We Help Founder‑Led Businesses
Achieve Premium Exits
Specialist M&A advisers to technology, professional services, marketing, and software firms
These statistics represent total figures relating to transactions completed by our principals while working at previous firms and are not totals reflecting transactions completed by TruWater Advisory Ltd.
Built for Founder-Led Businesses
We advise founders and owner-managers of Marketing, Consulting, Software and Technology services businesses preparing for a significant liquidity event.
Our clients are typically profitable, growth-oriented businesses operating in the mid-market, where deal outcomes materially impact personal wealth, legacy and future direction.
We work closely with founders considering:
- A full exit
- A partial sale or private equity investment
- A strategic acquisition by an industry buyer
- Recapitalisation to support the next phase of growth
Recognised experts in Consulting, Media, Marketing, Technology, and Data.
A Structured, Data-Led Sell-Side Process
We run disciplined, evidence-based sale processes designed to maximise valuation,
create competitive tension and deliver certainty of close.
Strategic Positioning & Preparation
Deep diagnostic of business model, financials, and market positioning to build a compelling investment narrative.
Targeted Buyer Mapping & Outreach
Data-driven identification of strategic and financial buyers, executed through a confidential, structured process.
Competitive Offer Management
Orchestrating multiple interested parties to create competitive tension and optimise terms.
Diligence Control & Risk Mitigation
Proactive management of the due diligence process to protect value and maintain momentum.
Negotiation & Close
Senior-led negotiation of definitive documentation through to successful completion and handover.
Preparing for a Premium Exit
Not every business is immediately ready for market.
We work with founders in advance of a transaction to strengthen valuation positioning, address structural risks and ensure transaction readiness before initiating a sale process.
Our preparation services typically include:
- Financial presentation and KPI refinement
- Revenue composition and earnings quality analysis
- Growing high-value revenue streams
- Incentive structure design to align key management ahead of sale
- Shareholder alignment and governance structuring
- Identification and mitigation of potential diligence risks
- Equity story refinement and buyer positioning
WANT TO FIND OUT HOW READY YOUR BUSINESS IS FOR SALE TODAY?
THE READY SCORECARD
Rate your business across each dimension.
This tool is designed to provide an objective, realistic assessment of your market readiness—not a flattering one.
A Proven Track Record in Founder-Led Transactions
TruWater Advisory advises Heroleads on joining Havas
TruWater Advisory advises TeBS on joining Avanade (a joint venture with Accenture)
TruWater Advisory advises Motor Design Limited on joining Ansys
Testimonials
“It was an absolute pleasure working with Hattie Marsden and the TruWater Advisory team during our recent M&A engagement relating to Total eBiz Solutions. Hattie played an instrumental role in guiding the discussions and ensuring that the interests of both parties were carefully balanced throughout the process. Her thoughtful approach, clear communication, and ability to bring people together made a real difference.”
“Hattie's exceptional industry knowledge, deep relationships, attention to detail, and strong financial acumen have been instrumental in preparing our company for a successful sale. Her expertise in the service space has allowed us to maximize value in an impressively short timeframe. We couldn't have achieved this without her guidance and dedication.”
“I insisted on working with Hattie specifically when selling Wiredcraft because I knew I could count on her to tell me what I needed to hear, not just what I wanted to. This was my first time going through an M&A process: I needed competence, sure, but more importantly radical honesty. She'll be the first person I call if I ever sell a business again.”
“TruWater was invaluable in helping us prepare for, and navigate our acquisition process. Hattie's skills and experience added a huge amount to our sell team, enabling us to confidently negotiate with and manage the buyers. Working with TruWater allowed us to realise the maximum value of the business, which simply would not have happened without Hattie's support.”
“After successfully coming through our sales and 4-year earn-out process, what stands out is the critical importance of the right Advisors. We worked with Hattie Marsden and her team daily for more than 12 months to get our deal done. She is incredibly knowledgeable and experienced, but also patient, easy to work with, clear when she needs to be, and always on our side. Having a small, focussed team, who will ride with you through the ups and downs, and are dedicated to getting you the best possible outcome, can become an advantage. We would highly recommend working with Hattie and her team at TruWater Advisory.”
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