Agencies.co vs Viking Mergers: 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 Viking Mergers 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. Viking Mergers 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 | Viking Mergers |
|---|---|---|
| Specialization | Marketing agencies only | Lower middle market M&A advisory |
| Deal Size Range | $500K – $30M+ | $1M – $25M |
| Pricing Model | Transparent tiered pricing | Success-based fees + retainer |
| Advisory Support | Full M&A advisory included | Full-service business brokerage |
| Time to Close | 90 days average | 4-8 months typical |
| Buyer Network | Vetted agency buyers | Regional business buyer network |
| Free Valuation | Yes | Yes (consultation required) |
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 Viking Mergers
Viking Mergers & Acquisitions is a full-service M&A advisory firm serving the lower middle market across multiple industries. With offices in several US cities, they bring regional expertise and local market knowledge to business transactions. Their team handles everything from valuation and marketing to negotiation and closing, with a focus on privately-held businesses in the $1M to $25M range. Viking Mergers takes a personalized approach, assigning dedicated advisors to each engagement, and has a strong track record of completed transactions across industries including professional services, manufacturing, healthcare, and technology.
Key Differences
Industry Knowledge
Viking Mergers advises across multiple industries — they may sell a marketing agency one month and a manufacturing company the next. Agencies.co advisors work exclusively with marketing and communications agencies, developing deep pattern recognition for what drives agency valuations and what agency buyers look for. This specialization translates to more accurate valuations and better buyer matching.
Regional vs National/Global
Viking Mergers brings strong regional expertise with local market knowledge. Agencies.co operates nationally and internationally, which matters because agency acquisitions are not limited by geography — a PE firm in New York may acquire an agency in Austin, or a London holding company may buy an agency in Toronto. Agency M&A requires national buyer reach.
Agency-Specific Buyer Network
Viking Mergers has a broad business buyer network. Agencies.co has built a buyer network specifically of agency acquirers — PE firms doing agency roll-ups, strategic agency buyers, and experienced agency operators. For agency sellers, this targeted network produces more relevant buyers faster.
Who Should Use Viking Mergers
Viking Mergers may be a better fit if you are selling a non-agency business in their target industries, want regional M&A advisory with local market expertise, prefer a traditional M&A advisory relationship, or have a business in the $5M+ range where their full-service advisory is well-suited.
Who Should Use Agencies.co
Agencies.co is the better choice if you are selling a marketing agency and want advisors who deeply understand your business model, need national or international buyer reach rather than regional, want access to a buyer network built specifically for agency acquisitions, or value transparent pricing over traditional retainer-plus-commission structures.
Pricing Comparison
Viking Mergers uses traditional M&A advisory pricing — typically an upfront retainer plus a success fee (commission) at closing. Total fees are generally in line with industry norms for full-service M&A advisory. Agencies.co offers transparent tiered pricing published on their website. For equivalent deal sizes, comparing total cost including retainer and success fee components is important.
The Verdict
Viking Mergers is a reputable full-service M&A advisory firm with strong regional presence. For non-agency businesses in the lower middle market, they are a solid choice. For marketing agency owners, Agencies.co’s specialization provides deeper expertise in agency valuations, a more relevant buyer network, and pricing designed for the agency market. The choice comes down to whether you value a generalist firm’s broad M&A experience or a specialist’s deep knowledge of your specific business type.
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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