What Batonz does

Batonz (バトンズ) is a Tokyo-based private company that operates Japan's largest M&A and business succession matchmaking platform, founded in 2018 with 101-250 employees. The platform connects business owners seeking to sell, retire, or transfer ownership with individuals and organizations looking to acquire businesses, addressing Japan's structural SME succession challenge. Its core product is the BATONZ M&A Platform, which hosts 10,000+ active M&A listings and provides access to a registered buyer network of 300,000+ users. Supporting modules include Seller Support with consultant accompaniment from initial consideration through deal closure, Buyer Support with tiered service plans, a Safety and Security Framework incorporating screening, expert verification, and transaction insurance, and regional government-partnered matching programs.

The underlying technology is a digital M&A listing and matchmaking platform combined with human consultant advisory services, differentiating through a hybrid technology-plus-advisory model rather than purely algorithmic matching. The business model is transaction-based: BATONZ earns a take rate or success fee upon completion of M&A transactions facilitated through the platform. Pricing is not publicly disclosed and is provided on a quote basis. Distribution is delivered through self-serve online access, consultant-led inside sales, a bank partnership channel of approximately 268 regional banks and credit unions, and government and Chamber of Commerce partnerships across multiple Japanese prefectures and municipalities.

BATONZ has held the No.1 position in Japan's M&A platform market for five consecutive years (2021-2025) by user count, deal count, and transaction count according to Deloitte Tohmatsu Mic Economic Research Institute. The company maintains partnerships with major financial and insurance institutions including Daiwa Securities, Nomura Securities, Tokio Marine, MS&AD Insurance, and Sompo Japan, as well as fintech and industry associations. It is exclusively focused on the Japanese domestic market with no international expansion claimed.

Name

Batonz

Legal name

Batonz Inc.

Website

https://batonz.co.jp

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Batonz (バトンズ) operates Japan's largest M&A and business succession matchmaking platform, connecting SME owners seeking to sell with 300,000+ registered buyers across 10,000+ active listings, and earns transaction-based fees on completed deals supported by consultant advisory services.

Ownership category

akta.pro rank

Product category

M&A and Business Succession Marketplace

akta.pro primary industry

Succession & Exit Planning (Owner Exit Readiness) (FSAEAIAF)

akta.pro secondary industry

E-commerce & Digital Business Brokerage (FSAEAIAH)

Keywords

• M&A marketplace platform
• Business succession services
• SME acquisition matching
• Online business brokerage
• Buy-side advisory platform

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. M&A Transaction Facilitation: The platform facilitates M&A transactions between buyers and sellers, earning fees upon successful deal closure. As a marketplace connecting parties for business sales and acquisitions, BATONZ takes a commission on completed transactions.

Pricing tiers

Distribution channels4 records

Marketing channels5 records

Core offering

Batonz (バトンズ) operates Japan's largest M&A and business succession support platform, connecting business sellers with potential acquirers through an online marketplace of 10,000+ listings. The platform combines digital matching tools with consultant-led advisory services that guide both buyers and sellers from initial consideration through deal completion, and includes screening, expert verification, and insurance protections. It serves business owners planning succession, retirement, or ownership transfers, as well as acquirers pursuing new ventures, geographic expansion, or portfolio diversification across Japan.

Product overview

BATONZ (バトンズ) operates as a unified M&A and business succession support platform. The core platform enables matching between business sellers and buyers through a database of 10,000+ listings. Supporting modules include seller support services with consultant accompaniment, buyer support with multi-tiered support plans, a safety framework with built-in screening/expert verification/insurance, and regional government-partnered matching programs. The platform has held the #1 position in Japan's M&A platform market for 5 consecutive years (2021-2025) by user count, listing count, and transaction volume.

Differentiator

Problem solved

Functional benefit

Products and services

• BATONZ M&A Platform

Quantifiable outcome

• 5 consecutive years No.1 in M&A platform market (user count, deal count, transaction count) 2021-2025

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core, moderate and minor.

