What Eden Exchange does

Eden Exchange is an Australian online marketplace platform that connects buyers, sellers, brokers, and franchisors for the purpose of transacting small and medium-sized businesses and franchise opportunities. Founded in 2014 and headquartered in Toorak, Melbourne, the company operates across 76+ countries and reports a registered base of over 100,000 participants, 14,062 live listings, and 5,460 active deals, with claims of having facilitated 15,000+ business transactions and $500M+ in cumulative sales over the past five years.

The company's core product is DealXchange, a proprietary virtual lead room platform that manages the end-to-end transaction workflow from lead generation through due diligence to deal closing. DealXchange includes a secure Deal Room for NDA-protected document sharing and e-signature, deal workflow automation, and lead capture, qualification, and conversion tracking. The platform integrates with Valutico for embedded business valuation (revenue, EBIT, EBITDA, and Net Income multiples) and with SugarCRM for AI-powered sales automation, and has a strategic collaboration with MYOB for accounting workflow integration. Adjacent offerings include franchise growth resources (ebooks, podcast series, Franchise Ready partnership), finance referral services connecting buyers with lenders, and a partner ecosystem of brokers, lawyers, M&A advisors, and accountants.

Eden Exchange monetises through a combination of package-based subscription fees for sellers and brokers, one-time listing fees, transaction facilitation (including exclusivity-based commission arrangements), and franchise professional services (helping over 60 Australian franchises with recruitment and resales). The platform uses a freemium entry point (free account creation) with quote-based pricing for enhanced packages, supplemented by content marketing (podcasts, gated ebooks), SEO, social media, PR coverage, and a partner referral network. The company operates with a small team of 1-10 employees, completed three notable technology partnerships in 2023 (SugarCRM, Valutico, MYOB), and acquired Dealcierge in January 2025.

Name

Eden Exchange

Legal name

Eden Exchange Pty Ltd

Website

https://edenexchange.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Eden Exchange is an Australian online marketplace connecting over 100,000 buyers, sellers, brokers, and franchisors globally for buying, selling, and franchising small and medium-sized businesses via its DealXchange virtual lead room platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Platform Subscription/Package Fees: Sellers and brokers select from various packages with different price points, products, and services included. The Terms & Conditions state that charges apply when selecting advertised packages or as otherwise agreed.
2. Listing Fees: Fees charged to sellers, business owners, franchisors, and brokers for listing businesses and franchises on the platform. Business brokers pay for subscriptions to list multiple businesses.
3. Transaction Facilitation: The platform facilitates transactions between buyers and sellers, potentially taking a commission on sales. The Terms mention exclusivity arrangements where sellers who breach exclusivity agreements become liable for agreed commission.
4. Franchise Services: Revenue from helping franchises grow their networks, including franchise recruitment and franchise resales services. The company helps over 60 franchises across Australia.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Eden Exchange operates an online marketplace platform (DealXchange) that connects business sellers, buyers, brokers, and franchisors to list, discover, and transact businesses and franchise opportunities. The platform provides end-to-end deal management tools including a virtual lead room, secure deal room for due diligence, business valuation powered by Valutico, and AI-enabled sales automation via SugarCRM. It also offers franchise recruitment services, finance partner connections, and broker-specific tooling to facilitate over 14,000 live listings across 76+ countries.

Product overview

Eden Exchange operates as a comprehensive business marketplace platform offering an end-to-end ecosystem for buying, selling, and franchising businesses. The core platform is DealXchange, a virtual lead room that enables users to manage the entire business sales process from lead generation through deal closing. DealXchange integrates with Valutico for business valuations and provides a secure Deal Room for due diligence and transactions. The ecosystem also includes a marketplace with over 100,000 active participants, franchise growth resources (eBooks and podcasts), finance solutions through partner providers, and specialized tools for brokers. The platform connects entrepreneurs, investors, franchisors, and growth-ready ventures globally.

