CounterPoint – July Edition: What’s Next? An Alternative Perpetuation Plan


What’s Next? An Alternative Perpetuation Plan

The iCAP plan for continuity alignment considers culture and incentives combined with both internal and external funding to make perpetuation a reality.

We talk to agency owners about “what’s next?” for their business, and many have a strong desire to perpetuate internally. After decades of commitment to growing their firm, there is often the hope to carry on the legacy and transfer ownership to family members or key employees. But, for various reasons, perpetuation is not a viable option for many agency owners and they will ultimately end up selling. Ideally, we believe that every agency should have a choice of whether to carry on its legacy by perpetuating internally or selling externally to a third-party buyer.

What is the iCAP solution?  iCAP is a MarshBerry product that helps enable internal long-term perpetuation.

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