You might assume selling a business means hiring a broker. But in Australia, you have more options than you think. This guide explains what a business broker actually does, how much they charge, and when it genuinely makes sense to use one versus handling the sale yourself.
No, you do not need a business broker to sell your business in Australia. There is no legal requirement to use one, and many business owners successfully complete a sale without a broker. Whether to use a broker, a concierge service, or manage the sale yourself depends on the complexity of your business, how much time you have, and how much of the sale proceeds you want to retain.
The assumption that you need a broker to sell a business is widespread but incorrect. In Australia, there is no legal requirement to use a licensed broker when selling a private business. Brokers provide a service, not a legal necessity. Whether that service is worth the cost depends on your specific situation.
This guide breaks down what a business broker actually does, how much they cost, and the alternatives that may serve you better.
This article contains general information only. It does not constitute financial, legal, or professional advice and should not be relied upon as such. You should seek independent professional advice tailored to your circumstances before making any decisions about selling your business or engaging any adviser or service provider.
A business broker acts as an intermediary between you and potential buyers. Their services typically include:
In exchange, most brokers charge a success commission of between 5 and 10 per cent of the final sale price, plus an upfront retainer or marketing fee. For a business selling at $500,000, that commission could be $25,000 to $50,000. For a $2 million sale, the fee is $100,000 to $200,000.
There are situations where engaging a broker genuinely makes sense:
Selling a business while running it is demanding. If you cannot step away from day-to-day operations to manage buyer enquiries, due diligence requests, and negotiations, a broker can carry that workload.
For businesses in regulated industries, franchises, or with complex ownership structures, a broker with specific sector experience can add real value in positioning the business and identifying the right buyer pool.
Some brokers have established relationships with repeat acquirers, private equity firms, or offshore buyers who are not reachable through public listing platforms.
Equally, there are circumstances where the broker model does not deliver value proportionate to the cost:
You can manage the sale yourself while engaging a solicitor for contracts and an accountant for financial verification. Platforms like Emanda provide a valuation, a secure data room for documents, and tools to connect with qualified buyers. This approach retains the most net proceeds and gives you the most control.
A concierge service sits between a traditional broker and a fully self-managed sale. It manages the process on your behalf, drawing on a qualified buyer database and professional partner network, at a lower cost than a traditional broker. Emanda Ventures offers this service at 3% plus $1,500, compared to the 5 to 10 per cent typically charged by brokers.
Your accountant or financial adviser may already have relationships with potential buyers in your sector. Some business sales happen before any public listing, through existing professional networks.
Emanda is designed for business owners who want to be informed, prepared, and in control of their sale process, regardless of whether they use a broker. The platform provides:
Business owners on the self-managed plan work alongside their own broker or adviser. Those who choose the Emanda Ventures concierge option get a managed sale experience without the traditional broker commission structure.
→ How to Sell a Business in Australia the complete step-by-step guide
→ How Much Is My Business Worth? understand your valuation
→ Preparing Your Business for Sale: A Complete Checklist get sale-ready before you list
→ How Long Does It Take to Sell a Business? plan your timeline
No. There is no legal requirement to use a business broker. Many Australian business owners successfully complete a sale without one, using their own advisers and platforms like Emanda to manage valuation, documentation, and buyer-matching.
A business broker provides a market appraisal, prepares marketing materials, lists the business for sale, qualifies buyers, manages negotiations, and supports the sale through to settlement. They typically charge 5 to 10 per cent of the final sale price.
Australian business brokers typically charge a commission of 5 to 10 per cent of the sale price, plus an upfront retainer or marketing fee. For a business selling at $500,000, this is $25,000 to $50,000 in broker fees.
Yes. Business owners can manage the sale privately using professional advisers, online platforms, and their own networks. Self-managed sales typically retain more of the sale proceeds but require the owner to invest more time in the process.
A traditional business broker charges 5 to 10 per cent commission and manages the sale. A concierge service provides similar management support at a lower cost (for example, Emanda Ventures charges 3% plus $1,500), using technology and a curated buyer database to deliver a more efficient process.
General Advice Disclaimer
This article contains general information only. It does not constitute financial, legal, or professional advice and should not be relied upon as such. You should seek independent professional advice tailored to your circumstances before making any decisions about selling your business or engaging any adviser or service provider.
Not sure which path is right for you? Book a free 30-minute consultation with an Emanda adviser to understand your options. Whether you go self-managed, concierge, or with your own broker, Emanda gives you the tools to be prepared.
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