Differentiator

Problem solved

Functional benefit

Brands

• DealXchange: Eden Exchange's proprietary virtual lead room platform designed for buying, selling, and managing business transactions from lead generation to closing.
• Franchise Your Business

Products and services

• DealXchange Platform Flagship virtual lead room platform enabling buyers, sellers, brokers, and franchisors to manage the entire business sales process from lead generation through deal closing in a secure online environment. Used by Eden Exchange's commercial customers to facilitate transactions.
• Eden Exchange Marketplace Online global marketplace connecting business buyers, sellers, brokers, and franchisors with access to over 100,000 active participants and thousands of business listings and franchise opportunities across multiple countries.
• Eden Broker Advantage Specialized platform for business brokers providing access to over 100,000 pre-vetted qualified buyers, integrated deal flow management, verified leads, private communication tools, and lead generation services.
• Eden Exchange Finance Solutions Financial partnership services connecting buyers with finance providers to secure funding for business acquisitions, including private lending, home loans, commercial lending, cash flow lending, and equipment finance.
• Franchise Growth Ecosystem End-to-end franchise services including franchise recruitment, franchise resales, expert support, and network growth resources for franchisors looking to expand their franchise networks in Australia.

Quantifiable outcome

• 15,000+ business transactions facilitated in the last 5 years
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and strategic.

• ValuticocoreTechnology or IntegrationValutico provides integrated business valuation engine with access to market leading data and expert support. The partnership enables Eden Exchange users to access comprehensive metrics and ratios including historical, current, and projected multiples for revenue, EBIT, EBITDA, and Net Income, plus key ratios like CAPEX percentage and DSO.
• SugarCRMcoreTechnology or IntegrationSugarCRM provides AI-powered sales automation integrated into Eden Exchange's deal-making platform. The partnership revolutionises the deal-making process through advanced sales automation technology.
• MYOBcoreStrategic or Co-development PartnerStrategic collaboration with MYOB simplifies the business buying-and-selling process by integrating accounting software capabilities into the platform. Empowers entrepreneurs through workflow integration.
• Franchise ReadystrategicImplementation/ SI/ Consulting PartnerFranchise Ready provides guidance to franchise systems building strong, supportive, and structured franchise models. Guides founders through building franchise systems for growth. Multiple podcast episodes featuring Franchise Ready experts.
• Financial PartnerscoreGTM or Marketing PartnerEden Exchange has partnered with leading finance providers to offer tailored financing solutions for business acquisitions. Partners include private lending, home loans, commercial lending, cash flow lending, equipment & asset finance providers. Located in 1,2,3 process for connecting buyers with finance options.
• Eden Ecosystem - Professional ServicesstrategicGTM or Marketing PartnerThe Eden Ecosystem features franchising and private sale experts, lawyers, mergers & acquisitions experts, accountants, dedicated account managers, brokers, and network managers who are all available to help buyers and sellers complete business transactions.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Flippa: Online marketplace for buying and selling websites, SaaS, and digital businesses. Comparable to Eden Exchange's digital marketplace model and self-service listing experience, though Flippa focuses on digital assets rather than physical SMEs.
• BizBuySell: Largest US-based business-for-sale marketplace connecting buyers, sellers, and brokers. Directly comparable to Eden Exchange in model, target customer (SME owners and buyers), and category, though it operates at materially larger scale in North America.
• Empire Flippers: Online business brokerage specializing in vetted listings of content sites, SaaS, and ecommerce businesses. Comparable to Eden Exchange's broker-assisted marketplace with a more curated vetting process.
• FE International: M&A advisory and brokerage focused on SaaS, ecommerce, and technology businesses. Comparable to Eden Exchange's franchise and SME advisory services, with deeper M&A execution capability.
• Latona's: Online marketplace for buying and selling small businesses, with broker networks. Directly comparable model to Eden Exchange, especially in the SME broker-tooling category.
• BusinessBroker.net: Online business brokerage and listing platform in the US. Closely comparable to Eden Exchange's broker-led marketplace model, with paid listing subscriptions and a national network of brokers.
• Franchise Clues: Franchise marketplace connecting prospective franchisees with franchisors across Australia and globally. Closely comparable to Eden Exchange's franchise vertical and primary franchise recruitment use case.

Emerging players

• Acquire.com: Tech-focused marketplace for acquiring SaaS startups. Shares the marketplace and lead-matching approach with Eden Exchange but targets venture-backed SaaS buyers and sellers in a higher-value segment.

Regional players

• SBE Australia: Australian small business platform supporting buying and selling activity. Comparable regional competitor to Eden Exchange's core Australia SME marketplace focus.

Broad incumbents

• LinkedIn (Marketplace features): Major professional network with growing small-business and M&A discovery features. Represents the most significant incumbent threat — comparable to Eden Exchange's audience (SMB owners, professionals) but with vastly greater distribution and trust infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Edenxchange
• Facebookfacebook.com/EdenExchange
• LinkedInlinkedin.com/company/edenexchange-com
• Instagraminstagram.com/edenexchange/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eden Exchange