Business Created
March, 2006 - (20 years 4 months old)
Niche: Website/Lead Tracking
sold
Monetization:
Lead Generation, B2B SaaS
Location:
California
Uncover a listing for full access to the URL, Google Analytics, Profit & Loss Statement, etc.
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#2964705
Listing Number
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$2,100,000
Listing Price
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$77,310
Monthly Revenue
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$55,322
Monthly Net Profit
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2.26x
Revenue Multiple
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3.16x
Profit Multiple
Listing Summary
Business Name: Sign in to view listing at https://fih.com/listing/2964705
Business Website: Sign in to view listing at https://fih.com/listing/2964705
Business Start Date: March 2006, acquired in 2016, repurchased and reincorporated in November 2019
Business Location: California, USA
Business Valuation: $2,100,000 USD (Lowered from $3.1M, includes $900K cash which means effective price is $1.2M)
Employee Number (Inc. Owners): 11+
Business Model: B2B SaaS
Industry: Lead Tracking Platform
Percentage Being Sold: 100%
Sales (TTM): $927,724.60
Net Profit (TTM SDE): $663,869.00
Business Multiple (TTM ARR): 2.26x
Business Multiple (TTM EBITDA): 3.16x
Paying Clients (TTM): 500+ companies
Traffic (TTM): 110,000+ visitors/year
Tag Line: 18+ Y/O Lead Tracking SaaS Platform
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Executive Summary
The business is a California-based B2B SaaS company that specializes in anonymous website visitor identification and lead tracking. Founded in 2006, the company pioneered IP-based visitor intelligence and has built nearly two decades of brand equity, trust, and technical accuracy.
The platform currently supports over 500 paying corporate clients, receives 110,000+ website visitors annually, and benefits from deep integrations with Salesforce, Apollo.io, and HubSpot. The business generated $927,724 TTM revenue with $663,869 TTM net profit (SDE), and holds $900,000 in cash reserves on the balance sheet. With an asking valuation of $2.1M, the effective purchase price is $1.2M net of cash — an attractive multiple for a profitable SaaS platform with proprietary IP and a loyal client base .
While revenues have declined from their 2021 peak, driven by limited staffing, minimal marketing, COVID disruptions, and industry consolidation, the business remains highly profitable and positioned for renewed growth through sales expansion, broader marketing, and monetization of its new product.
Company Overview
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Founded: March 2006
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Headquarters: California, USA
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Employees: ~11 (owners, contractors, outsourced support)
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Industry: Lead Tracking / Sales Intelligence SaaS
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Ownership Offered: 100%
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Valuation: $2.1M (with $900k cash; net effective $1.2M)
Business Model
The business operates as a subscription-based SaaS platform with flexible contract structures:
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Subscriptions: Month-to-month, annual, and multi-year terms.
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Pricing: Entry-level plans start at $900/year; enterprise accounts reach $35,000/year; SMB average around $2,500/year.
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Revenue Streams: Subscription fees, partner reseller arrangements, agency accounts, and integrations.
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Margins: Strong profitability due to lean staffing and commission-based sales team.
Products & Features
Platform
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Website Visitor Identification: Reveals anonymous visitors and company details.
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Intent Scoring: Helps prioritize high-value leads.
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Campaign Attribution: Links traffic back to SEO, SEM, and ad campaigns.
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CRM Integrations: Salesforce, Apollo.io, HubSpot.
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Agency Dashboard: Multi-client management with white-labeling.
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Reporting: Automated daily/weekly email alerts, performance dashboards.
New Product (Launched 2024)
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Self-service, low-cost version targeting sole proprietors and startups.
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Designed as an entry-level feeder product into the business premium.
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Expands TAM beyond SMB/mid-market into micro-businesses.
Technology/IP
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Proprietary IP reconciliation engine (developed since 2006).
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Full ownership of source code and IP.
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Domain portfolio
Market & Niche
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Primary Users:
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Sales Teams (SDRs, BDRs, AEs).
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Marketing Teams (CMOs, Directors, Specialists).
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Agencies (marketing, SEO, consultancy).
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Sectors Served: Technology, AI, healthcare, aerospace, finance, education, government, agriculture, and more.
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Geography: Primarily North America, with growing presence in the UK, India, Singapore, and Australia .
Customer Base
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500+ active paying clients.
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Long-term loyalty: Many accounts active 10–15+ years.
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Enterprise & SMB mix: Notable clients include Fortinet, C3.ai, Dassault Systems, Dell/Boomi, ICON, RW Baird, University of Notre Dame.
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Average spend: ~$2,500/year.
