 US small business owners, the research reveals that businesses remain focused on growth despite a more cautious outlook for the year ahead.
“They are looking for partners who understand their evolving needs and can provide both stability and flexibility. For financial service organisations, this means rethinking how they support small businesses in a changing landscape.”
“Small business owners are navigating a more complex environment where growth ambitions are tempered by economic uncertainty,” said Mark Riddle, Director, Research Intelligence Expert at ProSight. “They are looking for partners who understand their evolving needs and can provide both stability and flexibility. For financial service organisations, this means rethinking how they support small businesses in a changing landscape.”
Growth emerged as a top business challenge for 2026, cited by 50% of respondents, followed by operational efficiency (38%) and cash flow management (34%). At the same time, business owners reported lower levels of optimism about their financial and economic outlooks compared to last year, suggesting a more measured approach to business planning and investment.
The research found that relationships remain a critical component of small business banking. 87% of respondents use the same provider for both personal and business banking. However, loyalty is not guaranteed.
