SMB Onboarding: Why New Customers Walk Away

New Bredin research shows that a meaningful share of SMBs have decided to move forward with a new vendor, only to opt out during onboarding. The top reasons for abandoning onboarding are inadequate support and technical failure. The likelihood of an SMB delaying use of or abandoning a new provider during onboarding increases with headcount:

• 9% of very small businesses (VSBs, 1–19 employees)
• 15% of small businesses (SBs, 20–99 employees)
• 25% of midsized businesses (MBs, 100–1,000 employees)

Have you ever stopped or delayed using a new provider during onboarding?\

Need expert SMB insight? With an exclusive focus on the SMB market, decades of research experience, and advanced data tools, Bredin delivers actionable custom and omnibus research. Contact us to learn how we can support your 2026 GTM, product, content, PR, social, and sales goals.