Valuation calculator
Find out what your agency is worth, at the multiples buyers are paying today
The valuation model we use in our own work, open to any founder who wants to know where their agency stands before a conversation with a buyer, an investor or an advisor. Around twenty quick questions, about three minutes, nothing to sign up to.
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What is your agency worth?
How it works
We score the business the way a buyer would, then apply the multiples we are seeing
- Tell us about the business
Fee revenue and profit for the last two years, how much is retained, how concentrated the clients are, how much depends on the founders, where you work, your pricing, and how far along you are with AI and data. Round numbers are fine.
- We score it on seven things
Market interest, positioning and service mix, financial management, clients, creative reputation, leadership, and culture and profile, each out of ten and weighted the way acquirers weigh them. The overall score sets a base multiple of adjusted EBITDA.
- The multiple is adjusted for risk and strength
Client concentration, founder dependency, leadership depth, growth, AI and data capability and pricing each move the multiple up or down by a few percent, within the floor and ceiling of the current market.
- You get a range, and the three things that would move it
Enterprise value as a low, a most likely and a high figure, with what helped, what held it back and what would make the biggest difference. Ask for the report and it arrives by email with the full scoring.
What it is based on
Real transactions, current multiples and the questions buyers ask
The calculator runs on Motion OS, the valuation model we use in our own work. It values an agency as a multiple of adjusted EBITDA, which is how almost every agency transaction is priced, and it draws the multiples from the deals we see and advise on. We update them as the market moves and the date they were last reviewed is shown on every result.
Adjusted EBITDA matters because buyers restate profit before they price it. If working owners pay themselves below a market director salary, the calculator makes the same adjustment a buyer would. If you do not know your EBITDA, it assumes a typical agency margin and tells you so.
The questions we do not ask here, such as working capital, client tenure and awards, take a cautious assumption, which is why the result is a range and is labelled indicative. The full conversation, with three years of figures, produces a tighter view.
What it is not
An indicative range, not an offer and not advice
No calculator knows your business, your clients or the buyers who might want it. The range is a starting point for a conversation, and the structure of a deal matters as much as the headline: how much is paid on completion, how much is deferred, and whether any of it depends on performance after the sale. Our guide to understanding deal structure explains why two offers at the same headline can be very different.
Your figures are used to produce the estimate and for nothing else. If you ask for the report they are kept so that we can follow up; if you do not, they are deleted after ninety days. The privacy policy has the detail.
Before you start
Why a range and not a number?
Because the same agency is worth different amounts to different buyers, and because twenty quick answers cannot capture everything a buyer would test. The most likely figure is the one the model lands on; the range shows how far the answers to the questions we did not ask could move it.
Which figures should I use?
Fee revenue, meaning revenue after pass-through costs such as media and third-party production, and EBITDA before any owner adjustments, for your last two financial years. Management accounts are fine.
What if I do not know my EBITDA?
Leave it blank. The calculator assumes a typical agency margin, says so on the result, and the first thing it suggests is entering the real figure. Your accountant can give you EBITDA in a minute.
How current are the multiples?
They reflect the transactions we see and advise on, and we review them as the market moves. The date of the last review is shown on every result and in the report.
Is it confidential?
Yes. Nothing is published or shared, nothing leaves our systems, and we do not ask for your name unless you want the report. Figures without contact details are deleted after ninety days.
What happens after I request the report?
The report arrives by email within a few minutes, with the scores, the adjustments and the questions we would ask next. One of us will follow up once to see whether a conversation would help. There is no obligation and no process starts unless you want it to.
Related resources
Want the fuller picture?
Thirty minutes with Rick or Rob on what a process would produce for your business, with three years of figures and the buyers who would be interested.