Private M&A Advisory
Connecting Business Owners with the Right Capital Partners.
WIN2 Advisory works with established private equity firms and strategic investors to identify and connect with founder- and family-owned businesses.
We focus on creating direct, thoughtful conversations between business owners and potential partners where there may be a genuine alignment of vision, growth objectives, and long‑term goals.
What We Do
Three ways we create the right connections.
Strategic Introductions
We connect business owners with established private equity firms and strategic buyers actively investing within their industries.
Proprietary M&A Origination
We identify and develop acquisition opportunities through direct, relationship-driven outreach rather than broadly marketed processes.
Owner-Focused Conversations
Not every conversation needs to result in a transaction. We help owners explore potential options around growth, liquidity, succession, or a future partnership on a confidential basis.
Our Approach
The best transactions often begin with a simple conversation.
WIN2 Advisory takes a relationship-first approach—understanding the business, the owner’s objectives, and whether there is genuine alignment with an investment partner before moving the conversation forward.
Let’s Connect
Whether you’re considering a transaction today, or simply want to understand your options.
We’re always open to a conversation—confidential, direct, and on your timeline.
Gus Ruiz
Founder & Managing Director
WIN2 Advisory
Phoenix, Arizona
Working with business owners and investment partners across the United States.