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Half of new US companies disappear within 5 years — and only 1 in 3 makes it to year 10

Survival depends on more than luck, from where it starts, to what it does, to when it’s born.

Roughly half of new US startups make it to their fifth birthday — and the most recent ones have even dodged the recession curse (so far).

According to an Axios analysis on the latest Bureau of Labor Statistics data, 51.6% of private sector firms founded in March 2019 were still operating as of March 2024. Zooming out, the typical life cycle of an American startup follows a familiar curve.

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Of those founded since 1994, about one-third survived a full decade, roughly one in five makes it to year 20, and only around 13% are still standing after three decades, per data from the BLS.

So, who manages to last — and who doesn’t? Several factors are at play, including location and industry. Axios found that West Virginia (57.6%) and Connecticut (57.5%) had the highest five-year survival rates as of 2024, while Washington (41.1%), Missouri (43.2%), and DC (44.7%) ranked lowest, well below the national average.

Meanwhile, sectors with stable, regulated demand and high entry barriers — like agriculture and utilities — tend to endure longer, while those like mining and technology see faster churn, as innovation races, winner-take-all markets, and price swings can make longevity harder to achieve.

Beyond geography and type of business, timing matters, too, as business survival tends to rise and fall with the economic cycle.

Indeed, startups born just before or during downturns, like those from 2001 and 2006-7, typically show lower five-year survival rates than those born in the subsequent recovery periods (2003, 2010), according to BLS analysis.

What’s interesting, though, is that the pandemic era might have broken that pattern, with startups launched in 2018-19 posting the highest five-year survival on record. Several tailwinds could’ve helped, such as loans for small businesses rolled out during early Covid, government stimulus that propped up consumer demand, record-low borrowing costs, and a whopping 43% surge in e-commerce sales — all of which perhaps made the early 2020s an unexpectedly fertile moment for new companies.

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Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy. 

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

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Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: smile, make eye contact, and greet or wave when a shopper comes within 10 feet — and if they get closer, within four feet, ask whether they need help or how their day is going, according to a new Bloomberg report.

Dubbed the 10-4 program internally, the rule mirrors rival Walmarts own 10-foot policy, formalizing behavior Target had previously only encouraged.

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Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

President Trump Announces Negotiated Lower Prices For GLP-1 Weight Loss Drugs

White House unveils deal with Novo, Lilly on weight-loss drugs

The latest deal the administration has reached with Big Pharma is perhaps the one that would impact the highest number of Americans.

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