Franchise Prospect Insights

Leveraging data from the largest global marketplace of prospective franchise buyers, we apply the tools and techniques of data science and machine learning to offer insights on prospective franchisees’ evolving tastes, financial wherewithal, demographic profile and pre-purchase behaviors.

Work Schedule Flexibility Tops Cost of Entry in Recent Polls of Franchise Prospect Preferences

July 1, 2026  – In over six years of survey data on characteristics that make franchises most attractive to individuals seeking franchises, “low cost of entry” and “higher earnings potential” have consistently been ranked the highest. But in recent months, “flexibility of work schedule” has risen to second most important by individuals seeking business ownership, surpassing “low cost of entry.”

The Top Three Sources of Franchise Funding According to Today’s Prospects

June 24, 2026 – Since our last review of expected business startup funding sources, many of the smaller categories changed by a few percentage points. But while maintaining their rank order, two of the top three sources – personal savings and SBA loans – dropped in the range of ten percentage points each.

A Surprising Number of Franchise Prospects Already Own Businesses

November 19, 2025 – In almost six years of monthly surveys, the data show that  15-25% of franchise prospects already own at least one business. That percentage has varied month-to-month over this time span, but consistently represents a significant slice of aspiring candidates to franchise ownership.

How Do the Options for Ownership Stack Up in the Eyes of Business Buyers?

November 12, 2025  – Individuals seeking business ownership preferred the option to “buy a franchise” over acquiring an existing business by a wide margin in the October 2025 Startup Sentiment survey. While over 60.7% indicated interest in the franchise purchase option, only 41.8% were interested in buying an existing business for sale.

‘Meet the New Boss’, Say Franchise Seekers

October 15, 2025 – Boomers are retiring in droves, and Gen-X and Gen-Y (Millennials) are the largest cohorts among franchise buyers. One thing they all have in common is the desire to control their own destinies through business ownership. 

Top-of-Funnel Franchise Prospects Quickly Focus on a Few Options

By: Michael Alston for Franchise Insights August 27, 2025 – After perusing among hundreds of options across multiple categories on franchise directory websites, most individuals narrow their focus and ultimately inquire about only one or two concepts. This franchise buyer behavior has been consistent over five years of customer journey analysis of websites and mobile …

Why Do Prospects Make Post-Inquiry Visits to Franchise Development Websites?

July 23, 2025 — Most prospects who request information on franchise portal websites become a referral visit to the franchisor’s website afterward. In our most recent surveys from February to June 2025, about 64.3% of portal lead submitters made post-inquiry visits to the corresponding franchise development websites of their interest.

Current Business Owners Represent a Significant Share of Franchise-Seekers

June 25, 2025 – In the span of surveying aspiring franchise owners for over five years, data show that about 15-20% of prospects already own at least one business. That percentage has varied month to month over this time span, but consistently represents a significant slice of aspiring candidates for franchise expansion.

Most Franchise Seekers Are Gen-X, But the Future Belongs to Millennials

June 18, 2025 — Interest in franchise ownership spans all adult ages, but the most likely cohort for taking the leap is around middle age. Self-reported demographics of prospective franchise owners from January through April 2025 show that the most popular ages for exploring business ownership range from the mid-40s up to 60.

Franchise vs. Startup or Existing Business: Which is preferred?

May 29, 2025  – Individuals seeking business ownership preferred the option to “buy a franchise” over acquiring an existing business by a wide margin in the April 2025 Startup Sentiment survey. While over 61% indicated interest in the franchise purchase option, only 39.5% were interested in buying an existing business for sale.

