How to help deepen relationships with business-owner Clients this October and beyond

October 21, 2026

October is Small Business Month, with Small Business Week running October 18 to 24. Use new research insights and the Business Owner Journey to better understand business-owner priorities, strengthen your advice and guide more meaningful Client conversations.

Business owners often balance the immediate needs of their business with longer-term personal, financial and legacy priorities. The right conversation can help uncover what matters to them and where they may need additional support.

Financial security can create room to grow

New Sunlife research reinforces why these conversations matter. 7/10 small business owners (69%) say greater financial security would allow them to make bolder business decisions. These findings create an opportunity to explore how an owner’s personal security and business plans are connected.

If business owners felt more secure about their future:

27%

Would invest more in business growth

22%

Would expand into new products, services or markets

21%

Would contribute more to their communities

18%

Would spend more time on long-term planning

Source: Dig Insights, online survey of 356 Canadian small business owners and decision-makers, September 3–10, 2026.

Turn insight into meaningful conversations

This Small Business Month, use the Business Owner Journey to explore these priorities with Clients. Organized around the start-up, growth, maturity and exit stages, this journey can help you recognize changing needs, identify relevant planning considerations and prepare for meaningful conversations throughout the life of a business.

How to use the journey:

  1. Identify where a Client’s business is in its journey: start-up, growth, maturity or exit
  2. Explore the personal, financial and legacy priorities that may become more important at each stage
  3. Use the conversation starters to discuss relevant needs and planning considerations
  4. Explore concepts such as buy-sell planning, key person protection and estate planning
  5. Connect with professional insights, marketing materials and specialist support available

Calls-to-action:

Start here: Visit the Business Owner Journey to explore insights and resources that can help you:

  • Recognize changing business-owner needs
  • Prepare for relevant conversations
  • Explore planning concepts and potential areas of support
  • Demonstrate the value of your advice throughout the life of the business

Resources