Minority Growth Capital.
Maximum Founder Control.

We invest 10–25% in profitable, bootstrapped online businesses that want to scale without handing over the keys.

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See if it's a fit

Insight Matters Experience as Fractional CFO and advisors:

$100m+

Advised
Transaction value

25+

Deals
(Buy-side and Sell-side)

8+

Years track record as
Fractional CFO firm

100+

Profitable
Online Businesses supported

You built an asset

But all your wealth is locked up in your business.
If you're doing between $1m and $20m per year with real profitability - you have built something meaningful.But it also becomes a risk for you.* Your net worth is all in one asset
* You're still 'All In' personally
* You believe in the business so you don't want to sell (yet)

Growth Is Easier When You’re Not All-In

When your entire net worth is locked inside your company, every decision carries more weight.What do you optimize for? Stability? Profitability? Do you have the guts to take big bets?
Growth capital creates room to think long-term.You can take chips off the table.
You can double down on the next growth phase.
You can grow aggressively and de-risk.Optionality is leverage.

Built for Profitable Online Businesses

We typically partner with founder-led companies in categories like:* Ecommerce brands
* SaaS and subscription businesses
* Digital services and agencies
* Online educationTypical Profile
* $2M–$20M+ annual revenue
* $250k–$5M EBITDA / owner earnings
* Strong unit economics and stable demand
* Founder wants liquidity without stepping awayNot a Fit If* The business is pre-profit or early-stage
* You’re looking for a full exit immediately
* The situation is distressed or urgent

See if it's a fit

how it works

Simple Structure. Clean Process. No Games.Step 1: Minority Equity PurchaseWe invest in your business (usually 10–25%).Step 2: Reinvest cash or take chips off the tableProceeds can go towards your growth plan or you can de-risk personally.Step 3: You Stay in ControlYou keep operating the business independently. no forced playbook, no pressure to sell.

See if it's a fit

have your cake and eat it

A partial sale gives you the best balance.
Taking some chips of the table personally. Lock in some of the profits, so you can double down on growing the business.

Funding Source	Typical outcome
Bank Loan	Repayments, Covenants, Personal Guarantees
VC Funding	Aggressive dilution, all-or-nothing growth pressure, strict exit expectations
Private equity	Control shift, replacement risk, minimum deal size $10m+
Full sale	Stuck in an earnout with no more extra upside
Minority exit	De-risk personally. Keep control and upside

What a Typical Deal Looks Like

Every situation is different, but most deals fall within these ranges:* Stake sold: 10–25%
* Liquidity unlocked: $250k–$5M
* Founder retains majority ownership and control
* No required board seat
* No forced exit timeline
* Flexible structuring depending on your goalsOur goal is to create alignment for a long term win-win outcome.

Arrow Right

Chevron Down

The deal that changed our thinking

Business type	Annual revenue	Net margins	Years in business
Digital Agency	$5 million	15%	6

We were brought in on the buy side of a $5M digital agency acquisition. We ran quality of earnings, rebuilt two years of management accounts, and got the financials audit-ready.
The deal closed cleanly. But the founder told us afterward he wished he'd had another option. He didn't want to sell everything. He just wanted some liquidity.
That stuck with us.

Founder-First, Operator-Led Capital

We're Rob and Maj, founders of Insight Matters. Since 2017 We've worked as a fractional CFO to 100+ profitable online businesses, including Agencies, eCommerce brands, and online education companies.
Not as a banker looking in from the outside, but as the trusted partner on the inside - helping owners grow more profitable.Over that time, we’ve been involved in 25+ transactions, on both the buy side and the sell side.
Most of these were full exits. And there was a pattern we kept seeing: Owners wanting to take chips off the table. De-risk personally. So they had the courage and resources to double down.
But instead, they had to choose: sell 100% or nothing.That is why we built Insight Matters Capital.This isn’t a high-volume process.It’s a quiet, founder-to-founder approach built around:* Clean minority transactions
* Fair, transparent terms
* Personal liquidity without losing control
* Long-term upside for founders who keep buildingNo pitch decks. No broker games. No pressure.

See if it's a fit

What happens next?

We review every submission privately.
We’ll respond within 48 hours.
If we see a potential fit, we will send a questionnaire for additional information.If it’s not a match, we’ll close the loop quickly.Confidential. No obligation.

Too Early?

Not ready yet? Get our quarterly take on valuations, deal structures and what founders are actually getting for their businesses right now.
The best way to stay in touch until the time is right for you.

FAQ

What happens if I want to sell the business in a few years?

That’s entirely possible. Many founders pursue partial liquidity now and consider a broader exit later. We structure deals to preserve flexibility, so a future sale remains an option, not an obligation.

Can I raise additional capital later from other investors?

Yes. In most cases, founders can raise additional capital in the future if it makes sense for the business. We aim to be a constructive minority partner and keep the cap table flexible rather than restrictive.

What information do you need to provide an indicative range?

At the initial stage, we only need a few high-level inputs: revenue, business model, and your liquidity goals. If there’s a potential fit, we’ll request a bit more context before discussing indicative terms.

Do you look at EBITDA, SDE, or cash flow for founder-led companies?

We typically focus on true owner earnings and sustainable cash flow. For founder-led online businesses, that often means a practical blend of EBITDA and SDE, adjusted for how the business is actually run.

At what stage do you request financial statements or deeper diligence?

Only after an initial conversation and clear alignment. We keep the early process lightweight, and we’ll typically request financial statements once both sides agree it’s worth moving toward indicative terms.

What if I want to buy back your stake later?

We prefer to be long term partners, but there is always a pre-agreed option for you to buy back our stake at any point in time.

Insight Matters Capital

Part of Insight Matters LLC
1603 Capitol Avenue, Suite 310
Cheyenne, WY, 82001

Minority Growth Capital. Maximum Founder Control.