In today’s market, very few business sales are completed as simple “cash-on-completion” deals. Most successful transactions include some form of structure, and for good reason.
At its core, price is always a function of risk and return. When a transaction is structured thoughtfully, the risk is shared between buyer and seller, creating alignment and often resulting in a higher total sale price than a straight cash deal.
At Divest Merge Acquire, we see structured components in the majority of mid-market transactions. The most common forms are:
Deferred payments: a portion of the purchase price is held back and paid later, often linked to milestones such as client retention or contract renewal.
Earnouts or bonus payments: additional payments contingent on future business performance.
Retained equity: the seller keeps a minority shareholding to participate in future growth.
Each of these tools balances risk, reward and control differently. When used strategically, they can be a win-win for both parties.
The Power of the Earnout and/or Bonus payment
An earnout is one of the most effective mechanisms for bridging a valuation gap. It allows a buyer to pay, say, 80 per cent of the purchase price upfront, with the remainder payable if the business meets agreed performance targets after settlement.
When structured fairly, it builds trust and rewards genuine performance. When poorly defined, it can create confusion and conflict. The best outcomes occur when both sides understand the commercial intent. The seller is confident they’ll be rewarded for delivering results, and the buyer avoids overpaying for future earnings that may not materialise.
Earnouts are often justified when the future growth is expected beyond current performance, but there’s still uncertainty about achieving those results. They allow risk to be shared, not shifted.
In its most commercially attractive form as a Bonus payment, the full purchase price is paid on completion, with an additional payment triggered only if higher-than-forecast results are achieved in the following period (for example, within 12 months post-completion).
Regardless of which variant is adopted, the key is clear, well-drafted guardrails that define exactly how performance is measured and how the business will be operated during the earnout period.
Typical guardrails include:
- The buyer must continue operating the business in the ordinary course and avoid actions that distort results.
- Performance (often EBITDA) is measured using consistent accounting policies and agreed adjustments.
- The seller receives regular management accounts to verify results.
Every earnout should be bespoke and developed collaboratively between buyer, seller, and legal advisers.
Retaining Equity – The Next Chapter
Another increasingly popular structure is retained equity, where the seller keeps a minority stake often 10% or 20%, while the buyer acquires control.
This approach allows the seller to share in the upside of future growth while maintaining a continued interest in the business they helped build.
To make this work smoothly, strong documentation is essential. Common protections include:
- A shareholders’ agreement setting out decision-making rights, dividend policy, and governance arrangements.
- Put and call options that define how and when the retained shares can be bought or sold and at what valuation.
When structured carefully, retained equity can allow a seller to receive substantial cash upfront while still participating in future value creation, effectively a “free carry” in the next phase of growth.
Why Structure Matters
In a competitive M&A environment, structured transactions are no longer the exception, they’re the new standard.
They reduce risk, align interests and often unlock value that a simple cash deal cannot. Whether through earnouts, deferred payments or retained equity, structure isn’t complexity for its own sake, it’s strategy in action.
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