Skip to main content
Schedule a Conversation
Praxis Rock's deal origination platform builds proprietary acquisition target universes from primary sources no commercial database has indexed: regulatory filings, state licensing registries, industry certification databases, government records, and individual company websites. The platform classifies each target by actual current operations, maps warm paths from buyer to owner or decision-maker, drafts personalized outreach referencing the specific connection, and executes the full program under the buyer's brand. Over 100 programs across 55+ sectors.

Deal Origination

AI-Powered Deal Origination for Private Equity

Our deal origination programs source proprietary acquisition targets that commercial databases and buyside advisors can't reach. Autonomous AI agents research targets from primary sources, classify them across 55+ verticals, and map warm introduction paths through a trust graph with 40+ anchor types. All outreach executes under your brand.

100+
Clients
55+
Industry Verticals
3
Weeks to First Conversations
15–20%
Multiple Discount vs. Auctioned Deals (GF Data M&A Report)

CLIENTS

Built for Acquirers Who Need Proprietary Deal Flow

PE Firms

You have capital committed and a mandate. The brokered channel gives you the same targets every other firm sees. The platform builds proprietary universes for your specific thesis and executes outreach under your brand, without intermediary involvement.

Typical mandate: $2M–$75M EBITDA, sector-specific, 500–5,000 targets

Corporate Acquirers & Corp Dev

You're running a strategic M&A pipeline. Bankers bring you deals they're simultaneously showing eight other buyers. The platform identifies acquisition targets from primary sources and reaches owners directly, as a communication from your team.

Typical use: bolt-on targets, geographic expansion, vertical integration

Family Offices

You're doing direct deals without the infrastructure of a PE platform. The platform provides the full sourcing stack: target construction, warm path identification, and personalized outreach executed under your family office's name.

Typical mandate: founder-led, profitable, $1M–$20M EBITDA

Independent Sponsors & Holding Companies

One or two people running a search with limited bandwidth. The platform runs the outreach program in the background while you focus on capital provider management and diligence. You receive qualified conversations, not a list to work.

Full execution: you get warm conversations, not raw data

THE PROCESS

The Five Capabilities

01

Proprietary Target Intelligence

Primary Source Construction for Every Engagement

For every engagement, the platform builds a fresh target universe from sources no competitor has automated: government regulatory filings, state licensing databases, fleet registrations, trade association directories, industry certification bodies, professional organization records, and individual company websites. The sources change with every acquisition thesis.

For a propane distribution roll-up: DOT compliance data and state regulatory filings. For a healthcare services platform: CMS provider enrollment files and specialty certification registries. For an industrial distribution consolidation: manufacturer representative directories, ISO certification databases, and regional trade group membership lists.

These companies don't appear in any commercial database. They haven't been presented to a competing buyer by a banker. No prior outreach from a competing acquirer. The platform reads the actual filing, the actual website, the actual regulatory record. Not a third-party cache refreshed months ago. Universe sizes range from 500 targets in niche sectors to 30,000 in broad mandates.

Target universes built from primary sources — zero commercial databases

ProprietaryTarget Universe
DOT ComplianceFleet data, carrier filings
CMS Provider FilesEnrollment, specialty registries
State Licensing DBsProfessional, trade, contractor
Court & Legal FilingsSOS, UCC, litigation records
Trade AssociationsMembership directories, events
ISO CertificationsQuality, industry standards
Company WebsitesServices, products, leadership
100+ Prior ProgramsProprietary sector intelligence
02

Precision Target Classification

Classified by What the Business Actually Does

Commercial databases assign SIC and NAICS codes at registration. They rarely revisit them. A manufacturer that pivoted to distribution five years ago still appears under its original classification. A services firm that added a technology product is invisible to buyers screening for technology companies. Owner-operated businesses in long-tail verticals get the worst of it: the smaller and more specialized the company, the less likely any database has touched that record since it was filed.

The platform reads the company website, the regulatory filing, the business record. Classification is by current operations: services provided, products manufactured, end markets served, geographic footprint, ownership structure. When a company's operations diverge from its registered SIC code, the platform flags it. Buyers get a target list that reflects what the business does now.

Same company. Two very different classifications.

