Are you like other business owners?
In my conversations with other business owners, they say they are in a constant balance between:
- Protecting what they’ve built (retirement, business value, personal wealth)
- Managing cash flow (personal + business)
- Retaining top talent (compensation packages)
- Minimizing taxes (legally and effectively)
They are used to taking care of everyone else first - their employees, their clients, their vendors—and often push their own financial protection down the road.
Key Business Owner Traits:
- Decisions are ROI-based (“What’s my return in tax savings, benefits, and protection?”)
- They appreciate control and customization — they don’t like “one size fits all.”
- They’re open to using business dollars to fund personal protection if it’s legal and tax-smart.
- They often prefer to use other people’s money to protect personal wealth.
Where Business Owners Struggle With Planning
Time Blindness
Running the business means personal planning gets shoved to the “later” pile.
Illusion of Invincibility
They assume their net worth or business equity can “cover it” without realizing the liquidity drain and tax hit if they self-fund care.
Lack of Awareness
They don’t know they can run LTC premiums through the business, and certainly don’t know they can selectively offer it to key people only.
Tax Confusion
They fear a new benefit plan will create administrative headaches or unintentional tax problems.
Exit Planning Gaps
They often plan for business succession but not for how a care event derails that plan.