Buying and selling agencies might sound like a topic reserved for founders planning an exit, but the latest BenchPress data suggests otherwise.

Whether you're looking to sell in three years or simply build a stronger agency, understanding what drives value can help you make better decisions today. In this session, Peter Czapp shared insights from more than 50 real agency acquisitions and the latest BenchPress data, revealing what buyers are looking for and the practical changes that can increase your agency's value over time.

Here are the key takeaways:

Buyers are looking for focused, specialist agencies

The BenchPress data shows that agencies with a clear, specialist positioning continue to outperform.

Across more than 50 agency acquisitions completed in the last year, the number one reason buyers chose to acquire an agency wasn't recurring revenue, technology or even the team. It was the agency's service offering.

This reinforces a trend we've seen throughout the BenchPress reports. Agencies offering between two and five services consistently achieve stronger growth and higher profitability than those trying to do everything.

Specialisation doesn't just improve performance today; it also makes your agency significantly more attractive when the time comes to sell.

Building value starts years before an exit

One of the biggest misconceptions around selling an agency is that preparation starts when you decide to sell.

In reality, buyers are looking at years of consistent performance. Strong financial results, improving profitability and predictable growth all contribute to higher valuations, which is why preparing for an exit should begin around three years before any planned sale.

The webinar also explored how agencies are typically valued. While buyers consider a range of factors, the most common approach is a multiple of adjusted EBITDA (profit). Larger agencies generally command higher multiples, but the strongest valuations come from agencies that combine healthy profits with the characteristics buyers value most.

Ultimately, increasing your agency's value isn't about chasing a valuation. It's about building a healthier business.

Reducing risk is one of the fastest ways to increase value

The webinar highlighted several factors that can reduce an agency's value, regardless of its size or profitability.

Founder dependency remains one of the biggest risks. More than half of agency owners said their business would struggle to survive if they stepped away, making it far less attractive to buyers.

Client concentration is another common challenge. While landing large clients can accelerate growth, relying too heavily on one account creates significant risk if that client leaves.

Buyers also look for consistency. Agencies with steady financial performance, clear growth plans and opportunities to expand existing client relationships are viewed as lower risk and are often rewarded with stronger valuations.

These aren't just considerations for agencies planning an exit. They're the characteristics of resilient businesses that perform better year after year.

Profit remains the biggest driver of value

If there was one message that stood out throughout the session, it was this: profit drives value.

Because agencies are most commonly valued as a multiple of profit, increasing profitability has a direct impact on what an agency is worth.

Peter encouraged agency owners to stop treating profit as something that's measured at the end of the year and instead make it a non-negotiable target from the outset.

Building around healthy Gross Profit and Operating Profit targets doesn't just create a more valuable agency. It creates the resources to invest in your team, improve your services and build a business that's sustainable for the long term.

Watch the full webinar

This is just a snapshot of the latest BenchPress insights into buying, selling and building agency value.

To explore the full findings, including valuation benchmarks, buyer insights and the 12 levers of agency value, you can watch the full webinar below. If you'd like to download the 2026 BenchPress reports, you can do so here.