Baton vs FE International: Fees, Process, and Which to Choose
Chat Joglekar
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6 min read
FE International is an established M&A advisor for technology and online businesses, and it is the right choice if you are selling a SaaS, ecommerce, content, or other tech business and want a specialist in that niche. Baton is the better fit for most Main Street and lower-middle-market sellers who want a published fee (6% at close, no retainer), a free valuation, and 30,000 vetted buyers.
This comparison is for owners of businesses worth roughly $500K to $10M. The two firms serve different markets: FE International works mostly with tech and online companies, and Baton focuses on Main Street and lower-middle-market U.S. companies. If you run a software or online business, a specialist like FE may serve you better.
What FE International is
Founded: 2010 by Thomas Smale, still its CEO. Ismael Wrixen is Executive Chairman. We found no public report of a sale or ownership change.
Headquarters: New York, with offices in London, Miami, San Francisco, Warsaw, and Mumbai, per its About page.
Model: sell-side and buy-side M&A advisory for tech businesses, investment banking through FE Capital Markets (a FINRA-member broker-dealer), and a self-serve marketplace for smaller deals.
Track record: FE reports over 1,500 transactions worth more than $50 billion and a 94.1% success rate, per its own blog.
Pricing: no upfront fees and a sliding advisory commission, rates not published. Its marketplace publishes a closing fee of 5%, 4%, or 3% based on asking price.
Recognition: a Financial Times Americas’ Fastest Growing Company from 2020 to 2024 and a four-time Inc. 5000 company, according to FE.
Baton vs FE International
Baton | FE International | |
|---|---|---|
Upfront cost | None. No retainer or listing fee. | None, per FE. No listing fee, retainer, or valuation fee. |
Success fee | 6% of the total purchase price, paid at close | Advisory: sliding scale, not published. Marketplace: 5%, 4%, or 3%, by asking price. |
Who runs the sale | A dedicated Baton advisor through diligence and close | Advisory: a senior advisor with in-house accounting and legal. Marketplace: you, with a customer success manager. |
Business focus | Main Street and lower-middle-market U.S. businesses worth $500K to $100M | Tech and online businesses worldwide. Advisory targets $1M to $100M+. |
Buyer reach | 30,000 vetted buyers, major business-for-sale sites, and direct outreach to strategic buyers | Reports 80,000+ pre-qualified investors |
Off-market option | Yes. Free anonymous listing to gauge buyer interest privately. | Confidential process. Buyers sign an NDA before seeing details. |
Valuation | Free, data-driven valuation | Free valuation |
Contract term | Three-month exclusive, then month to month | Engagement agreement. Term not published. |
Time to close | Offers in about 6 weeks, close in about 6 months on average | Not published for advisory |
Pricing and features checked October 2026. Baton figures are from baton.com/pricing. FE International figures are from its seller pricing page, its private sales page, and its blog.
Where the difference shows up
The first difference is cost, which depends on the FE service you use. On a $1.5 million sale, Baton’s 6% success fee is $90,000. On FE’s self-serve marketplace, the 3% tier costs $45,000, which is less, but you run the sale yourself. FE’s advisory rates are not published. Each point above 6% adds $15,000 on that sale, so ask FE for its advisory fee in dollars.
The second is industry fit. FE’s teams and buyer network are built around SaaS, ecommerce, AI, cybersecurity, fintech, edtech, agencies, and marketplace apps, which matters when buyers value you on recurring revenue. Baton is built for Main Street and lower-middle-market companies and offers SBA and bank pre-qualification for interested buyers.
The third is how buyers find you. FE runs a confidential process and shares details only after buyers sign an NDA. Baton lists your business on its own marketplace and major business-for-sale sites and contacts strategic buyers directly, with a free anonymous listing if you want to test interest privately first.
Which should you use?
Choose FE International if you are selling a SaaS, ecommerce, content, or other tech business and want a specialist with a long record in that niche, your company is large enough to need investment banking, or you are outside the U.S., where FE has offices and Baton does not yet operate.
Choose Baton if you own a Main Street or lower-middle-market business and want a published 6% fee with no retainer, a dedicated advisor, and buyer financing support. The Seller Plan requires at least $100K in annual profit (SDE or EBITDA).
Start with a number
Before you compare fees, know what your business is worth. Get a free Baton valuation.
FAQ
Is FE International legit? Yes. FE International was founded in 2010, is headquartered in New York, and reports more than 1,500 completed transactions. Its investment banking arm, FE Capital Markets, is a FINRA-member broker-dealer.
How much does FE International charge to sell a business? FE International says it charges no upfront fees and does not publish its advisory commission, which slides with deal size. Its self-serve marketplace charges a closing fee of 5%, 4%, or 3% based on asking price, as of October 2026.
Does FE International work with non-tech businesses? FE International focuses on technology and online businesses such as SaaS, ecommerce, content, AI, and fintech. Owners of Main Street or lower-middle-market businesses outside tech may be better served by an advisor built for that market, such as Baton.
What are the best FE International alternatives? For Main Street and lower-middle-market owners, Baton. For online businesses, see Baton vs Flippa, Baton vs Acquire.com, and our comparison of every option.
What is FE International’s success rate? FE International reports a 94.1% success rate across more than 1,500 transactions. That is a self-reported figure, and FE says it turns down over 90% of businesses that approach it.
More comparisons
See every option side by side on Compare Baton, or read another comparison:
Sources
Baton pricing, checked October 2026
FE International seller pricing, checked October 2026
FE International vs. Acquire.com, FE International blog, May 2026
FE International vs Flippa, FE International blog