Top 6 Business Valuation Companies, Firms & Consultants

Accurately valuing a business helps owners understand how much to sell a business for and is one of the most critical steps before you list it for sale, pursue mergers and acquisitions, or explore growth opportunities.

Whether you’re setting a purchase price, securing tax compliance, or preparing for legal proceedings, the right valuation can mean the difference between success and costly missteps. Business valuation firms bring technical expertise and dedicated valuation professionals to the table, helping business owners determine fair value grounded in industry standards and best practices.

Unfortunately, relying on outdated or biased sources can lead to inflated expectations, underpricing, or unnecessary delays. 

That’s why choosing the right partner matters. Baton Market stands out with its hybrid model, combining technology and certified valuation analysts to deliver accurate business valuations, faster timelines, and transparent processes. 

In this guide, we break down what to look for in business valuation firms and compare some of the top providers, so you can make an informed decision with confidence.

What to Look for in a Business Valuation Firm or Service

Selecting a valuation partner isn’t just about ticking boxes—it’s about finding a team that understands your unique situation and can provide reliable, actionable insights. 

Here are some essentials to consider:

• Credentials and experience: Seek firms with certified valuation analysts, certified public accountants (CPAs), and professionals affiliated with respected bodies like the American Institute of Certified Public Accountants. Experience with small businesses and various industries is a must.

• Transparent pricing: Understand whether the firm charges flat fees, hourly rates, or commissions tied to the purchase price. Hidden costs can erode your returns.

• Methodology: Make sure the firm explains its approach, whether using market comps, income approach, cost approach, or a combination. Look for alignment with business valuation approaches recognized in asset management and accounting.

• Turnaround time: A quality valuation doesn’t have to take forever. Balance speed with thoroughness to meet critical deadlines in business transactions.

• Support level: Decide if you prefer self-serve reports or advisory services with expert guidance. Full-service firms often assist with fairness opinions, purchase price allocations, and litigation support.

Choosing the right partner for your valuation isn’t just about meeting technical requirements—it’s about securing peace of mind, knowing that your business’s worth is represented accurately and fairly.

Top Business Valuation Firms, Consultants, and Services (Reviewed)

Let’s look at some respected players in the business valuation space. Each has strengths that may fit different seller and buyer needs.

1. Baton Market

Baton Market is a tech-enabled platform that serves not only small businesses but also consults on transactions involving private equity and investment banking partnerships that combine human expertise and modern tools to help small business owners value and sell their businesses more effectively.

Best For: Small business owners seeking free, accurate valuations with expert oversight and fast results.

How They Work: Baton Market offers free initial business valuations backed by certified valuation analysts. Their tech-forward platform ensures standardized reporting, and dedicated valuation professionals provide guidance on value drivers, growth opportunities, and buyer outreach.

Pricing: Free valuation, with tiered selling support available at various service levels (Free, Lite, Pro, Premium).

Pros: Transparent process, fast turnaround, cost-effective at 1/3 the price of traditional brokers, comprehensive buyer matching.

Cons: Primarily focused on businesses under $10M.

Why It Might Be a Fit: Baton combines technology and human insight to deliver accurate business valuations, simplifying the sale process with transparency and expertise.

2. BizEquity

BizEquity is an online platform that provides solutions used by industry leaders and, in some cases, publicly-traded companies. It is designed to offer fast, automated business valuations using data-driven algorithms, making it a popular choice for those who want quick insights without waiting.

Best For: DIY-minded business owners looking for instant valuations.

How They Work: Online-only platform providing automated valuations using financial reporting inputs and market comps.

Pricing: Monthly subscription starting at around $100.

Pros: Quick estimates, useful for initial planning.

Cons: Limited human oversight; less ideal for complex valuation matters involving intangible assets, goodwill impairment, or impairment testing.

Why It Might Be a Fit: Helpful for a quick check on business value, but lacks personalized advisory services.

3. Guidant Financial

Guidant Financial offers business valuations as part of its broader suite of financing and funding services, focusing on owners exploring loans, retirement fund usage, or employee ownership transitions.

