About
Smarter capital. Better margins.
What we do
We publish practical calculators and guides, and when it's useful, we make transparent, consent-based introductions to selected lenders, payment providers and transaction specialists.
Meet your financing specialist
Your financing specialist works with each business owner directly — answering questions, building a financing plan around your goal, helping prepare your lender-ready package and walking you through the process. Behind the scenes, our tools automate the heavy lifting: cash-flow workbooks, sources and uses, and tailored business-plan drafts.
Talk with a financing specialist
Who is behind Profit Theory
Profit Theory is led by Brian Choate. Brian on LinkedIn
Who we help
- Dental, medical, veterinary and optometry practices
- Construction, trades, manufacturing and transportation companies
- Restaurants, retail, franchises and professional services firms
- Entrepreneurs buying an established business
What we're not
We're not a lender, bank, payment processor or broker-dealer, and we don't claim to be an unbiased marketplace. We may be compensated by providers, and we tell you so before you consent. Read the disclosure.
Related brands
The Owner Track is our education resource for starting, buying and running a financially healthy business. Homegrown Money is a separate household-finance brand. We never share your information between them without your explicit choice.
How engagements and compensation work
Profit Theory, LLC does not accept every request. We take on engagements that make sense and that we believe we can execute. Each engagement is governed by a separate written agreement that discloses how we are paid before work begins.
Depending on the situation, we may be paid directly by the lender or provider, or paid through the loan closing process and deducted from proceeds at closing. On larger transactions, a modest retainer may apply to cover process costs while we source financing.
The website tools and an initial introduction request cost nothing. There is no guarantee of approval, rates, savings or timing.
Profit Theory, LLC is not owned by or affiliated with any lender or payment processor. We only work with providers we believe can execute for a given situation.