With $10 million raised in Series A funding, Baton’s transformative approach to small business sales is set to make a lasting impact. 

Baton: Pioneering the Future of Small Business Sales

When Dylan and I started Baton, we committed to being the best place for a small business to change hands, and with 2024 in the rear view mirror we are confident that this is a fact. 2024 was filled with milestones, product innovations, and heartfelt stories from our community of small business owners and aspiring entrepreneurs. As we step into 2025, we’re excited to reflect on our journey and share the strides we’ve made in reshaping the small business sales landscape.

Poised for Growth

Baton raised $10 million in our Series A, which was led by Obvious Ventures and they were joined by Burst Capital, FJ Labs, Fluent Ventures, and Spencer Rascoff via 75 & Sunny. Previous investors Divergent Capital, Bloomberg Beta, and Zeno Ventures also participated in this round. The new funding, which brings Baton’s total raised to $15.5 million after a seed round led by Giant Ventures, will accelerate the growth of Baton's marketplace to support even more small business owners. This milestone underscores the trust and belief our investors have in our mission: to empower small business owners and buyers by building the premier marketplace for small and medium-sized business (SMB) acquisitions.

The funding is not just a financial milestone; it’s a testament to the growing recognition of the challenges and opportunities within the small business sales ecosystem along with our ability to drive successful outcomes for small business owners and buyers. The investment enables us to deepen our focus on technology, build even better tools for our users, and expand our reach to help more business owners navigate one of the most critical transitions of their lives.

Tackling the Silver Tsunami

Over the next decade, the United States will witness a $10 trillion wealth transfer as millions of baby boomers retire and transition their businesses. Baton is addressing this challenge head-on, ensuring that these businesses— the backbone of our economy — find the right successors while preserving their legacy. We have spent years building a product and process that drives a 70% success rate for business sales (ten times higher than traditional methods) and reduces costs for owners & buyers by 50%.

The “Silver Tsunami” represents an unprecedented opportunity to reshape how small businesses change hands. Traditionally, this process has been fragmented and opaque, often relying on local brokers with hefty fees and limited reach. Baton’s marketplace revolutionizes this by combining cutting-edge technology with human expertise, ensuring sellers can realize the full value of their work while connecting buyers with high-quality opportunities.

Why We Do What We Do

As James Joaquin from Obvious Ventures aptly puts it, “Small businesses are the backbone of the US economy, and we’re excited about how the Baton team is making small business ownership attainable for everyone.” This sentiment drives our team every day as we help sellers capture the full value of their life’s work and buyers embark on new entrepreneurial journeys.

This mission is personal for our team, many of whom come from backgrounds of small business ownership. We’ve seen firsthand the challenges and opportunities in this space, and we’re committed to making the process better for everyone involved.

Stories That Inspire

Our Case Studies page highlights some of the incredible stories of small business owners and the journeys they undertake. From the heartwarming tale of Gus Reckel passing his cherished French bakery to a new owner, to entrepreneurs finding their dream opportunities through our marketplace, these narratives showcase the human element behind every transaction. 

M&A Advisor Fahad Salman and Gus Reckel

Our community stories are a powerful reminder of why we do what we do. They reflect the trust our users place in us and the transformative impact Baton has on their lives. Whether it’s helping a retiree secure their legacy or enabling a first-time buyer to step into entrepreneurship, each story underscores the value of connection and support.

Looking Ahead

With our new funding and an unwavering commitment to innovation, Baton is doubling down on its mission to revolutionize small business sales. We’re investing in technology, expanding our marketplace, and continuing to refine our processes to better serve our growing community of buyers and sellers.

We recently launched products for business owners who are not yet ready for a full sale, AI-assisted listings, Dynamic AI-driven valuations, and enhanced data rooms, along with giving M&A advisors the tools to handle close 10x more businesses than the average business broker. In 2025, not only will we continue to double down on these products but we will also be bringing the closing process into the product and building a product for top-tier M&A Advisors to sell businesses on Baton.

Whether you’re considering selling your business or taking the plunge into entrepreneurship, Baton is here to support you every step of the way.

Join the Journey

The small business landscape is changing, and Baton is leading the charge. To learn more and get started if you are an owner or buyer, Get Started here.