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Retention: Repeat buyers often repurchase after moving companies, showing strong product attachment.
Traffic & Marketing
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Website Traffic: 110,971 visitors; 155,802 page views (Jan 2023–Jan 2024).
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SEO Profile: Domain Rating 55, 4,300+ backlinks, 2,200+ ranking keywords.
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Marketing Channels: Google Ads, LinkedIn Ads, SEO blog content, newsletter, partner advertising.
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Social Presence: Active LinkedIn, Twitter/X, Facebook, Instagram.
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Agency Partner: GoldenComm manages SEO, PPC, design, hosting, and development.
Financial Performance
Revenue (USD):
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2021: $2,073,461
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2022: $1,673,558
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2023: $1,291,865
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2024: $1,039,325
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2025 (YTD, Aug): $598,395
Profit / SDE (USD):
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2021: $1,743,851
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2022: $732,285
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2023: $662,277
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2024: $690,029
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2025 (YTD, Aug): $429,990
TTM Metrics:
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Revenue: $927,724
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SDE: $663,869
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Effective Multiple: 3.16x EBITDA; 2.96x 3-year avg. profit.
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Effective Valuation: $1.2M net of $900k cash .
Churn & Retention Analysis
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Churn Drivers: COVID impact, lack of sales capacity, competitor bundling.
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Retention Strengths: Long-term clients (10–15 years), repeat buyers, higher NPS on support vs. competitors.
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Customer Lifetime Value: Average account duration exceeds 5+ years for core clients.
Growth & Expansion Opportunities
Phase 1 – Short-Term
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Hire 2–3 sales reps to scale outbound.
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Increase marketing budget beyond current minimal levels.
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Upsell existing 500+ customers with expanded pricing tiers.
Phase 2 – Mid-Term
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Monetize new product to capture sole proprietors/startups.
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Funnel entry-level users into premium.
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Leverage integrations (Salesforce, Apollo.io, HubSpot) for cross-sell partnerships.
Phase 3 – Long-Term
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Bundle tech into larger CRMs, marketing automation platforms, or agency toolkits.
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Explore roll-up strategies with SaaS consolidators.
Barriers to Entry
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Brand equity: Active since 2006.
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Proprietary IP engine: Unique reconciliation process.
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Loyal customer base: 500+ paying clients.
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Integrations: Deep partnerships with Salesforce, Apollo.io, HubSpot, KnowledgeNet.ai .
Risks & Mitigation
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Industry Consolidation: Competitors bundling features → Mitigation: Stay lean, target SMBs priced out of enterprise suites.
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Revenue Decline: Past 3 years downtrend → Mitigation: Still profitable, strong SDE margins, untapped growth via sales hires.
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Limited Marketing: Low spend historically → Mitigation: Growth playbook emphasizes advertising and brand building
Reason for Sale
Owner has operated the business for nearly 20 years. Following repurchase in 2019 and stabilization through COVID, the business requires a growth-minded acquirer to invest in sales and marketing resources.
Post-Sale Support
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Management and staff open to staying on under new ownership.
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Flexible transition terms; owner willing to provide extended support.
All Assets Included with Sale
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Domains
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Proprietary software & source code.
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Customer database (500+ active companies, 30k+ emails).
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Hosting accounts (AWS, GoDaddy).
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Monetization accounts (Apollo.io reseller).
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Social media accounts.
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Employee & contractor agreements.
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Customer contracts & renewal processes.
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Partner contracts (GoldenComm, Salesforce, Apollo.io, KnowledgeNet.ai).
Valuation & Deal Terms
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Asking Price: $2.1M
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Cash Balance: $900k (effective net $1.2M)
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Multiples: 2.96x 3-year avg. profit, 4.75x TTM owner’s earnings.
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Structure: Flexible; stock or asset sale.
Buyer Rationale
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Strategic Buyers: Acquire 500+ SMB clients, proprietary IP, and a long-tenured brand.
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Financial Buyers / PE: Asset-light, profitable SaaS with $900k cash, clear growth levers.
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Agencies / CRMs: Immediate bolt-on revenue stream and upsell opportunities into existing client base.
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About the Agent
FIH.com is a Manhattan-based M&A advisory firm specializing in the sale of SaaS, eCommerce, & Digital Media companies from $1M-$100M. If you are in the market OR you are looking to exit a business that fits these specifications, then we encourage you to reach out to us for a free consultation. We offer 100% success-based services and have a financing arm for international individuals needing acquisition capital.
