Why So Many Founders Underbuild Wealth Outside the Business

In 33 years advising business owners, I've seen a recurring pattern across many different clients and situations, not any single case: founders focus almost entirely on the business and don't build meaningful personal wealth outside of it. Results vary based on individual circumstances.
The pattern shows up early, often years before anyone starts using the words "exit planning." If you own a business and are thinking about eventually selling it, the risk of concentration starts long before the sale itself.
According to UBS's 2026 Global Entrepreneur Report,47% of U. S. entrepreneurs say they haven't built up their personal wealth outside the business as much as they could have. That gap, not the sale itself, is the real risk.

Quick Takeaways

• Concentration risk builds for years before an exit is ever on the calendar, not just in the final 12 months before a sale.
• 44% of privately held business owners say their business is more than half their net worth, and 9 in 10 say it's at least a quarter, according to Raymond James's 2025 survey of 540 business owners.
• The fix isn't pulling money out of a healthy business. It's identifying capital that's idle or reinvested by default, not capital the business actually needs.

How Much of My Net Worth Should Be Tied Up in My Business?

Most business owners have no fixed rule for how much of their net worth should sit outside the business. There's no regulatory or actuarial standard that sets a ceiling. But the data on how concentrated most owners actually are is stark:44% of privately held business owners say their business accounts for more than half their net worth, and 9 in 10 say it represents at least a quarter, according to Raymond James's 2025 survey of 540 privately held business owners.
That concentration is not inherently a mistake. In my view, many owners treat reinvesting in a growing business as carrying more upside potential than public markets, reflecting what I view as a potential illiquidity and concentration premium some owners perceive in reinvesting, though this is not a guaranteed or quantifiable return and it comes with real illiquidity and concentration risk.
For many owners the tradeoff is worth accepting for years, but the underlying assumption is a judgment call, not a fact I can promise or measure. The problem shows up when that concentration is never revisited on purpose, year after year, until the business quietly becomes the entire plan instead of one part of it.

Why Founders Wait Too Long to Diversify

The Reinvestment-Return Tension

Capital reinvested in the business often looks like the better bet to the owner making the call, but that is a judgment about an unguaranteed and unquantifiable outcome, not a fact. That's exactly why the diversification conversation keeps getting pushed to next year.
The tension is real: pulling cash out too early can shrink growth or the eventual sale price. The framework that matters isn't "diversify versus reinvest." It's identifying which dollars are genuinely needed for growth and which are sitting idle or being reinvested out of habit rather than decision.

The "Business Is My Retirement Plan" Mindset

This is the sentence I hear most often in a first planning conversation, a pattern across many different client engagements, not any single case. It's understandable. It's also the single biggest planning risk in the room, not because the business is likely to fail, but because a single point of failure has no backup by definition. Individual circumstances vary.

What the Survey Data Shows About the Gap

According to UBS's 2026 Global Entrepreneur Report,63% of U. S. entrepreneurs are considering exiting their business. Separately, the same 2026 report found that nearly half of U. S. entrepreneurs say they have not built up personal wealth outside the business as much as they could have. In my experience, that gap often isn't visible to the owner until an exit is already underway.

What the Data Says About Founder Concentration Risk

The SEC's own investor guidance frames diversification plainly: don't put all your eggs in one basket, because a single asset or market event can otherwise wipe out a disproportionate share of your wealth. For most employees, that means not holding too much employer stock.
For a business owner, the "single asset" is the business itself, and it's far less liquid than a stock position. See theSEC's Beginners' Guide to Asset Allocation, Diversification, and Rebalancingfor the underlying mechanics, or the SEC's ownguidance on diversifying riskwritten for business owners directly.

How to Know What's Safe to Pull Out of the Business

• Separate growth capital, what the business needs to fund expansion, hiring, or working capital, from idle retained earnings sitting on the balance sheet.
• Look at owner draws that get reinvested by default each year, not because the business needs them, but because that's the habit.
• Treat a strong bonus year, a real estate sale, or a partial recapitalization as a diversification opportunity, not just a windfall to plow back in.
• Work through the specifics with your advisor and accountant. The right amount to pull varies by business, by industry, and by where the company is in its growth cycle.

Starting the Diversification Clock Before the Exit Clock

Exit planning, done well, is really just wealth planning that happens to end in a sale.
In my experience advising owners through this process, those who start treating personal liquidity events, a strong bonus year, a real estate sale, a partial recapitalization, as diversification opportunities years before a sale process begins often describe feeling calmer and better prepared when a sale eventually happens, though this is an observation from my practice, not a measured or guaranteed outcome, and individual experience varies.
Owners who wait until a deal is on the table are trying to do in twelve months what should have started years earlier.
This is really two questions with two different timelines.How to invest proceeds after you sellcovers what happens on the other side of a sale. This piece is about the years before that, when the diversification clock should already be running. The same tension shows up in how owners think about enough, covered inwhy hitting your number never feels like enough, and in the regret some owners feel when they exit without ever having answered this question, indid you sell too soon.

Frequently Asked Questions

What percentage of net worth is too concentrated in one business?There's no fixed rule, but 9 in 10 privately held business owners say their business represents at least a quarter of their net worth, and 44% say it's more than half, according to Raymond James's 2025 survey. The point isn't a magic number, it's whether that concentration has ever been revisited on purpose.When should a business owner start diversifying?Ideally years before an exit is on the calendar, using personal liquidity events like bonus years, real estate sales, or partial recapitalizations rather than waiting for a full sale.Does diversifying before a sale hurt my business's growth or valuation?It depends on execution. Diversifying capital that is genuinely idle, or owner draws reinvested only by habit, is generally lower risk to growth than pulling capital the business needs, but the right amount varies by business and should be assessed with your advisor and accountant before acting.What counts as "personal wealth outside the business"?Assets held independently of the company: real estate, public market investments, retirement accounts, and cash reserves not earmarked for the business.How do I start building wealth outside my business without slowing growth?Start by separating capital the business needs from capital sitting idle or reinvested by default, then work with your advisor and accountant on what's safe to redirect.

Work with Pinnacle Wealth Advisory

If any of this applies to your business, it might be worth a conversation:Exit Planning
This blog post is for informational purposes only and is not investment, tax, or legal advice. Past performance does not guarantee future results. Individual circumstances vary; the pattern described is illustrative and drawn from experience across many client engagements, not a specific client result. Consult with qualified professionals for guidance tailored to your specific situation. Advisory services are offered through SB Advisory, LLC, an SEC-registered investment adviser. Doug Greenberg conducts business as Pinnacle Wealth Advisory and is an investment adviser representative of SB Advisory, LLC. Registration with the SEC does not imply a certain level of skill or training.