Learn why we're building ELLA

TRUST, NOT TRANSACTIONS,

DRIVE ADVANTAGEOUS EXITS

ELLA turns trust into action with tools built for advisor-led transitions.

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ELLA is the digital workbench for trusted advisors helping small business owners navigate the most important transition of their lives. With intuitive and engaging tools to discover and illustrate value, ELLA lets you and your clients build a plan, take action, and see real results at every stage of the exit journey.

Exit planning, leveled up.

From first conversations to final deliverables, ELLA brings clarity, structure, and trust to the exit planning process. ELLA provides tools that reflect how exit planning actually works—with nuance, collaboration, and a human touch.

Fact Finding

Structured discovery, your way.

ELLA’s Fact Finder isn’t one-size-fits-all. Use lightweight or deep-dive templates. Customize to your process, your industry, or your client.

Malleable templates

Custom Builder

Future Integrations

Owner Goals

Every exit is personal.

Capture what matters most—exit goals, personal timelines, wealth targets, and ownership expectations. ELLA brings humanity into the planning process with clarity around the Wealth Gap.

Exit Goals

Per-owner expectations

Wealth Gap

Valuation Delivery

Make value visible.

Give your client a clear picture of what their business is worth—and how that value can grow. With ELLA’s dynamic valuation model, you’ll connect EBITDA, comps, and strategic action into one powerful narrative.

Intuitive Visuals

Comps

Value delta & volatility

Exit Team

One team. One workspace.

Coordinate across advisors, clients, and collaborators with role-based access. Advisors get full control; owners and collaborators get a clean, simplified view that’s easy to engage with.

Assign Tasks

Upload Docs

Track deliverables

Value Chain

Prove your value as an advisor

ELLA’s Value Chain maps value across growth cycles—so clients can see exactly how improvements stack up over time. Track deltas between original, current, and potential value across sprints.

Strategic cycles

Modular Deliverables

Value Movement

Fact Finding

Structured discovery, your way.

ELLA’s Fact Finder isn’t one-size-fits-all. Use lightweight or deep-dive templates. Customize to your process, your industry, or your client.

Owner Goals

Every exit is personal.

Capture what matters most—exit goals, personal timelines, wealth targets, and ownership expectations. ELLA brings humanity into the planning process with clarity around the Wealth Gap.

Valuation Delivery

Make value visible.

Exit Team

One team. One workspace.

Coordinate across advisors, clients, and collaborators with role-based access. Advisors get full control; owners and collaborators get a clean, simplified view that’s easy to engage with.

Value Chain

Prove your value as an advisor

ELLA’s Value Chain maps value across growth cycles—so clients can see exactly how improvements stack up over time. Track deltas between original, current, and potential value across sprints.

Crafted for trusted advisors.

From the ground up.

While others start with their own templates and playbooks, we started with conversations. Where do advisors get stuck? What overwhelms owners? We stripped everything back and approached the problem with one goal: make collaboration easier, not harder. ELLA isn’t just software — it’s a strategic tool shaped by the people who actually use it.

ELLA allows me to create more revenue opportunities. I’m able to create more of a consulting relationship where it leads to more business.

Kevin

VFM

My aha moment was when the client started understanding what the multiplier is.

Max

Small Business Alternatives

Typically our deliverable would be just be a standard EBITDA. Ella is a value add and we can show that we aren't just pulling these numbers out of a hat.

Lisa

Small Business Alternatives

Built with advisors.
Designed for trust.

Built with advisors. Designed for trust.

We designed ELLA hand-in-hand with Certified Exit Planning Advisors (CEPAs) and advisors to ensure it's not just intuitive — it’s built for the real world of advisory work.

Built to be adaptable to the advisor's workflow, ELLA helps you identify value gaps, create clear strategies, and foster deeper trust with every client interaction.

A Better Way to Work With Busy Business Owners

Executing a successful exit is one of the greatest challenges that an established small business owner will face. Yet, most of their time end up working “in” rather than “on” the business, leaving little time to plan for the future.

ELLA's user-friendly tools simplify collaboration for busy business owners. As an advisor, you’ll be able to help hardworking SBOs exit successfully while they continue to build their legacy.

Secure, because both of
our reputations are on the line.

Secure, because both of our reputations are on the line.

We know trust is earned—and essential when you're the steward of your clients' most valuable asset. That’s why ELLA is built with a security-first mindset, grounded in transparency and respect for your data and your clients' data.

Secure by Design

We design our systems and processes in alignment with leading security frameworks, including CIS Controls v8.1 and ISO 27001, and are positioning for a future SOC 2 Type II audit. Our practices are informed by these standards to ensure robust security, access control, and data protection.

All data on ELLA is encrypted in transit and at rest. We use modern SOC2/II compliant infrastructure providers like Vercel and Cloudflare, with DPAs in place. Strict access controls, internal policies, and multi-factor authentication (MFA) safeguard your information within our company.

You're in Good Hands

Full data encryption

Modern U.S-based Infrastructure

GDPR & CCPA Adherence

Granular Access Control (RBAC)

Multi-factor Auth by Default

Enterprise SSO / SAML

Your data, always

When advisors use ELLA to support their clients, they remain in control. Only those you explicitly invite can access your organization or client workbenches. We don’t share your business information without your permission.

Privacy Built-In

We follow U.S. state privacy laws and align with international standards like GDPR. Users can export or delete their data at any time. ELLA never sells your data, and only processes it to provide the services you’ve signed up for.

Simple. Flexible. Made for Impact.

Streamline the value-building journey for your clients with ella. From onboarding to final deal prep, our digital workbench provides a place for all the moving parts and the tools to put them together.

Join our early access list to be one of the first in the door.