Research

Case Studies

Research, reports, and real-world examples that shaped how Kleo was built and how it continues to evolve.

Research that shaped Kleo

By the numbers

The gig economy, at a glance

A summary of the independent-work data behind our research — company size, who's freelancing, what it pays, and how fast it's growing — plus what it means for Kleo.

Overview

76M+
Americans did freelance or independent work in 2025
$1.5T
Contributed to the U.S. economy in freelance earnings (2024)

That's up from 53 million people in 2014 — roughly 38–39% of the entire U.S. workforce now does some form of independent work, and that share is expected to keep climbing.

Who's freelancing, by generation

Gen Z
53%
Millennials
43%
Gen X
35%
Baby Boomers
28%

Share of each generation who freelance in some form. Younger generations lead by a wide margin — but older independent workers haven't gone away: workers 59+ still make up about 13% of the U.S. freelance workforce.

Going rates

Average hourly rate (all freelancers)~$48/hr
Median hourly rate (more typical)~$28/hr
Programming & development$60–70/hr
Data & mobile specialists$55–65/hr
Wellness services (e.g. massage)~$27/hr
Writing & editing$25–40/hr

Notice the gap between the average and the median — a small share of high earners pulls the average well above what most independent workers actually take home.

Year-by-year growth

201453M freelancers · 34% of workforce · $715B contributed
202260M freelancers · 39% of workforce · $1.35T contributed
202364M freelancers · 38% of workforce · $1.27T contributed
2025~76M freelancers · ~38–39% of workforce · $1.5T contributed
2027*~86.5M projected · ~51% of workforce (*projection)
Our take

The headline trend is clear: independent work is growing fastest among younger, skilled workers who are choosing flexibility over a traditional job — not falling into gig work as a last resort. That's exactly the population Kleo's local-service providers come from.

The rate data tells a second story worth paying attention to: the gap between the average hourly rate (~$48) and the median (~$28) shows how much high commissions, opaque fees, and subscription costs can eat into what an independent worker actually keeps. That gap is a big part of why we built Kleo around lead-based pricing instead of a flat monthly fee or a cut of every job — providers set their own rates, and only pay when a real client connection happens.

The industry-wide numbers above are about freelance and gig work broadly (much of it remote, platform-based knowledge work) rather than Kleo's own user base specifically — we're citing them as context for the wider shift toward independent work, not as Kleo usage data.

Sources: Statista — Gig economy in the U.S., Upwork Freelance Forward / Future Workforce Index, Jobbers.io industry analysis, and Metaintro. Figures vary by methodology (survey vs. platform vs. broad self-employment counts) and are presented as directional industry indicators, not Kleo platform data.

Life inside the independent economy.

More findings from our research — why people choose independent work, how they get paid, and where the industry is headed.

🙌

Most freelancers choose it, not settle for it

79% of full-time independent workers say they chose freelancing by preference, not necessity — flexibility and control top the list of reasons why. (MBO Partners)

📱

Multi-client is the norm

63% of freelancers typically work with several clients at once, rather than relying on one single employer. (Upwork)

🕒

Freedom over the clock

Schedule flexibility is the #1 reason people choose independent work — cited by 84% of freelancers. (MBO Partners)

⭐

Pay satisfaction runs higher

86% of freelancers say they're satisfied with their pay, versus 68% of full-time employees. (Upwork Future Workforce Index)

🏥

The benefits gap is real

Only about 40% of independent workers have access to employer-sponsored health insurance — a real trade-off of working outside traditional employment.

📈

Skilled services are driving growth

Nearly half of all freelancers — about 47% — provide skilled services like consulting, design, IT, and specialized trades. (Upwork)

🤝

Businesses are leaning in

69% of employers turned to freelance talent to fill gaps after recent layoffs, and 99%+ plan to keep hiring independent workers. (Fiverr Business Trends)

🚀

Nearly half the workforce, and climbing

Independent work is projected to reach roughly 51% of the entire U.S. workforce by 2027 — up from just 34% in 2014. (Upwork Future Workforce Index)

Sources: Upwork Freelance Forward / Future Workforce Index, MBO Partners State of Independence, and Fiverr Business Trends (via Jobbers.io industry analysis). Industry-wide figures shown for context — not Kleo platform data.

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