Boring Millionaires is an independent research publication documenting profitable, unglamorous small businesses. We publish sourced case studies and a database of the owners behind them. We sell nothing except the newsletter's attention, which is free.
Because the interesting ones are oversubscribed. Software, media, and anything with a waitlist attracts the most talented competition on earth. A septic route in Boise competes with nobody, compounds for decades, and gets paid in the same dollars. We think the gap between how these businesses perform and how much attention they get is the most underrated arbitrage in American small business, so we document it.
Every figure in the database is one the owner has stated publicly: in a press interview, on a podcast, in their own published materials, or in reporting by outlets like CNBC Make It and Business Insider. We link the sources on every case study and mark each figure with when and where it was reported. We do not publish estimates, and we do not publish figures we cannot point to. When owners share documents with us directly, we say so on the entry.
Each business is scored on the Boring Index, our 0 to 100 scale weighing three factors: lack of glamour (40 percent), demand that ignores the economy (35 percent), and competition that never shows up (25 percent). A business needs a score of 80 or higher to qualify. Restaurants, for the record, are exciting. That is not a compliment.
Through disclosed sponsorship of the newsletter and the site, one sponsor per surface, always labeled, never dressed up as an entry, and occasionally through clearly marked partner links. Sponsors never pick, edit, or preview entries, and no owner pays to be in the database. The full policy is on the sponsor page.
My name is Kevin Glover. I have spent about fifteen years in digital marketing, analytics, and agency work, on the inside as an operator and on the outside running the show, and I have built a handful of businesses that quietly worked: profitable, sustainable, paying the bills.
That last part is why this publication exists. Every one of those businesses was good, and every one was also comfortable, and after a while I noticed that "good and sustainable" had turned into a ceiling I built myself without meaning to. The owners documented here are the people who took the unglamorous version of that bet and kept going: septic routes, laundromats, litter contracts, storage yards. Nobody asks them a second question at a dinner party. They are frequently the wealthiest person in the room.
I also build in public at SideRoad, where I ship a new business every week and publish the real revenue for each one, flops included. That is the same instinct behind this site: the numbers are the story, and hiding them helps nobody. You can find me as @gloverbuilds on X, LinkedIn, and YouTube.
Boring Millionaires is independently researched and edited by me. No sponsor picks the entries, no owner pays for placement, and the newsletter is free. When I get something wrong I correct it in public and say what changed: every one is listed on the corrections page. If you would like to reach me, the contact form comes straight to my inbox.
Yes, including yourself, and self-nominations are not considered gauche here. Use the contact form and tell us the trade, the town, and roughly what it earns. If it clears the Boring Index, we'll ask for the paperwork.
Built by @gloverbuilds
Fifteen years building companies quietly. Now I ship them in public, with the real numbers.
SideRoadA new business every week, built in public with real revenue. ShipWolfThe solo-founder launch kit behind the weekly builds. TextScrubrStrip hidden formatting and AI tells out of any text. Boring MillionairesDocumented owners of profitable, unglamorous businesses. All links open in a new tab.