Latona's
Latona's is a privately held business broker that facilitates M&A transactions for profitable online businesses across content, eCommerce, SaaS, lead generation, and membership categories, serving both sellers and buyers globally from San Juan, Puerto Rico via a commission-based marketplace model.
- Company typePrivate
- Founded2020
- HeadquartersSan Juan, Puerto Rico
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Latona's does
Latona's is a privately held online business brokerage that facilitates the sale of profitable digital assets, operating as a two-sided marketplace connecting sellers and buyers of cash-flow-positive internet businesses. The company offers five core brokerage service categories: content sites, eCommerce (including Amazon FBA and Shopify), lead generation, membership, and SaaS businesses. The platform is web-based, with public-facing listing pages filterable by price, revenue, profit, traffic, geography, vertical, and revenue stream, while confidential financial details are gated behind account registration and NDA completion. Latona's is headquartered in San Juan, Puerto Rico (legal entity Latona's LLC), employs 101-250 people per firmographics, and is led by CEO Rick Latona with three named category-specialized brokers (Adam Beebe, Eric Leighton, Donna Byers) managing the deal pipeline.
The business generates revenue primarily through transaction-based commissions on completed sales, with pricing not publicly disclosed but structured as success-fee brokerage compensation. Latona's distributes services through its direct website platform (global reach, with active listings across 13 countries led by the United States and UAE) and through dedicated broker relationships that handle buyer and seller interactions. Supporting the core brokerage, the company offers free NPV-based business value calculators for Amazon FBA, eCommerce, lead generation, and SaaS businesses as top-of-funnel lead-generation tools, alongside educational content via a blog and podcast targeting buyers and sellers of online businesses.
The company has been operating since 2020 per company timeline data (a discrepancy exists versus firmographics indicating 2008, which may reflect prior operating history under different structure), is independent with no disclosed parent or institutional funding, and shows no public patents, regulatory actions, M&A, or external partnerships. No AI/ML capabilities, APIs, or proprietary technology beyond the marketplace platform are disclosed in available source material.
Latona's firmographics
Firmographics- Name
- Latona's
- Legal name
- Latona's LLC
- Website
- https://latonas.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Latona's is a privately held business broker that facilitates M&A transactions for profitable online businesses across content, eCommerce, SaaS, lead generation, and membership categories, serving both sellers and buyers globally from San Juan, Puerto Rico via a commission-based marketplace model.
- Ownership category
- akta.pro rank
Latona's industry classification
Industry- Product category
- Business Brokerage Services
- akta.pro primary industry
- E-commerce & Digital Business Brokerage (FSAEAIAH)
- akta.pro secondary industry
- Business-for-Sale Marketplaces & Listing Platforms (FSAEAIAK)
Keywords
Where Latona's is headquartered
LocationHeadquarters
- HQ city
- San Juan
- HQ country
- Puerto Rico
- HQ region
- Latin America
Offices2 records
Markets served
Latona's business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Brokerage Commissions: Latona's generates revenue as a business broker facilitating the sale of online businesses. They represent both buyers and sellers in transactions involving privately held companies, with transaction terms negotiated between parties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Multi-year contract | Business brokerage services |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Latona's product offering
Product offeringCore offering
Latona's operates as a mergers and acquisitions broker facilitating the sale of profitable privately held online businesses, including content sites, eCommerce stores, Amazon FBA businesses, SaaS companies, lead generation businesses, and membership sites. The company connects qualified buyers with sellers through a web-based marketplace platform with searchable listings, NDA-protected confidential financials, and dedicated broker support throughout the transaction. Complementary free tools include NPV-based business value calculators for various online business types.
Product overview
Latona's is a business broker specializing in selling profitable online businesses. The company operates as a unified brokerage platform offering five core service categories: Content Site Brokerage, eCommerce Business Brokerage, Lead Generation Business Brokerage, Membership Business Brokerage, and SaaS Business Brokerage. The platform also provides complementary web tools including business value calculators for Amazon FBA, eCommerce, Lead Generation, and SaaS businesses. The company facilitates transactions between buyers and sellers of privately-held online businesses, acting as an intermediary in mergers and acquisitions.
