A new report from Branch, released in partnership with Mastercard, paints a clear picture of how solopreneurship is evolving into one of the most resilient and technology-enabled forms of work today. The Branch x Mastercard Solopreneur Report, based on a survey of more than 1,400 solopreneurs across North America, shows that independent professionals are no longer chasing hustle culture or startup-style hypergrowth. Instead, they are deliberately building businesses centered on stability, autonomy, and long-term control.

And crucially, they are doing it with the help of fintech, AI, and digital-first financial platforms that did not exist a decade ago.

Solopreneurship is no longer a side hustle

Solopreneurs, from creators and consultants to independent service providers, are now one of the fastest-growing segments of the workforce. What once looked like freelancing has matured into something far more structured: one-person businesses with the reach, sophistication, and operational discipline of much larger companies.

Technology is the great enabler here. Digital marketplaces, automation tools, cloud-based services, and global payment platforms allow individuals to operate efficiently without teams, offices, or layers of management. For many professionals, this shift is not driven by necessity, but by choice.

“The rise of solopreneurship reflects a powerful shift in how people want to work,” said Atif Siddiqi, Founder & CEO of Branch. “Professionals are using technology to build independent businesses that give them more stability and control. But to truly thrive, they need modern financial tools built for the realities of solo work.”

That last point is key. While solopreneurs are embracing independence, traditional financial systems have not fully caught up.

A seasoned, urban, and surprisingly balanced workforce

One of the most striking findings of the report is who today’s solopreneurs actually are. This is not a generation of early-career workers experimenting with independence.

Who they are

• Experienced professionals: Nearly two-thirds (64%) are over the age of 45, with Baby Boomers (31%) and Gen X (30%) leading the category.
• Gender near parity: 52% identify as female and 47% as male, an unusually balanced split compared to traditional small business ownership.
• Urban and suburban roots: 71% live in metro areas or nearby suburbs, suggesting many transitioned directly from corporate or office-based roles.
• Identity in transition: Although all respondents work independently, only 57% identify as self-employed. The remaining 43% still describe themselves as traditionally employed, highlighting a psychological shift that lags behind the operational reality.

This matters because it challenges the stereotype of solopreneurs as informal or temporary workers. Many are seasoned professionals who have deliberately stepped away from traditional employment without abandoning professional standards.

Lean operations, trust-based growth

Running a one-person business means wearing every hat, from sales to operations to finance. The report shows that solopreneurs are pragmatic and selective, especially when it comes to growth and technology.

How they run their businesses

• Builders in progress: 62% are in the starter (30%) or growth (32%) phase, not yet fully mature but actively scaling.
• Trust over advertising: Growth is driven by relationships, not ad budgets. Word of mouth (63%) and social media (40%) are the primary acquisition channels.
• Cautious tech adoption: 71% prefer to adopt new tools only after they are proven reliable, signaling a strong preference for stability over experimentation.
• Optimistic under pressure: While 47% say they struggle to make ends meet, an overwhelming 75% believe their future is bright.

This combination of financial pressure and optimism is telling. woare not blind to risk, but they see independence as a more sustainable path than traditional employment.

Financial tools are the real bottleneck

Where solopreneurs struggle most is not talent, demand, or motivation. It is financial infrastructure.

“Solopreneurs are redefining work by turning their passions into thriving businesses,” said Ginger Siegel, North America Small and Medium Business Lead at Mastercard.

“At Mastercard, we’re committed to helping them succeed with practical digital tools and resources. Through programs like Mastercard Digital Doors and Business Builder, we make it easier for independent entrepreneurs to manage their business and focus on what matters most – growth and their future.”

What financial support do they need

• Income reality: 79% earn under $100,000 annually, with 55% earning less than $50,000, reinforcing that most are still building stability.
• Minimal financial tooling: Only 34% use accounting software and just 23% use invoicing tools, often relying on basic banking apps or manual processes.
• Cash flow challenges: 89% cite financial management or access to capital as a major pain point.
• Self-funded survival: 66% rely on personal savings to fund their businesses, highlighting limited access to traditional small business credit.

In short, solopreneurs operate without CFOs, credit histories, or institutional safety nets. For them, payment speed, liquidity, and transparency are not conveniences; they are survival tools.

Why this matters beyond Branch

Branch’s positioning in this space reflects a wider fintech trend. Platforms like Wise, Revolut Business, Stripe, Square, PayPal, and newer embedded finance players are all competing to serve independent workers with faster payouts, multi-currency accounts, and simplified money management.

What differentiates Branch is its deep focus on workforce payments and earned wage access, rather than general-purpose banking. This aligns with broader industry research from sources such as McKinsey, Deloitte, and the World Economic Forum, all of which point to a structural shift toward portfolio careers, independent work, and hybrid income models.

Traditional banks were built for employers and salaried employees. Solopreneurs sit awkwardly in between. The success of platforms like Branch suggests that the future of small business finance will be embedded, real-time, and worker-centric, not branch-based or paperwork-heavy.

Conclusion: The infrastructure gap will define the next decade

The rise of solopreneurs is not a temporary labor trend. It is a structural change in how work is organized and valued. What the Branch x Mastercard report makes clear is that independence alone is not enough. Without financial tools designed for solo operators, many solopreneurs will remain vulnerable, regardless of skill or demand.

The next phase of this market will be defined by who solves the infrastructure gap first. Faster payments, flexible access to capital, and digital-first financial ecosystems will determine which solopreneurs merely survive and which ones build durable, long-term businesses.

For fintechs, platforms, and policymakers alike, the message is simple: the future of work is already here, and it is working solo.

For the full report, visit Branch’s official resource page.