--- title: How to Play the Boomer Exit Wave description: According to industry data, the Boomer Exit Wave is here. Here is a guide from Value Builder System on just how to navigate this unique situation. image: https://blog.exit-planning-institute.org/hubfs/ValueBuilder-Blog.png --- ![exit planning institute](https://blog.exit-planning-institute.org/hs-fs/hubfs/logos/EPI_Exit-Planning-Institute_shield_white.png?width=60&height=64&name=EPI_Exit-Planning-Institute_shield_white.png) ## THE EXIT PLANNING BLOG Keep up-to-date with exit planning, succession planning, industry trends, unique specialty insights, and useful content for professional advisors and business owners. [![home](https://blog.exit-planning-institute.org/hubfs/EPI-Assets-2022/blog/home.png) ](https://blog.exit-planning-institute.org/) #### Share this [Share on Twitter ](https://twitter.com/share?url=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&text=How%20to%20Play%20the%20Boomer%20Exit%20Wave) [Share on Facebook ](https://www.facebook.com/sharer/sharer.php?u=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&t=How%20to%20Play%20the%20Boomer%20Exit%20Wave) [Share on LinkedIn ](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&t=How%20to%20Play%20the%20Boomer%20Exit%20Wave) # How to Play the Boomer Exit Wave by [**Partner Contributed Article**](https://blog.exit-planning-institute.org/author/partner-contributed-article) on June 16, 2025 ![How to Play the Boomer Exit Wave on white background two older business owners having a conversation](https://blog.exit-planning-institute.org/hubfs/ValueBuilder-Blog.png) Pete Christman, one of the founders of Exit Planning Institute® (EPI), referred to the Boomer generation as “the 10 trillion-dollar opportunity for advisors.” He was referring to the wave of Boomers selling their businesses and the opportunity for advisors that flows when the largest generation in history sells its companies. However, for some advisors, the Boomer generation has been a disappointment. The wave of transitions feels more like a mirage, always just slightly out of reach.  There is a rich reward for those who master marketing to this generation of founders. However, the Boomer market has some distinct characteristics and idiosyncrasies, which is why this blog is dedicated to marketing to this segment. About the Data: The Boomer generation spans more than 20 years, and there are important differences within the group. To highlight these distinctions in the data that follows, we’ve divided them into two segments—"Boomers in their 60s” (B60) and “Boomers in their 70s” (B70)—and compared them against “Millennials”. The insights in this newsletter are drawn from the *Value Builder Analytics *proprietary database of over 80,000 business owners who completed the Value Builder Report. [See how the Value Builder Report can support your advisory practice.](https://advisor.valuebuilder.com/?utm_source=advisor-news.beehiiv.com&utm_medium=referral&utm_campaign=how-to-play-the-boomer-exit-wave)   ## Sizing Up the Boomer Opportunity In the U.S., an estimated 466,000 businesses generating between $1 million and $10 million in annual revenue are owned by Baby Boomers, based on NAICS data. More than 80,000 owners have completed the Value Builder Report, giving us a proprietary window into their mindset. As the chart below illustrates, on average, **Boomers tell us they plan to exit within the next five years**. For advisors focused on business transitions that create a clear opportunity, Boomers are more likely to engage with someone who can explain what drives the value of their company and what they need to focus on now to maximize their exit. ![VBS1](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS1.png?width=365&height=400&name=VBS1.png) There’s a common assumption that Boomers plan to hand their businesses down to their children, which might suggest fewer opportunities for advisors positioning themselves as exit experts. But the data tells a different story. As the chart below reveals, most Boomers,  especially older ones,  plan to sell to a third party, which means they’ll need help from advisors to prepare their business for a successful exit. ![VBS2](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS2.png?width=403&height=400&name=VBS2.png) In fact, Boomers in their 70s are getting serious attention from buyers—one in five received a written offer in the last year, nearly double the rate of Millennials and younger Boomers. ![VBS3](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS3.png?width=375&height=400&name=VBS3.png) ### The Pain Point That Opens the Door to Boomers As the great marketing professor Theodore Levitt said, "people don't buy a quarter-inch drill, they want a quarter-inch hole." In other words, great marketing is about offering a solution to what ails your prospect, and when it comes to Boomers, one of their biggest challenges is getting their company to run without them. One of the most common issues we see in the data, something we call the Hub & Spoke problem, is when the owner is at the center of everything: making decisions, solving problems, and maintaining key customer relationships. Acquirers see that as risky. Fixing this by shifting responsibility to a team or process is one of the best ways to increase the value of their business before they exit. Even something as simple as recording standard operating procedures with a tool like [VidGuide™](https://www.vidguide.com/?utm_source=advisor-news.beehiiv.com&utm_medium=referral&utm_campaign=how-to-play-the-boomer-exit-wave) can make the business easier to transition and more attractive to acquirers. In the