Key takeaways
Around 70% of Aussie businesses are family owned, and 40% of those are run by couples.
That means hundreds of thousands of Australians are navigating both personal and professional lives with the same person.
It’s a powerful economic force—but not without its complexities.
Couple-run businesses often fail to plan succession because the attachment is personal.
Mark Creedon told of couples who missed the chance to sell and will now lose businesses with strong goodwill.
With Boomers retiring, Simon Kuestenmacher warns this will worsen—young buyers face barriers to entry, including financing and asset gaps.
It’s estimated that about 70% of businesses in Australia are family owned, and of those, roughly 40% are run by couples.
That’s hundreds of thousands of Aussies sharing not just a home, but also a business, and all the triumphs and tribulations that come with it.
Now, the idea of building a business with your partner might sound idyllic.
Shared values. A common vision. Growing wealth together. It’s the stuff business dreams are made of, right?
Well, yes, and no.
Because while couple-run businesses have unique strengths that can’t be replicated in traditional business partnerships, they also come with a set of challenges that can’t be ignored.
Stress, burnout, role confusion, emotional overload, and even resentment are all common if not appropriately managed.
So how do some couples make it work while others fall apart under the pressure?
That’s what we explored in depth in the latest Demographics Decoded episode with Metropole CEO and long-time business coach Mark Creedon, who has not only advised countless couple-run businesses, but runs one himself alongside his wife Caroline.
My co-host demographer Simon Kuestenmacher joined me to unpack how this phenomenon intersects with demographic shifts, generational differences, and business succession in Australia.
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Why do so many couples start businesses together?
According to Simon Kuestenmacher, family businesses dominate the SME landscape in Australia, and couple-led ventures are a significant part of that ecosystem.
So why do so many life partners end up as business partners?
Mark explains it’s often by default, not design.
In trade-based businesses, for instance, the husband might be a plumber, electrician, or builder, while the wife handles the books, scheduling, and administration.
"They start helping out and eventually, they’re fully in the business. It wasn’t a decision, it just happened."
But some couples choose this route for more strategic reasons.
“They share a vision. They’ve got the same values. And they trust each other,” says Mark. “Trust is huge. In fact, it’s often what holds couple businesses together. If you don’t trust your business partner, you’re in trouble. And who do you trust more than the person you’ve committed your life to?”
Still, that doesn’t make the journey any easier.
Couple-run businesses often enjoy enormous advantages:
- Shared goals and aligned values: You’re rowing in the same direction.
- Built-in trust: Unlike traditional business partnerships, where betrayal can shatter everything, romantic partners are often more loyal and committed to one another.
- Commitment to the long game: Both partners tend to be invested emotionally and financially for the long haul.
- Mutual support during tough times: When things get hard, you’ve got a teammate who truly gets it.
And yet, those same strengths can become stressors under pressure.
The challenges: blurred boundaries, emotional overload & burnout
The top challenge Mark sees in couple-run businesses? Blurred boundaries.
Blurry roles. Blurry work-life lines. Blurry authority.
“In a typical business partnership,” Mark says, “you can hash it out and move on. With your spouse, it’s more complicated. It’s harder to separate personal emotions from professional disagreements.”
And those boundaries don’t just affect your day; they can impact your health, relationships and even your family life.
“We had couples who’d say, ‘We talk business at breakfast, lunch, dinner, before bed.’ That’s not communication, that’s overload.”
Simon pointed out a vital mental health angle: when both partners have a bad day, there’s no emotional offset.
In traditional relationships, one partner may be able to support the other through challenges.
But when both are in the business and experiencing stress simultaneously, there’s no buffer.
You magnify the pressure. You both crash.
And sometimes, it leads to silent sacrifices. “One partner often protects the other from stress by taking it all on themselves,” Mark notes. “That’s noble, but it can build resentment. Especially if the effort isn’t recognised.”
The recognition gap: resentment, power imbalances and public perception
A surprisingly common source of tension is external recognition, or lack of it.
Mark shared how Caroline, despite being an experienced accountability coach and co-director, is still sometimes referred to as “Mark’s wife” rather than as a business leader in her own right.
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“This happens more than people realise. One partner is seen as the ‘face’ of the business, while the other becomes invisible, despite making an equal or even greater contribution.”
