ProSight Financial Association Releases Small Business Banking Outlook
New research indicates digital expectations are increasing and relationships are key drivers for small business owners
ProSight Financial Association has released the 2026 ProSight Small Business Banking Outlook, offering new insights into the priorities, challenges and banking behaviors shaping the small business market. Based on a survey of 600 U.S. small business owners, the research reveals that businesses remain focused on growth despite a more cautious outlook for the year ahead.
“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 organizations, 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.