chart below, taken from our proprietary data from over 80,000 owners who completed the Value Builder Report, between one-third and one-half of Boomers say their business relies too heavily on them. ![VBS4](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS4.png?width=404&height=400&name=VBS4.png) This makes their businesses less attractive to acquirers, who see the risk of losing essential leadership and key relationships when the owner exits. Without a plan to shift responsibilities, these owners risk limiting their pool of acquirers and receiving lower offers than they expect. ### What Actually Gets Boomers to Engage Recognizing the problem is one thing. Starting a real conversation with a Boomer owner about it is another. To break through, your marketing approach needs to speak to what truly matters to them. First, Boomers define wealth differently. As the graphic below illustrates, Boomers are less likely to be pursuing a number and more motivated by the prospect of financial freedom. From the 80,000+ owners who answered this question in the Value Builder Report, more than half of Boomers say wealth means having the freedom to do what they want, when they want. Meanwhile, Millennials are nearly twice as likely as Boomers to define wealth as having $10 million in investable assets. That contrast matters. If you talk about independence, Boomers are more likely to lean in. Curious how your clients define wealth? [Learn how to integrate the Value Builder Report into your practice.](https://advisor.valuebuilder.com/?utm_source=advisor-news.beehiiv.com&utm_medium=referral&utm_campaign=how-to-play-the-boomer-exit-wave) ![VBS5](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS5.png?width=405&height=400&name=VBS5.png) It’s one thing to know what Boomers want; it’s another thing to prove you have the expertise to help them get it. That’s where your industry expertise comes in. As you’ll see in the chart below, Boomers overwhelmingly prefer advisors with a proven track record in their industry. They want to work with someone who understands their business and the challenges they face. If you can demonstrate that expertise in your marketing pitch, they’re more likely to trust your guidance. ![VBS6](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS6.png?width=406&height=400&name=VBS6.png) ## The Best Places to Find Boomers While digital channels like Instagram and LinkedIn are a natural way to reach younger entrepreneurs, they’re less effective with Boomers. The data shows that Boomers are far less likely to use these platforms in their own businesses, making them harder to reach through digital strategies. At Value Builder, we use an owner’s digital footprint as a proxy for how receptive they’ll be to digital outreach. As the chart below shows, one-third (33%) of Boomers in their 70s report having no opted-in contacts at all—nearly double the rate of Millennials (18%). Altogether, Boomers are 56% more likely than Millennials to report having no one opt in to receive communication from them, pointing to their stronger reliance on referrals, personal networks, and face-to-face conversations when making decisions. So, if you want to reach Boomers, it pays to show up where they already are. ![VBS7](https://blog.exit-planning-institute.org/hs-fs/hubfs/VBS7.png?width=386&height=400&name=VBS7.png) ## Consider the following when planning your outreach: ### Attend Industry Events Meeting Boomer owners face-to-face goes a long way. It builds trust, shows you’re serious, and gives you a real chance to start a conversation. Trade shows and conferences give owners rare time away from day-to- day operations—when they’re more open to thinking about what’s next. Simply being in the room helps position you as someone worth talking to. ### Keep Your Centers of Influence (COIs) in Shape Boomers tend to rely on long-standing relationships when making big decisions. Their accountant, lawyer, or financial advisor is often the first call when they start thinking about selling. Stay close to these COIs—keep them informed about who you serve, how you help, and how to introduce you when the time is right. A warm referral still opens the most doors. For advisors, Boomers are ideal clients. they’re ready to sell and need guidance to achieve the best outcome. Focus your marketing on freedom, lean into the networks they already trust, and make it easy for them to see the value in starting a conversation. ### Related Resources: - [Exit Planning Institute Welcomes The Value Builder System as a Strategic Partner](https://blog.exit-planning-institute.org/value-builder-announcement-0-) - [Zebras: Why the Best Customers are Hiding in Plain Sight](https://blog.exit-planning-institute.org/zebras-best-customers-plain-sight) - [About the EPI Partner Network](https://exit-planning-institute.org/about-us/exit-planning-partner-network) Topics: [Blog](https://blog.exit-planning-institute.org/tag/blog) [Business Owner](https://blog.exit-planning-institute.org/tag/business-owner) [CEPA](https://blog.exit-planning-institute.org/tag/cepa) #### Share this [Share on Twitter ](https://twitter.com/share?url=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&text=How%20to%20Play%20the%20Boomer%20Exit%20Wave) [Share on Facebook ](https://www.facebook.com/sharer/sharer.php?u=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&t=How%20to%20Play%20the%20Boomer%20Exit%20Wave) [Share on LinkedIn ](https://www.linkedin.com/shareArticle?mini=true&url=https://blog.exit-planning-institute.org/how-to-play-the-boomer-exit-wave&t=How%20to%20Play%20the%20Boomer%20Exit%20Wave) - 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