One employee. Unlimited ambition. Across North America, some of the fastest growing businesses are run by a single person doing it all. Solopreneurs are the builders, the bookkeepers, and the brand — wearing every hat and building deep customer relationships along the way. Our Mastercard proprietary research shows just how powerful this team of one model has become: • Small businesses make up 99% of U.S. firms and employ nearly half the workforce • 63% of solopreneurs grow primarily through word of mouth, fueled by trust and loyalty • Despite the pressure, 75% believe their future looks bright But optimism doesn’t erase reality. Nearly half say making ends meet is a challenge, and 89% struggle with financial management or access to capital. These aren’t small obstacles—they’re system gaps that slow momentum for a group reshaping the small business landscape. For marketers, this insight is a call to rethink how support shows up. 🚀 Solopreneurs don’t need more tools — they need smarter, integrated ones. Faster access to earnings. Credit that reflects real business behavior, not just traditional scores. Support designed for speed, simplicity, and growth. When those needs are met, solopreneurs don’t just survive — they scale. This content series breaks down Mastercard’s proprietary research — drawing from thousands of qualitative interviews and quantitative surveys across the Americas — to uncover the real attitudes and behaviors shaping U.S. consumers and small businesses. The insights featured here come from our Powering Prosperity study. Each insight is delivered as a short form video designed for teams across product, marketing, portfolio, experience, sales/operations, and creative. The goal: help anyone telling stories at scale turn consumer realities into meaningful action. Subscribe for the latest insights from Tobias Puehse, SVP Insights & Intelligence Americas. Stay Curious!

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