Texas, Illinois and New Jersey Gain the Most In Franchise Interest as California Decreases

November 20, 2024 – In a year-over-year analysis, interest in franchises migrated eastward and selectively southward according to new data from FranchiseInsights.com. By comparing quarterly shares by state of inquiries about franchises for the third quarter of 2023 to the third quarter of 2024, there was a continuation of the shift in the mix of where aspiring franchisees were expecting to locate franchises

Prospects Sound Off on Their Satisfaction With the Franchise Sales Process

September 25, 2024 – Persons inquiring about franchises were mostly satisfied with their experiences, according to recent franchise prospect surveys over the five months ending in September 2024. Almost half (43.5%) said they were either “satisfied “or “very satisfied”, and only 19.2% said they were “unsatisfied or very unsatisfied.” 

Many Franchise-Seekers Already Own Businesses

September 18, 2024 – Data from over five years of surveying aspiring franchise owners shows  that about 15-20% already own at least one business. The percentage has varied month-to-month over this time span, which includes the pandemic-affected years, but consistently represents a significant slice of aspiring candidates for franchise development. 

Franchises Preferred Over Startups from Scratch or Legacy Businesses For Sale

September 10, 2024 – Individuals interested in business ownership preferred the option to “buy a franchise” over acquiring an existing business by a significant margin in the August business buyer survey. While almost 60% indicated interest in the franchise purchase option, only 42.3% were interested in buying an existing business for sale.

More than Financial Rewards, ‘Being My Own Boss’ Motivates Franchise Seekers

August 14, 2024 – What motivates franchise seekers? Since we last reported on the motivations of aspiring franchise owners at the end of 2023, wars in Europe and the Middle East have continued, and concerns about political change have risen among individuals wanting to own their own businesses. But the primary drivers for business ownership have changed little.

Today’s Franchise Development Prospects Desire to Follow a Proven System

July 2, 2024 — In our June 2024 survey, almost two-thirds (66.3%) of respondents claimed  “willingness to follow a proven system”, an essential characteristic for succeeding at franchise ownership.  Grit, or “persistence towards a goal despite obstacles” was cited by over half of respondents (50.6%) of respondents, followed closely by “team leadership experience” at 47%.

Franchise Interest Resumes Migration To The South and East for Franchise Development

June 26, 2024 – In a year-over-year analysis, interest in franchises shifted to the south and east according to new data from FranchiseInsights.com. By comparing quarterly shares by state for the first quarter of 2023 to the first quarter of 2024, there was a continuation of the shift in the mix of where aspiring franchisees were expecting to locate franchises.

Franchisee Prospects Continue to Focus on Just a Few Concepts for Research

June 19, 2024 – Franchise buyer behavior has changed in many ways in the four years since the global pandemic began. One aspect, however, has stayed the same: most prospects still only focus on a single concept when requesting information about franchises, despite the thousands of offerings across dozens of categories in the franchise directories of the FranchiseVentures lead generation platform. 

What Kinds of Businesses Do Aspiring Franchisees Already Own?

May 8, 2024 – From over four years of surveying aspiring franchise owners, data show that between 15-26% already own at least one business. The percentage varied over the pandemic years and exhibits some seasonality, but consistently represents a significant slice of aspiring franchisees. 

Best Practices For Initial Response to a Franchise Informational Inquiry

The optimal order for following up with franchise prospects is about playing the odds. Segments of the pool of franchise leads prefer one of the nine permutations of three contact methods (email, voice and text), but to have the highest expectations of fruitful contact, especially given the 24/7 nature of lead flow, it pays to listen to what prospects want overall. 

Aspiring Business Owners Choose Franchises Over Startups or Businesses For Sale

March 13, 2023 – In a February 2024 survey, aspiring business owners preferred the option to “buy a franchise” over buying an existing business by more than a two-to-one margin. While 65.3% indicated interest in the franchise purchase option, only 31.6% indicated an interest in buying an existing business for sale.

The Key Personal Strengths Claimed by Today’s Aspiring Franchisees

November 22, 2023 — Most franchise inquirers believe they demonstrate three important characteristics for succeeding at business ownership.  Grit, or “persistence towards a goal despite obstacles” was cited by 53.0% of respondents in the October 2023 Startup Sentiment survey by Franchise Insights.

