How Much Is My Agency Worth If Most of Our Revenue Is Retainer-Based?

It’s a question we hear almost daily from agency owners.

And it makes sense. Retainers feel stable, but when it comes to valuation, does that stability translate into real value?

Buyers love predictable income. Retainers suggest consistency, client loyalty, and scalable delivery. But they also raise questions:

• Are the relationships contractual or handshake-based?
• How long is the average retainer term?
• What’s the client churn rate?
• Are margins sustainable, and delivery teams efficient?

Without clear evidence of durability and profitability, “retainer revenue” can be discounted in a valuation — even when it shouldn’t be.

At M&A Advisory, we specialise in turning sector nuance into valuation clarity. For retainer-heavy agencies, we focus on:

• Client Stickiness: Showcasing multi-year relationships and low churn.
• Revenue Mix: Proving a healthy balance between retainers, project work, and upsell opportunities.
• Service Efficiency: Highlighting scalable delivery and margin optimisation.
• IP or Methodology: Packaging what you do into something buyers can scale.
• Contractual Security: Demonstrating formal agreements with clear renewal patterns.

This transforms your retainers from “nice to have” into serious value drivers.

Retainer revenue, when predictable, profitable, and well-structured, can command a premium — not a discount.

In fact, recurring revenue is one of the most sought-after attributes in a marcomms acquisition in today's market. But only if it’s framed right.

That’s where we come in.

We can help you position your business for maximum valuation and find the right buyer who sees your recurring revenue as a strength, not a risk.