Baton Makes Free Valuation Estimates Available for 2 Million Small Businesses

NEW YORK, September 28, 2026 — Baton, a marketplace for buying and selling small businesses, today announced the launch of Business Profiles, a free tool that gives owners an estimated value for their business and shows how it ranks against local competitors. Profiles are live for 2 million small businesses across the United States, so owners can look up their business, see what it may be worth and take a first step toward understanding the value of what they have built.

The launch comes as millions of business owners approach retirement. By 2035, roughly 6 million small and mid-size businesses will face an ownership transition, according to research from the McKinsey Institute for Economic Mobility. More than 1 million of them are viable candidates for sale, representing up to $5 trillion in enterprise value. Yet in 2022, 92% of business exits ended in closure rather than a sale. Baton built Business Profiles to help close that gap.

Business Profiles give owners a starting point for decisions that often come years before a sale: where to invest, what to improve and how to prepare for an eventual transition. Each profile brings together an estimated business value, information about the business and its standing among local and regional competitors. Owners can also see how many buyers are looking for businesses like theirs.

“Our biggest competitor isn't someone else trying to sell small businesses, it's the small business owner who hasn't considered selling and thinks the only option is to shut their business down,” said Chat Joglekar, co-founder and CEO of Baton.

A first look at business value

Joglekar, a former Zillow executive, co-founded Baton with Dylan Gans to help small business owners understand their value and navigate a sale. Business Profiles extends that work by making an initial estimate easy to find, without requiring an owner to begin a sales process.

The estimates draw on public business data and Baton's proprietary transaction and valuation insights. Competitive rankings compare businesses with local and regional peers in the same industry using revenue, margin and reputation signals.

Owners can:

• Find their business and view its estimated value and competitive position for free.

• Claim their profile and work with Baton to refine the estimate using their business's financial information.

• Explore their next step, including a sale supported by Baton's technology and human advisors when they are ready.

A Business Profile does not mean a business is for sale. The public estimate is a starting point, not an appraisal or a formal valuation. Owners can request removal through the form on their profile.

Business Profiles is available now at baton.com/small-business-value-estimate. Fortune covered the launch on September 15.

About Baton

Baton is an agentic marketplace for buying and selling small businesses supported by M&A advisors who run an AI-native service. Founded by Chat Joglekar and Dylan Gans, Baton combines business valuation data, technology and experienced M&A advisors to help owners understand what their businesses are worth, connect with buyers and navigate the sale process. Learn more at baton.com.

Media Contact

Dylan Gans
Co-Founder, Baton
dylan@baton.com

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