Baton vs SMB.co: Cost, Process, and Which to Choose
Chat Joglekar
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6 min read
SMB.co is a free, AI-powered platform where small business owners track what their business is worth and plan growth or an exit, and it is the right choice if you are a year or more from selling and want to get ready on your own. Baton is the better fit for most Main Street and lower-middle-market owners who are ready to sell: a dedicated advisor runs the sale, buyers can get SBA and bank pre-qualification, and the fee is a flat 6% at close with no retainer.
This comparison is for owners deciding where to start. The two do different jobs: SMB.co is a planning and valuation tool whose terms say it does not act as a broker or advisor, while Baton markets your business and manages the deal through closing. Many owners could use SMB.co to prepare and Baton to sell.
What SMB.co is
Founded: launched in June 2024 in Greater Cincinnati by Joe Brown (CEO), Mike Hillenmeyer (COO), and Brit Karel. The legal entity is Small Business Experts, Inc.
Model: an AI agent that connects to tools such as QuickBooks and Square, gives a free daily valuation it calls the Bestimate, and does work you approve. Owners can publish listings, and buyers can search businesses whether or not they are for sale.
Size: the company reports 100,000+ owners, buyers, and advisors, and says its search covers 19 million+ U.S. businesses.
Pricing as of October 2026: Free for 1 or 2 people, or Plus at $20 a person a month with a 3-person minimum. Both include every feature.
Funding: a $1 million pre-seed round led by Collide Capital, with Fireroad Ventures participating, which the company says was inspired by platforms like Zillow but built for small business ownership.
Baton vs SMB.co
Baton | SMB.co | |
|---|---|---|
What it does | Sells your business, from marketing through closing | Values and plans your business. Owners can post listings. |
Upfront cost | None. No retainer or listing fee. | Free plan for 1 or 2 people. Plus is $20 a person a month, minimum 3 people ($60). |
Fee when you sell | 6% of the total purchase price, paid at close | None listed on its pricing page or in its terms as of October 2026 |
Who runs the sale | A dedicated advisor, through diligence and close | You, or a broker you hire. Its team can introduce local advisors. |
Valuation | Free, data-driven valuation before you list | Free Bestimate, updated daily from connected tools. Not an appraisal. |
Buyers | 30,000 vetted buyers, plus major business-for-sale sites and direct outreach to strategic buyers | Buyers search listed and unlisted businesses with its AI agent and reach out to owners |
Confidentiality | Free anonymous listing to test buyer interest privately | Data rooms that share files in stages, such as after an NDA |
Buyer financing | SBA and bank pre-qualification for interested buyers | Helps buyers check what they can afford; introduces local lenders |
Commitment | Three-month exclusive, then month to month | Free has no time limit. Plus renews monthly; cancel any time. |
Pricing and features checked October 2026. Baton figures are from baton.com/pricing. SMB.co figures are from its pricing page and terms (updated October 16, 2026). SMB.co has changed its pricing more than once, and earlier versions of its site described a success fee at close, so check its current page.
Where the difference shows up
The biggest difference is who does the selling. SMB.co helps you know your number, fix what buyers will ask about, and share files securely, but its terms say buyers and sellers handle their own negotiations and diligence. With Baton, a dedicated advisor markets the business, supports negotiation through the LOI, and manages diligence to close.
That changes how to read the cost. On a $1.5 million sale, Baton’s 6% success fee is $90,000. SMB.co charges nothing at close, so selling there yourself costs only your plan and any extra credits: $0 on Free, or $360 for a three-person Plus team over six months. If you want someone to run the sale, SMB.co points you to a business broker, and Baton’s site says traditional brokers charge 10% to 15%, or $150,000 to $225,000 here.
The second difference is buyer reach. On SMB.co, buyers find you through search. Baton lists your business on its marketplace and major business-for-sale sites, contacts strategic acquirers directly, and pre-qualifies buyers for the SBA and bank loans many Main Street deals depend on.
Which should you use?
Choose SMB.co if you are a year or more from selling and want a free, running estimate of your value and a plan to raise it, you plan to sell on your own or already have a broker, or your business earns under $100K a year, below Baton’s Seller Plan minimum. Indiana owners get Plus free for 12 months.
Choose Baton if you are ready to sell a U.S. business worth roughly $500K to $100M and want an advisor to run the process, a flat 6% fee with no retainer, wide buyer reach, and financing support for buyers.
Start with a number
Whichever route you take, know what your business is worth first. Get a free Baton valuation.
FAQ
Is SMB.co legit? Yes. SMB.co is run by Small Business Experts, Inc., launched in 2024, and announced a $1 million pre-seed round led by Collide Capital. Its terms say it is a platform, not a broker or advisor.
How much does SMB.co cost? As of October 2026, SMB.co has a Free plan for 1 or 2 people and a Plus plan at $20 a person a month with a 3-person minimum. Both include every feature, and its pricing page and terms list no fee at close.
What is an SMB.co Bestimate? The Bestimate is SMB.co’s free estimate of what a business is worth, updated as connected tools such as QuickBooks report changes. SMB.co says it is a planning estimate, not an appraisal or an offer.
Can I sell my business on SMB.co? You can publish a listing and use its data rooms, but SMB.co does not run the sale; you or your broker handle buyers, negotiation, and diligence. Baton assigns a dedicated advisor for a 6% fee at close.
What are the best SMB.co alternatives? For owners ready to sell who want an advisor to run the deal for a flat 6% fee, Baton. Also see how Baton compares with every way to sell and our guide to business broker commissions.
More comparisons
See every option side by side on Compare Baton, or read another comparison:
Sources
Baton pricing, checked October 2026
SMB.co pricing, checked October 2026
SMB.co terms and conditions, updated October 16, 2026