Exit planning is entering a new era, with a strong emphasis on customization, technological integration, and strategic collaboration.
Shared in a recent conversation on the Capitaliz Insights podcast, Dr. Craig West and Jared Johnson discuss the clear shift in the mindset of professional planners that was on full display at the 2025 Exit Planning Summit earlier this summer.
What was once a focus on convincing business owners and advisors about the importance of planning, the industry is now laser-focused on how to do it better, meaning more efficiently, effectively, and collaboratively.
The Evolution of Industry Conversations
In the earlier days of exit planning, the message was often about persuading practitioners and business owners to take action. Today, the conversation has moved beyond that: everyone now understands the impact and importance of exit planning; now, the focus is on execution and optimization.
As Craig said following the Summit, his conversations with both advisors and owners are dominated by discussions around tools, solutions, and how to implement exit and succession strategies more effectively to produce better outcomes.
This change reflects a broader industry trend: the aversion to fragmented approaches.
Instead, there is a strong push for comprehensive, integrated solutions that better serve business owners and allow advisors to execute plans all in one place.
This trend is also evident in the growing emphasis on partnerships, as advisors increasingly collaborate across disciplines to deliver unified, seamless services.
Craig highlighted recent partnership conversations that Capitaliz has had with organizations like Ninety and REAG, emphasizing how collaboration is now a core part of the exit planning ecosystem.
Why Marketing Matters in Modern-Day Exit Planning
As the market shifts from persuasion to partnership, owners want advisors they can trust to lead from beginning to end, not just provide recommendations.
Clients increasingly judge value by how seamlessly a practitioner can integrate people, processes, and technology.
So, what should you emphasize in your marketing strategy?
- Trust-based collaboration: position yourself as a co-pacemaker, rather than a lone-strategist. Highlight your track record coordinating cross-disciplinary teams (M&A, finance, legal, etc.) to deliver integrated outcomes
- Tech-forward, but user-centric: Demonstrate how your toolkit reduces friction, accelerates value, and improves transparency for owners and stakeholders
- Outcome-driven planning: Focus on measurable milestones (time-to-exit- readiness, value uplifts, risk reductions) and a clear roadmap from awareness to execution.
Practical Steps for Practitioners:
- Develop a collaborative playbook that includes client onboarding, plan mapping, tech stack integration, and a staged execution calendar.
- Highlight case studies and client testimonials that show coherence and tangible results across disciplines or industries.
- Offer “exit-ready audits” to discuss improvement lists, prioritized action plans, and the value impact of each planning task.
- Invest in solutions like Capitaliz to help implement the above steps in a unified manner and that provides resources for scaling your practice.
Building a Community of Collaboration
One of the most encouraging insights gained through recent conversations, meetings, and events is the evident sense of community and trust among industry professionals.
Craig describes in the recent podcast episode that the Exit Planning Summit attendees, many of whom are repeat participants, have built relationships that go far beyond formal business interactions. This camaraderie fosters a shared mission and a collective drive to improve how exit planning is delivered.
Other recent events have also revealed that more practitioners recognize the importance of partnerships, knowing when to bring in specialists like M&A experts, coaches, or project managers to better serve clients.
Craig and Jared recall the increasingly asked question,
“What do we do next?”
Advisors and exit planning professionals have identified the shifts in mindset of business owners, and in turn, they are actively seeking collaboration to refine their strategies to find the answer.
Embracing Innovation and Practicality
The industry is looking toward more practical, actionable solutions while also demanding convenience, ease of use, and integration.
Craig has observed that the advisor’s focus on efficient implementation has led to a surge in digital automation with the use of artificial intelligence (AI), software tools, and process- oriented solutions.
However, there is still a challenge: newer or less digitally-savvy professionals must fully embrace technologies like AI.
Findings in EPI’s recent National Generational State of Owner Readiness™ Report show that owners within each generational group approach exit planning differently.
As advisors, it’s critical to find the common ground that lies in shared values and goals related to exit readiness.
While more experienced advisors may be slower to adopt these innovations, the industry’s future depends on embracing the wave of digital transformation.
The Road Ahead
As we look to the future, it’s clear that the industry will continue to evolve with an emphasis on tailored strategies, technological integration, and strategic partnerships.
Our recent conversations through meetings and industry events have underscored that advisors who focus on building trust, leveraging innovative tools, and fostering collaboration will be best positioned for success.
For business owners and professional planners alike, the message is clear: don’t wait for the perfect solutions – start taking action today. Whether through adopting new technology or forming strategic alliances, the next era of exit planning belongs to those who are proactive and adaptable.
To see if Capitaliz is platform best suited for you, book a demo with us today.
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