GoMerge vs Agencies.co: A Transparent Comparison for Marketing Agency Sellers

By Andy Day Posted on 2 December, 2025

If you’re considering selling your marketing, digital, or creative agency, you’ve likely encountered both GoMerge (formerly Barney, Inc) and Agencies.co in your research. Both platforms promise to help agency owners achieve a successful exit, but their pricing models, service levels, and overall approaches differ significantly. In this comprehensive comparison, we’ll show you exactly what each platform offers and why transparency matters when choosing an M&A advisor.

The Pricing Mystery: What GoMerge Doesn’t Advertise

One of the most frustrating aspects of evaluating M&A advisors is the lack of transparent pricing. GoMerge is notable for not publishing their fee structure on their website, forcing potential sellers to commit time and energy to consultations before understanding what they’ll pay.

According to their website, here’s what we know about GoMerge’s pricing:

GoMerge Full-Service Pricing (From Their Website)

From their “Sell A Marketing Agency” page, GoMerge states:

“During the engagement as our team works to match you with the perfect buyer, you pay a monthly retainer ranging from $5,000 – $20,000 depending on the size of your agency.”

Monthly Retainer: $5,000 to $20,000 per month
Success Fee: 10% of cash consideration received on closing day
Contract Length: Typically 6 months (industry standard)
Total Upfront Investment: $30,000 to $120,000 over 6 months

What’s notably absent from their website: Exact retainer amounts for different agency sizes, minimum success fees, whether retainers are credited against success fees, post-termination tail period details.

For a typical agency selling for $2 million with $1 million cash at close you’re paying monthly retainers of at least $30,000, a success fee: $100,000 (10% of $1M cash) – estimated total costs $130,000

For larger agencies paying higher retainers: Monthly retainers (6 months at $20k): $120,000 and a variable success fee, so you’re spending six figures before seeing any return.

GoMerge Self-Service Option

On their “Platform to Sell Businesses” page, GoMerge offers a self-service marketplace listing:

Listing Starter Pack: $500/month
Features: Listed on their website, access to 250,000 agency buyers
You manage all buyer communications and negotiations yourself
No details provided about success fees or additional costs

6-month cost: $3,000 minimum

Agencies.co: Transparent Pricing From Day One

Unlike GoMerge, Agencies.co displays their complete pricing structure publicly on their website. No hidden fees, no surprise retainers, no games.

Agencies.co Lite Package

Perfect for DIY sellers who want marketplace exposure

Listing Fee: $2,500 (one-time, for 6-month listing)
Success Fee: 10% of cash at close
No monthly retainers
Includes:
- Easy self-serve listing
- “New Listing” email blast to buyer network
- Adjusted EBITDA calculation
- Preparation of teaser, listing, and CIM (Confidential Information Memorandum)
- No sale = no additional fees
- Optional upgrade to full support once NDA signed ($2,500 for 10 hours)

Cost comparison for a $2M agency sale with $1M cash at close:

Upfront: $2,500
Success fee: $100,000 (10% of $1M cash)
Total: $102,500

Agencies.co Standard Package

For sellers who want full-service support

Retainer: $10,890 (one-time payment, not monthly)
Success Fee: 10% of cash at close
Suitable for agencies with $1-10M revenue
Includes:
- Valuation of your agency
- Preparation of teaser, listing, and CIM
- “New Listing” email blast
- Bespoke list of buyers created and marketed to
- Full M&A team support once NDA signed

Cost comparison for a $2M agency sale with $1M cash at close:

Upfront: $10,890
Success fee: $100,000 (10% of $1M cash)
Total: $110,890

Agencies.co Boardroom Package

Premium service for agencies $1M+ revenue

Retainer: $30,000 (one-time payment, credited against success fee)
Success Fee: 10% of cash at close (minus the $30k already paid)
Includes everything in Standard, plus:
- Strategic advice on market fit
- HoldCo and PE buyer targeting
- Engage with corporate development teams
- Bespoke buyer list database
- Outbound marketing to buyers
- Consultancy on improving margins and deal value
- Intel deck on buyers delivered to your inbox
- Dedicated senior M&A advisor you meet with weekly
- Premium positioning and presentation

