Sell-Side Deal Origination for M&A Firms
We find business owners who are open to selling and put them on your calendar.
We find business owners who are open to selling and put them on your calendar.
We find business owners who are open to selling and put them on your calendar.
Off-market. Pre-qualified for genuine sell intent. Matched to your acquisition criteria.
Off-market. Pre-qualified for genuine sell intent. Matched to your acquisition criteria.
Your Pipeline Depends on Who You Know
Your Pipeline Depends on Who You Know
Most M&A firms source deals the same way: referrals, personal networks, and waiting for the phone to ring.
Most M&A firms source deals the same way: referrals, personal networks, and waiting for the phone to ring.
Referrals account for roughly 67% of new mandates — but they’re unpredictable, unscalable, and outside your control
Referrals account for roughly 67% of new mandates — but they’re unpredictable, unscalable, and outside your control
Partners spend 30–40% of their time on origination instead of managing active transactions
Partners spend 30–40% of their time on origination instead of managing active transactions
Most boutique firms have no dedicated BD function — origination falls on the people who should be closing
Most boutique firms have no dedicated BD function — origination falls on the people who should be closing
Every month without a proactive origination channel is a month where firms with one are getting to those sellers first
Every month without a proactive origination channel is a month where firms with one are getting to those sellers first
Referral networks built over decades are valuable. But relying on them as your only source of deal flow means your pipeline is always one dry quarter away from a problem.
Referral networks built over decades are valuable. But relying on them as your only source of deal flow means your pipeline is always one dry quarter away from a problem.
6 Million Businesses. $5–14 Trillion in Enterprise Value. Most Have Never Been Approached.
6 Million Businesses. $5–14 Trillion in Enterprise Value. Most Have Never Been Approached.
6 Million Businesses. $5–14 Trillion in Enterprise Value. Most Have Never Been Approached.
The largest wealth transfer in history is underway.
The largest wealth transfer in history is underway.
51%
51%
of all small business owners are Baby Boomers
of all small business owners are Baby Boomers
48%
48%
want to exit within the next 3 years
72%
72%
have no formal succession plan
92%
92%
of SMB exits happen through closure — only 5% through a sale
of SMB exits happen through closure — only 5% through a sale
90%
90%
of M&A transactions happen off-market, without a formal auction
of M&A transactions happen off-market, without a formal auction
The sellers are out there. They’re running profitable businesses, they’ve been doing it for decades, and most have never had a serious conversation about what their company is worth. The question isn’t whether they exist. The question is who’s reaching them first.
The sellers are out there. They’re running profitable businesses, they’ve been doing it for decades, and most have never had a serious conversation about what their company is worth. The question isn’t whether they exist. The question is who’s reaching them first.
Proprietary Sell-Side Deal Origination
Proprietary Sell-Side Deal Origination
You tell us what kind of deals you’re looking for — sector, deal size, geography, owner profile.
You tell us what kind of deals you’re looking for — sector, deal size, geography, owner profile.
We find business owners who match your thesis, reach them with personalized, confidential outreach, qualify them for genuine sell intent, and put the ones who are ready for a conversation on your calendar.
We find business owners who match your thesis, reach them with personalized, confidential outreach, qualify them for genuine sell intent, and put the ones who are ready for a conversation on your calendar.
Off-market. Pre-qualified. Matched to your acquisition criteria.
Off-market. Pre-qualified. Matched to your acquisition criteria.
Your partners stop sourcing and start closing.
Your partners stop sourcing and start closing.
From Your Thesis to Transaction-Ready Owners on Your Calendar
From Your Thesis to Transaction-Ready Owners on Your Calendar
From Your Thesis to Transaction-Ready Owners on Your Calendar
1
1
Thesis Intake
Thesis Intake
You walk us through your acquisition criteria — EBITDA range, industry focus, geography, owner profile, what a good deal looks like for your firm.
You walk us through your acquisition criteria — EBITDA range, industry focus, geography, owner profile, what a good deal looks like for your firm.
2
2
Company Research at Scale
Company Research at Scale
AI researches thousands of companies matching your criteria simultaneously — what they do, who owns them, how long they’ve been operating, growth trajectory, succession indicators. What would take an associate team months, we do in hours.
AI researches thousands of companies matching your criteria simultaneously — what they do, who owns them, how long they’ve been operating, growth trajectory, succession indicators. What would take an associate team months, we do in hours.
3
3
Owner Identification
Owner Identification
We identify the founder or owner-operator directly — not a gatekeeper, not a generic inbox. Verified contact information for the person who makes the decision.
We identify the founder or owner-operator directly — not a gatekeeper, not a generic inbox. Verified contact information for the person who makes the decision.
4
4
Personalized Confidential Outreach
Personalized Confidential Outreach
Every message references something specific about their business. Each owner receives outreach that reads like someone spent 30 minutes studying their company — because, in a sense, someone did. Sent from dedicated domains that never touch your firm’s primary reputation.