Best For: Valuations tied to SBA loans, employee stock ownership plans, and retirement funding strategies.

How They Work: Offers valuations alongside funding solutions. Strong in tax planning and tax purposes documentation.

Pricing: Pricing varies; often bundled with financing services.

Pros: Integrated with funding services, experience with buy-sell agreements, and estate and gift planning.

Cons: May prioritize funding over standalone valuation quality.

Why It Might Be a Fit: Good for owners exploring financing or employee buyouts.

4. Peak Business Valuation

Peak Business Valuation is a boutique firm known for offering detailed, defensible valuations often used in legal, estate, and tax contexts, with a strong focus on small, main street businesses.

Best For: Owners seeking valuations for small, brick-and-mortar businesses.

How They Work: Provides independent valuations often used in legal proceedings, estate and gift reporting, and business transactions.

Pricing: Valuations typically start at $2,000 or more.

Pros: Personalized service, clear documentation for legal proceedings.

Cons: Longer turnaround times compared to tech-enabled platforms.

Why It Might Be a Fit: Strong fit for businesses needing valuations defensible in court or tax filings.

5. The Value Builder System

The Value Builder System is a coaching and assessment platform designed to help business owners enhance their operations and increase overall value before they sell.

Best For: Owners looking to boost value drivers before selling.

How They Work: Uses assessments to identify strengths, weaknesses, and growth opportunities. Focuses on development before sale.

Pricing: Subscription model; pricing depends on the advisor.

Pros: Holistic approach to value creation.

Cons: Not a formal valuation firm; no certified valuation analysts on staff.

Why It Might Be a Fit: Ideal for owners seeking to enhance business performance prior to sale.

6. ExitGuide

ExitGuide focuses on serving very small business owners by providing affordable tools, templates, and light guidance to navigate exit planning and business sales.

Best For: Microbusiness owners looking for low-cost, guided DIY sales support.

How They Work: Offers templates, tools, and light advisory services.

Pricing: Low-cost flat fee options.

Pros: Affordable and tailored for small businesses.

Cons: Limited hands-on support, no formal valuations for legal or tax purposes.

Why It Might Be a Fit: Ideal for owners of very small businesses exploring exit options.

How Baton Market Compares to Traditional Business Valuation Services

Traditional valuation firms and brokers often rely on manual processes and high-cost advisory services. Baton Market, by contrast, offers free valuations that combine technology and human expertise to provide accurate results faster. 

This means sellers gain clarity on fair value, purchase price allocations, and tax compliance while avoiding excessive fees. Baton’s streamlined process supports parties involved in mergers and acquisitions, fairness opinions, and even asset management discussions—all at a fraction of traditional costs.

When to Use a Business Valuation Firm

There are several situations where bringing in valuation professionals is essential:

• Selling your business or bringing on a partner: Set a fair price backed by standards for business transactions.

• Estate and gift tax planning: Ensure valuations meet tax purposes and withstand IRS scrutiny.

• Legal proceedings: Provide defensible data for litigation support involving economic damages or real estate holdings.

• Mergers, acquisitions, and buy-sell agreements: Ensure all parties involved are confident in the purchase price and fairness opinions.

• Stock options and employee stock ownership plans: Comply with accounting and tax planning rules.

In short, partnering with the right valuation firm gives you clarity, confidence, and a clear path forward—whether you’re planning for today or building for the future.

The Smarter Way to Value Your Business Before a Sale

Getting your business valued shouldn’t be an expensive process; incorporating a business valuation appraisal ensures owners have a formal, defensible valuation and avoid dealing with a slow or confusing process. 

Whether you’re seeking advisory services for acquisitions or want to meet industry standards for tax compliance, the right firm helps you navigate these valuation matters. Baton Market provides small business owners with access to certified valuation analysts and technical expertise, eliminating the steep fees associated with traditional firms.

Ready to take the next step? Discover how Baton Market’s technology and expert-backed services can help you value and sell your business smarter, faster, and with confidence. 

Request your free valuation today.