• Daiwa Securities (大和証券)coreGTM or Marketing PartnerFinancial institution partnership for M&A referrals and business matching services.
• Nomura Securities (野村證券)coreGTM or Marketing PartnerMajor securities firm partnership for M&A referrals and business matching.
• Tokio Marine (東京海上日動)coreGTM or Marketing PartnerInsurance company partnership providing insurance protections for M&A transactions facilitated on the platform.
• MS&AD Insurance GroupcoreGTM or Marketing PartnerInsurance group partnership for M&A transaction insurance solutions.
• Sompo Japan (損害保険ジャパン)coreGTM or Marketing PartnerInsurance company partnership for risk coverage in M&A transactions.
• Money ForwardmoderateTechnology or IntegrationFinancial technology partnership likely providing accounting and financial integration services.
• Entré (アントレ)moderateGTM or Marketing PartnerEntrepreneurship platform partnership supporting business succession and new venture creation.
• BizPlatformmoderateGTM or Marketing PartnerBusiness platform partnership for M&A and business matching services.
• Regional Banks Network (268 banks and credit unions)coreChannel Partner/ Reseller/ DistributorExtensive network of approximately 268 regional banks and credit unions across Japan providing local M&A referrals and business support.
• Ibaraki PrefectureminorGTM or Marketing PartnerLocal government partnership supporting regional business succession through initiatives like 'Ibaraki Future Matching'.
• Kochi PrefectureminorGTM or Marketing PartnerLocal government partnership supporting regional business succession through initiatives like 'Kochi Future Matching'.
• Saga PrefectureminorGTM or Marketing PartnerLocal government partnership for regional business succession support.
• Kiryu City, GunmaminorGTM or Marketing PartnerMunicipal partnership supporting local business succession initiatives.
• Choshi City, ChibaminorGTM or Marketing PartnerMunicipal partnership with Choshi Chamber of Commerce for local business support.
• Narita City, ChibaminorGTM or Marketing PartnerMunicipal partnership with Narita Chamber of Commerce for regional business succession.
• Kawasaki City, KanagawaminorGTM or Marketing PartnerMunicipal partnership with Kawasaki Chamber of Commerce and Kawasaki Industrial Promotion Foundation for regional business support.
• Tottori City, TottoriminorGTM or Marketing PartnerMunicipal partnership for local business succession support.
• Sue Town, FukuokaminorGTM or Marketing PartnerMunicipal partnership for local business succession support.
• Miyagi Industrial Promotion OrganizationminorGTM or Marketing PartnerPublic organization partnership for regional industrial development and business succession in Miyagi Prefecture.
• Kawasaki Industrial Promotion FoundationminorGTM or Marketing PartnerPublic organization partnership supporting local industry and business succession in Kawasaki.
• Japan M&A Association (日本M&A協会)moderateStrategic or Co-development PartnerIndustry association partnership providing professional standards and network in the M&A sector.
• Hatmark Support Organization (一般「ハトマーク」支援機構)moderateGTM or Marketing PartnerAffiliated with National Federation of Real Estate Transaction Trade Associations, supporting property and business transactions.
• Osaka SME Consultants Association (大阪中小企業診断士会)moderateImplementation/ SI/ Consulting PartnerProfessional association of SME consultants providing expert advisory services for M&A transactions.
• Shizuoka Asahi TV (株式会社静岡朝日テレビ)minorGTM or Marketing PartnerRegional TV station partnership for media exposure and regional marketing.
• Chiba TVminorGTM or Marketing PartnerRegional TV station partnership for media exposure and regional marketing.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• M&A Capital Partners: Listed Japanese M&A intermediary focused on SMB succession transactions. Competes with BATONZ in the Japanese mid-market business succession space with a similar bank-partner-led distribution model.
• Nihon M&A Center: Japan's largest dedicated SMB M&A intermediary, listed on TSE Prime. Operates a nationwide intermediary-led matching model with extensive bank and accounting-firm referral channels, directly competing with BATONZ in Japanese business succession transactions.

Direct peers

• Tranbi (Traim): Japanese online M&A marketplace operated by TRUSTBANK, focused on SMB and micro-business succession. Directly competes with BATONZ in the same Japanese business succession segment, with overlapping buyer-seller audiences.
• M&A Cloud: Japanese M&A platform leveraging cloud-based matching tools and AI for SMB transactions. Direct competitor to BATONZ targeting similar buyer and seller segments with a digital-first marketplace approach.
• M&A Research Institute: Japan-based M&A platform combining AI-driven matching with consultant-led services for SMB M&A. A direct competitor to BATONZ with comparable scale and a similar hybrid tech-plus-human model, and has recently been expanding aggressively.

Emerging players

• Atreus (M&A intermediary): Japanese M&A intermediary focused on small and mid-sized business succession. Competes with BATONZ in the SMB M&A segment with a more boutique consultant-led model rather than a marketplace.
• BizPlatform: Japanese business matching and M&A platform with a partnership relationship with BATONZ. Comparable in offering digital business brokerage services for SMB transactions in Japan.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCMBbcpY_3hYWpMiwLDaI2Sg
• Xx.com/batonz_official
• Facebookfacebook.com/batonz.official

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Batonz