Every message references something specific about their business. Each owner receives outreach that reads like someone spent 30 minutes studying their company — because, in a sense, someone did. Sent from dedicated domains that never touch your firm’s primary reputation.
5
5
Qualification and Delivery
Qualification and Delivery
When an owner responds, our team qualifies them through conversation. Are they genuinely considering a transaction? Do they have a realistic timeline? We filter out the tire kickers. Only transaction-ready sellers reach your calendar.
When an owner responds, our team qualifies them through conversation. Are they genuinely considering a transaction? Do they have a realistic timeline? We filter out the tire kickers. Only transaction-ready sellers reach your calendar.
Signal-Driven Targeting
Signal-Driven Targeting
Not All Outreach Is Created Equal
We don’t send the same message to every business owner on a list. We layer four types of intelligence to reach the right owner at the right time.
We don’t send the same message to every business owner on a list. We layer four types of intelligence to reach the right owner at the right time.
01
01
Trigger Signals
Trigger Signals
Did something just happen?
Did something just happen?
A competitor was acquired. A PE firm invested in their sector. A key executive departed. These events create windows where owners are more receptive.
A competitor was acquired. A PE firm invested in their sector. A key executive departed. These events create windows where owners are more receptive.
02
02
Leading Signals
Leading Signals
Is a pattern forming?
Is a pattern forming?
Industry consolidation accelerating. Valuations rising. M&A activity increasing quarter over quarter. Owners who pay attention are thinking about timing.
Industry consolidation accelerating. Valuations rising. M&A activity increasing quarter over quarter. Owners who pay attention are thinking about timing.
03
03
Structural Signals
Structural Signals
Is this the right owner?
Is this the right owner?
Founder tenure 15+ years. Privately owned. No succession plan. Revenue matching your deal criteria. These attributes tell us who this owner IS.
Founder tenure 15+ years. Privately owned. No succession plan. Revenue matching your deal criteria. These attributes tell us who this owner IS.
04
04
Custom Signals
Custom Signals
What does our data tell us?
What does our data tell us?
Patterns from our own campaign data — which owner profiles, industries, and tenure bands consistently produce the highest response rates. Intelligence that improves with every campaign.
Patterns from our own campaign data — which owner profiles, industries, and tenure bands consistently produce the highest response rates. Intelligence that improves with every campaign.
Structural signals alone drive 7%+ reply rates. Add trigger and leading signals on top and campaigns reach 15–30%.
Structural signals alone drive 7%+ reply rates. Add trigger and leading signals on top and campaigns reach 15–30%.
What The Outreach Looks Like
What The Outreach Looks Like
Confidential. Personalized. Under 80 Words.
Every email is unique to the recipient. Here’s what business owners actually receive:
Every email is unique to the recipient. Here’s what business owners actually receive:
Tenure + Market Interest
Tenure + Market Interest
{First Name}, one of our buyers came across your LinkedIn and saw that you’ve been running {Company Name} for over 10 years and wanted to learn more about your company.
Quick question, have you thought about selling your company to a buyer who understands your value and can offer fair valuation?
{First Name}, one of our buyers came across your LinkedIn and saw that you’ve been running {Company Name} for over 10 years and wanted to learn more about your company.
Quick question, have you thought about selling your company to a buyer who understands your value and can offer fair valuation?
Sector Signal
Sector Signal
{First Name},
With the pace of acquisitions happening in {Industry} right now, we’ve had several conversations with business owners in your space who are thinking about their options for the first time.
Given what you’ve built at {Company Name} over the past {X} years, you’d likely attract serious interest.
Would it be worth a 15-minute call to walk through what we’re seeing in the market?
{First Name},
With the pace of acquisitions happening in {Industry} right now, we’ve had several conversations with business owners in your space who are thinking about their options for the first time.
Given what you’ve built at {Company Name} over the past {X} years, you’d likely attract serious interest.
Would it be worth a 15-minute call to walk through what we’re seeing in the market?
Personalized Research
Personalized Research
{First Name},
Your {X} years leading {Company Name} — particularly {specific achievement from research} — is exactly the profile our client’s advisory group is focused on.
We’re reaching out to a select number of business owners in {Industry} to see if there’s interest in a confidential conversation about what the current market looks like for companies like yours.
Would that be worth exploring?
{First Name},
Your {X} years leading {Company Name} — particularly {specific achievement from research} — is exactly the profile our client’s advisory group is focused on.
We’re reaching out to a select number of business owners in {Industry} to see if there’s interest in a confidential conversation about what the current market looks like for companies like yours.
Would that be worth exploring?
These aren’t templates applied at scale. Every message is generated from real research on each individual company and owner. That’s what makes business owners respond — they can tell someone did the work.
These aren’t templates applied at scale. Every message is generated from real research on each individual company and owner. That’s what makes business owners respond — they can tell someone did the work.
