Visa survey finds creators optimistic but need better banking
Visa has released the results of a new global survey on the economic impact of digital creators, highlighting their emergence as an important small business segment and their need for more tailored financial solutions. The findings also show that a majority of creators are optimistic about revenue growth over the next year, though many still lack access to business-level financial services.
Business optimism
The Monetised: Visa 2025 Creator Report surveyed more than 2,000 content creators across five regions, including Australia. The results reveal that 88% of creators expect their businesses to grow financially in the coming year. Nearly all respondents (94%) reported encouragement from friends and family to pursue content creation, suggesting that this path is gaining societal acceptance as a mainstream career.
The research showed that 85% of creators work on a full- or part-time basis and earn up to USD $100,000 annually from their content. This positions them as small business entrepreneurs, with content creation forming the cornerstone of their commercial activity.
Financial challenges
Despite their commercial ambitions, a significant proportion of creators still use personal bank accounts for business transactions. The report found that 62% of respondents manage their creator income through personal accounts. Thirty per cent cited that faster access to funds would help them operate more efficiently, pointing to a gap in products and services designed specifically for creator-led businesses.
Global reach
The creator economy appears to be international in nature. According to the report, 52% of creators receive payments from outside their home country. This cross-border activity highlights the demand for more seamless and flexible payment tools that allow creators to transact globally with less complexity and delay.
Creator banking pilot
In response to these challenges, Visa will pilot a new creator agent programme in partnership with Karat Financial, a fintech specialising in business banking and credit products for creators. The programme aims to automate payments and cash flow management using AI-driven tools, with a goal of reducing friction for creators when sending and receiving payments. The initial roll-out will begin in the United States in 2026, with plans to expand to other markets, including Australia, by the 2027 financial year.
Creators represent one of the fastest-growing small business segments in Australia. We're proud to see Australian talent featured in Visa's global launch and to help ensure creators have the same access to secure, fast and flexible financial tools as any other entrepreneur," said Ben Adams, Head of Visa Commercial and Government Solutions in Oceania.
Australian participation
Australian creators have been featured in Visa's global campaign, with participants Dani and Blake attending the report launch to discuss their experiences. In Australia, the creator economy is receiving increasing attention as more individuals leverage digital platforms to generate income and build small businesses.
Visa has identified an opportunity to enable smoother payments and more integrated financial services for this sector. As creators continue to develop audiences and revenue streams across borders, the need for business banking solutions tailored to their workflows is becoming more evident.
Visa's regional leadership suggested that the company sees the creator economy as a key part of the future business landscape.
"The creator economy is reshaping how Australians earn, spend and grow businesses. From Sydney to Seoul, creators are turning ideas into income, and Visa is helping make that possible by simplifying payments and empowering the next generation of entrepreneurs," said Meble Tin, Visa's Head of Marketing for Oceania.