Example for a $2M agency sale with $1M cash at close:

Upfront retainer: $30,000
Success fee: $100,000 (10% of $1M cash)
Less retainer already paid: -$30,000
Due at closing: $70,000
Total: $100,000

Head-to-Head Comparison

Feature	GoMerge Full-Service	GoMerge Self-Service	Agencies.co Lite	Agencies.co Standard	Agencies.co Boardroom
Upfront Cost	$30k-$120k ($5-20k/mo × 6)	$3,000 ($500/mo × 6)	$2,500 (one-time)	$10,890 (one-time)	$30,000 (one-time)
Success Fee	10% cash at close	Not disclosed	10% cash at close	10% cash at close	10% cash at close
Pricing Transparency	❌ Partial – ranges only	❌ Incomplete	✅ Fully public	✅ Fully public	✅ Fully public
Payment Structure	Monthly retainer	Monthly fee	One-time fee	One-time fee	One-time, credited
Retainer Credited?	Not disclosed	N/A	N/A	N/A	✅ Yes
Full Valuation	✅	❌	Adjusted EBITDA	✅	✅
M&A Team Support	✅	❌ Self-serve	Optional upgrade	✅ On Offer	✅ White Glove
Buyer Network	250,000+	250,000+	Full network	Full network	Full network
Bespoke Buyer Targeting	Not disclosed	❌	❌	✅ Explicit	✅ Explicit
Strategic Advisory	✅	❌	❌	❌	✅ Explicit

The Real Cost Difference

Let’s look at real scenarios based on publicly disclosed pricing:

Scenario 1: $2M Sale, $1M Cash at Close

GoMerge Full-Service: $30,000-$120,000 retainer + $100,000 success fee = $130,000-$220,000 (unknown if retainer is credited)
GoMerge Self-Service: $3,000 + undisclosed success fee
Agencies.co Lite: $2,500 + $100,000 = $102,500
Agencies.co Standard: $10,890 + $100,000 = $110,890
Agencies.co Boardroom: $30,000 + $70,000 = $100,000 (retainer credited)

Winner: Agencies.co Boardroom at $100,000 total, or Lite at $102,500 if you want low risk and self-manage listing.

Scenario 2: $5M Sale, $2.5M Cash at Close

GoMerge Full-Service: Likely $120,000 retainer (higher end) + $250,000 success fee = $250,000-$370,000 (unknown if credited)
Agencies.co Boardroom: $30,000 credited to $220,000 owed at close = $220,000

Winner: Agencies.co Boardroom with clear, predictable costs and guaranteed retainer credit.

Scenario 3: Agency Doesn’t Sell

GoMerge Full-Service: You’ve spent $30,000-$120,000 with nothing to show
GoMerge Self-Service: You’ve spent $3,000
Agencies.co Lite: You’ve spent $2,500 (one-time fee, no ongoing drain)
Agencies.co Standard/Boardroom: You’ve spent $10,890 or $30,000

Winner: Agencies.co Lite—lowest risk at $2,500 if sale doesn’t materialize.

Beyond Pricing: What Else Matters?

Transparency & Trust

GoMerge: Provides pricing ranges but requires you to contact them for specifics. You won’t know your exact monthly retainer until you’re in discussions, and key details like retainer crediting and minimum fees aren’t disclosed publicly.

Agencies.co: Every package, feature, and fee is published on their pricing page. You can make an informed decision without playing phone tag or sitting through sales pitches. You know exactly what you’re paying before the first conversation.

Payment Structure

GoMerge: Monthly retainers create ongoing financial pressure. If your agency takes 8-9 months to sell (not uncommon in M&A), you could pay $40,000-$160,000 in retainers alone.

Agencies.co: One-time payments mean you know exactly what you’re committing to. The Boardroom package even credits your entire $30,000 retainer against the success fee – a guarantee that’s explicitly stated.

