Most business owners pour their heart and soul into building their company - yet over 70% of businesses listed for sale never sell.
FreshVue™ was founded on a simple but powerful idea: every business owner deserves to exit on their own terms - with clarity, confidence, and control.
After decades working in the insurance and employee benefits world, Dianne Kelley, CEPA saw a glaring pattern - too many business owners had no plan for stepping away from their business. Whether due to lack of time, lack of knowledge, or simply putting it off, most were unprepared for both voluntary and involuntary exits.
That’s why Dianne created FreshVue™: to provide a clear, actionable pathway to a more valuable, sellable, and sustainable business - one that supports the owner’s goals today and protects their legacy tomorrow.
If you’re like most business owners, you’ve been too focused on the day-to-day to think about how—and when—you’ll exit your business. But one thing is certain: you will exit someday. The question is… will it be on your terms?
Common Signs You May Not Be Ready:
You don’t know what your business is worth
You’ve never discussed succession with family or partners
You assume your children or team will “figure it out”
Most of your revenue depends on you personally
You haven’t documented systems or leadership roles
You’re unsure how a sale or transition will impact your taxes, retirement, or estate
These gaps can make your business unsellable—or significantly reduce its value.
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