Two sections. Section 1 sets your baseline valuation range. Section 2 decides what a buyer will actually pay above it.
Section 1 of 2Quantitative Drivers
The numbers a buyer can verify. These set your baseline valuation indicator — the range a buyer would model before they've met you.
Selected: $5,000,000
Selected: $1,000,000 · Implied margin: 20%
Selected: 10%
Selected: 70% of revenue is recurring. Buyers pay a premium above 75%.
Longer terms make revenue underwritable — 3-year contracts carry the strongest premium.
Selected: 12% of total revenue.
Selected: 30% of total revenue from your top 5 customers.
Selected: 10%
Section 2 of 2Qualitative Drivers
The reasons a buyer competes for you. These don't change the baseline — they decide where inside, above or below it your deal actually prices.
Every answer below is required. Two MSPs with identical financials routinely sell 2–3x apart.
The difference isn't in the P&L — it's in fit and desirability: founder dependence, specialization,
compliance capability, competitive position, security and AI maturity. Buyers pay a premium for certainty and
strategic fit, and those factors show up in the negotiation, not the spreadsheet.
1Founder / Owner DependenceSelect one
How dependent is the business on you day to day?
2Expertise in a Specific IndustrySelect one
% of total revenue from a specific industry
3Regulatory & Compliance CapabilitiesSelect one
How well can you support your clients’ regulatory and compliance processes and documentation?
4Competitive Intensity in Your RegionSelect one
How would you describe competition in your market?
5Technology StackSelect one
How mature is your delivery platform compared to regional competitors?
6Cybersecurity CapabilitiesSelect one
What level of security do you deliver to your clients?
7AI CapabilitiesSelect one
How are you using and selling AI today?
Your Baseline Valuation Indicator
Baseline enterprise value range
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Based on your quantitative drivers only.
Value typically left on the table
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Industry-wide, MSP founders exit 20–40% below what a prepared, well-positioned process supports. On your baseline, that is the spread above.
This is your ticket to entry — not your price.
The range above reflects what your financial profile alone supports: the number a buyer would model
before they've met you. It gets you into the conversation. It rarely determines what you actually close at.
Where the real number gets decided: two MSPs with identical financials routinely sell
2–3x apart. Can the business run without you? Does your vertical expertise open a market the buyer can't
reach on their own? Does your security and AI posture make you a platform — or just added headcount?
Buyers pay a premium for certainty and strategic fit.
Your qualitative profile
Being reviewed
We've scored your answers across seven qualitative dimensions.
Working in your favour
Buyers will push on
🔒ExitMAX™ Score
Your full ExitMAX™ score prices both sections.
Most MSPs score between 62 and 78 on the ExitMAX™ scale. Let's see where you land.
One Value Driver
Your revenue profile is being reviewed.
One Value Constraint
Your risk profile is being reviewed.
Your MSP Exit. Maximized.
Most founders leave 20–40% of their value on the table.
On your own baseline, that gap is real money — and it is decided by the qualitative side of your
business, not your P&L. Your confidential ExitMAX™ Value Report shows exactly where yours sits.
What your full report includes
Your qualitative-adjusted valuation range — what your profile is actually worth
The 3 factors pressuring your value right now, ranked by dollar impact
An 18-month plan to recover the value you are currently leaving behind
How your profile compares to recent MSP transactions
The negotiation angles that turn your strengths into price
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