Exotic Higgs boson decays and the electroweak phase transition

Light new physics weakly coupled to the Higgs can induce a strong first-order electroweak phase transition (EWPT). Here, we argue that scenarios in which the EWPT is driven first-order by a light scalar with mass between similar to 10 GeV - m(h)/2 and small mixing with the Higgs will be conclusively probed by the high-luminosity LHC and future Higgs factories. Our arguments are based on analytic and numerical studies of the finite-temperature effective potential and provide a well-motivated target for exotic Higgs decay searches at the LHC and future lepton colliders.