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Assets Included in the Sale
The following are included in the sale of this business:
- Domains
- All IP
- Email list (30,000 subscribers)
- Social Media accounts
- Supplier relationship
- SOPs
- All Website Content/Files
- Customer Base (500 Companies)
SEO Data
Provided by Alexa
Social Media Channels
Work & Skills Required
The CEO/Owner is intricately involved in steering all facets of the company, with a predominant focus on sales, marketing, and product strategy. Despite being deeply engaged in day-to-day operations, the responsibilities are structured in a way that facilitates seamless transferability and adoption by other adept leaders. This deliberate design ensures operational continuity and positions the company for scalability under capable leadership.
The new owner can structure responsibilities differently to fit their needs and growth plan.
Other Information
Expansion Opportunities for New Owner
Hire more salespeople. The company’s sales team has been paid 100% commission. This system worked well when we had higher conversion rates, more inbound, and less competition. This prevented us from expanding the team as the ramp up for a commission sales role is easily one year or more (in our existing market).
Robustly market the product (historically, the company has done little to no marketing). Many of our clients are former users who change companies and remember the business’ brand name. Inbound sales could be quickly increased through a much more robust marketing / advertising effort.
Cut Costs / Staff / Unnecessary Services: Areas with cost reduction potential include: website development, staff (sales, support, COO, outsourced marketing & accounting)
Seller Support Includes
What (if any) post sale support is included with the sale?
100% on the sale / price. The owner, sales, and support staff would be willing to stay as long (or short) as the buyer wants, depending on a reasonable employment package. This is fully flexible but there is definitely interest to continue if needed.
Reason for Sale
We have been in this business for nearly 20 years. Since repurchasing the company in 2019 (2 months prior to the pandemic), our resources are too limited (staff, funding) to adequately compete in the market and return to a growth trajectory. The goal in selling the company is to breathe new life into the organization so it could continue forward as a part of another organization or with funding to grow the team. The owner would be happy to stay on through the transition or to help run the new company.
Buyers Profiles
Who is the ideal buyer for this business?
The optimal acquirer for the business would be a sizable marketing entity or PE player in the marketing space, capable of seamlessly integrating our platform into their product portfolio.
Within the marketing automation landscape, numerous competitors lack a tool akin to the business, either entirely or offer subpar alternatives. Noteworthy players in the field include:
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HubSpot: Provides a service with notably low-quality website tracking.
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Marketo: Primarily focused on known/existing data, offering limited insights into anonymous visitors.
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Wishpond A Canadian multifaceted marketing platform lacking a website tracking component.
In the B2B contact databases sector, potential acquirers may find value in the company’s unique offerings, especially in comparison to competitors like:
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Apollo.io: Rumored to explore the addition of a website tracking system, but discussions with the company are in preliminary stages.
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ZoomInfo:Offers an anonymous website tracking service.
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LinkedIn: Lacks website tracking solutions as B2B prospecting service for customers
In the CRM domain, the business’ integration potential with platforms like:
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Salesforce.com: Presents an opportunity to tie website activity to SFDC account activity, providing deeper insights to users. Also pairs well with outbound sales tracking to then measure both inbound and outbound website activity & responses
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SugarCRM, PipeDrive, NetSuite, Creatio, HubSpot, Monday, etc.
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Zendesk: Functions as a support and CRM system.:
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Adobe: marketing cloud platform without a like product offering for website visitor tracking
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Zoho: Currently offers a lower-grade website tracking service which may preclude them as a target.
Partnerships with entities such as:
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KnowledgeNet.ai: data integration partner that uses the business’ data to power part of their sales intelligence platform
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GoldenCommunications: long-term partner specializing in website development, SEO, and marketing programs, showcase potential avenues for strategic alignment. GoldenCommunications, with its Chief Architect overseeing the business as the acting CTO, holds significant value in potential ownership or merger
In the email marketing space, potential acquirers can explore synergies with the business by combining it with systems such as This merger could create a comprehensive solution tracking unknown/anonymous website visitors, coupled with an email tracking system, enhancing the measurement of sales and marketing outreach responses.
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MailChimp
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SalesLoft
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ExactTarget
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Active Campaign
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SendPulse
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GetResponse
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Moosend
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Omnisend
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Constant Contact.
Competitors in this space include DealFront/LeadFeeder and Lead Forensics.
Agencies: The company’s utility extends to various agencies, including marketing agencies, web development, and SEO firms. Additionally, outsourced sales consultancies such as
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Belkins.io
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SalesHive
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Revium
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FullFunnel
These systems can leverage the business to generate active and interested prospects for their clients. This diverse array of applications showcases the versatility and potential for strategic integration within a larger marketing entity's portfolio.
Frequently Asked Questions
Answered by the Seller
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