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Raise & Exit
Raise and Exit is the podcast for founders navigating the path to raising capital and selling their company. Host Edgar Baum sits down with investors, operators, and dealmakers to unpack the real stories behind successful raises, exits, and the lessons learned along the way. Whether you're planning to fundraise, considering an exit, or just want to think like an acquirer or investor, this show gives you the insider knowledge to make smarter decisions and avoid costly mistakes.
Raise & Exit
Raise & Exit Podcast: Episode 20: Paige Wiese - Digital Assets in Modern M&A
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🎙️ Episode 20 is live! This time we sit down with Paige Wiese, founder of Tree Ring Digital, to unpack how digital assets are reshaping M&A and what business owners need to know to protect—and maximize—their value.
If you’re preparing your business for an exit, this episode is packed with actionable insights on the critical—but often overlooked—role of digital profiles, social presence, and technical assets in modern deal-making.
What do we cover?
1. Digital hygiene is deal hygiene. Ownership of domains, social profiles, and analytics isn’t optional—it’s critical for a smooth transfer and maintaining long-term growth.
2. Value lost (or gained) in digital assets. From Google reviews to AI-driven visibility, Paige shares examples where digital mismanagement cost deals hundreds of thousands—or where proactive management unlocked premium valuations.
3. Founder dependence vs. company independence. How to position your business so it runs seamlessly without you, preserving relational and digital equity through a sale.
4. The rise of AI and M&A. Learn how AI is changing valuation considerations and why foundations like SEO and structured digital assets are more important than ever.
🎧 Tune in to get a complete playbook on preparing your digital assets for M&A, avoiding valuation pitfalls, and maximizing your exit potential.
00:00 – 02:00
Edgar Baum: Welcome to the latest episode of the Raise & Exit Podcast. Paige, pleasure to have you here. Can you tell us how you got involved in M&A of digital assets and what you’ve learned over the years?
Paige Wiese: Thanks, Edgar. My journey started 16 years ago in freelance roles. I adapted to clients’ needs, focusing on digital strategy and growth. Over time, I noticed clients getting acquired and realized the importance of ensuring digital assets were managed properly during transitions.
02:01 – 05:00
Edgar Baum: Can you give examples of where digital assets have gone wrong in acquisitions and where they’ve gone right?
Paige Wiese: Digital assets are often the last thing considered. For example, low Google reviews or lack of analytics can reduce valuation. Savvy buyers recognize gaps immediately, impacting the deal. Proper preparation of digital assets can protect or even enhance value.
05:01 – 08:00
Edgar Baum: How long does it take to improve a company’s digital profile if it’s in the bottom quartile?
Paige Wiese: Ideally 3–5 years for major improvements. Some clients come in just months before a sale—it’s usually too late. Starting early ensures smoother transitions and stronger valuations.
08:01 – 12:00
Edgar Baum: How do you model or price digital “debt” in a company, and how has AI changed this landscape?
Paige Wiese: You work with trusted advisors to estimate impact. Missing ownership of social profiles or poor digital hygiene can stall deals. AI introduces a new layer: companies need foundational SEO and structured digital assets to leverage AI effectively in marketing and discovery.
12:01 – 16:00
Edgar Baum: How does this affect valuations in real-world M&A?
Paige Wiese: Poor digital management can reduce value, sometimes by hundreds of thousands of dollars. Ensuring assets, logins, and analytics are properly managed is critical to avoid surprise costs and preserve deal multiples.
16:01 – 20:00
Edgar Baum: For founder-led companies, how do you ensure their personal brand equity is recognized but doesn’t hinder the sale?
Paige Wiese: Transition the business to operate independently of the founder. Show investors analytics on digital performance, referrals, and client retention. Communicate effectively with clients about the transition to maintain relationships and revenue.
20:01 – End
Edgar Baum: Paige, thank you for sharing your insights. Your work in digital audits and M&A preparation highlights the critical role of digital assets in modern deals.
Paige Wiese: Thanks, Edgar. I enjoyed the conversation.