What brokers need to know
Get ready, brokers: A new wave of digital-first customers is here.
- More and more business formations in 2025 are being driven by entrepreneurs under 30.
- These digital-first customers are true natives of the online world—similar to younger Millennials, but even more digitally immersed. They research online first, expect instant decisions, and prefer flexible payment models over traditional ownership.
- Preparing your business for this digital-first generation equips you to serve demanding, tech-savvy customers of any age.
Why it matters:
While older business owners tend to call brokers first, digital-first entrepreneurs start with Google or ChatGPT—and expect the entire financing experience to be handled online, often via mobile.
- They’re also more likely to seek out refurbished equipment.
- Many prefer subscription-style payment structures that better align with their cash flow expectations.
Go deeper:
Here are a few essential insights for connecting with digital-first business owners:
- Digital-first or nothing: 63% of younger entrepreneurs abandon financing applications that require paperwork or in-person meetings. They demand fully digital, seamless processes.
- Sustainability matters: 59% actively seek refurbished or pre-owned equipment—despite this reducing approval rates at traditional banks by over 20%.
- Flexibility over ownership: Leasing, rentals, and other alternative structures resonate more with this group than traditional ownership models.
Takeaway for brokers:
Digital-first entrepreneurs represent the largest opportunity in decades—but only if you can meet them on their terms.
- Partnering with a lender like TimePayment, offering instant approvals (under $25K), digital-first applications, and used equipment financing, can help you seize this moment.
- For more on capturing digital-first opportunities, reach out to our Third Party Originations team today.
Source: Proprietary 2025 Sawbux survey
