A business brokerage firm in a box.
The operating system top M&A advisors use to run their firm — now available to yours. Choose the CRM to upgrade your back office, or the full platform to launch a modern brokerage in days, not months. White-labeled end-to-end.
Built for the firms shaping the next era of M&A.
Whether you're a solo broker outgrowing spreadsheets, a regional firm modernizing operations, or a new entrant launching a brand, Baton gives you the institutional-grade infrastructure without the institutional build.
Established firms
Replace your CRM patchwork. Standardize how engagements, buyers, and closings move through your pipeline.
Launching firms
Skip the 12-month tech build. Go live with a polished brand, lead-generating tools, and a working deal engine.
Multi-advisor teams
Give every advisor the same modern toolkit, with role-based access and clean reporting up to leadership.
Buy the back office. Or the whole firm.
Both tiers are fully white-labeled. Your brand, your domain, your relationships. We stay invisible.
Baton CRM
The deal-management backbone for modern brokerage firms. Self-serve. Live the same day.
Automatically upgrades to $499/mo after your 14-day trial. Cancel anytime before then at no further charge.
- Seller pipeline with stage automation
- Buyer database with tagging & segmentation
- Listings & deal tracking
- NDA request and e-signature workflow
- Secure data rooms for due diligence
- Document & file management
- Team collaboration & role-based access
- Activity timeline on every contact
Baton OS
The full operating system. Marketing site, tools, deals — all branded as your firm, all built by us.
No self-serve trial — every Baton OS is custom built by our team. We deliver a first-draft site for your review within one week of kickoff.
- Everything in Baton CRM
- Fully branded marketing website
- Free business valuation tool (lead magnet)
- Listings page with NDA-gated detail pages
- AI-powered CIM (offering memorandum) builder
- Built-in blog & SEO infrastructure
- Advisor profiles & team pages
- Lead capture forms wired into your CRM
- Booking flow for discovery calls
- Custom domain (your-firm.com)
Baton CRM is self-serve and live the same day. Baton OS is custom built by our team — first-draft site delivered for your review within one week of kickoff.
What's the difference?
| Capability | Baton CRM | Baton OS |
|---|---|---|
| Seller / buyer / deal pipeline | ||
| NDA workflow & e-signatures | ||
| Secure data rooms | ||
| Branded marketing website | ||
| Public listings page (NDA-gated) | ||
| Free valuation tool (lead magnet) | ||
| AI CIM builder | ||
| Built-in blog & SEO | ||
| Custom domain (yourbrokerage.com) | ||
| Branded PDFs (CIMs, valuations, NDAs) |
Live in a week. Not a year.
Live the same day.
- 01Start your $1 trialSign up online. Full access for 14 days.
- 02Invite your teamAdd advisors, import contacts, and start running pipeline.
- 03Auto-upgradeAfter 14 days, your account converts to the $499/mo plan. Cancel anytime before then.
First-draft site in one week.
- 01Discovery callWe learn your firm, market, brand, and what success looks like.
- 02Brand & content intakeYou send logo, colors, domain, team bios, and any existing content. We handle the rest.
- 03We build your siteOur team customizes a white-labeled Baton OS deployment with your branding, copy, and imagery.
- 04First-draft review (within 1 week)You review a live working draft. We iterate until it's right, then point your domain and go live.
Built by brokers, for brokers.
Baton isn't a generic CRM repurposed for M&A. Every workflow — seller intake, buyer matching, NDA flow, CIM creation, data rooms, closings — was built around how lower-middle-market deals actually get done. We use it ourselves at Baton Strategies to run real engagements every day.
- Bank-grade securityRow-level data isolation per firm. SOC 2 controls. Encrypted at rest and in transit.
- Real institutional rigorInvestment-banking workflows, not contact lists with a deals tab.
- Production-ready documentsCIMs, valuations, and NDAs your buyers won't question.
white-labeled.
Your brand on every page, every PDF, every email. Your clients never see Baton. We're the engine — you're the firm.
Questions, answered.
Is there a trial?+
Baton CRM: yes — $1 for 14 days, full access. After 14 days your account automatically upgrades to the $499/mo plan; cancel before then and you won't be charged again. Baton OS: no trial. Every Baton OS deployment is custom-built by our team for your firm's brand, content, and domain, so there's no self-serve sign-up.
Can I migrate from my existing CRM?+
Yes. For Baton OS, data migration from HubSpot, Salesforce, Pipedrive, DealCloud, or spreadsheets is included in onboarding. For Baton CRM, you can self-import contacts via CSV, or upgrade to a guided migration package.
How white-labeled is it really?+
Baton OS is 100% white-labeled — your logo on the header, your colors throughout, your domain (firm.com), branded CIMs and valuation reports, branded transactional emails. Baton doesn't appear anywhere your clients see. Baton CRM is an internal tool for your team and runs on the Baton-branded app.
How long until we're live?+
Baton CRM: same day — sign up and start using it. Baton OS: our team delivers a first-draft custom site for your review within one week of kickoff. We then iterate with you until it's right, point your domain, and go live.
What's included in the Baton OS build?+
Custom logo placement, color palette, fonts, your firm's content across marketing pages, your team bios and headshots, your listings, your domain configuration, branded PDFs, and branded transactional emails. We do the work — you review and approve.
Can I cancel?+
Month-to-month, cancel anytime. You retain a full export of your data on cancellation.
Do you support multiple advisors / offices?+
Yes. Both products support multiple advisors with role-based access. Baton OS additionally supports advisor profile pages on your public site.
What about buyers and sellers from outside Baton?+
On Baton OS, public lead capture forms feed directly into your CRM. Existing buyers can be bulk-imported. NDAs and data rooms work for any external party — no Baton account required for them.
Is there a setup fee for Baton OS?+
No separate setup fee. Custom build, branding, content load, domain configuration, and team onboarding are included in the monthly subscription.
Run your firm on the rails the best brokers use.
Pick a plan, or talk to us. Either way, you'll be running better deals in days.