2025
Business Insights
About this Report
The 2025 Business Insights Trends Report by Fora Financial provides a window into how business owners are navigating today's economic landscape and strategically positioning themselves for future success.
Drawing directly from business owners, this report reveals compelling insights across critical areas including inflation response, cash flow strategies, technology adoption, and financing behaviors. These findings offer business leaders valuable perspective on both the challenges and opportunities shaping the business ecosystem in 2025.
At Fora Financial, our commitment to business success begins with understanding your unique needs and challenges.
Research Methodology
This report is based on an online survey conducted by Fora Financial among 351 of its current customers. The survey was fielded during March and April 2025 and participation was voluntary. Respondents received an incentive for completing the survey.
The findings reflect the perspectives of a sample of Fora Financial customers who chose to participate and may not be fully representative of the broader business population. All responses were self-reported and have not been independently verified.
Key Findings
77% Expect Growth This Year
Business confidence is strong with over three quarters of owners anticipating growth in 2025.
54% Report Cash Flow Issues
Despite optimism, over half of business owners continue to face cash flow challenges.
Technology is Fueling Efficiency
Business owners are leveraging technology to streamline operations and boost productivity in 2025.
2025 Business Owner Outlook
Revenue Growth is On the Horizon
More than three out of four business owners expect their revenue to grow over the next 12 months, with 21% projecting significant growth. Only 11% expect a decline, pointing to a cautiously hopeful outlook despite ongoing economic uncertainty.
What are your revenue expectations for your business over the next 12 months?
Business Owners Show Economic Resilience
Business owners expressed remarkable optimism about broader economic conditions. Nearly 80% anticipate either neutral or favorable business conditions over the coming year. Particularly noteworthy is that just 4% expect "very unfavorable" conditions. As upcoming findings will reveal, business owners aren't simply hoping for the best, they're actively implementing strategies to navigate economic pressures and taking ownership of their path forward.
How favorable do you expect economic conditions will be for businesses over the next 12 months?
As a small franchise owner facing tight margins and unpredictable cash flow, I'd benefit greatly from more flexible, relationship-based lending options — like payment terms aligned with sales cycles.
Cash Flow Topped the List of Business Challenges
Cash flow management emerged as the most pressing concern for business owners, with 54% identifying it among their top three challenges.
Flexible financing solutions, such as working capital loans and lines of credit, can help businesses bridge the gap between expenses and revenue, alleviating cash flow pressure and creating breathing room for operations and growth opportunities.
What are the top 3 challenges that are currently impacting your business? Select up to 3.
Economic Uncertainty is Driving Borrowing Caution
In addition to adjusting their operations, business owners are also rethinking their approach to borrowing.
Over 70% agree or strongly agree that they're exercising more caution about borrowing money during times of economic uncertainty. This shift reflects a broader pattern seen throughout the survey: business owners are becoming increasingly selective and strategic, carefully weighing the potential costs, timing, and implications of borrowing decisions.
To what extent do you agree or disagree with this statement: "I'm more cautious about borrowing money for my business during times of economic uncertainty"?
The Growing Role of Technology
Tech Adoption is Powering Operational Efficiency
As inflation is driving up costs and margins are tightening, forward-thinking businesses are leaning into technology. Nearly two-thirds of respondents have increased their technology utilization over the past two years, a clear sign that owners are relying on digital tools to improve efficiency, streamline operations, and better serve customers.
While current economic conditions may be accelerating tech adoption, this digital transformation isn't just about short-term fixes, it reflects a commitment to building more resilient, efficient operations for the long haul.
How has your business's use of technology changed in the past two years?
The Business Financing Landscape
Financing as a Strategic Tool for Business Growth
Our findings showed that one-third of business owners only consider taking out financing during special or unexpected circumstances. Indicating that for many, financing is used as a strategic tool that's carefully considered in the context of growth plans and market conditions.
As shown here, business expansion is the #1 driver for borrowing money. For businesses, financing isn't only about staying afloat during challenging times, it's a launchpad for progress, helping owners to realize their vision and grow with confidence.
Looking ahead to the next 12 months, what might motivate you to borrow money for your business? Select all that apply.