Risk Management

The monthly retainer model carries hidden risks:

Market downturns during your listing period
Unexpected delays in due diligence
Buyer financing falling through
Each extra month = $5,000-$20,000 in additional costs

One-time payment models protect you:

Predictable costs regardless of timeline
No financial pressure to accept suboptimal offers
Freedom to take the time needed for the right deal

Service Quality

Both platforms offer:

Access to large buyer networks (250,000+ buyers)
Marketing materials (teasers, CIMs)
Buyer screening and qualification
Due diligence support
Transaction coordination

The key differences:

Agencies.co explicitly includes (Boardroom package):

PE/HoldCo targeting
Corporate development team engagement
Bespoke buyer list building
Margin improvement consulting
Strategic market positioning advice
Intel decks on potential buyers

GoMerge’s website mentions:

“Best efforts to market the Seller”
“Advise on transaction deal points”
“Coordinate due diligence”
Less specific about strategic advisory components

The Self-Service Comparison

If you’re confident managing the sale process yourself:

GoMerge Listing Starter Pack: $500/month = $3,000 for 6 months

Website listing
Access to buyer network
You handle everything else
No information about included materials or support

Agencies.co Lite: $2,500 one-time

Everything GoMerge offers
PLUS: Adjusted EBITDA calculation
PLUS: Professional teaser, listing, and CIM preparation (typically worth $5,000-$10,000)
PLUS: “New Listing” email blast to entire network
PLUS: Option to upgrade to 10 hours of M&A support for $2,500

Winner: Agencies.co Lite delivers significantly more value for $500 less, with professional marketing materials that GoMerge charges extra for or doesn’t include.

What Former Clients Say

GoMerge Testimonials (from their website)

Clients praise the team’s responsiveness, personalization, and “hi-tech AND hi-touch” approach. Karen Wicker and Jim Kessler (Candor PR) specifically appreciated the personalized support and described their advisors as “treasured friends.”

Multiple testimonials emphasize emotional support throughout the process, suggesting GoMerge is good at relationship management and hand-holding during stressful transactions.

Agencies.co Testimonials

The site is newer but has several published testimonials, their focus appears to be on a no BS approach, large network of buyers, process efficiency, support through the process and transparency.

What’s Missing from Public Discussion

Neither platform has extensive third-party reviews on platforms like Trustpilot or G2, which is common for specialized B2B M&A advisory services. Most testimonials appear on the companies’ own websites, so independent verification is limited.

Red Flags & Considerations

GoMerge Concerns

❌ Incomplete pricing transparency creates information asymmetry
❌ Monthly retainers can accumulate to six figures
❌ No public disclosure of whether retainers are credited
❌ No published minimum success fees
❌ Exclusive contracts lock you in while monthly fees accumulate
⚠️ Industry-standard contracts typically include 6-month “tail periods” where you owe success fees even after termination

Agencies.co Concerns

⚠️ Newer player in the market (less established brand recognition)
⚠️ Fewer published client testimonials
⚠️ Less information about team size and experience levels

Universal Considerations

Both platforms charge 10% success fees, which is standard but can be negotiable at higher valuations ($10M+)
Both require exclusivity periods, preventing you from exploring other options during the contract
Neither publishes detailed success rate statistics (common in the industry)
M&A transactions typically take 6-12 months; factor this into your planning

Which Platform Is Right for You?

Choose GoMerge If:

You value hand-holding, emotionally supportive service and relationship-building above all else
You have a larger agency ($10M+) where even $120,000 in retainers is negligible relative to sale price
You’re comfortable with monthly payment commitments and budget flexibility
You’ve received a personal referral from someone who had a successful experience

Choose Agencies.co If:

You value complete transparency and want to know exactly what you’re paying upfront
You prefer one-time payments to ongoing monthly financial commitments
You want professional marketing materials even at the entry level (Lite package)
You appreciate having your retainer credited against success fees (Boardroom package)
You want explicit, documented access to PE/HoldCo targeting and strategic advisory services
You have an agency under $10M where retainer costs significantly impact your ROI

Our Recommendation

For most agency sellers, Agencies.co offers superior value and transparency:

For DIY Sellers: Agencies.co Lite ($2,500 one-time) beats GoMerge Listing Starter Pack ($3,000 over 6 months) on both price and included services—specifically the professional marketing materials that typically cost thousands separately.
For Full-Service Seekers: Agencies.co Standard ($10,890 one-time) provides professional support without the risk of monthly retainers that could total $30,000-$120,000 with GoMerge. You save $20,000-$110,000 in upfront costs.
For Premium Exits: Agencies.co Boardroom ($30,000 credited against success fee) offers explicit strategic services with a guarantee that your upfront investment reduces your final bill dollar-for-dollar. With GoMerge, this isn’t publicly disclosed.

The transparency factor is compelling. Any service that only provides pricing ranges and requires consultation for specifics is starting the relationship from a position of information asymmetry. In an industry already filled with complexity and opacity, Agencies.co’s straightforward approach builds trust from the first interaction.

The payment structure matters. Monthly retainers create pressure to close quickly, potentially at the expense of maximum value. One-time payments or credited retainers align the advisor’s incentives with yours: get the best deal, regardless of timeline.

Questions to Ask Before Signing with Any M&A Advisor

Whether you choose GoMerge, Agencies.co, or another advisor, ask these questions:

What is my exact monthly or total upfront cost? (Get it in writing)
Are retainers credited against success fees? (Critical for ROI calculation)
What is the minimum success fee? (Important for smaller deals)
What happens if the sale takes longer than 6 months? (Additional retainer months?)
What is the tail period after contract termination? (Ongoing obligations)
What specific services are included at my price tier? (Get detailed list)
Who exactly will be working on my account? (Senior advisor vs. junior staff)

Final Thoughts

Selling your agency is one of the most significant financial decisions you’ll make as an entrepreneur. The M&A advisor you choose will be your partner through months of stress, negotiation, and uncertainty. While both GoMerge and Agencies.co can facilitate successful exits, the way they present themselves tells you a lot about how they’ll treat you as a client.

GoMerge’s partial pricing disclosure suggests they believe their value is best communicated through personal selling and relationship-building. Their strength appears to be in emotional support and hand-holding, valuable for more basic sellers who need significant guidance. However, the monthly retainer model ranging from $30,000 to $120,000 before seeing any return creates financial pressure that may not align with getting the optimal deal.

Agencies.co’s transparent approach demonstrates confidence in their value proposition and respect for sellers’ time and intelligence. Their pricing structure – particularly the one-time payments and explicitly credited retainers shows they’re willing to align their interests with yours rather than maximizing monthly recurring revenue. The trade-off may be less personalized emotional support.

Our verdict: For most agency sellers – particularly those with revenues under $10M – Agencies.co offers better value, more transparency, and a more seller-friendly fee structure at every service level. The savings of $20,000-$90,000 in upfront retainers alone can be significant, especially if your sale doesn’t close in the initial 6-month period.

However, if you have a referral to a specific GoMerge advisor you trust, or value intensive personal support over cost savings, GoMerge may be worth the premium—just make sure you get complete pricing details in writing before signing.

Take Action

Ready to sell your agency with full transparency and no hidden fees?

Visit Agencies.co/pricing to explore your options and get started today—with complete pricing information available before your first conversation.

Considering GoMerge? Contact them for a consultation, but make sure to ask all 7 questions listed above and get answers in writing before committing.

Disclaimer: This comparison is based on publicly available information from both companies’ websites and general industry knowledge as of November 2025. Pricing and terms may vary based on individual circumstances and negotiations. GoMerge’s actual pricing may differ from the ranges published on their website. Always review complete contracts with legal counsel before committing to any M&A advisory relationship. This article is published by Agencies.co and represents our perspective on competitive positioning in the agency M&A market.

About Agencies.co: We’re a specialized M&A marketplace connecting agency sellers with qualified buyers across the marketing, digital, and creative sectors. Our transparent pricing and flexible service tiers ensure you only pay for the level of support you need—nothing more, nothing less. View our pricing →