Selling a business is one of the most consequential financial decisions a founder will ever make, and most of them go into it without any real preparation. ExitWise was built to fix that.
Founded by Todd Sullivan and Brian Dukes, two serial entrepreneurs who have personally navigated multiple business exits.
ExitWise operates as an M&A advisory platform connecting business owners with industry-specialized investment bankers, M&A attorneys, tax accountants, and exit planning consultants.
The company's central argument is simple: most founders leave money on the table because they work with generalist advisors or try to go it alone. ExitWise offers a different path.
Key Takeaways
- ExitWise matches business owners with a curated team of industry-specific M&A experts rather than assigning a single generalist advisor.
- The platform primarily serves middle-market companies with annual revenues between $10 million and $250 million, though it offers valuation tools for smaller businesses.
- Founders can engage ExitWise on an à la carte basis or use their full end-to-end advisory service from exit preparation through to deal close.
What Is ExitWise?
ExitWise describes itself as a marketplace for M&A expertise.
Rather than acting as the advisor itself, the company identifies, vets, and assembles a custom team of specialists for each client based on their industry, deal size, and type of buyer they're likely to attract.
That distinction matters.
A SaaS company selling to a private equity firm faces a very different transaction than a manufacturing business pursuing a strategic acquisition, and ExitWise's model is designed to account for that.
The platform maintains a network of more than 4,000 vetted professionals across industries, and when a business owner comes on board, an ExitWise advisor works with them to identify which subset of that network makes the most sense for their deal.
Who Founded ExitWise?
Todd Sullivan graduated from Yale University and later earned his MBA at the University of Michigan, where he was named Entrepreneur of the Year.
He went on to build and sell four companies over 25 years before dedicating his time to M&A education and advising.
Brian Dukes holds a mechanical engineering degree from Michigan Technological University, spent four years at Deloitte Consulting, completed his MBA at Michigan, and co-founded a technology and digital marketing agency that scaled to over $1 billion in value.
The founders' backgrounds aren't just resume decoration.
Their pitch to prospective clients is built on firsthand experience, and the company's messaging consistently emphasizes that advice is coming from people who have actually been through exits, not just managed them for others.
Core Services
ExitWise organizes its offerings around three main areas:
| Service | What It Covers |
|---|---|
| Business Valuation | Certified valuations using DCF, market comparables, and private sales data; includes an Exit Readiness Score and free preliminary calculator |
| M&A Team Assembly | Introductions to investment bankers, attorneys, and tax advisors matched to your industry and deal size |
| End-to-End Advisory | Full-process support from exit preparation through buyer meetings, due diligence, and deal close |
The valuation tools are worth noting specifically. ExitWise offers a free three-minute preliminary valuation powered by data from thousands of private transactions.
For businesses that want something more rigorous, the Certified Pro Valuation service pairs a certified valuation specialist with M&A experts who review and verify the report before it's delivered.
The output isn't just a number it includes competitive benchmarking, operational recommendations, and guidance on when to sell.
How the Process Works
The engagement typically follows a defined sequence. A business owner schedules a call with an ExitWise advisor.
From there, the advisor reviews the owner's goals, industry, and business profile, then presents a shortlist of M&A experts from their network.
The owner interviews candidates and, when ready, hires their preferred choices.
ExitWise negotiates the fees on the owner's behalf and then remains involved throughout the process, advising on buyer meetings, working capital adjustments, employee communications, and deal structuring.
Owners can enter this process at any stage. Some engage ExitWise years before they plan to sell, using the exit readiness assessment to identify gaps and improve valuation before going to market.
Others come in with an inbound offer already on the table and need help evaluating it and negotiating terms.
Who Is ExitWise For?
The platform is most clearly suited to middle-market business owners, specifically those with revenues between $10 million and $250 million.
ExitWise recommends scheduling a strategy session if the business is valued above $5 million.
Smaller business owners can still access the free valuation calculator and educational content.
ExitWise has also been used by founders going through family business transitions, those fielding inbound acquisition interest, and those preparing to approach the market proactively.
The platform's international footprint is expanding.
ExitWise has formed a partnership with UK-based advisory firm The Grafter to help British founders access US buyers through a structured preparation and introduction process, which suggests the company is positioning itself as a cross-border resource, not just a domestic one.
Strengths
- Industry specialization over generalism. The core value proposition here is matching owners with advisors who have actually closed deals in their sector. This is a meaningful differentiator from traditional M&A brokers who may handle any industry.
- Founder-led perspective. Having leadership that has personally sold companies lends credibility to the coaching and emotional support ExitWise provides alongside the transactional work.
- Flexible engagement. Owners can engage à la carte or sign on for a full end-to-end package. That flexibility accommodates businesses at different stages of readiness.
- Pre-sale preparation. The Exit Readiness Score and valuation improvement roadmap give owners something concrete to work toward before going to market, which can improve outcomes significantly.
Limitations to Consider
- Minimum deal size. ExitWise is most practical for businesses valued above $5 million. Owners of very small businesses will find fewer applicable services beyond the free tools.
- Not a registered broker-dealer. ExitWise is a merger and acquisition advisor and business broker, but is not registered with the SEC or FINRA. Owners dealing with securities transactions will need to understand what that means for their specific situation.
- Pricing transparency. Specific pricing for premium services like the Certified Pro Valuation or full advisory packages isn't listed publicly. Owners need to speak with an advisor to get actual numbers.
- Success-dependent outcomes. Like most M&A advisory services, results depend heavily on market conditions, the quality of the deal, and how prepared the business is going in.
How ExitWise Compares
ExitWise positions itself against three main alternatives: traditional investment banks, business brokers, and going it alone. The comparison largely holds up on a few points.
Traditional investment banks typically focus on larger transactions and may not give middle-market deals dedicated attention.
Standard business brokers often lack the industry specialization to command premium valuations.
Going it alone means navigating complex negotiations without experienced representation, which statistically produces worse outcomes.
ExitWise sits in a middle ground: more specialized than a generalist broker, more accessible than a bulge-bracket bank, and substantially better-resourced than a solo exit.
Conclusion
ExitWise has built a credible model for helping founders navigate one of the more complex financial events of their business lives.
It's a practical choice for middle-market business owners who want specialized, founder-informed guidance and are serious about maximizing their exit rather than just completing a transaction.