Creator-Led Businesses: The Next Chapter of Small Business

Creators are operating like businesses. Their banking relationships have not always kept pace.

Visa's 2025 global Creator Report helped establish creators as a growing small-business segment worldwide. This new research from Creator Economy NYC and Visa builds on that work, examining how creator-led businesses primarily in the United States bank, spend, and manage increasingly complex operations. The global report found that 68%¹ of creators surveyed across five countries considered themselves small-business owners. In spring 2026, Creator Economy NYC, in partnership with Visa, surveyed 105 working creators to explore how well current financial relationships support creator-led businesses primarily in the United States.

At a glance:

85% Say their bank does not fully understand their business
48% Do not have a dedicated business banking solution
92% Are open to a creator-specific card
76% Are open to a major bank issuer

The Next Chapter of Small Business

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Related Research: Monetized: Visa 2025 Creator Report is based on a Morning Consult survey of 1,067 content creators across the United States, Brazil, Australia, the United Kingdom, and the United Arab Emirates, commissioned by Visa, conducted May 30–August 11, 2025 (margin of error ±3 points).

About This Briefing: This briefing summarizes independent research on creator-led small businesses, gathered by Creator Economy NYC in partnership with Visa, to inform discussion among issuer, product, and partnership teams. It does not constitute a Visa product recommendation or commitment, and any related decision should be evaluated independently against an institution's objectives, capabilities, and applicable requirements.

Methodology: Creator Economy NYC, Creator Business Survey, April–May 2026. N=105, collected through Creator Economy NYC's owned channels and partner amplification. The respondent pool was NYC-anchored (62% NYC area, 28% other U.S., 10% international) and skewed toward ages 25–44 (80%); results should be interpreted in that context. Multi-select questions may sum to more than 100%. Subgroup findings with fewer than 10 respondents are directional only.

Important Information: These materials, statistics, and research findings are provided "as is" for informational purposes only and should not be relied upon for operational, marketing, legal, regulatory, tax, financial, or other advice. Visa makes no warranty or representation as to the completeness or accuracy of the information and assumes no liability or responsibility that may result from reliance on it. References to third-party providers are for factual, illustrative context only. All brand names and logos are the property of their respective owners and DO NOT imply product endorsement or affiliation with Visa.