Latona's

Business Brokerage Serviceslatonas.com

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

Online business brokerage
M&A advisory
Website acquisitions
Digital asset sales
Business valuation tools

Where Latona's is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments2 records

Ideal customer profiles2 records

Latona's technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Latona's partnerships and signals

Strategic signal

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Latona's competitors and assessment

Company assessment

Emerging 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Latona's leadership team

Management profile

Number of profiles

Profiles4 records

Latona's funding detail

Funding detail

Funding 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 investment

M&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?

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.