Results
Results
7–15%
7–15%
reply rates
10–20+
10–20+
qualified sellers / month
60 days
60 days
to first mandate
$355M+
$355M+
transaction volume
From a recent campaign: 1,729 business owners contacted. 105 unique replies (6.1% reply rate). 10+ qualified meetings booked in the first 15 days.
Firms running systematic outbound origination are closing 4–8 additional deals per year from this channel alone.
From a recent campaign: 2,853 business owners contacted. 212 unique replies (7.43% reply rate). 32 genuinely interested. 10+ qualified meetings booked in the first 15 days.
Firms running systematic outbound origination are closing 4–8 additional deals per year from this channel alone.
Across multiple firms:
One firm: 70+ qualified appointments per month with business owners — in the healthcare sector, arguably the most competitive market for deal origination
Another: first mandate within 60 days of launching. $3.5M in listings within 6 months
Across multiple firms:
One firm: 70+ qualified appointments per month with business owners — in the healthcare sector, arguably the most competitive market for deal origination
Another: first mandate within 60 days of launching. $3.5M in listings within 6 months
Every firm and result referenced is kept confidential. We extend the same discretion to every firm we work with.
Every firm and result referenced is kept confidential. We extend the same discretion to every firm we work with.
Hear From Our Best Clients
Jordan Wittbrot, Director at ArkMalibu
Jordan Wittbrot, Director at ArkMalibu
ArkMalibu is a mid-market M&A advisory firm. For them, qualified deal flow isn't a nice-to-have — it's the business.
Through the systems we built, they're speaking with 4–5 business owners every week who match their acquisition thesis and are seriously considering selling. Consistent deal flow, through a cold acquisition channel, on repeat.
ArkMalibu is a mid-market M&A advisory firm. For them, qualified deal flow isn't a nice-to-have — it's the business.
Through the systems we built, they're speaking with 4–5 business owners every week who match their acquisition thesis and are seriously considering selling. Consistent deal flow, through a cold acquisition channel, on repeat.
"We brought on AssetLeads to help with deal origination and what surprised me was how fast it moved. First week of sending and we're already on calls with owners who match our acquisition criteria — right EBITDA, right profile, genuinely open to selling. Usually you have to wade through a lot of noise to get to those conversations. With AssetLeads, every call was already vetted. That's not something I've seen before."
Emmett Barnes | Founder and President,
The Montana Group
One Additional Deal Covers the Entire Engagement Many Times Over
One Additional Deal Covers the Entire Engagement Many Times Over
One Additional Deal Covers the Entire Engagement Many Times Over
The math on sell-side deal origination is straightforward.
The math on sell-side deal origination is straightforward.
Your average success fee on a single closed transaction: $200K – $500K+
If this channel generates one additional closed deal over the next 6–12 months — just one — the return on the entire engagement is measured in multiples, not percentages.
The real question isn’t what this costs. It’s what not having a proactive origination channel is costing your firm in deals that go to competitors who are reaching those owners first.
Your average success fee on a single closed transaction: $200K – $500K+
If this channel generates one additional closed deal over the next 6–12 months — just one — the return on the entire engagement is measured in multiples, not percentages.
The real question isn’t what this costs. It’s what not having a proactive origination channel is costing your firm in deals that go to competitors who are reaching those owners first.
Your Reputation Is Non-Negotiable
Your Reputation Is Non-Negotiable
We built the system around that.
NDA-first. Every engagement starts under a mutual non-disclosure agreement.
NDA-first. Every engagement starts under a mutual non-disclosure agreement.
Separate sending domains. Your firm’s primary domain reputation is never touched.
Separate sending domains. Your firm’s primary domain reputation is never touched.
Copy approval. You approve every word of outreach before it goes out. Nothing sends without your sign-off.
Copy approval. You approve every word of outreach before it goes out. Nothing sends without your sign-off.
Low volume, high quality. Maximum 15–20 sends per day per inbox. Confidential, professional outreach — not mass email.
Low volume, high quality. Maximum 15–20 sends per day per inbox. Confidential, professional outreach — not mass email.
You own everything. Every asset we build — the research, the infrastructure, the systems — belongs to you. Even if we stop working together.
You own everything. Every asset we build — the research, the infrastructure, the systems — belongs to you. Even if we stop working together.
Let Us Prove It
Let Us Prove It
We’ll source 50 business owners matching your thesis who may be ready to sell and bring on advisory — identified through exit-readiness signals specific to your sector.
Free. No commitment. No contract.
You see the quality of the companies. You see the research. You see exactly what the outreach would look like. Then you decide whether this is worth pursuing.
We’ll source 50 business owners matching your thesis who may be ready to sell and bring on advisory — identified through exit-readiness signals specific to your sector.
Free. No commitment. No contract.
You see the quality of the companies. You see the research. You see exactly what the outreach would look like. Then you decide whether this is worth pursuing.
Ayaan Rahman · Founder, AssetLeads