Why the best exit strategy starts with your values

If you’re an agency owner starting to think about succession, it’s easy to get drawn into the mechanics: What’s the business worth? Who would buy it? How long would I need to stay on?

But in our experience, the most successful exits (i.e. the ones that really feel good to everyone involved) don’t start with spreadsheets. They start with values.

When values lead the way, the exit becomes part of your legacy, not a break from it. It protects what you’ve built, rewards the people who’ve helped you get there, and keeps the spirit of the business alive long after you’ve stepped back.

And for some agency owners, that makes employee ownership a compelling option.

What is an EOT – and why are agencies exploring it?

An Employee Ownership Trust (EOT) is a UK model that allows a company to become employee-owned, not by dividing up equity between individuals, but by placing a controlling stake in a trust that represents all employees, current and future.

It’s most often used as a succession route. Founders sell their shares to the trust (usually over time, funded by profits), and the business continues under the leadership of a new team, with the added energy and accountability of employee ownership.

We’re seeing more agencies consider this path, and it’s not hard to see why:

It gives founders a ready made, flexible exit route.
It’s tax free! This is one of the most attractive benefits of an EOT.
It can preserve the culture and independence of the business.
It’s attractive to values-led clients and prospective employees.
And it gives team members a meaningful stake in the company’s future.

It’s not a shortcut. And it’s not for everyone. But when the fit is right, it can be a beautiful way to pass the baton.

Lessons from the frontline: What we learned from ustwo

On our podcast recently, we spoke to Sinx – co-founder of ustwo – about their journey to becoming employee-owned. For him, the move to an EOT wasn’t about fixing a failing business or unlocking growth. It was about protecting what they already had: a culture of care, creativity, and long-term thinking.

What stood out in the conversation was how values-driven the process was – and how much thought had gone into making it work for the business, not just for the founders.

There were no illusions that an EOT would make everything easier. “It’s not a silver bullet,” he said. “You are already who you are as a business.” But that’s the point. If your business already lives its values, an EOT can give them deeper roots.

Thinking about EOT? Start here

At Wow, we’ve helped agency owners explore a wide range of succession options – from management buyouts to trade sales to employee ownership. What we’ve seen is that there’s no perfect model, only the right fit for your goals, your values, and your team.

If you’re starting to consider your next chapter, here are some questions worth asking:

What kind of legacy do I want to leave?
What matters most to me: money, mission, or continuity?
How prepared is the team to take on more ownership, culturally and operationally?
How will my decision impact our clients, people, and position in the market?

You don’t need all the answers now. But if these questions spark something, you’re in the right place.

Our take: Succession planning is leadership, not an afterthought

Too often, succession gets left until it’s urgent. We believe it should be part of your leadership strategy – a chance to shape the future of your business with clarity and care.

Whether you’re curious about employee ownership or just want to explore what succession could look like in your agency, we’d love to help. We can support you with:

Succession and exit planning tailored to your values.
Understanding the financials behind EOTs and other models, such as Management Buyouts (MBOs), traditional sales or mergers.
Benchmarking your options (with a tool such as BenchPress) against what other agencies are doing.

Because good leaders think about growth, and great ones think about what comes next.

You might also find this helpful – we’ve pulled together wider insights on exit planning in this blog and panel replay.

Curious about EOTs or thinking about your next chapter?

We’re here to help you figure out what’s possible. Let’s chat.