Commercial Database

Midwest Precision Inc.

SIC 3559: Special Industry Machinery

NAICS 333249: Industrial Machinery Mfg.

Assigned 2014. Never updated.

Platform Classification

Midwest Precision Inc.

Industrial Parts Distribution (62% rev)

Custom Machining Services (28% rev)

Inventory Mgmt Software (10% rev)

Thesis matchSIC mismatch
03

Warm Path Mapping

The Mapped Connection Between Buyer and Owner

Owner-operators at attractive businesses receive unsolicited outreach from buyers and intermediaries constantly. Most of it gets deleted. A message that opens with a specific shared connection — a mutual investor, a common industry association, a colleague from fifteen years ago — gets a reply. A cold introduction from a third party representing an unnamed buyer does not.

Every acquisition target arrives with a mapped path from buyer to owner: shared investors, shared advisors, industry association co-membership, institutional connections, board overlaps, conference co-attendance. The same trust path infrastructure that powers the fundraising platform operates here. In programs running both warm and cold tracks simultaneously, warm introductions convert at three to five times the rate of cold outreach. The gap holds across sectors and geographies. In proprietary deal origination, the warm path is the difference between real deal flow and a campaign owners recognize on sight.

Warm paths from buyer to owner — mapped before a word is drafted

Cold outreach to owner-operators gets deletedYour FirmBuyerR. ChenOwner / CEOYour FirmBuyerMark SullivanShared investorNAED MemberR. ChenOwner / CEOCo-invested 2019Co-memberBoard overlapCold → Warm. Before the first message.
04

Outreach Drafting

Personalized Introductions That Reference the Actual Connection

The platform drafts outreach around the specific connection the warm path surfaced and the specific intelligence gathered on the target company. Not a template with a name inserted. Each message references the shared investor, the industry association, the business characteristics that make this particular company relevant to the buyer's thesis.

It reads as though a senior professional on the buyer's team researched both the target and the path to its owner. The platform produces this level of specificity for every contact in the program, whether the universe contains 200 targets or 20,000. Generic outreach to owner-operators converts at under two percent. Connection-anchored outreach converts at five to fifteen. The math favors depth over volume.

Outbound · Principal introductionRSI 78· 2 hops

To:

From:

Subject:

Co-investment anchor · 0.85
Thesis fit · ISO certified
05

Program Execution

Full Programs Under the Buyer's Brand

The business owner on the receiving end sees the buyer's name, the buyer's identity, and outreach that reads as a direct communication from the buyer's team. Not from an intermediary. Not from a third party making introductions on behalf of an unnamed firm. Owner-operators respond to principals. They're skeptical of intermediaries from the first contact. The platform preserves that dynamic.

The platform manages full execution: outreach cadence, volume controls, deliverability, and response routing. Positive responses go directly to the buyer's deal team.

When the engagement concludes, everything transfers permanently: every target profile, every data asset, every domain, every piece of intelligence gathered during the program. No tail period clauses. No retained rights. The work product is yours.

Illustrative deal origination program output

Target universe constructed
2,400primary-source targets
Classified by current ops
1,840thesis-qualified
Warm paths mapped
940buyer-to-owner connection
Personalized outreach sent
940connection-anchored
Responses received
9410% reply rate
Active interest (38)
Timing / succession (26)
Referral to partner (18)
Decline / mismatch (12)
Calls scheduled
38introductory conversations
In-person meetings
16management meetings
LOIs submitted
5active diligence
Closed acquisitions
3proprietary transactions

Illustrative only. Actual results vary by acquisition thesis, target profile, and program scope.

THE LANDSCAPE

Four Options. One Complete Solution.

CapabilityCommercial
Database
Buyside
Advisor
Build
In-House
Praxis Rock
Primary-source target constructionPartial
Targets competitors haven't seenMaybe
Current-operations classificationManual
Warm path mapped to ownerPartialManual
Outreach as principal (your brand)
Full program executionPartial
All data assets transfer to youN/A
No tail provisionsN/A
Operational on day 1Weeks6–12 months

DELIVERABLES

Everything Transfers at Engagement Conclusion

The engagement produces a fully developed sourcing infrastructure built specifically for your acquisition thesis. No portion stays with the platform. No tail period provisions. The work product is yours to use, extend, and hand to your internal team.