When these roles aren’t properly communicated to clients, staff, or even the broader market, it creates an internal power imbalance that slowly breeds resentment.
That’s why defining public-facing roles is crucial.
“At Metropole, everyone knows Michael is the property expert. But they also know who to speak to for operations, finances, or coaching. We make it crystal clear.”
The importance of role clarity and communication systems
According to Mark, most couple-run businesses don’t fall apart because of a lack of love.
They struggle because they have never defined their roles or built systems to support their dual responsibilities.
“You can’t run a proper business with random conversations at the dinner table. You need a weekly meeting. You need to set clear boundaries. And when you clock off from work, you really clock off.”
He even admits that early on in his business journey with Caroline, he had to learn to literally ignore work questions once the workday ended. “We had to create those boundaries for sanity.”
And let’s be clear, this isn’t about striving for perfect work-life balance. That concept is a myth.
“I prefer work-life harmony,” says Mark. “Sometimes the balance is 90% work, 10% home. Other times, the opposite. It’s about knowing which takes priority at which time, and adjusting accordingly.”
Succession planning: when you build a business together, how do you let go?
Succession is already a tricky issue in business.
In couple-run businesses, it’s even more emotionally charged.
There’s emotional attachment. There’s shared history. And often, there’s a deep reluctance to pass the baton.
“It’s like handing over your firstborn,” says Mark. “You’ve built this thing together for 20+ years. Now you’re supposed to just let it go? That’s hard enough when it’s one person. When it’s two, it’s twice as hard.”
He shared a story about a couple who refused succession planning advice years ago.
They had strong employees who could’ve bought into the business over time.
But they resisted. Now, they can’t sell, and they’ll likely have to close a business with serious goodwill, simply because they didn’t plan early enough.
Simon added a demographic twist: With many baby boomer business owners now approaching retirement, the problem is only going to worsen.
Buyers are fewer. Financing is harder. And without assets to back a purchase, many young entrepreneurs are priced out.
Practical advice for couples starting a business together
If you're in the early stages of building a business with your partner, Mark offers three golden pieces of advice:
- Build it like a bigger business from day one.
Even if it’s just the two of you, define roles, put communication structures in place, and act like a company with a CEO and leadership team. - Get external help.
A business coach isn’t a luxury; it’s a necessity. Not just for strategy, but to serve as a neutral sounding board. As Mark puts it: “You can’t see your own blind spots.” - Protect your relationship and identity.
That means prioritising self-care, maintaining separate hobbies, and cultivating individual social circles. Caroline paints. Mark drums. I play bridge and enjoy magic while Pam plays Golf and Mahjong. These aren’t distractions, they’re protective factors.
Simon shared a sobering demographic insight here: “Men are more likely to lose their friendship networks in retirement because their social lives are tied to work. When that falls away, they have nothing left but their partner’s friends. That’s dangerous.”
Final thoughts: couple businesses are a cornerstone of Australia’s economy, but they require intentional design
Couple-run businesses aren’t just a niche; they’re a cornerstone of the Australian economy.
They fuel local communities, employ thousands, and contribute meaningfully to household wealth.
But success in these businesses doesn’t come from love alone.
It stems from structure, clarity, discipline, and, above all, effective communication.
So whether you're already running a business with your partner or you're just exploring the idea, remember: the strength of your relationship doesn’t automatically translate into business success.
It needs systems. It needs support. And it needs space, so that both of you can be equal, valued, and heard.
With those in place, you really can have the best of both worlds: a thriving business and a strong, loving relationship.
When you’re ready to build a business, not just a job, here are 5 ways Mark Creedon can help you:
- Grab a copy of a white paper:“The top 5 reasons why you need to join a Mastermind Group NOW” – click here to download it.
- Grab a copy of Mark’s book.It’s a road map to creating a business that doesn’t rely on you, and you have a business & not just a job – click here
- Keep up to date with Mark’s Podcast.If you want to learn simple strategies to help you double your revenue and work half your current time your business – Listen here.
- Join the Business Mastermind group. It’s our new Facebook community where smart business people learn to get more income, impact & independence – click here
- Work with Mark and his team privately.If you would like to work directly with Mark and his team to take your business to a Level 3 Business… Just send a message to [email protected] and put the work “Private” in the subject line.
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