American Appraisal

What American Appraisal does

American Appraisal, founded in 1976 in Milwaukee, was acquired by Kroll in 2016 and today operates as a wholly-owned subsidiary brand within Kroll, LLC, focused on independent valuation and related advisory services for tangible and intangible assets. Within the broader Kroll platform, the firm contributes to a global suite of services spanning Valuation Services, Alternative Asset Advisory, Real Estate Advisory, Fixed Asset Advisory, Kroll Economics, and supporting technology platforms including the Kroll Private Capital Markets Platform and Kroll StepStone Private Credit Benchmarks. The combined Kroll enterprise employs approximately 6,500 experts across more than 30 countries and territories, anchored in New York, with adjacent risk, cyber, and compliance offerings rounding out the product portfolio.

Revenue is generated primarily through project-based professional advisory fees on custom enterprise engagements, typically structured as multi-year contracts for major clients. Go-to-market is enterprise field-sales oriented, with global teams engaging directly with C-suite and board-level stakeholders on complex, contested decisions involving material capital at risk. The firm reports 6 of 10 Fortune 500 companies as clients and over 1,500 fairness opinions rendered worldwide over 20 years, covering transactions with aggregate deal value exceeding $1 trillion. Customer segments include Fortune 500 Enterprises, private equity and alternative asset managers, and financial institutions, with primary use cases in valuation advisory, financial reporting, M&A transactions, fairness opinions, due diligence, and cyber and regulatory compliance.

Notable technical components include proprietary Private Credit Benchmarks infrastructure enabling daily private asset valuations, the Kroll Private Capital Markets Platform connecting capital with private investment opportunities, and specialized valuation methodologies and data analytics platforms. Distribution is direct via the global field-sales network, supplemented by thought-leadership content (Valuation Insights, Lens on Private Credit, Kroll Perspectives) and earned media in outlets such as Bloomberg, the Financial Times, and City AM. American Appraisal operates under the corporate parent Kroll, LLC, headquartered at One World Trade Center, New York.

Name

American Appraisal

Legal name

Kroll, LLC

Website

https://american-appraisal.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

501–1,000 employees

Short description

American Appraisal, founded in 1976 and acquired by Kroll in 2016, operates as the valuation and advisory subsidiary of Kroll, LLC, providing independent valuation, financial advisory, and transaction services to Fortune 500 enterprises, private equity firms, and financial institutions across more than 30 countries.

Ownership category

akta.pro rank

Product category

Valuation and Financial Advisory Services

NAICS

Offices of Real Estate Appraisers (531320), Offices of Real Estate Appraisers (53132)

akta.pro primary industry

Business Valuation (Private Company & Enterprise) (FSAEAHAA)

akta.pro secondary industries

Real Estate Valuation & Appraisal (BPAHANAC), Machinery, Equipment & Fixed Asset Appraisal (FSAEAHAK)

Keywords

• Valuation advisory services
• Asset valuation
• Financial advisory
• Fairness opinions
• Fixed asset services

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Advisory Services Revenue: Professional advisory fees generated from valuation, financial advisory, risk advisory, and transaction-related consulting services. Revenue is primarily project-based and recurring client engagements with enterprise clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

American Appraisal is a valuation and related advisory services firm providing independent expertise across all classifications of tangible and intangible assets. Following its 2016 acquisition by Kroll, it operates as part of Kroll's valuation practice, delivering valuation services, alternative asset advisory, real estate advisory, fixed asset advisory, and fairness opinions for complex transactions, financial reporting, and regulatory compliance.

Product overview

Kroll offers a comprehensive suite of financial and risk advisory solutions organized across three core service lines: Measure Value (valuation and financial advisory), Protect and Restore (risk and cyber services), and Transactions (advisory services for deals). The product portfolio includes Valuation Services, Alternative Asset Advisory, Real Estate Advisory Group, Fixed Asset Advisory Services, and Kroll Economics under the measurement umbrella; Cyber and Data Resilience, Financial Services Compliance and Regulation, Corporate Compliance and Integrity Programs, and Enterprise Security Risk Management for protection; supported by technology platforms including the Kroll Private Capital Markets Platform and Kroll StepStone Private Credit Benchmarks for data and benchmarking capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Valuation Services
• Alternative Asset Advisory
• Real Estate Advisory Group
• Fixed Asset Advisory Services
• Kroll Economics
• Kroll StepStone Private Credit Benchmarks
• Kroll Private Capital Markets Platform

Quantifiable outcome

• 1,500+ fairness opinions rendered over 20 years with aggregate deal value exceeding $1 trillion

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Blue Marine FoundationminorStrategic or Co-development Partner · 27 May 2026Collaborative research partnership producing the 'Europe's Hidden Tuna Empire' report in 2026, combining Kroll's analytical capabilities with Blue Marine Foundation's marine conservation expertise.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stout: Stout is a leading independent valuation, financial advisory, and investment banking firm providing business valuation, fixed asset appraisal, and fairness opinions to enterprise clients. It is one of the most direct competitors in the mid-to-large enterprise valuation market.
• Lincoln International: Lincoln International provides valuation and financial advisory services, including fairness opinions, transaction opinions, and business appraisals, primarily serving private equity and large corporate clients in middle-market and large-cap transactions.
• Duff & Phelps: Duff & Phelps (now part of Kroll since 2018) is a direct peer in valuation and corporate finance advisory. It operates in the same business valuation, fairness opinion, and dispute consulting space, and now sits alongside American Appraisal within the Kroll organization.
• Houlihan Lokey: Houlihan Lokey operates a major Financial Advisory Services practice including business valuation, fairness opinions, and transaction opinions. It directly competes for the same Fortune 500 and private equity clients on complex valuation mandates.
• Alvarez & Marsal: Alvarez & Marsal's Valuation and Business Analytics practice provides business valuation, intangible asset valuation, and fairness opinions. It overlaps directly with American Appraisal's core services for distressed, contested, and complex transactions.

Broad incumbents

• Deloitte (Valuation Services): Deloitte's Valuation & Modeling practice provides business and intangible asset valuation as part of a broader advisory portfolio. It competes on enterprise valuation mandates and benefits from bundling with audit and consulting services.
• RSM US (Valuation Services): RSM US provides business valuation, intangible asset valuation, and fixed asset appraisal services as part of its broader assurance and consulting portfolio, primarily serving middle-market enterprises — directly overlapping with American Appraisal's target client base.
• CBRE (Valuation & Advisory Services): CBRE's Valuation & Advisory Services provides commercial real estate appraisals, portfolio valuations, and real estate consulting globally, directly competing with American Appraisal's real estate valuation practice for enterprise and institutional clients.
• BDO USA (Valuation Services): BDO provides valuation, forensic, and advisory services through its global network, competing for mid-market and large enterprise valuation engagements, including fixed asset, business, and intangible asset appraisals.

Regional players

• Cushman & Wakefield (Valuation & Advisory): Cushman & Wakefield's Valuation & Advisory group provides real estate valuation services globally, overlapping with American Appraisal's Real Estate Advisory Group, particularly for commercial real estate appraisals and portfolio valuations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/americanapprusa
• YouTubeyoutube.com/c/kroll
• Facebookfacebook.com/AmericanAppraisalAssociates
• LinkedInlinkedin.com/company/american-appraisal-associates
• Instagraminstagram.com/wearekroll

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 American Appraisal