The Rise of the Solopreneur: Our New Report Explores the Future of Independent Work

Over the past decade we’ve seen incredible transformation in the world of work. Gig work, once considered a supplemental side hustle, has become the main source of income for millions. But beyond the advent of gig work, the rise of a new independent workforce—solopreneurs—is changing the game once again. 

Contributing to the rise of solopreneurs is the growing volatility of traditional employment over the past several years, as a rising share of workers have used this disruption to fuel their own independent ventures. 

Today we’re releasing the first-ever in-depth look into this new segment of resilient workers with the Branch x Mastercard Solopreneur Report. We surveyed more than 1,400 independent workers across North America to uncover who today’s solopreneurs are, how they prefer to work, and the tools they need to thrive in today’s economy. 

Read the full report here, or check out our press release below:

Branch and Mastercard Unveil New Report on the Rise of Solopreneurs and the Future of Independent Work

New research reveals how solopreneurs are redefining small business ownership

Tampa, FL – [Jan 22, 2026] — Branch, the leading workforce payments platform, in partnership with Mastercard, today released The Branch x Mastercard Solopreneur Report, a comprehensive new report highlighting the growing power of independent workers building businesses on their own terms and the financial tools transforming how they operate.

Drawing from an in-depth survey of more than 1,400 solopreneurs across North America, the study reveals a fast-growing workforce segment reshaping the small business landscape through digital-first financial tools, flexible work models, and values-driven entrepreneurship.

“The rise of solopreneurs represents one of the most significant shifts in the modern workforce,” said Branch Founder & CEO Atif Siddiqi. “These independent operators now form a crucial pillar of the small business economy, combining the ingenuity of entrepreneurs with the flexibility of gig and freelance work. Yet, as their numbers grow, so does the gap between their needs and what traditional financial systems provide.”

The Branch x Mastercard Solopreneur Report reveals a workforce segment that’s rapidly expanding and evolving: an independent economy fueled by experience, resilience, and digital adoption. Solopreneurs aren’t just small business owners; they’re redefining entrepreneurship around flexibility, purpose, and financial control. 

Key findings include:

Who Solopreneurs Are

• Experienced professionals: Nearly two-thirds (64%) are over the age of 45, led by Gen X (30%) and Baby Boomers (31%), defying assumptions that entrepreneurship is dominated by younger generations. This demographic shift underscores how seasoned workers are leveraging their expertise to build self-sustaining ventures.
• Fully Independent: 57% rely primarily on self-employment for income, while 61% identify as freelancers and 51% as gig workers. About two-thirds (66%) are funding their business with their own capital/resources.

How They Work

• Pragamatic About Technology: While 84% say they’re confident using new digital tools once adopted, 71% prefer to wait until solutions are proven—highlighting a “fast follower” mindset focused on reliability and efficiency over novelty.
• Debit and Fintech Lead the Way: Debit cards have emerged as the anchor of trust in solopreneurs’ financial lives. Eight in ten (80%) say they would first turn to their debit card issuer for additional financial products—highlighting debit’s central role as both a payment tool and a gateway to new financial relationships. 

What They Want

• Prosperity = freedom, flexibility, and fulfillment: Majority define success as achieving financial freedom (61%), autonomy (53%), and career satisfaction (50%), rather than simply earning more money.
• Stability & Growth Remain Core of Business Goals: Over the next five years, nearly all cite ambitions to manage their business more efficiently (92%) and strengthen financial stability or access to capital (92%) among their top financial goals—with specific priorities like growing revenue (63%), acquiring new customers (65%), and improving profit margins (57%).

For the full report, visit www.branchapp.com/resources/solopreneurreport. 

About Branch

Branch is the leading workforce payments platform that helps businesses deliver fast, flexible options for workers to get paid. Whether it’s sending earnings to employees or contractors, companies choose Branch because they know that faster payments can help them strengthen worker loyalty, save time and money, and drive business growth. Earners that sign up with Branch can receive a bank account, quick access to earned wages, rewards, and personal finance tools to help them manage their cash flow between pay cycles. Branch partners with the nation’s leading companies in hospitality, gig marketplaces, vertical SaaS platforms, and staffing. Branch has been honored with a Webby Award—Best Financial Services, FinTech Breakthrough Award, Gartner Eye on Innovation: Financial Services, and Great Place to Work Certification. To learn more about Branch, visit https://www.branchapp.com and follow us on Twitter/X and LinkedIn.

About Mastercard

Mastercard is a global technology company in the payments industry. Its mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere, by making transactions safe, simple, smart, and accessible.

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