Agencies.co vs Barney: Agency M&A Compared
Choosing the right platform or advisor for your agency M&A transaction is one of the most important decisions you will make. Both Agencies.co and Barney offer pathways to buying or selling a business, but they differ in focus, approach, and the type of seller they serve best. This comparison breaks down the key differences to help you make an informed choice.
We believe in honest comparisons. Barney has genuine strengths, and there are situations where they may be the better fit. Our goal is to help you understand the differences so you can choose the right partner for your specific situation.
Quick Comparison
| Feature | Agencies.co | Barney |
|---|---|---|
| Specialization | Marketing agencies only | Agency growth advisory and M&A |
| Deal Size Range | $500K – $30M+ | $1M – $15M |
| Pricing Model | Transparent tiered pricing | Retainer + success fee |
| Advisory Support | Full M&A advisory included | Long-term advisory relationship |
| Time to Close | 90 days average | Varies (advisory-first approach) |
| Buyer Network | Vetted agency buyers | Agency industry connections |
| Free Valuation | Yes | Consultation-based |
About Agencies.co
Agencies.co is a marketplace and advisory platform built exclusively for marketing agency M&A. Every aspect of the platform — from valuation methodology to buyer network to deal structuring — is designed specifically for the marketing and communications agency sector. Founded to help agency owners navigate the complex process of buying, selling, or merging their businesses, Agencies.co offers transparent pricing, hands-on advisory, and a vetted network of agency-focused buyers. With a target close time of 90 days, the platform is built for speed, simplicity, and outcome.
About Barney
Barney takes a distinctive approach to agency M&A by focusing on long-term advisory relationships that start well before a transaction. Their model emphasizes growth advisory — helping agencies increase their value before bringing them to market. This approach can be valuable for agency owners who are not ready to sell immediately but want to start planning and optimizing their business for an eventual exit. Barney works with agencies in the $1M to $15M range and brings deep understanding of agency operations and growth levers.
Key Differences
Advisory Timeline
Barney’s approach is inherently long-term — they work with agencies for months or years before a transaction. Agencies.co serves both immediate sell-ready agencies (90-day close target) and those in early planning stages. If you are ready to sell now, Agencies.co’s structured process moves faster. If you are 1-3 years out and want growth advisory, Barney’s model has appeal.
Growth vs Transaction Focus
Barney emphasizes pre-sale growth optimization. Agencies.co focuses on the transaction itself — finding the right buyer, structuring the deal, and closing efficiently. Both create value, but at different stages of the journey.
Marketplace Component
Agencies.co combines advisory with marketplace exposure to a large buyer network. Barney operates as a traditional advisory firm without a marketplace component. Marketplace exposure can accelerate buyer identification and create competitive tension.
Who Should Use Barney
Barney may be a better fit if you are 1-3 years away from selling and want growth advisory to maximize value, prefer a long-term advisory relationship that evolves into transaction support, want help with operational improvements and value creation before going to market, or value a relationship-first approach over a transaction-first process.
Who Should Use Agencies.co
Agencies.co is the better choice if you are ready to sell now or in the near term, want a structured process with a 90-day close target, need marketplace exposure to a vetted buyer network in addition to advisory, or prefer transparent pricing without long-term retainer commitments.
Pricing Comparison
Barney’s retainer-based advisory model means costs accrue over the advisory period, which can span months or years, plus success fees at transaction. Agencies.co offers tiered pricing with shorter engagement timeframes. The total cost depends heavily on how long the pre-sale advisory period lasts with Barney versus moving directly to market with Agencies.co.
The Verdict
Barney offers a valuable service for agency owners who are not ready to sell but want to start optimizing for an eventual exit. Their growth advisory model can genuinely increase agency value over time. For agency owners who are ready to transact, Agencies.co’s combination of marketplace exposure, structured process, and agency-specific buyer network is better suited to getting a deal done. The two firms serve different stages of the exit journey.
Ready to Get Started?
Whether you are leaning toward Agencies.co or still evaluating options, the best next step is to understand what your agency is worth. Our free valuation gives you an honest, data-driven assessment with no obligation.
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