You built something that’s yours.

Stop guessing.

You can run the business. You just can’t see inside it.

Get a custom report showing you what to do next and whether your hard work is paying off.

Then Vera, your coach, gives you a step-by-step plan to make sure it does. For owner-operated businesses up to $5M in revenue.

Get my assessment See a free sample

No signup required to view the sample.

No advisor meetings. No judgment. No pressure to sell.

48h
Report delivery
~100
Industries covered
24/7
Vera coaching access

You fill out a 10 to 15 minute form. We run the analysis. The report lands in your inbox. Nobody calls you. Nobody tries to list your business. You can read it alone, on your phone, on a Saturday — and you decide what to do with it on your own timeline.

Your Honest Assessment Dashboard · for Advisor subscribers

Watch your business value compound — month after month.

Your Business Net Worth updates as market conditions change and as you make progress on your 90-day plan with Vera. See exactly how far you have come — and how much further to your goal.

Business Net Worth (BNW) is what your business is worth — backed by what it actually earns, benchmarked against similar businesses. Updated monthly as you grow it.

Sample dashboard · Lena’s Pilates
What is in your Honest Assessment

Three numbers your P&L doesn’t tell you.

A complete picture — not three reports stitched together, not three subscriptions, not three logins. One Honest Assessment.

01 · What you are earning

Your real return on capital.

Your Owner Return Score (ORS) compares the return your business produces to the same yardstick an investor would use. Then you see how you stack against verified national benchmarks for your specific subcategory — not generic averages.

70/100
Solid — above threshold
02 · What you are worth

Your defensible business net worth.

A Business Net Worth (BNW) range with a 5-year roadmap. Your number stays current — updated monthly as market conditions change and quarterly as you make progress — rather than going stale by year's end like a one-shot estimate.

Estimated mid-point
$229K
Range · $192K — $267K
Gap to your $700K goal $471K
03 · What to do next

Your single highest-leverage move.

Five ranked actions, each tied to a dollar impact on your Business Net Worth. Then Vera, your Honest Assessment Coach, turns the report into a working 90-day plan focused on the one constraint that matters most — and stays with you through the monthly check-ins.

Path to your $700K goal
Today $229K
Ops +$45K
Quality +$32K
Growth +$394K
Financial advisor reviewing report with business owner
Business report being reviewed
The honest truth

What’s your business actually earning you?

Your investment advisor sends you a quarterly statement. Your business — probably your largest single asset — sends you nothing. No return rate. No benchmark. No attribution. Just a P&L that tells you what happened, not whether it was worth it.

The stock market has averaged ~10% annualized. Most owners have no idea whether their business cleared that bar — or fell short of it for years.

Honest Assessment is the quarterly statement for the asset nobody was tracking — context, benchmarks, and the next moves to grow it.

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More analytical than a business coach
More strategic than your CPA
More accessible than a fractional CFO
Who we serve

Built for the owner that’s building something of their own

Owner-operated businesses up to $5M in revenue across any industry. If you have capital invested and an eventual exit in mind, this was built for you. We cover ~100 subsectors — from restaurants and contractors to medical practices, retail, and professional services.

Restaurant owner reviewing operations
Restaurants & food service

“I can fill the room. I just can’t tell if it’s making me anything.”

Pilates studio owner in her studio
Health & wellness studios

“I run a real business. And I still feel like I’m just an instructor who’s pretending.”

Contractor reviewing documents at job site
Trades & contractors

“I work sixty hours a week, and I still don’t know if I’m building anything that’s mine. I just know I’m tired.”

How it works

From your tax return to your honest picture — in 48 hours

No accountant required. No complicated setup. About 15–20 minutes — half that if you upload your tax returns.

01  /  03

Submit your financials

Upload your tax return for the fastest experience, or enter a few key numbers manually. We guide you to exactly where each figure appears on your specific return.

15–20 minutes
02  /  03

Receive your Honest Assessment

Within 48 hours, a custom report arrives in your inbox. Your Owner Return Score, business value estimate, how you compare to peers, and a specific plan to close the gap to your exit goal.

Within 48 hours
03  /  03

Coach with Vera, anytime

Vera, your Honest Assessment Coach, knows your specific numbers, your benchmarks, and your 90-day plan. Ask about pricing, hiring, capital decisions, or exit planning — and get answers grounded in your actual situation.

Available 24/7
A glimpse of Vera at work

What would you ask first?

Pick what's keeping you up at night. This is the kind of answer you'd get.

