Assets under management is one way to value an advisory firm, but buyers also want stability, leadership depth, and client retention. Consultant Linda Bready, author of The Exit Equation, says successful sales depend on seven “pillars,” including clear exit goals, strong financials, next-generation leadership, scalable operations, client stability, effective technology, and reduced compliance risks. 

Buyers look for firms that can run smoothly without the founder and have systems in place to support future growth. To prepare, Bready advises advisors to organize their financials, document processes, and consider continuity beyond the founder. 

She also stresses the importance of knowing what life after the sale will look like, since that influences buyer fit. 

Finsum: Asking pointed questions of potential buyers and addressing risks upfront can strengthen both valuation and trust in the process.