01
Complete target universe
Every identified company, classified by current operations, with contact data, ownership structure, and primary source citations.
02
Warm path documentation
For every target: the mapped connection chain from your team to the owner, with the specific shared investor, advisor, association, or event that connects you.
03
Outreach asset library
Every message drafted during the program, indexed by target. Reusable for follow-up, referrals, and future outreach.
04
Outbound infrastructure
All sending domains, email accounts, and deliverability infrastructure built for the program. Configured, warmed, and ready to continue.
05
Response log and call notes
Every positive response, every call scheduled, categorized by outcome: active interest, timing, succession, referral.
06
CRM-ready data export
Target profiles structured for import into your existing CRM. No manual cleanup required.

THE RESULTS

Why Most Buyers Miss 80 Percent of Their Market

Most buyers see fewer than one in five relevant deals in their target market. Not because the deals aren't happening. Because the channels they're using don't reach them.

16.5%
of relevant deals seen by the average PE firm (Bain Global PE Report 2024)
15–20%
multiple discount on proprietary vs. auctioned transactions (GF Data M&A Report)
$2.6T
in PE dry powder competing for the same visible deal flow (Preqin 2025)

Commercial databases index what's already known. The data is identical for every subscriber, which means every target they surface has been seen by competing buyers. These databases are weakest in the verticals where the best proprietary opportunities exist: fragmented, owner-operated businesses in long-tail sectors that don't generate the filings these systems rely on.

Buyside advisors pull from those same databases and add an outreach layer. But their involvement signals third-party intermediation to the owner from the first contact. Owner-operators respond to principals. When an intermediary shows up first, the conversation starts at a deficit it rarely recovers from. Relationship intelligence platforms map connections but offer no execution capability.

The platform runs all six steps. Primary-source target construction. Classification by current operations. Warm path mapping from buyer to owner. Trust-anchored outreach drafting. Full program execution under the buyer's brand. Permanent asset transfer at engagement conclusion. No step outsourced. No step skipped.

FREQUENTLY ASKED

Frequently Asked Questions

Three differences. Buyside advisors source from commercial databases, so competing buyers see the same targets. Their outreach signals third-party involvement from the first message, and owner-operators who respond to principals don't respond to intermediaries. The intelligence gathered during the search typically stays with the advisor. The platform builds target universes from primary sources no competitor has indexed, executes under the buyer's brand, and transfers every data asset to the buyer at engagement conclusion.

PE firms, independent sponsors, family offices, and corporate acquirers with a clear acquisition thesis. The consistent thread: they want targets competitors haven't seen, and they want to reach those targets as a principal, not through an intermediary.

Universe construction and infrastructure typically complete in two to three weeks. The first qualified conversations appear within four to six weeks of program launch.

Yes. Every target profile, every data asset, every domain, and every piece of intelligence gathered during the program transfers to the buyer at engagement conclusion. No tail period clauses. No retained rights. The work product is yours.

The more specific the thesis, the more valuable the primary-source approach becomes. Commercial databases are weakest in exactly the long-tail sectors where the best proprietary opportunities exist. The platform has executed programs across 55+ industry verticals, from propane distribution to specialty healthcare to industrial automation. Custom data pipelines are built from scratch for every engagement.

The engagement transfers everything to you at close: the target universe, the warm path database, the outbound infrastructure, and the full methodology. Many clients use the first engagement to learn the approach and build internal capability in parallel. Others run recurring programs because the infrastructure advantage compounds faster when operated continuously. Either way, you own everything at the end.

Two inputs: your acquisition thesis (sector, size, geography, ownership type, any specific exclusions) and a brief on the relationships your team already has that are relevant to the target universe. That's the kick-off. The platform runs the source construction, classification, and warm path mapping without ongoing input from your team. You review the target universe before outreach begins. Responses route directly to whoever on your team handles initial conversations.

INDUSTRIES

55+ Verticals. Here Are Ten.

Every sector has its own regulatory architecture, data sources, and ownership dynamics. We build custom origination pipelines for each.

The platform is running. The question is whether it is running for you.

Schedule a Conversation