Vera
Your Honest Assessment coach
Sample conversation · figures illustrative
Professional services business owner at work
"The question is not whether your business is profitable. It is whether it is earning a fair return on everything you have put in — and what to do if it is not."
Pricing

Two ways to start.

A single insight from your report can add tens of thousands to your business net worth. The math is not close.

Compare to what most owners pay
  • Fractional CFO $3,000–$10,000/month
  • Business broker valuation $2,500–$10,000/one-time
  • Business coach $500–$3,000/month
  • Full business audit $5,000–$25,000/one-time
Recommended
Honest Assessment + Vera
$197
per month · cancel anytime
Your full valuation + a month of Vera coaching
Full Honest Assessment Report
Interactive dashboard with scenario tools
Vera coaching access (your Honest Assessment Coach)
90-day plan focused on your single biggest constraint
Monthly check-ins + market-adjusted valuations
Priority 24-hour delivery + year-over-year refresh
Start the Monthly plan
Cancel anytime · Refundable before report delivery
Standalone Assessment
$797
one-time · no subscription
Just want the number once?
The full Honest Assessment Report — no coach, no follow-up
Owner Return Score (ORS) + Business Net Worth (BNW)
Industry benchmarks + 5-year roadmap
5 action cards ranked by BNW impact
Delivered within 48 hours
Buy the report — $797
One-time charge · Refundable before delivery

Not ready for the full assessment? — meet Coach Vera, $47/mo →

FAQ

Questions we hear most

Still have questions? Email us at hello@yourhonestassessment.com.

Get started

What does the Owner Return Score (ORS) actually measure?

Your score measures how well your business is performing as an investment relative to a risk-adjusted minimum threshold. A score of 50 means you are at the minimum acceptable return for a business of your type. Below 50 means your capital may perform better elsewhere. Above 50 means you are building real investment value.

What if my numbers aren’t good?

Most reports surface things owners already suspected but didn’t have language for. The numbers aren’t a grade — they’re context: what your business is actually returning, how it compares to similar businesses, and where the highest-impact moves are. If something looks rough, you’ll know exactly what to do about it. That’s the entire point.

What if I find out I’ve been wasting years?

Better to know now than in another five. The point of the report isn’t blame — it’s the next move. Most owners we work with say the report told them what they already suspected but didn’t have language for. Once you can name what’s actually happening, you can change it. The years behind you aren’t wasted — they got you here. The question is what to do with the next five.

Who is Vera, and what does she do for me?

Vera is your Honest Assessment Coach — included with the Monthly and Annual plans. She turns your report into a 90-day plan focused on the single highest-impact lever in your specific business, then stays with you through the monthly check-ins. She knows your numbers, your benchmarks, and your plan, so you can ask about pricing, hiring, capital allocation, or exit planning and get answers grounded in your actual situation. Vera is available 24/7 and never tries to sell you anything — she is built to coach, not pitch.

Do I need to share my full tax return?

No. You can upload your return for the fastest experience, or enter a few key numbers manually. We guide you to exactly where each figure appears on your specific tax form. Most owners complete this in about 15–20 minutes — half that if you upload your tax returns.

How is this different from a valuation from a business broker?

A broker's valuation is designed for a transaction — it estimates what a buyer might pay. Honest Assessment tells you what your business is earning as an ongoing investment and what to do to improve it. We are your ongoing financial intelligence. A broker is a transaction advisor. They serve very different purposes. New to this? Our complete guide to small business valuation walks through the methods, the multiples, and what actually drives your number.

What industries do you cover?

Any owner-operated business. We cover ~100 subsectors across 18 industry categories — from restaurants, contractors, and retail to medical practices, professional services, technology, manufacturing, pet services, and more.

Is this financial advice?

No. Honest Assessment provides analytical estimates and educational frameworks for informational and discussion purposes only. Results are generated by automated systems based on information you provide and have not been independently verified. Honest Assessment is not a licensed valuation firm, registered investment advisor, CPA, or law firm. No professional advisory relationship is created by use of this service. Our outputs are not a certified business valuation, formal appraisal, investment advice, tax advice, or legal advice. We always recommend working with your CPA, attorney, or a certified valuator before making any transaction, financing, or major business decision.

How secure is my financial data?

Your data is stored encrypted and never shared with third parties or used to train AI models. Uploaded tax returns are deleted within 30 days of report generation. You can request deletion of all your data at any time.

Ready to know your number?

Know if your hard work is paying off — or quietly slipping away.

Join business owners who finally see their business through an investor's eyes — with a clear Owner Return Score, a defensible Business Net Worth, and a 90-day plan with Vera to close the gap.

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