After a period of cautious dealmaking, buyers entering 2026 are clearer than ever about what they want – and what they’re willing to pay for. Across PE, strategic buyers, and challengers – we’re seeing three themes: data, automation, and recurring revenue.

Firstly, data that actually drives decisions. Buyers aren’t looking for agencies that say they use data, they want businesses where data is baked into the operating model.

What this looks like in practice:

  • First-party data capabilities
  • Customer segmentation, lifetime value modelling, retention analytics
  • Performance measurement that goes beyond channel-level reporting and starts to analyse return on investment
  • Proprietary dashboards, insights tools or real-time analytics
  • Teams with data science or advanced analytics embedded in delivery

Why? Because data creates stickiness, higher client ROI, and better margins, and makes the business harder to replace.

Secondly, automation that reduces cost and scales output. Cost efficiency and scalability are now C-suite priorities for acquirers. Automation, particularly AI-enabled automation, is no longer a bonus; it’s an expectation.

Buyers are prioritising:

  • Automated content workflows
  • AI-driven audience or channel optimisation
  • Automation in reporting, QA and delivery
  • Process automation in media, CRM, or lifecycle marketing
  • Small in-house tools or IP that removes manual steps

Why? Because automation protects margin, drives scale, and allows the team to focus on higher-value work – all critical for PE roll-up strategies.

Thirdly, recurring revenue that’s predictable and sticky. The strongest indicator of stability in 2026 is recurring revenue, not project volatility.

Buyers want to see:

  • Retainer-led income (six or twelve months+)
  • Platform or integration partnerships with recurring fees (e.g., Salesforce, HubSpot, Shopify, Adobe)
  • Subscription-like service models
  • Annualised contracts in CRM, retention, and lifecycle marketing
  • A clear pipeline tied to long-term client relationships

Why? Because predictable revenue = lower risk, easier forecasting, better debt profiles, and stronger valuations.

The bottom line – 2026 buyers don’t just want great creative or clever strategy, they want repeatability, efficiency, and measurable impact. The agencies that win will be the ones that use data deeply, automate relentlessly, and generate revenue that renews itself.


Get in touch with our team at WY Partners to discuss your options and the best route to market at hello@wypartners.com.