05/22/2026
Buyers don't pay for what your agency has done.
They pay for what they think it'll keep doing without you in the room.
That single shift explains why two agencies with the same revenue, the same EBITDA, and the same client list can sell for dramatically different prices.
The agency that runs without daily founder input is valued as a business.
The one that depends on the founder for sales, delivery, and key relationships is valued as a job.
Five things buyers are quietly evaluating before they ever talk price:
→ How much of the revenue is recurring vs. project-based
→ Whether the client base is diversified or top-heavy
→ The depth of leadership below the founder
→ Whether AI is actually changing the unit economics, or just decoration
→ Whether the margins look durable or fragile
Agency M&A in 2026 is the strongest market founders have seen in years. Strategic acquirers are back. PE platforms are running roll-up strategies. AI has flipped from deal-delayer to deal-driver.
Our full 2026 guide on how digital marketing agencies are being valued, and the pre-exit playbook that protects multiple:
https://www.feinternational.com/blog/digital-marketing-agency-valuation