When Researching Franchises, Prospects Focus on Just a Few Concepts for Follow-Up

November 1, 2023 – As we have observed many changes in franchise buyer behavior in the three years since the global pandemic began, one aspect changed very little. Despite the thousands of offerings among dozens of categories in the franchise directories at FranchiseVentures online brands, most prospects still narrow their focus to a single concept on a visit to request further information about franchises.

Franchises Are Preferred Over Startups or Purchases of Existing Businesses

October 18, 2023 – In a September 2023 survey, aspiring business owners preferred the option to “buy a franchise” over buying an existing business by more than a two-to-one margin. While 65.5% indicated interest in the franchise purchase option, only 29.8% indicated an interest in buying an existing business for sale.

Franchise Prospects Affirm Key Strengths for Successful Ownership

July 19, 2023 — The majority of franchise inquirers profess having two of the most important characteristics for succeeding at franchise ownership, according to the June 2023 Startup Sentiment survey by Franchise Insights. “Willingness to follow a proven system” was reported by 60.7% of respondents

A Dependable Source of Lead Referrals to Your Franchise Development Website

June 14, 2023 — When evaluating franchise directory websites (portals), cost per lead is often a key decision factor, assuming quality standards are met. But leads submitted at franchise  portals also lead to substantial referral visits to franchisor websites, in addition to being a significant source of leads submitted at development websites, as we first reported in September 2022.

Five-Year View of the Changes in State Shares of Franchise Prospect Interest Through Franchise Lead Flow

May 17, 2023 -The top ten states by share of franchise prospects declined from 2018 (59.53%) to 2022 (57.78%), and then grew in 2023 to a multi-year high at 60.15%.By looking at January through March franchise lead flow data from 2018, 2020 2022, and 2023 as seen in the chart above, Texas took the largest share among the states with greatest interest in 2020 with 10.62% of total inquiries as the first shock of the pandemic suppressed prospect interest in March 2020. Texas then declined to third place by 2023, as Florida ascended to 11.07% of all prospects, just under California at 11.27%.

Franchises Are Preferred Over Purchases of Existing Businesses

In a recent survey of aspiring business owners, 18.4% indicated a preference for the option to “buy a franchise” over buying an existing business. While 39.5% indicated interest in the franchise purchase option, only 21.1% indicated an interest in buying an existing business.

The Top Prospect Motivations for Franchise Ownership in Q1 2023

April 19, 2023 – Control over one’s destiny continues to propel entrepreneurs towards owning their own business in America. Consistent with our large sample of interested franchise buyers over the past three years, “being one’s own boss” remains the primary motivator cited by entrepreneurs researching franchise ownership.

Personal Savings Leads Increases in Major Shifts Expected For Franchise Funding as Loans Lag

March 29, 2023 – As March 2023 survey data arrives, aspiring franchisees now expect “personal sources” to make up the vast majority of funding for their business launches, with 47.4% including it in their top three sources. SBA loans and banks and other loan providers were second and third, included by 32.6% and 20.0% of respondents, respectively, to round out the top three choices. 

Personal Savings Outpace Loans and Other Sources Expected for Funding New Franchise Units

March 23, 2023 — Amid news of bank failures and high interest rates, business startups expect personal sources to make up the vast majority of funding for their business launches. Those planning to take advantage of Small Business Administration loans and bank loans have dropped to 30.1% and 22.8% respectively, given forty-year highs in interest rates and tightening credit conditions.

One Sure Way To Get Bonus Franchise Lead Referrals to Your Development Website

January 25, 2023 — When evaluating franchise directory websites (portals), cost per lead is often the key decision factor, assuming quality standards are met. But leads submitted at portals also lead to substantial referral visits to franchisor websites, in addition to being a significant source of leads submitted at development websites, as we first reported in September 2022.

