Confidence to change




Courage to invest




Freedom to choose



Our approach is different


We are a family of international specialists who advise business owners and CEOs how to grow, fund with the right money and be fairly rewarded for their life’s work on exit. Our proprietary methodology is based on more than 20 years of research, analysis and implementation. We have developed a toolset from our experience that has been tested across numerous industries and has consistently led to increased performance for more than 3,000 owner-operated, middle market businesses.


We specialise in getting investors or acquirers to value your business from a strategic perspective by focusing on the valuation multiple, instead of treating their assessment as a simple financial transaction.


We use our methodology to increase the value of privately held businesses that are:

a)    primed for growth,

b)    ready for investment (fund), or

c)    preparing for sale (full exit or partial sale)


Assay increases the value and attractiveness of a business by focusing on the valuation multiple in the valuation formula: valuation = profit x multiple.

Why clients work with us


Our client assignments are typically owner-driven where the business is middle or mid-tier (10m-250m+ in revenues). Business leadership may be in the hands of one individual, the owner, or a small management team. Many of our clients’ businesses are family-run companies, usually without private equity.


Although many clients are experienced business owners, they are often unaware of the valuation formula V = P x M). We can provide unexpected insights into the value of their assets and help clients appreciate their company from a buyer’s perspective.


Clients often say, “I really don’t know who to trust. It feels like leaping from a height without a parachute!” What they recognise immediately is that our advisors have experienced all the highs and lows of business start-up, growth and exit.


We work with our clients to prove the value of their business and give them the freedom to choose, safe and secure in the knowledge that they have created the legacy they envisioned.

How we can help


We have fully developed specific offerings that help clients right across their grow, fund and exit journey.


1. Assess: is the first step. We work with clients to assess their current situation to produce an Equity Strategy Plan (ESP℠) – the roadmap to achieving your legacy.  This assessment also aligns the equity legacy with your business vision.


2. Transform: our transformation projects use our proprietary Equity Reward System (ERS℠) and PRIME℠ process (Prioritise, Resource, Implement, Measure & Evaluate) to realise your road map.


Through our sister company Shirlaws, we are able to provide you and your team with help and advice to grow your business. We work with CEOs, business owners and senior management across all sectors to provide the vital foundations for sustainable growth. We will help design and implement your strategic plan for growth, providing support at every step of your business journey.


  • Business coaching, consultancy, training, facilitation and mentoring
  • Design and implementation of strategic growth plans
  • Strategic business support at CEO and board level
  • Asset identification to increase investor valuation
  • Culture Integration Systems


3. Exit: Assay Corporate Finance (Australia, Europe and UK) and Assay Capital Strategies (Canada and USA) are the partner firms responsible for the execution of transactions arising from Assay Advisory’s equity strategy advice. Our corporate finance teams combine experience of owning and running a business with the process of maximising equity value for middle market business owners.


Visit Assay Corporate Finance and Assay Capital Strategies for more information.