Why We Choose to Support Small Business
Our mission is to champion the people and communities behind commerce.
So who are the people behind commerce, and what actually makes up the economic landscape? The answer is simple. 99.9% of all U.S. businesses are small businesses. That fact made our decision easy.
Small business owners are an underserved group, often expected to carry the weight of the economy without access to the same advantages, incentives, or infrastructure afforded to larger companies. For decades, policy, capital, and systems have disproportionately favored scale. Meanwhile, small businesses are asked to do more with less, again and again.
This work is personal to us, even in its abstraction. We come from small business roots, shaped by family histories and lived experience. We understand what it means to build something durable without institutional backing, and what is at stake when that support is missing.
As technology reshaped what was possible, the path forward became clearer. It is now possible to deliver high-quality services in ways that are affordable, accessible, and intentionally designed for small businesses, a population with enormous upside and the most to gain from better systems of support.
That is why we support small business so deeply. Not because it is a niche worth protecting, but because small business is the economy itself.
What Do We Mean by Small Business?
The Small Business Administration defines a small business as an independent company with fewer than 500 employees. While this sector had been slowly declining for years, the COVID era marked a turning point. Since 2020, small businesses have driven the majority of new job growth in the United States.
The data makes this undeniable.
Small businesses make up 99.9% of all U.S. businesses, totaling more than 36 million nationwide.
They employ roughly 62 million people, nearly 46% of the private workforce.
Between 2023 and 2024, small firms accounted for nearly 89% of net new job growth.
Small firms contribute between 43% and 50% of the goods and services produced in the U.S. each year.
Globally, small and medium sized enterprises represent about 90% of all businesses and provide over half of all jobs worldwide.
Why This Matters to Us
Behind every business is a person, a family, and a community. That is who we are here to support.
These numbers are not abstract statistics. They reflect real lives and real stakes.
People earning their first paycheck.
Families building stability and futures.
Innovators turning ideas into livelihoods.
Communities anchored by local businesses that know and serve their neighbors.
Small business is not a nice-to-have. It is a foundational layer of economic resilience across countries, cultures, and generations. Growth for growth’s sake is an old idea, and one we have outgrown.
Yet the fabric of professional services still leans toward large engagements and large enterprises. That leaves a clear opening in the landscape of support. One that must be built intentionally.
We began this work two years ago with the belief that small businesses deserve infrastructure that meets them where they are. We plan to be here for the long haul, building, advocating, and partnering to strengthen the systems that small businesses rely on.
It is time to optimize for what truly matters. What we measure, what we support, and what we decide counts. We believe meaningful work is defined by how we support one another along the way. That is why we are here, to help small businesses thrive, because when they do, we all do.
Endnote
Much of the data referenced here is drawn from USAFacts, a nonpartisan, data-driven organization that compiles and publishes official U.S. government data. They make the state of the nation clear, accessible, and understandable. Their mission is to support conversations about the economy and public policy with facts rather than assumptions.