Differentiator
Problem solved
Functional benefit
Products and services
- Content Site Brokerage
Companies that use Latona's
Customer profileSegments2 records
Ideal customer profiles2 records
Latona's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Latona's partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Latona's competitors and assessment
Company assessmentEmerging players
- MicroAcquire: Now part of Acquire.com, MicroAcquire built a marketplace for buying and selling small SaaS startups. Relevant as a digital-first, lighter-touch alternative to Latona's broker-led model for smaller SaaS transactions.
Direct peers
- FE International: M&A advisor specializing in the sale of SaaS, eCommerce, and content businesses in the $1M–$100M range. Closely comparable to Latona's in deal type and buyer/seller profile, though typically focused on higher-end transactions.
- Quiet Light Brokerage: Online business M&A broker focused on eCommerce, SaaS, and content businesses with $1M+ in revenue. Directly comparable to Latona's upmarket deal flow and broker-led service model.
- Acquire.com: Marketplace for buying and selling SaaS startups and small software businesses, with a strong direct-match component. Overlaps with Latona's SaaS brokerage product and competes for the same pool of indie SaaS founders.
- Flippa: Large online marketplace for buying and selling websites, SaaS, apps, and domains. Operates a marketplace/listing model with optional broker support, overlapping directly with Latona's brokerage and listing platform.
- Empire Flippers: The leading online business brokerage marketplace, brokering the sale of content sites, eCommerce stores, SaaS, and Amazon FBA businesses. Directly comparable to Latona's in vertical focus, commission model, and buyer/seller audience.
- Website Closers: Business brokerage specializing in the sale of internet-based and eCommerce businesses, including Amazon FBA, SaaS, and content sites. Operates with a similar broker-led, commission-based model to Latona's.
Broad incumbents
- Sunbelt Business Brokers: Large US franchise of business brokers handling the sale of main-street and lower-middle-market businesses. Comparable as a broker-network business model, but oriented toward traditional offline SMBs rather than digital assets.
- BizBuySell: The largest generalist business-for-sale marketplace in the US, covering franchises and traditional SMBs alongside online businesses. Comparable in marketplace/listing mechanics, though much broader than Latona's online-only focus.
Others
- SBA Lender Marketplace (Biz2Credit): Online SMB financing and marketplace platform. Relevant as an adjacent ecosystem participant supporting SBA loan-qualified buyers of businesses, including those Latona's brokers — not a direct competitor but a transaction-enabling partner.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Latona's social profiles
Digital presenceLatona's financial estimates
Financial estimateRevenue estimate
Valuation estimate
Latona's leadership team
Management profileNumber of profiles
Profiles4 records
Latona's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Latona's M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Latona's
What does Latona's do?
Latona's operates as a mergers and acquisitions broker facilitating the sale of profitable privately held online businesses, including content sites, eCommerce stores, Amazon FBA businesses, SaaS companies, lead generation businesses, and membership sites. The company connects qualified buyers with sellers through a web-based marketplace platform with searchable listings, NDA-protected confidential financials, and dedicated broker support throughout the transaction. Complementary free tools include NPV-based business value calculators for various online business types.
Is Latona's a public or private company?
Latona's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Latona's founded?
Latona's was founded in 2020. It employs 101 to 250 people.
Where is Latona's based?
Latona's is headquartered in San Juan, Puerto Rico, in the Latin America region.
How does Latona's make money?
One revenue line is on record: brokerage Commissions.
Who are Latona's's main competitors?
MicroAcquire is listed as an emerging player. Direct peers are FE International, Quiet Light Brokerage, Acquire.com, Flippa, Empire Flippers and Website Closers. Broad incumbents are Sunbelt Business Brokers and BizBuySell. SBA Lender Marketplace (Biz2Credit) is listed as an others.
Does Latona's have an API?
No public API is recorded for Latona's.
What industry is Latona's in?
Latona's's product category is Business Brokerage Services. Its primary akta.pro industry code is FSAEAIAH, E-commerce & Digital Business Brokerage, with a secondary code of FSAEAIAK, Business-for-Sale Marketplaces & Listing Platforms.