Valuion exists to give business owners a defensible valuation in minutes, not weeks, for a fraction of accountant fees. Built on the same methodology professional valuers use, delivered by a pipeline that runs 24 hours a day.
Why Valuion exists
For most SME owners, getting a proper business valuation is painful. Engage a chartered accountant and you are looking at £1,500 to £5,000 and a three to six week turnaround. A free online calculator gives you a number that no buyer, lawyer, or boardroom will take seriously. Between those two poles there has been nothing.
Valuion occupies that gap. A Standard report costs $199. A Detailed report costs $399. Both are delivered in under 15 minutes. Both apply the same four methods (Revenue, EBITDA, Asset, and DCF) that a trained valuer would apply. Both pull from a curated industry multiples database sourced from Aswath Damodaran at NYU Stern and IBISWorld, updated quarterly.
The founder
Valuion is built and operated by Justin O’Brien, an SEAI-registered Building Energy Rating assessor based in Blackrock, Dublin. Justin has run Homerating.ie since 2009 and operates a portfolio of interlinked property, energy, legal, and finance sites across Ireland and internationally.
Valuion is the global flagship of that portfolio. Unlike tax, legal, and property regulation (which vary deeply by jurisdiction), business valuation methodology is universal. One engine serves the United Kingdom, Ireland, United States, Canada, Australia, and New Zealand from day one.
Our methodology
Every Valuion report applies a weighted combination of recognised valuation methods:
- Revenue multiple. Industry-specific revenue multiples, adjusted for growth rate, margin quality, and recurring revenue percentage.
- EBITDA multiple. Calculated EBITDA against industry-specific EBITDA multiples, adjusted for size discount (businesses under $5M EBITDA typically trade at 10 to 30 per cent discounts to larger peers).
- Asset-based (adjusted book value). Tangible assets at fair value plus conservative intangibles, less all liabilities.
- Discounted cash flow (Detailed tier only). Five-year projections discounted at a jurisdiction-specific WACC, plus terminal value via the Gordon Growth Model.
Weights are not hard-coded. They are determined dynamically by the purpose of the valuation (sale, succession, divorce, fundraising, tax planning, insurance) and the measured characteristics of the business. A service business with minimal assets will not have its valuation dragged down by the Asset method. A pre-revenue startup will lean on Revenue multiple rather than DCF. The report always shows the weights used and the reasoning.
Full methodology is published at /methodology.
Data sources
We are transparent about where our numbers come from:
- Damodaran NYU Stern. Industry multiples, risk premia, and discount rate inputs draw on Professor Aswath Damodaran’s freely published industry data, refreshed in our database quarterly.
- IBISWorld. Industry growth rates, typical margins, and size-band benchmarks for 50+ industries.
- Anthropic Claude. Every report is synthesised by an AI pipeline using Anthropic’s Claude model, constrained to use only the numbers you supply and the industry database values. No hallucinated figures.
What Valuion is not
Valuion is not a certified appraisal. Our reports are indicative valuations suitable for internal planning, negotiation anchoring, and decision-making. They are not suitable for:
- Court proceedings that require a certified valuation
- Tax filings over statutory thresholds (HMRC, Revenue, IRS, CRA, ATO, IRD)
- Regulated share-scheme valuations requiring statutory compliance
- Bank lending where RICS Red Book or equivalent is required
The full list of limits and the jurisdiction-specific tax guidance is at /disclaimer. If you are unsure whether a Valuion report fits your use case, contact us before purchasing.
How the business runs
Valuion is designed as an automation-first business. The core product (Standard, Detailed, and Premium reports) runs without operator intervention: you complete a questionnaire, Stripe handles payment, our pipeline generates the report, and it arrives in your inbox within minutes. Customer support is handled by email with a 24-hour response window.
This has two consequences you should know about. First, we keep prices low because we are not paying an accountant’s hourly rate. Second, we do not offer live phone support on the automated tiers. If you need a 30-minute video consultation with a human who walks you through a bespoke valuation, email support@valuion.com – bespoke consulting is available on request, priced per engagement.
Company details
Valuion is operated by Justin O’Brien trading out of Blackrock, County Dublin, Ireland. Professional Indemnity Insurance is in place for AI-generated advisory outputs. Data processing follows GDPR requirements; sub-processors and data residency details are published at /security.
Questions? Contact us.