The Waverly Advantage

Waverly offers something most small communities can’t: a growing, affluent customer base with daily unmet demand—and the income to support it.

A Growing Market with Room to Win

Waverly’s population is projected to grow from 4,760 in 2025 to over 5,000 by 2030. That growth isn’t explosive—but that’s actually the advantage:

• It’s steady and sustainable
• It avoids oversaturation
• It gives new businesses time to establish themselves

Even more important, households are increasing, meaning more customers are being added consistently.

This is the kind of growth where businesses can enter early and build loyalty before the market fills in.

A Balanced Customer Base That Supports Many Business Types

Waverly has a well-distributed age mix, with strong representation across:

• Young families (33% under 19)
• Prime earning years (20–54)
• Established adults (65+)

This isn’t a one-dimensional town. It means:

• Family-focused retail and services have strong demand
• Professional services have a stable client base
• Restaurants, fitness, healthcare, and specialty retail can all coexist

You’re not betting on one demographic, you’re tapping into a complete local economy.

High-Income Households That Spend Locally

Waverly stands out immediately on income:

• Median household income: $105,550
• Average household income: $119,377
• Projected to grow significantly by 2030

Even more telling, over half of households already earn $100K+, growing to ~63% by 2030.

That’s not typical small-town economics, that’s a high-disposable-income market.

For business owners, that means:

• Strong support for restaurants, boutiques, and specialty services
• Customers willing to pay for quality and convenience
• A community that doesn’t have to leave town to spend—but often still does

A Captive Audience with Untapped Local Demand

Waverly residents commute an average of 23 minutes daily.

That tells you two things:

1. Many residents work in nearby cities (like Lincoln)
2. They return home for their daily lives—with limited local options

People are currently spending money somewhere else that could stay in Waverly.

This creates opportunity for:

• Dining and entertainment
• Convenience retail
• Personal services
• Health and wellness businesses

If it’s not already in Waverly, there’s a good chance: Residents are driving to get it.

A Stable, Nearly Fully Employed Workforce

• Workforce: 2,376
• Employment rate: 99% employed

That signals:

• Economic stability
• Reliable consumer spending
• A strong base for service-based businesses

And with proximity to Lincoln, you have access to a regional labor pool.

A Housing Market That Signals Confidence

• Median home value: $312K → $347K (projected)
• High owner occupancy (1,388 out of 1,670 units)

This tells you:

• Residents are invested long-term
• The community is stable, not transient
• Growth is being driven by people choosing to live here

That kind of stability supports repeat customers and long-term business success.

A Diverse Economic Base

Top industries include:

• Healthcare
• Education
• Retail
• Manufacturing
• Finance & Services

This creates:

• A steady daytime population
• A mix of professional and working-class consumers
• Opportunities to serve multiple sectors

Waverly offers clear gaps for new businesses to step in and meet unmet demand

The Opportunity

Waverly sits in a rare position:

• Close enough to a major city to benefit from growth
• Small enough to still have open market space
• Affluent enough to support high-quality businesses
• Underserved enough to create immediate demand

Bottom Line for Business Owners

Waverly isn’t just a good place to open a business—it’s a strategic one.

You’ll find:

• A growing customer base
• High household income
• Daily demand that’s currently leaving the community
• And a window of opportunity that won’t stay open forever

Businesses that establish themselves now will define what Waverly becomes next.