More than a Newsletter

We’re a movement of real, no-B.S. guidance on employee ownership, ESOPs, trusts, and values-aligned succession — written by and for founders who want to protect culture and steward their people well.

What you keep matters. Learn the truth.

What you keep matters. Learn the truth.

Latest Issue

Our last issue featured the OBBBA Tax Playbook for business owners, Mike Rowe’s hot take on ESOPs with Theo Von, a math breakdown with Mike Bosma, CPA, straight-talk feasibility guidance, and more.

Insights & Invites

Concise, founder-focused, and plain English. Red flags to avoid (misinformation is everywhere). Invitations to founder roundtables and private discussions.

Case studies

From stewardship-minded companies. Cultural + legacy guidance rooted in real founder experience.

Frameworks

Tax and “What You Keep” frameworks explained simply.

The Perpetuate Newsletter is designed specifically for owners who want straight answers about ownership transition, culture, and long-term stewardship — without jargon, hype, or hidden agendas.

Built for Founder-Led Companies

This is for you if you’re a founder who:

  1. is receiving private equity calls and wants alternatives

  2. wants to protect the culture you’ve built over decades

  3. is exploring options like ESOPs or employee trusts

  4. values stewardship, legacy, and long-term thinking

  5. runs a 1st–3rd generation family business

  6. wants clarity without committing to a transaction

Why Perpetuate?

We created Perpetuate Capital after seeing too many founders receive biased or incomplete information about employee ownership. Our work is grounded in stewardship, clarity, and protecting what matters most.

Our commitment is simple: Straight answers. No B.S.

  • we guide you to the right fit, even if that fit is not employee ownership.

  • culture, people, and legacy come before transactions.

  • even when it’s not what you expect.

  • because ownership shouldn’t feel like alphabet soup.

You’re in Good Company.

“There is a certain kind of “soul” about your firm. It’s baked into the original mission and values you built from day one. When it’s time to sell after your years of hard work...you don’t want your values to be tossed aside or lost forever. This might help you preserve the soul of your firm.”
— Greg Leith, CEO @ Convene

Join a growing community of founders, operators, and family-owned businesses who want clarity, stewardship, and better information about the future of their companies.

“I can’t speak highly enough about Perpetuate...they were there shoulder-to-shoulder every step.”
— Steve Bock, Majority Shareholder, Subsentio, LLC
“Reconsider the math and way you think about business exits, liquidity, impact scenarios and what story you want to write with your eventual exit.””
— Mike Sharrow, CEO @ C12

Ready for Straightforward Guidance?

  • Every 1–2 months. Always high-value. No fluff.

  • No. This newsletter exists to give founders clarity — not to push transactions.

  • Never. Your email stays with us.

  • Absolutely. We encourage it.