The Primary Motivations for Franchise Ownership in Q4 2022

December 28, 2022 – Headlines about war, surging inflation and interest rates, and imminent economic slowdown were no match for the entrepreneurial instincts of Americans in the final months of 2022. The control over one’s destiny continues to propel entrepreneurs towards owning a business in America. 

Franchise Prospects Profess Key Strengths for Ownership Success

Willingness to follow a proven system, and ‘Grit’ are cited by most franchise prospects surveyed. By: Franchise Insights December 14, 2022 — Two-thirds of franchise inquirers profess having both of the two most important characteristics for succeeding at franchise ownership, according to the November 2022 Startup Sentiment survey by Franchise Insights. “Willingness to follow a …

Personal Savings Tops Sources Expected for Funding Business Startups

Norfolk, Virginia – November 9, 2022 — Most aspiring franchise buyers now plan to use their own personal sources of funding for their business launches. Those planning to take advantage of Small Business Administration loans and bank loans are at 39.8% and 35.3% respectively, despite forty-year highs in interest rates seen in the last few …

Vast Majority of Franchise Prospects Focus on a Few Concepts for Research and Contact

August 10, 2022 – While many changes in franchise buyer behavior were noted over the last few years during the height of the pandemic, some things remained relatively constant. Despite the availability of hundreds of franchise offerings among dozens of categories in the directories at FranchiseVentures digital brands, most prospects still narrow their focus to …

Franchises Are Increasingly Preferred Over Purchases of Existing Businesses

 July 27, 2022 – In a June 2022 survey of aspiring business owners, 18% indicated a preference for the option to “buy a franchise” over buying an existing business. While 38.5% indicated interest in the franchise purchase option, only 20.3% indicated an interest in buying an existing business. While reasons for the preferences were not …

The Primary Motivations for Franchise Ownership Are Persistent

July 6, 2022 – Despite pandemic , war, and economic headwinds, the control over one’s destiny continues to propel entrepreneurs towards owning a business in America. In a very large sample over multiple years, “being one’s own boss” remains the main motivator cited by entrepreneurs researching business ownership across FranchiseVentures, the leading network of online …

Funding Grows as Top Concern For Franchise Buyers As Pandemic Impact Fades

April 27, 2022 – Taking a snapshot of each March since 2020, “funding or access to credit” has increased as the biggest consideration for franchise buyers over the next six months.  Most recently in March 2022, 76.6% of respondents indicated that this was their biggest concern. From March 2020 when the total impact of the …

The Pandemic Migration Shifts Franchise Prospect Interest Southward and Westward

March 30, 2022 – By comparing the shares by state from January-March 2020 to January-March 2022, there was a shift in the mix of where aspiring franchisees were expecting to locate franchises – from north to south, and east to west, according to new data from FranchiseInsights.com. Increasing state share in that period is in …

Insights Into Franchise Buyer Personas from Rankings of Desired Franchise Characteristics

March 23, 2022 — There seem to be at least two market segments or distinct buyer groups reflected in the FranchiseInsights.com Small Business Startup Sentiment survey in their preferences for franchises. Respondents were asked to rank eight franchise characteristics in order of importance to their ultimate selection, along with a “not important to me” option …

SBA Loans and Personal Savings Are Top Two Sources Expected for Funding Business Startups

March 16, 2022 — Most aspiring franchise buyers plan to use Small Business Administration loans and personal savings to start their businesses, at 48.9% and 45% respectively, according to the FranchiseInsights.com Small Business Startup Sentiment survey. Loans from banks or other lending institutions were identified as the third most common source at 39.8%. The percentages …

Prospects Rank Desirable Characteristics of Franchises, with Surprising Results

March 10, 2022 — In the February FranchiseInsights.com Small Business Startup Sentiment survey, respondents were also asked to rank eight franchise characteristics in order of importance to their ultimate selection, along with a “not important to me” option for each. On the surface, “low cost of entry” and “higher earnings potential” were ranked highest, on …

