How businesses can thrive amid economic optimism and persistent concerns

In today’s volatile economic environment, middle market CEOs face a paradox: While macroeconomic indicators like GDP growth and consumer spending show resilience, persistent concerns about inflation, labor shortages and geopolitical tensions create a climate of uncertainty.

This uncertainty often stalls competitors, but for agile and forward-thinking businesses, it presents a unique opportunity to gain ground.

At Wipfli, we believe that uncertainty doesn’t have to be a barrier — it can be a catalyst for growth. By strategically focusing on key areas such as mergers and acquisitions (M&A), talent acquisition, digital transformation, tax strategy, risk management and cybersecurity, middle market businesses can not only navigate uncertainty but also thrive amid it.

Why uncertainty creates opportunity

Uncertainty tends to freeze the market. Competitors delay investments. Talent becomes more mobile. Acquisition targets become more affordable. This is when proactive businesses can break away from the pack.

But capitalizing on uncertainty isn’t about making reckless bets. It requires discipline, agility and a framework to evaluate where you’re strong, where you’re vulnerable and where you can grow.

How middle market businesses can grow stronger by navigating uncertainty

In times of uncertainty, it’s tempting to pause — to delay decisions, pull back on investments, or wait for “the dust to settle.” But if you’re leading a middle market business right now, you don’t have the luxury of standing still. You need to move forward — but wisely.

Every day, middle market leaders are balancing cautious optimism with real pressure. The economy sends mixed signals. You’re dealing with inflation, supply chain fragility, a constantly shifting labor market and pressure to innovate with AI.

But here’s the upside: Uncertainty stalls competitors. If you know where to focus, it can be a strategic advantage.

Below are six practical, high-impact areas where CEOs can turn uncertainty into momentum — gaining ground while others hesitate:

1. Reframe M&A as a growth accelerator

Mergers and acquisitions aren’t just for industry giants. In fact, many of our middle market clients are exploring targeted acquisitions right now because valuations have adjusted and competition for deals is down. In sectors like industrial automation, companies are using acquisitions to add capabilities and solve supply chain gaps.

Tip: Ask yourself what capabilities you need to grow. Is it geographic reach? Technology? Talent? Instead of building it from scratch, could you buy it?

Steps to take:

• Identify companies with complementary strengths or customer bases.
• Run scenario modeling to assess return on investment under various economic conditions.
• Bring in tax and integration advisors early — structure is everything in today’s M&A environment.

2. Use labor disruption to win top-tier talent

The talent market has changed. While competition remains fierce in some sectors, economic shifts and waves of layoffs have created new availability — especially among digital, finance and operations professionals.

This is a moment where mission-driven, growth-minded companies can stand out.

Coaching tip: Top performers aren’t always chasing the highest salary — they’re looking for clarity, culture and opportunity. Show them you have a plan, not just a job opening.

Steps to take:

• Rethink your talent brand. What does your company stand for?
• Implement fast-track onboarding programs to get new hires productive quickly.
• Don’t forget your current team: Invest in learning and development to keep them growing alongside your business.

Wipfli’s organizational performance team helps clients align talent strategy with business growth — because hiring is only half the battle. Retention and development matter just as much.

3. Transform your digital experience with AI and automation

Your customers — whether B2B or B2C — are expecting more seamless, personalized and digital-first experiences. That doesn’t mean you need to become a tech company overnight. But it does mean you need a smart plan for leveraging AI and automation.

Start where it counts most: The customer experience.

Coaching tip: AI isn’t about replacing humans. It’s about making your teams faster, more responsive, and better informed. Think smarter CRMs, automated workflows, predictive insights.

Steps to take:

• Audit your current digital platforms. Where are the friction points?
• Choose a pilot project with clear ROI (e.g., chatbot for service, AI-driven forecasting in finance).
• Train your people — transformation only sticks when your team embraces the tools.

Wipfli’s digital team helps middle market businesses implement enterprise systems and AI in a way that’s realistic and sustainable — not overbuilt or underutilized.

4. Make tax a strategic lever, not a compliance chore

In a volatile environment, tax planning often gets sidelined as a back-office function. That’s a mistake. Tax strategy can significantly shape how you invest, grow and structure your operations — especially with incentives like opportunity zones, energy credits or qualified small business stock exclusions.

Coaching tip: You shouldn’t be surprised by your tax outcome. You should be designing it.

Steps to take:

• Talk to your tax advisor before big investments, not after.
• Evaluate available incentives — especially if you’re in growth mode.
• Revisit your entity structure. What worked 10 years ago may not be right today.

Wipfli’s tax professionals work alongside transaction advisors and industry consultants to help clients unlock long-term advantages.

5. Audit your risk before you scale

As you grow, so does your risk — especially if your internal controls and compliance practices aren’t keeping pace. And it’s not just about financial audits. Cybersecurity, vendor risk, operational gaps — they all create exposure.

Wipfli’s internal audit team often sees businesses trying to scale on outdated infrastructure and informal processes. The result? Slowed growth, strained teams and increased vulnerability.

Coaching tip: Before you double down on expansion, make sure your foundation can support it.

Steps to take:

• Conduct a risk assessment across finance, operations and compliance.
• Document and formalize internal controls — especially if you’ve outgrown your early systems.
• Build a risk register and assign ownership across leadership.

A proactive risk strategy doesn’t slow you down — it gives you the confidence to move faster.

6. Treat cybersecurity as a business enabler, not just an IT issue

Cyberattacks aren’t hypothetical. They’re happening every day — to businesses of every size. And as you grow more digital, your exposure multiplies. Whether you're onboarding new tech, acquiring companies or enabling remote work, cybersecurity must be a core part of your growth strategy.

Wipfli’s cybersecurity specialists recommend managed detection and response (MDR) as a key line of defense — providing 24/7 monitoring and fast threat mitigation to help ensure business continuity.

Coaching tip: Cybersecurity isn’t something you fix once — it’s something you build into your culture.

Steps to take:

• Start with an external security assessment to identify gaps.
• Prioritize high-risk areas (like customer data, financial systems, remote access).
• Implement layered security: endpoint detection, phishing defense, strong access controls.

Cybersecurity isn’t just IT protection. It’s brand protection, client trust and business continuity.

Final thought: Move with intention, not hesitation

The CEOs who thrive in uncertainty aren’t the ones who “wait and see.” They’re the ones who move intentionally — backed by data, expert advice and a willingness to adjust.

If you’re ready to use this moment to position your business for growth, Wipfli is here to help. We bring integrated advisory services across technology, tax, M&A, risk and organizational performance — all tailored to help middle market businesses like yours make confident, strategic moves.

Let’s talk about where you want to go — and how to get there, even in uncertain times. See how Wipfli is helping mid-market organizations manage the downside, build agility and prepare for the upside with services addressing uncertainty.