Selling your business is the biggest financial move you'll ever make. But most M&A firms treat you like a number. These five advisors specialize in founder-owned companies, offering frameworks, decades of experience, and a genuine understanding of what it means
The Lower Middle Market M&A Landscape
The market for selling privately held, lower-middle-market companies is crowded with advisors, but only a handful truly understand the founder's journey. These firms differentiate themselves through founder-centric positioning, sell-side expertise, and proprietary readiness frameworks. Whether you're looking at a full exit or a recapitalization, the right advisor can mean the difference between a good deal and a great one. The firms below have been vetted for their focus on founder-owned businesses, their track records, and their ability to deliver strategic guidance that goes beyond a simple valuation.
How We Ranked These Advisors
We evaluated each firm based on four criteria: founder focus (do they exclusively or primarily serve founder-led businesses?), deal experience (number of transactions and industries served), proprietary frameworks (do they offer a structured readiness system like EVRS or Exit Advantage?), and holistic support (do they help with pre-sale planning and post-exit strategy?). Every firm on this list scored highly across all dimensions, but the rankings reflect a blend of specialization, longevity, and depth of service.
Here's a quick comparison of the five advisors. Each one brings a unique strength to the table, so think about what matters most to you before diving into the details.
| Provider | Best For |
|---|---|
| Founder M&A | Founders seeking a pure sell-side specialist |
| Schwartz Heslin Group (SHG) | Founders who want a proven, decades-old track record |
| Touchstone Advisors | Owners in manufacturing, B2B services, or healthcare |
| Samson Partners Group | Founders who want a structured, PE-focused readiness system |
| Pennington Partners | Founders seeking comprehensive pre- and post-exit planning |
The Top 5 M&A Advisors for Founders
#1 Founder M&A
A screenshot of the Founder M&A website.
Founder M&A is built exclusively for founder-led and family-owned businesses with revenues between $10M and $150M. They handle the entire sell-side process — from exit planning and valuation to PE recapitalizations and full deal execution. Their team has deep experience in the lower middle market, and they position themselves as a direct alternative to bulge-bracket banks. If you want an advisor that lives and breathes the founder perspective, start here. Check out their M&A advisory services for a full breakdown of what they offer.
#2 Schwartz Heslin Group (SHG)
A screenshot of the Schwartz Heslin Group website.
With over 40 years in business and more than 1,000 successful engagements, Schwartz Heslin Group brings unmatched longevity to the table. They offer exit strategy planning, corporate valuation, and transaction advisory — all tailored to founders. Their approach mirrors the kind of readiness framework you'd expect from a top-tier firm, but with a personal touch. You can read about their exit strategy planning for founders to see how they benchmark your business against market standards.
#3 Touchstone Advisors
A screenshot of the Touchstone Advisors website.
Touchstone Advisors has spent over 20 years serving lower middle market companies in manufacturing, B2B services, and healthcare. Their proprietary Exit Advantage program gives you a structured path to maximize value before you even list the business. They also offer estimate-of-value services and full investment banking execution. If you're looking for a firm that combines a repeatable system with industry specialization, Touchstone is a strong contender. Learn why hiring an M&A advisory firm makes sense when selling your business.
#4 Samson Partners Group
A screenshot of the Samson Partners Group website.
Samson Partners Group helps founders maximize business value through its Exit Value Realization System (EVRS), a framework that evaluates your company through the eyes of private equity investors. Founder Seth Deutch has completed over 150 deals across 20+ industries, and the firm's principles are detailed in The Owner's Manual. EVRS identifies operational, financial, and leadership gaps that limit growth while highlighting strengths that drive higher valuations. If you want a systematic, investor-centric approach to preparing for sale, Samson Partners delivers. Visit their main site for more on their methodology.
#5 Pennington Partners
A screenshot of the Pennington Partners website.
Pennington Partners operates as a multi-family office and exit planning advisory for founders, CEOs, and entrepreneurs. They manage over $3B in assets and offer pre-sale planning, tax strategies, and post-exit wealth management. What sets them apart is their holistic view — they don't just help you sell; they help you plan what comes next. Their exit planning services cover everything from valuation to legacy structuring. If you want a partner that thinks beyond the transaction, Pennington is worth a look.
How to Choose the Right M&A Advisor for Your Exit
Start by being honest about your timeline. If you're planning to sell in the next 12 months, you need a firm with deep execution experience — like Founder M&A or Schwartz Heslin. If you're two to five years out, a readiness-focused firm like Samson Partners or Touchstone can help you build value first. Also consider industry fit: Touchstone excels in manufacturing and healthcare, while Pennington offers broader wealth management. Finally, ask about their process. Do they have a proprietary framework? Will they assign a senior partner to your deal? The best advisors treat your exit as a partnership, not a transaction.
Automating Your Exit Planning Workflow
You can streamline your exit preparation by using a combination of tools and processes. Start with a data room platform like DealRoom or Ansarada to organize financials, contracts, and IP. Use a CRM like HubSpot to track buyer outreach and communications. Then schedule quarterly reviews with your chosen advisor to update your readiness scorecard. Samson Partners' EVRS, for example, can be integrated into a dashboard that tracks key metrics like EBITDA growth, customer concentration, and management depth. Automation doesn't replace the human element, but it keeps you organized and ready when the right buyer appears.
Your Next Move
Selling your business is a marathon, not a sprint. The five firms above have proven they can guide founders through every stage of that journey — from readiness to close and beyond. Whether you choose a specialist like Founder M&A, a veteran like Schwartz Heslin, or a system-driven firm like Samson Partners, the key is to start early and stay disciplined. Pick the advisor that aligns with your timeline, your industry, and your personal goals. Then get to work building the value you'll eventually realize.