Preparing your firm for sale: what makes the difference
30 firm acquisitions in one year in Belgium. When the time comes to sell, the difference between two identical portfolios comes down to digitalisation and documented satisfaction.
The market for brokerage firm acquisitions has never been more active in Belgium. 30 acquisitions in one year, a third by two consolidators (Hillewaere and Induver Clover), and Assurdeal.be expanding to the Belgian market.
Albert Verlinden of BZB-Fedafin puts it clearly: it is becoming increasingly difficult to survive as a sole proprietorship in this insurance environment. For many brokers approaching sixty, the question of selling comes up. And the answer largely depends on what they have built around their portfolio.
Two portfolios, two valuations
Take two firms. Each manages 600 non-life contracts and 200 life contracts. Same geographic area, same insurer mix, same recurring commission income.
The first has no website, or an obsolete site created ten years ago. Zero Google reviews. A client file that is a mix of paper records and Portima data.
The second has a professional site in its own branding, locally referenced. It shows 60 Google reviews at 4.8 stars. It sends a quarterly newsletter. It measures its NPS and can show a score of +42. Its client file is clean, structured, exportable.
At equal volume, the second is valued 30 to 50% higher.
What a buyer looks at
Recurring commissions. The basis of valuation. The multiple typically sits between 1.6 and 2.6 times annual recurring commissions.
Client file quality. A clean CRM with up-to-date details, interaction history and segmentation is worth its weight in gold.
Retention rate. How many clients stay after the sale? A documented retention rate reduces perceived risk.
Social proof. Recent Google reviews, a measured NPS, testimonials.
Online visibility. An active website generating organic traffic is an asset that keeps producing after the sale.
The levers you control
Launch a professional website. That is what BrokerWeb enables.
Measure and document satisfaction. Launch NPS measurement, solicit Google reviews, archive results. That is what Satisfact.io enables.
Structure the client file. Move from notebook to CRM. Segment by contract type, by expiry date, by insurer.
Maintain contact. A quarterly newsletter that documents your monitoring and informs your clients. That is what BrokerMail enables.
When to prepare for sale?
The classic answer is "at least three years before". But the reality of the Belgian market in 2026 suggests starting now, regardless of your timeline.
A well-managed portfolio sells well. A well-documented portfolio sells better.
