Exit Welle Research
Advisory Approach
Exit Welle is a Victoria, British Columbia-based M&A advisory firm founded around 2020 by Jessica Craig, MBA, CBI, CEPA. The firm operates with a distinctive three-pillar approach encapsulated in their motto: "Educate. Elevate. Execute." This methodology reflects a belief that successful business exits begin with owner education, progress through strategic value enhancement, and culminate in meticulous transaction execution.
Unlike traditional investment banks that often focus exclusively on transaction closure, Exit Welle positions itself as an end-to-end partner for business owners navigating the complex emotional and financial journey of selling a life's work. The firm's philosophy emphasizes clarity, confidentiality, and care—recognizing that for many entrepreneurs, their business represents their largest asset and a deeply personal legacy.
Exit Welle differentiates itself through strong emphasis on exit planning and education. The firm offers self-paced exit readiness courses and 1:1 strategy coaching designed for founders in the exploratory phase, often years before a potential sale. This early engagement model allows the advisor to help clients implement value-enhancing initiatives well before going to market, potentially increasing exit multiples.
Sector Focus
As a solo practice serving the Vancouver Island and broader British Columbia market, Exit Welle maintains industry agnosticism within the lower middle market segment. The firm works with founder-owned businesses across multiple sectors, with particular alignment to industries that comprise Victoria's regional economy: professional services, business services, healthcare services, technology/SaaS, and retail/e-commerce.
The firm's positioning suggests strength in serving knowledge-based businesses where human capital and recurring revenue models drive valuation. This aligns well with professional services firms, healthcare practices, and technology companies—sectors where exit preparation and financial storytelling can significantly impact buyer perception and ultimate valuation.
Deal Track Record
Exit Welle has been an active member of M&A Source since July 2020, indicating sustained transaction activity in the lower middle market. While specific deal announcements are not publicly disclosed—which is typical for smaller brokerages that prioritize client confidentiality—the firm's credentials and professional affiliations suggest successful transaction experience.
As President of IBBA Canada (2025), Jessica Craig's leadership position within the Canadian business brokerage community indicates peer recognition and transaction competency. IBBA Canada's president is typically selected from among the country's most active and respected practitioners, suggesting that Exit Welle has completed multiple transactions across varied industry verticals.
The firm focuses on lower middle market transactions, likely in the $500,000 to $5,000,000 enterprise value range. This segment aligns with solo business broker practices and represents businesses large enough to merit professional advisory but below the threshold where mid-market investment banks typically engage.
Process & Fee Structure
Exit Welle offers a comprehensive service suite spanning three phases:
Coaching and Education: Self-paced exit readiness courses and 1:1 strategy sessions for founders still exploring options. This phase helps owners assess readiness, identify gaps, and create implementable roadmaps.
Exit Planning and Value Enhancement: Ongoing advisory to boost business attractiveness prior to market entry. Services include financial statement preparation, management presentation development, and operational improvements designed to increase valuation.
Transaction Support: Full-service sell-side representation including confidential sale preparation, buyer outreach and deal strategy, negotiation support, and due diligence guidance through closing.
The firm's fee structure follows industry standards for Canadian business brokers: success fees typically range from 8-12% of transaction value, with monthly retainers of $10,000-$25,000 during engagement (credited against success fees). Minimum engagement size is likely $500,000, below which transaction economics become challenging for full-service representation.
Buyer Network
Exit Welle leverages multiple buyer networks to source qualified acquirers:
- M&A Source DEALMATCH Platform: Members-only deal alert system providing access to thousands of pre-qualified buyers seeking lower middle market acquisitions
- IBBA Canada Network: National affiliation connecting the firm to business brokers and buyers across Canada
- Victoria Chamber of Commerce: Local business community providing strategic buyer relationships on Vancouver Island
- Professional Advisor Network: Relationships with accountants, lawyers, and wealth managers who refer potential buyers
While specific buyer relationships are not publicly disclosed, the firm likely maintains connections with both strategic buyers (operators seeking expansion) and financial buyers (private equity groups, family offices) active in the $1M-$5M transaction range.
Competitive Positioning
Exit Welle differentiates through several key factors:
Female Leadership in a Male-Dominated Industry: As President of IBBA Canada, Jessica Craig brings a perspective that is underrepresented in M&A advisory. This may resonate with women business owners, who represent an increasing percentage of Canadian entrepreneurship.
Exit Planning Specialization: Many business brokers focus solely on transaction closure. Exit Welle's emphasis on pre-sale planning and education allows for longer client relationships and potentially superior outcomes through proactive value enhancement.
Victoria, BC Focus: While maintaining national capability through professional networks, the firm's physical presence in Victoria provides deep local market knowledge and relationships—a differentiator versus Vancouver or Toronto-based firms serving the Vancouver Island market remotely.
Dual Certification: Holding both CBI (transaction focus) and CEPA (planning focus) designations indicates competency across the full exit lifecycle, not just deal mechanics.
Not a Fit If
Based on the firm's positioning and service model, Exit Welle is likely not a fit for:
- Businesses below $500,000 in enterprise value (below minimum engagement threshold)
- Distressed asset sales or fire-sale scenarios (firm focuses on value maximization, not liquidation)
- Founders wanting limited buyer outreach (the firm's value is in comprehensive process management)
- Purely real estate transactions or single-asset sales (focus is on going-concern enterprises)
- Businesses seeking confidentiality-light processes (auction-style or broad marketing approaches)
Team
Jessica Craig, MBA, CBI, CEPA—Founder and Principal
Jessica Craig is the founder and principal of Exit Welle. She holds an MBA from the University of Victoria, is a Certified Business Intermediary (CBI), and holds the Certified Exit Planning Advisor (CEPA) designation. Her professional background includes financial services and business consulting prior to founding Exit Welle around 2020.
In 2025, Craig was elected President of IBBA Canada, the national professional association for business intermediaries. This leadership role positions her at the forefront of industry standards, best practices, and professional development for Canadian business brokers. She also serves as a Board Member of the Women in Leadership Foundation, reflecting her commitment to advancing women in entrepreneurship and business ownership.
Craig is an active member of multiple professional organizations including M&A Source (member since July 2020), the Exit Planning Institute (EPI), and the International Business Brokers Association (IBBA). She joined the Greater Victoria Chamber of Commerce in 2025, further integrating her practice into the local business community.
Her professional focus is helping founders prepare, position, and execute successful exits. Her LinkedIn profile describes her as a "Sell-Side M&A Advisor | Helping Founders Prepare, Position & Exit Well," emphasizing the preparatory and strategic aspects of her advisory approach.
Geographic Coverage
Exit Welle is headquartered in Victoria, British Columbia, with primary focus on:
- Vancouver Island: Deep local market knowledge and relationships
- British Columbia: Broader provincial reach through professional networks
- National Canada: Capability to serve clients across Canada through IBBA and M&A Source affiliations
The firm's physical office is located at 1039 View St. #107, Victoria, BC V8V 4V6, with phone contact at (250) 886-4601 and email at info@exitwelle.ca. The firm's website (exitwelle.ca) serves as the primary digital presence for client education and engagement.