Elizabeth Gore, co-founder and president of GenSando, and PayPal partnered on the Slice of Life Survey, a current research initiative exploring midlife entrepreneurship. Their work highlights how founders over 40 bring experience and clarity to the marketplace, often filling real gaps with durable companies. Economists have dubbed this trend the “silver tsunami,” reflecting a surge of second-act entrepreneurs.

The average age of U.S. business owners is 45, indicating a structural shift toward later-life entrepreneurship. Midlife founders often balance caregiving responsibilities alongside launching businesses, a reality captured by the Slice of Life Survey’s focus on financial, emotional, and caregiving factors. Companies like GenSando and Care.com are evolving to meet the needs of this demographic, sometimes utilizing AI to better serve GenXers. Gore emphasizes that experience shapes risk-taking, turning what might seem a risk into a strategic advantage.

While the survey continues, its findings underscore a broader economic trend toward experienced leadership in new ventures.

Montana businesses may find this trend particularly relevant as midlife entrepreneurs could leverage their seasoned judgment to navigate the state’s unique economic and geographic challenges. The emphasis on durable companies and caregiving realities might resonate in Montana’s communities, where balancing family obligations and business growth is often essential. This demographic shift might encourage more sustainable, locally rooted enterprises across the state.