Currently in stealth mode

Reimagining business transitions for the AI era

A new platform to modernize how America’s small businesses change hands — combining AI with real human guidance.

The opportunity

Trillions in value will change hands in the next decade.

12 million small businesses in the U.S. are owned by baby boomers — and many don’t have a clear path to exit.

These aren’t startups. They’re HVAC shops, logistics firms, and manufacturers — the backbone of the real economy.

The systems built for selling them are outdated, inefficient, and often inaccessible. We’re changing that.

12 million small businesses in the U.S. are owned by baby boomers — and many don’t have a clear path to exit.

These aren’t startups. They’re HVAC shops, logistics firms, and manufacturers — the backbone of the real economy.

The systems built for selling them are outdated, inefficient, and often inaccessible. We’re changing that.

12 million small businesses in the U.S. are owned by baby boomers — and many don’t have a clear path to exit.

These aren’t startups. They’re HVAC shops, logistics firms, and manufacturers — the backbone of the real economy.

The systems built for selling them are outdated, inefficient, and often inaccessible. We’re changing that.

What we're building

Phase 1: For Dealmakers

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A new home for independent M&A advisors

Smart CRM, secure deal rooms, and standardized docs

Live advisor community, certifications, and deal flow

CandaceAI: When valuing a Main Street small business, you need to take into account a unique mix of financial, operational, and qualitative factors. This is different from how you’d value a tech startup or large corporation.

Seller’s Discretionary Earnings (SDE):

This is the most common profitability metric for small businesses. It includes the owner’s salary, perks, and any one-time or non-operational expenses added back to net income. It represents the total benefit an owner-operator receives.

Seller’s Discretionary Earnings (SDE):

Phase 2: For Sellers & Buyers

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Guided seller onboarding

AI assistant for prep, Q&A, and matching

Live human help when it matters most

Profile check

Due diligence

Letter of intent

Asset purchase agreement

Escrow

CandaceAI:

Updating

Profile check

Due diligence

Letter of intent

Asset purchase agreement

Escrow

CandaceAI:

Updating

Profile check

Due diligence

Letter of intent

Asset purchase agreement

Escrow

CandaceAI:

Updating

Phase 3: For the Future

•

Advisor training & certification

Seller education at scale

Marketplace transparency and trust

How we're different

We don’t just onboard users — we assess them. Whether you’re a first-time seller, a seasoned advisor, or a buyer new to small business acquisition, you get a tailored experience. Our system adapts to your level of experience, surfacing the tools, templates, and guidance you actually need — no clutter, no jargon.

Experience-based onboarding

We’re building more than listings — we’re building credibility. Every advisor and buyer has a profile with verified reviews, transaction history, and communication ratings. The result? A trusted ecosystem where the best professionals rise to the top — and deals move faster because the groundwork for trust is already laid.

Reputation-first marketplace

Our proprietary AI isn’t a gimmick — it’s trained on real deal documents, conversations, and human input. It doesn’t just spit out answers — it guides, prompts, and evolves with every interaction. And when AI hits its limits, a real expert steps in. Those interactions help train the system to get better over time.

AI trained on real deal data

Not everyone needs the same level of support. Our pricing flexes based on your experience and engagement. Newer users get more help and pay a bit more; seasoned pros move faster and keep more of their margin. It’s aligned incentives, built in.

Adaptive fees

The Team

We’ve helped close deals, ship software, train advisors, and scale startups. Now we’re building the platform we always wished existed.

Paul Jon Kelley

Founder & CEO

20+ years in M&A, investment, and growth strategy. Led M&A at Acquire.com, founded Synesis Advisors, and serves on the board of 24 Hours of Lemons. Superpowers: deal structuring, capital planning, trust-building.

Frederico A. Andrade

Head of Product & GTM Strategy

Veteran product leader with 10 years across SaaS and Marketplaces with a proven track record on data products, ML and impact. 2x Y Combinator product leader, 2x founder, facilitated a merger, and both built and right-sized product teams and processes, and I love the journey so to speak.

Roger Tung

Head of Marketing

Former Head of Marketing at Acquire.com, specializing in early-stage startups—building strong foundations and scaling growth. A true two-way player with expertise across the full marketing spectrum, from paid media and demand generation to content creation and community building.

Shawn Flynn

Head of Capital Strategy

Shawn is a seasoned investment banker and the host of the Silicon Valley Podcast, where he’s interviewed hundreds of leading founders, VCs, and technologists. He has deep experience with cross-border capital, particularly inbound investment from Asia into U.S. startups, and has advised numerous early-stage companies on M&A, capital strategy, and international expansion.

Scott Sundvor

Strategic Advisor

Scott is a two-time founder with successful exits, an MIT-trained engineer, and a veteran product and engineering executive. Over his career, he has raised more than $25M from top-tier investors including Foundry, Upfront, SV Angel, and Bessemer.