The Primary Motivations for Franchise Ownership are Resilient

January 20, 2022 — Despite the disruptions to normal human behavior due to the global pandemic, the control over one’s destiny and financial independence continue to be the most powerful motivations for owning a business in America. In a very large sample over multiple years, working for oneself remains the main motivator cited by entrepreneurs researching …

Surveys Say It’s a Better Time to Buy a Franchise than a Home

September 22, 2021 – Preliminary results from the University of Michigan’s September 2021 survey of consumer confidence as reported by Business Insider show that the lowest percentage of consumers in four decades think that “now is a good time to buy a home.” High prices and low inventory have taken a toll on consumer enthusiasm …

The Pandemic Had Little Impact on the Primary Motivations for Franchise Ownership

September 1, 2021 — Some things haven’t changed, despite the global pandemic. The control over one’s destiny and financial independence remain the most powerful motivations for owning a business. In fact, working for oneself remains the main motivator cited by entrepreneurs researching business ownership across the leading network of online franchise information directory brands.  “Be …

Franchise Prospects are Much More Likely to Have the Support of a Marriage Partner

June 9, 2021 – Nearly two-thirds of prospects interested in buying a franchise are married, an above-average rate that may factor into the readiness of individuals to take the plunge.  Of entrepreneurs contacting franchises to explore ownership, 65.5% are married according to data from the FranchiseVentures network of franchise directory brands over the first four …

Franchise Prospect Age Distribution

How has the Pandemic Changed the Age Distribution of Franchisee Prospects?

May 19, 2021 — Entrepreneurs step forward at all ages, but the most common age may be older than you think. Analysis of January through April 2021 demographics of prospective franchise owners shows the most popular ages for exploring business ownership range from the mid-30s to mid-50s, peaking at age 51 thus far in 2021.  …

‘Be My Own Boss’ Remains the Primary Motivation for Small Business Ownership

April 13, 2021 – A year of global pandemic has not significantly changed the primary drivers of business ownership. Financial independence and controlling one’s own destiny remain the most powerful motivations for owning a business. In fact, working for oneself remains the No. 1 reason cited by entrepreneurs researching business ownership across the leading network …

Funding Remains Top Concern For Business Buyers As Pandemic Restrictions Ease

March. 24, 2021 – As the vaccinated share of the population increases, and states ease restrictions on social distancing, respondents to a recent survey of aspiring small business owners chose “funding or access to credit” as the biggest barrier to buying a franchise over the next six months. The survey of future business owners was …

Many Franchise Prospects Topped Six Figures in 2020 Household Income Despite Pandemic

Feb. 24, 2021 – More than a third of prospective franchisees earned household incomes greater than $100,000 in 2020, a relatively stable percentage despite the pandemic’s effect on employment for the better part of the year.  For this analysis, Franchise Ventures scored its pool of investment inquiries with demographic data from Alliant, a leading provider …

2020 Q4 Review Shows Resilient Franchise Categories Compared to Pre-Covid Results

Home Services, Senior Health Care and Cleaning and Maintenance Franchise Development Categories Grow Share Over Prior Year Jan. 27, 2020 – As investment inquiries to franchises rose in almost all categories in December, the year end results also provide insight into which business categories are most resilient and grew their share of prospective franchisees’ interest. …

2020 Ends with Optimism as December Inquiries Rise In Almost All Franchise Categories

Computers, Home Services and Pet Services Lead Franchise Development Categories in Monthly Growth Jan. 20, 2021 – In a broad-based sign of small business optimism, aspiring business owners closed out 2020 on a positive note, with investment inquiries rising in almost every category of available franchises. Overall, inquiries rose 11.1% from November to December, according …

Two-Year Franchise Category Trends Show Pandemic Impact on Buyer Interest

Two-Year Franchise Category Trends Show Pandemic Impact on Buyer Interest

Franchise Leads Ebb and Flow With Perceptions of Viability Dec. 22, 2020 – The roller-coaster year of 2020 has left its mark on categories of franchise interest, with winners and losers. The Home Services, Senior and Health Care, and Cleaning and Maintenance franchise categories grew significantly, despite already having large shares of interest prior to …

Which Business Categories Will Grow Most in 2021?

