Truelytics
The business, the turning points, and the decisions behind them.
Some sections are still being researched3 / 4
Sections to complete：02 · 03 · 05
01 / WHAT IT BUILT
What the company did
Truelytics is a US business-intelligence SaaS platform for financial advisors and RIAs, led by CEO Terry Mullen. Its Advisor Transition Management platform has two pillars: TruePerformance, which ingests 150 data points about a firm to compute 50 key performance indicators, three stability scorecards (business, client, revenue) and four valuations (DCF, EBITDA multiple, EBOC, revenue multiple); and TrueMatch, which offers algorithmic matchmaking, deal rooms and a Deal Analyzer for M&A and succession planning. Offered free at a basic level ($100/month premium), it partnered with the Financial Services Institute and BlackRock to bring valuation analytics to advisors. The platform remains active.
02 / FAILURE REASONS
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03 / EVENT HISTORY
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04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
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Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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