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What is a CEPA? Certified Exit Planning Advisor
You may have heard of a Certified Exit Planning Advisor (CEPA). But what is a CEPA? A CEPA is a professional who specializes in helping...
What Is an Exit Planner? Definition, Duties & Why Every Owner Needs One
Learn how an exit planner aligns personal and financial goals, builds value with the Exit Planning Institute framework, and ensures a successful transition.
Shaun Savvy
Jul 17, 2025
What Is an Exit Planner?
Definition, Duties & Why Every Owner Needs One
TL;DR – An exit planner (often a Certified Exit Planning Advisor, or CEPA) is the quarterback who aligns a business owner’s personal, financial, and enterprise goals so the company can be sold or transitioned on the owner’s terms. Using the Value Acceleration Methodology™ and modern tools such as exit planning software, the planner builds value, reduces risk, and drives a successful transaction.
Why Owners Need an Exit Planner - Data & Stats
- 79% of privately held–company owners expect to exit within 10 years, yet only 17% have a written plan.
- 80% have no formal exit strategy even though they say it’s “very important”
- 76% regret their sale within 12 months, largely because of unaddressed personal and strategic issues.
Take-away: DIY exit planning is risky; a structured process led by a qualified advisor protects value and the owner’s post-sale happiness.
Core Responsibilities of an Exit Planner
| Responsibility | Owner Value | Key Tools / Frameworks |
|---|---|---|
| Valuation Benchmarking | Establishes a credible baseline & sets the “number.” | EV vs. Equity analyses, multiples |
| Value Acceleration Roadmap | Applies the Protect → Build → Harvest™ cycle to close the Value Gap. | EPI methodology + Maus Attract / Engage / Build suite |
| Gate-System Coordination (Discover → Prepare → Decide) | Keeps the process on time & on budget while reducing deal-killers. | Readiness assessments, diligence sprints |
| Quarterbacking the Advisor Team | Aligns CPA, attorney, wealth manager & business coach around one plan. | Collaborative dashboards |
Valuation Benchmarking
Your first move as an exit planner is to answer a simple question: “What is the company really worth?” That baseline anchors every goal, tax plan, and value-creation sprint that follows.
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Enterprise vs. Equity Value. Make sure owners grasp the distinction (see our deep dive on Valuation Using Multiples).
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Value Gap Analysis. Quantifies how far today’s valuation is from the owner’s Freedom Point — i.e., the number that fully funds post-exit life.
Value-Acceleration Roadmap (Protect → Build → Harvest™)
The Exit Planning Institute’s Value Acceleration Methodology™ revolves around three pillars:
| Pillar | What it means | Maus module that streamlines it |
|---|---|---|
| Protect | Shore up documentation, reduce key-person risk, tighten cash flow. | [Attract] – CEPA-branded emails, Score-Your-Business lead magnet, and CRM pipelines keep you top-of-mind years before a sale. |
| Build | Increase recurring revenue, diversify customers, professionalize leadership. | [Engage] – Discovery questionnaires, ValueMax gap analytics, and Project Pilot checklists give you a single workspace to run the Build phase. |
| Harvest (Decide Gate) | Trigger the exit when market timing and readiness converge. | [Build] – 3-, 5-, and 10-year OKRs, financial integrations, and investor-ready reports that keep everyone marching to the liquidity date. |
Coordinating the EPI Gate System
EPI structures Value Acceleration around three gates:
- Discover Gate – Triggering Event, owner & business assessments, reality check.
- Prepare Gate – Execute Build projects; de-risk the deal; close the Value Gap.
- Decide Gate – Re-assess readiness; choose exit option or reinvest.
A strong exit planner schedules Gate reviews every 90 – 120 days. Inside Engage, the Project Pilot view auto-sends reminders, aggregates KPI updates, and shows Gate-by-Gate progress on one owner-friendly dashboard.
Team Quarterback
Owners rarely know how to corral the legal, tax, M&A, and wealth-management specialists they’ll need. You become the single point of truth:
- Set the valuation anchor the CPA will use for tax modeling.
- Align the M&A attorney on deal-structuring milestones.
- Feed the wealth planner live net-proceeds projections from MasterPlan.
How to Become a Certified Exit Planner (CEPA)
- Meet prerequisites: 5 years advising owners, bachelor’s degree, etc.
- Attend EPI’s 4-day CEPA program (20+ CPE credits).
- Pass the proctored exam
- Maintain 40 hours of CE every 3 years.
👉 See the full details on the Exit Planning Institute’s CEPA page.
Choosing the Right Exit Planner – Checklist for Owners
| Question | Why It Matters |
|---|---|
| Are you CEPA-certified? | Demonstrates mastery of Value Acceleration. |
| Do you use dedicated exit-planning software? | Creates a repeatable, data-driven process. |
| Will your exit plan involve quarterly Enterprise-Value benchmarks? | Shows accountability & progress. |
| Can you build and run our Advisor Team? | Reduces risk and ensures a smooth transition. |
| How do you charge? | Clarity up front helps guarantee a successful exit. |
Exit Planner FAQ
What does an exit planner do that my CPA can’t?
A CPA focuses on financial statements and taxes; an exit planner integrates those numbers with leadership succession, lifestyle goals, and market timing to maximize sale price and_owner satisfaction.
How early should we engage an exit planner?
Ideally 5–10 years before target exit. The sooner you start, the easier it is to close the Value Gap and navigate the Gate System without time pressure.
What’s the difference between an exit planner and an investment banker?
An investment banker sells the business once it’s ready; an exit planner gets it ready—building value, reducing owner dependence, and ensuring personal readiness.
Do I need an exit planner if I’m transferring to family?
Yes. Family successions still require valuation, tax strategy, leadership development, and wealth planning. A CEPA-led process reduces family conflict and protects enterprise value.
Which software is best for exit planning?
Look for platforms purpose-built around the Value Acceleration Methodology™. Maus exit planning software integrates client acquisition, engagement dashboards, and KPI-driven growth plans.