In today's competitive labor market, small business owners rely on top talent to nurture customer relationships and deliver their goods and services. Having a strong people strategy - including thoughtfully designed compensation and employee benefits - is critical to optimizing business performance and protecting long-term value.

As professionals serving small businesses, you are uniquely positioned to help business owner clients enhance their retirement plans and employee benefits offerings while positioning yourself as a strategic advisor who understands both sides of the balance sheet: people and profit.

Three Strategic Insights for Small Business Client Conversations

1. Retirement Plans Are More Accessible and Valuable Than Ever

Two-thirds of workers say they wouldn't accept a job without retirement plan benefits.1 Today, more small businesses can meet these expectations thanks to regulatory changes that have made it easier and more affordable to offer workplace retirement plans.

Beyond profit-sharing, SEP-IRA plans, and SIMPLE IRA plans, Pooled Employer Plans (PEPs) offer exceptional flexibility and appeal for small business owners. PEPs allow businesses to outsource most administrative tasks and fiduciary responsibilities, helping reduce costs and complexity. Additionally, clients may qualify for federal tax credits of up to $5,000 for establishing a qualified retirement plan, with further incentives for features such as auto-enrollment and employer contributions.

With more than a dozen states now requiring retirement plan access for employees, you are well-positioned to guide small business clients in evaluating and implementing the most suitable retirement plan option.2

2. Customized Employee Benefits Offer Broader Appeal Across Today's Workforce

Today's employees expect employee benefits that reflect their individual needs and lifestyles. While some may prioritize saving for retirement, others may focus on managing healthcare costs or protecting their income from unexpected events.

Voluntary employee benefits provide a flexible, cost-efficient way to meet varied employee needs and priorities. Products like dental insurance, short-term disability, and hospital indemnity insurance can be offered at group rates, with employees choosing and paying for the employee benefits that matter most to them and their families. This approach allows teams to personalize their total rewards package, helping business owners strengthen their position as an employer-of-choice in a competitive talent market - all while supporting long-term financial sustainability.

3. Financial Confidence Drives Workforce Engagement and Business Resilience

Financial stress directly affects productivity. More than one-third of employees say it impacts their work performance.3 Helping employees build financial security doesn't just support their well-being - it enhances business performance.

Combining retirement planning options with income protection strategies through voluntary employee benefits and accessible financial education creates a powerful foundation for employee success. By helping individuals understand their options and take informed action, business owners empower their teams to plan for the future, protect what matters today, and align their financial decisions with their personal priorities.

For small business owners, this translates into more than just peace of mind for their employees. It builds a more focused, loyal, and productive workforce, strengthening operational continuity and the long-term value of the business itself.

Aligning for Growth: Aligning People Strategy with Financial Strategy

A thoughtful investment in employees is more than an employee benefit - it's a strategic business advantage. A stable, well-supported workforce leads to operational consistency, strengthens customer relationships through reliable delivery of goods and services, and reinforces long-term business continuity.

For small business owners preparing for succession, considering a future sale, or aiming to grow, an engaged workforce can enhance enterprise value and marketability. Ultimately, helping clients prioritize their people strategy is integral to a comprehensive financial plan -one that aligns with both their personal goals and professional aspirations.

By helping protect and support what matters most - their people - you're also helping protect the future of their business. As you develop planning strategies and evaluate product solutions for your small business clients, consider working with firms that specialize in comprehensive employee benefits and retirement plan solutions to deliver maximum value and impact.

 

1 State of Employee Financial Wellness Report

2 State Programs 2025: Partnerships Continue to Expand and Several New Programs Will Launch

3 The State of Employee Financial Wellness: 2024  

Equitable is the brand name of the retirement and protection subsidiaries of Equitable Holdings, Inc., including Equitable Financial Life Insurance Company (Equitable Financial) (NY, NY), Equitable Financial Life Insurance Company of America (Equitable America), an AZ stock company with an administrative office located in Charlotte, NC, and Equitable Distributors, LLC.  Equitable Advisors is the brand name of Equitable Advisors, LLC (member FINRA, SIPC) (Equitable Financial Advisors in MI and TN). All group insurance products are issued either by Equitable Financial Life Insurance Company or Equitable Financial Life Insurance Company of America, which have sole responsibility for their insurance and claims-paying obligations.  

GE- 8090228.1 (07/2025) (Exp. 07/2029)