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To help first-time buyers overcome the steep learning curve of acquiring a business, M&A advisory firm Third Equity Partners and Caprae Capital have announced a strategic partnership to provide deeper support, tech-powered tools, and more responsible guidance throughout the acquisition journey.
This collaboration combines Third Equity’s hands-on expertise in deal structuring and diligence with Caprae’s fast-growing ecosystem of tech-driven solutions and community-based support. The goal: to help acquisition entrepreneurs, whether via traditional SFs or self-funded models, navigate the process with greater clarity, discipline, and confidence.
“Acquiring a small business for the first time can be overwhelming,” said Hereford Johnson, Founder of Third Equity Partners. “We’re here to support buyers during their most vulnerable moments, especially at the LOI stage, so they can execute deals thoughtfully, or walk away for the right reasons.”
For Caprae Capital, the alliance brings seasoned, operator-led insight to its tech-first approach. Founder Kevin Hong emphasized Johnson’s rare experience across multiple ETA models and his role as both a guide and educator for the firm’s growing base of nearly 40 searchers. Caprae’s SaaSquatch platform has already attracted thousands of users, aiming to automate sourcing and streamline the acquisition process.
Together, the firms are reframing how first-time buyers enter the market, not as isolated individuals relying on gut instinct, but as entrepreneurs backed by real support, proven frameworks, and the tools to succeed in a more thoughtful, resilient way.
As the SF community continues to evolve, partnerships like this signal a clear shift toward buyer-first ecosystems, where experience, technology, and trust converge to build a more sustainable path to ownership.