Coming Boom in Travel, Personal Care, and Restaurants Dec. 16, 2020 – Making a range of assumptions about recovery to interest levels prior to the pandemic, inquiries to Personal Care and Travel and Lodging franchises are likely to grow geometrically in 2021.  Per the chart above, future owner interest in Travel and Lodging franchises and …

Among Millennials and Gen X, Women Outpace Men in Share of Franchise Interest

No Glass Ceiling: Women are a Greater Share of Franchise Inquiries than Men Sept. 24, 2020 – Owning your own business holds similar appeal to men and women alike, as both are fairly evenly represented among entrepreneurs who are exploring potential franchise ownership this year. Among younger generations in particular, women lead in the number …

Marital Status Appears as Key Factor for Aspiring Franchisees

Above-Average Marriage Rate May Signal Financial Stability, Value of Family Support  Sept. 24, 2020 – Nearly two-thirds of prospects interested in buying a franchise are married, an above-average rate that may add extra financial flexibility and the value of family stability to the startup process. The current marriage rate is 63.2% for entrepreneurs contacting franchises …

Financial Services Category Leads August Growth in Franchise Interest

Other Franchise Development Growth Categories Include Health and Fitness, Home Services and Automotive September 10, 2020 – Aspiring franchise owners were focused on “taking care of business” last month, thinking ahead about seasonal changes in consumer needs as interest in Financial Services franchises led August growth of investment inquiries, followed by increased interest in Health, …

Georgia Reclaims Top Rank in Q2 Franchise Interest Index™

Southern States Lead in Above-Average Pace of Investment Inquiries September 3, 2020 – Georgia jumped back ahead of Nevada to lead the nation with the highest adult per capita interest in buying a franchise in Q2 2020, reclaiming the No. 1 rank that it held in the full year of 2019 according to the latest …

Hardest-Hit Franchise Categories Lead July Growth in Inquiries

August 19, 2020 – The volume of entrepreneurs contacting franchisors to explore owning a franchise strengthened for the third month in a row in July, with the highest growth occurring in categories most affected in prior months by social-distancing and uncertainty brought on by the coronavirus pandemic.   Many categories also saw gains in the average …

Home Services Surge in Popularity, Rank No. 1 in Q2 Franchise Investment Inquiries

August 13, 2020 – Home Services surged past Food and Restaurant franchises to rank as the No. 1 most popular category for aspiring franchisees in Q2 2020, while Real Estate franchises experienced the greatest increase of investment interest over the previous quarter.  The Franchise Insights rankings are proprietary data drawn from the Franchise Ventures’ demand-generation …

Amid Pandemic, Financially-Strong Baby Boomers Grow Share of Franchise Prospects

July 30, 2020 – As the coronavirus pandemic has strengthened many entrepreneurs’ desire to own a business, Baby Boomers in particular have grown in their relative share of prospective franchisees who are reaching out to  franchise systems to explore potential investment. Generation X still ranks No. 1 with the largest share of prospects, but that …

Google Searches Confirm Uptrend in Franchise and Business Startup Interest

June 18, 2020 – Interest in franchise and business ownership has been rebounding in Google search trends over the past two months, rising steadily after a steep slide during the early weeks of coronavirus uncertainty and mandated state and city shutdowns.  The search gains are confirmed by positive sentiment and increased investment inquiries from prospective …

Franchise Inquiries Rise in Most Categories as States Reopen

June 11, 2020 – After months of economic uncertainty driven by the coronavirus, investment interest rose in May in most franchise categories in the United States. While the most growth occurred in categories that are less affected by mandated closures and social distancing, even some categories more directly affected by the pandemic saw positive signs …

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