Background text from Benjamin Graham's Security Analysis (1934)

The margin of safety for every deal you touch.

What It's Worth

Institutional-grade DCF, comps, and LBO screening for business brokers — without the investment bank price tag.

3 free valuations · No credit card · 30-second setup

The problem

Valuing private companies shouldn't be this hard

Private equity, M&A, and business brokerage are built on one question: what is this company worth? Yet the tools available to answer that question are slow, inconsistent, and stuck in the last decade.

Hours wasted in Excel

Every deal starts with a blank spreadsheet. Building a DCF from scratch takes hours that could be spent on diligence, client calls, or finding the next deal.

Inconsistent methodology

Different analysts use different assumptions. One deal gets a 12% WACC, the next gets 15%, and nobody remembers why. Clients notice.

No data on private companies

Public comps are easy. Private companies are a black box. You're estimating revenue from headcount and hoping the multiple is right.

Inspired by the classics

“An investment operation is one which, upon thorough analysis, promises safety of principal and an adequate return.”

— Benjamin Graham, Security Analysis (1934)

Graham's principle of margin of safety is woven into every model we build. What It's Worth doesn't give you a single number — it gives you the range, the risk, and the confidence to make the call.

“Price is what you pay. Value is what you get.”

— Warren Buffett

The solution

Four models. One workflow.

DCF + Monte Carlo

5,000 simulations give you a defensible range, not just a single point estimate. Know the bear, base, and bull case before the meeting.

Live Comparable Companies

Public company multiples pulled in real time from market data. See the actual companies behind your multiples — not a black box.

LBO Screening

MOIC, IRR, and debt capacity in seconds. Screen out bad fits before you invest time in due diligence.

Excel & PDF Export

Export fully functional Excel models with live formulas, or white-labeled PDF reports branded with your firm's logo.

AI-powered

Intelligence built into every step

AI Company Research

AI synthesizes data from SEC EDGAR, Crunchbase, news, and company websites into a structured company profile — saving hours of manual research.

Assumption Validation

AI flags unrealistic inputs by comparing your assumptions against known data and sector benchmarks. Catch errors before the client meeting.

Executive Summaries

AI-generated prose narrative of your valuation with key insights, ready for client presentations or investment memos.

Deal intelligence

Private market data, built in

CIM Upload & AI Parsing

Upload a Confidential Information Memorandum and AI extracts revenue, EBITDA, SDE, add-backs, and deal terms automatically.

Private Transaction Database

255,000+ SBA 7(a) transactions provide real private company multiples — not just public comps with a discount applied.

SDE & Add-Backs

Built for the lower middle market. Enter seller’s discretionary earnings, owner compensation, and add-backs to get valuations that match how deals actually trade.

How it works

1

Enter what you know

Revenue, employees, funding, or just a company name. The engine estimates everything else from sector benchmarks.

2

Models run instantly

DCF, Monte Carlo, comps, and LBO screening execute in under a second. No waiting, no manual setup.

3

Get a defensible range

Enterprise value, equity value, MOIC, IRR, and P10-P90 ranges. Export the report and share it with your client.

Analysis & workflow

Go deeper on every deal

Sensitivity Analysis

5×5 matrix tables across EBITDA margin, revenue growth, WACC, terminal growth, and exit multiple. See how assumptions drive value.

Save, Compare & Track

Save valuations with full version history, track companies on your watchlist, and keep deal notes in your investment journal.

Historical Financials

Revenue CAGR, margin trends, recurring revenue percentage, customer concentration risk — the metrics that separate good deals from bad ones.

Integrations

Connect your workflow

CRM Integration

Push valuations to HubSpot as deals or Salesforce as opportunities with one click. Keep your pipeline and valuations in sync.

Audit Trail & Compliance

Enterprise-grade compliance logging with IP tracking, version snapshots, and change reasons. Built for firms that need accountability.

Did you know?

The average private company sells for 3-5x EBITDA, while comparable public companies trade at 10-15x — the private company discount is real.

Valuation insight · Refreshes daily

About

Why we built this

Business brokers close deals. They shouldn't have to spend half their day wrestling with spreadsheets to figure out what a company is worth.

What It's Worth was built by people who've sat through the late-night Excel sessions, the inconsistent WACC debates, and the client meetings where the valuation didn't hold up to scrutiny. We wanted a tool that runs the same institutional models that large banks use — but accessible to independent brokers, PE professionals, and deal teams of any size.

Every model is grounded in Damodaran's published benchmarks, real-time public market data, and the same frameworks taught at the best business schools. No black boxes, no guesswork.

Export live Excel models

Download a fully functional Excel workbook with DCF and LBO models on separate tabs. Change an assumption and every number recalculates — just like a real financial model.

Try it on your next valuation →

White-label your reports

Add your firm's logo, name, and custom disclaimer to every PDF export. Your clients see your brand — not ours. Set it up once in Settings → PDF Branding.

Set up your branding →

Ready to screen your next deal?

3 free valuations. No credit card required. Takes 30 seconds to get started.