The Difference Between Strategic & Financial Acquirers

Posted June 01, 2018 by OCP | Post a Comment

When owners decided consider to sell their company, one of the first things they consider is building a list of high-fit potential acquirers for the business. With private equity (financial) acquirers becoming so abundant in the last 10 years (over 2,500 in North America), the list of potential acquirers to approach in the M&A sale process is likely to consist of both strategic acquirers and financial acquirers.

These two types of acquirers have fundamentally different goals and will approach your business from very different perspectives during an M&A sale process. In the process of identifying, evaluating and selecting the right acquirer for your business, you may want to engage representatives of both types of acquirers if you wish to maximize sales price and the probability of a successful of the transaction.

Types of Acquirers

Strategic Buyers

Strategic buyers are privately-held or public operating companies that provide products or services to the market in a certain sector.  Strategic buyers represent about 70 percent of the total M&A market. Often times, they are direct competitors, suppliers or customers of your business. They can also be indirect competitors, in close adjacencies, or  contextually related to your company and looking to grow in new directions. Their goal is to identify companies whose products or services can synergistically integrate with their existing business- the concept that the value of two companies combined is greater than the sum of the separate individual parts (i.e., 1+1 =3).  

Financial Buyers

Financial buyers include private equity (PE) firms, venture capital (VC) firms, hedge funds, and family investment offices. These types of acquirers are in the business of putting their investors funds to work by buying companies, supporting their growth, and realizing a significant return on their investment by reselling the enlarged companies after a few years. These acquirers typically look for solid businesses with good management teams and strong growth opportunities in which they can deploy additional capital to drive growth that will lead to future exit opportunities.  Their acquisitions comprise the remaining 30 percent of the M&A market.

Strategic and Financial Acquirers Approaches Differ Greatly

Understanding the end goals of both financial and strategic acquirers is essential to understanding how and why their approaches differ. In general, there are five ways in which their considerations differ: 1) valuation of the business; 2) investment merits of the industry; 3) strength of infrastructure; 4) impact of investment horizon; and 5) transaction efficiencies.  Each difference highlights its importance as to why one buyer category is more desired than the other.

Full Integration Versus Continued Independence

Strategic acquirers will most likely integrate the sellers’ business into their own organization structure, business systems, controls, and management after a transaction to recognize synergies that represented the rationale for the acquisition. Strategic acquirers often plan to fully integrate the sellers’ company into the acquirer over time which can present a challenge for sellers that strongly value an independent organization and ability to independently shape the organization direction.  In cases in which this is a significant issue, financial acquirers can represent an attractive alternative as financial acquirers often provide the companies they acquire with a slightly greater degree of freedom on how to operate and grow the business.

Additionally, financial acquirers are often more likely to keep the seller's’ current management team in place in comparison strategic acquirers who tend to be more likely to insert their own leadership in the Seller’s organization.  As such, strategic buyers tend to emphasize their focus on the integration of the sellers’ business into their own and the achievability of the identified synergies, while financial acquirers tend to focus on the sustainability of the sellers’ existing business model, strength of the management team, and achievability of near-term growth opportunities.  

Different Views on Valuation

With such differing rationale for completing an acquisition, it is not a surprise that strategic and financial acquires view valuation of the Sellers’s company in very different ways. 

The purchase price strategic acquirers are willing to pay is significantly driven by their “post-acquisition economics”, simply put, how much money they project they are going to make in the next 3 to 5 years of owning the company and how reasonable are assumptions that must be true for those opportunities to be realized. Synergistic benefits after closing often include a a number of cross-selling opportunities, leveraging of distribution channels, elimination of duplicative expenses, and economies of scale.  The greater incremental profit contribution derived from the integration synergies, the greater ability for the strategic acquirer to logically justify paying a premium purchase price.

Common integration synergies targeted by strategic acquirers include the following:

  • Economies of scale
  • Cross-selling opportunities
  • Unlocking underutilized assets
  • Access to proprietary technology
  • Increased market power
  • Shoring up weaknesses in key business areas
  • Geographical or other diversification
  • Providing an opportunistic work environment for key talent
  • To reach critical mass for an IPO or achieve post-IPO full value
  • Vertical integration

Without the benefit of integration synergies, financial acquirers valuation perspective is limited to two major factors; the seller's’ current financial results and the ability for the sellers’ company to achieve near-term growth opportunities.  As a result of financial acquirers’ lack of integration synergies, historically strategic acquirers were expected to have the capability to pay higher purchase prices than financial acquirers. However as the number of financial acquirers has swelled in the last 10 years, competition for quality companies has intensified and financials acquirers have been forced to respond by paying premium purchase prices in-line with or superior to strategic acquires.

Understanding what each type of buyer is seeking can help you tailor your company’s story to maximize purchase price and identify the acquirers that are the best fit for your situation 

Why You Should Include Both Strategic and Financial Buyers

While the differences between strategic and financial acquirers are evident, it is uncommon for a situation to only be a fit for one or the other.  It is often recommended to engage a large number of both both potential strategic and financial acquirers.  Aside from the obvious premium price benefits of fostering a highly competitive sale process, engaging both types of acquirers provides the seller with a greater range of options with which to achieve their specific objectives.

If you would like guidance to build your list of potential acquirers beyond the obvious, please contact us at or We’d be happy to engage you in dialogue and explore why certain buyers make sense. Good luck in your build and with achieving your objectives.

This article is provided for informational purposes only and does not constitute an offer, invitation or recommendation to buy, sell, subscribe for or issue any securities. While the information provided herein is believed to be accurate and reliable, Objective Capital Partners and BA Securities, LLC makes no representations or warranties, expressed or implied, as to the accuracy or completeness of such information. It should not be construed as investment, legal, or tax advice and may not be reproduced or distributed to any person.

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