Pagemill Partners vs Union Square Advisors
Comparing two boutique M&A advisors · Last updated April 21, 2025
| Attribute | Pagemill Partners | Union Square Advisors |
|---|---|---|
| Type | Tech boutique | Tech boutique |
| HQ | Palo Alto, CA | San Francisco, CA |
| Founded | 2002 | 2010 |
| Sector focus | Technology, Software, Semis | Technology, Software, FinTech |
| Deal size | $25M-$300M | $100M-$2B |
| Senior team |
|
|
| Rating | Locked | Locked |
| Reviews | 0 verified | 0 verified |
Choosing between Pagemill Partners and Union Square Advisors
Pagemill Partners and Union Square Advisors both work in Technology, Software. Founders running a sell-side process in those categories often see both names on their advisor longlist, which is why this comparison comes up. Both firms position themselves as tech boutique advisors, so the choice is less about category and more about pattern recognition, senior attention, and process fit.
Pagemill Partners is headquartered in Palo Alto, CA and was founded in 2002, while Union Square Advisors operates out of San Francisco, CA and was founded in 2010. Geography matters here: Pagemill Partners's Palo Alto relationships and Union Square Advisors's San Francisco relationships will overlap on national strategics but diverge on the regional private equity buyer set most likely to push price. On deal-size focus, Pagemill Partners states $25M-$300M while Union Square Advisors states $100M-$2B. Beyond shared coverage, Pagemill Partners also reaches into Semis, while Union Square Advisors extends into FinTech.
For founders deciding between Pagemill Partners and Union Square Advisors, the honest recommendation is to take a working session with each named partner before signing. Read the firm-level reviews on BankerNotes for the pattern that matters most: did the partner who pitched the mandate run the buyer calls and final negotiations, or did the work slide down the org chart by week six. That pattern, more than league-table position, is what separates a good outcome from a mediocre one.
Pagemill Partners is a tech boutique headquartered in Palo Alto, CA and founded in 2002. The firm focuses on Technology, Software, Semis and typically advises on transactions in the $25M-$300M range. Key dealmakers inclu...
Union Square Advisors is a tech boutique headquartered in San Francisco, CA and founded in 2010. The firm focuses on Technology, Software, FinTech and typically advises on transactions in the $100M-$2B range. Key dealmak...
Frequently asked questions
- What is the main difference between Pagemill Partners and Union Square Advisors?
- Pagemill Partners is a tech boutique HQ'd in Palo Alto, CA (founded 2002), focused on Technology, Software, Semis, with a typical deal range of $25M-$300M. Union Square Advisors is a tech boutique HQ'd in San Francisco, CA (founded 2010), focused on Technology, Software, FinTech, with a typical deal range of $100M-$2B. Beyond those facts, the most reliable differentiator is senior banker attention, which BankerNotes reviews are designed to surface.
- Which firm has better founder reviews, Pagemill Partners or Union Square Advisors?
- Pagemill Partners's current rating is Locked (reviews unlock after five verified founders submit ratings). Union Square Advisors's current rating is Locked (reviews unlock after five verified founders submit ratings). Read the individual firm profiles for the full review breakdown.
- Should I shortlist both Pagemill Partners and Union Square Advisors?
- For most founders evaluating sell-side advisors with overlapping sector and deal-size fit, putting both on a shortlist is reasonable. The point of a bake-off is to test how the senior team behaves under pressure, how the firm shapes the buyer universe, and how it handles a difficult diligence question. Treat the shortlist as an interview, not a beauty contest.
- How does BankerNotes verify reviews of Pagemill Partners and Union Square Advisors?
- Every review is submitted by a founder who confirms they hired the firm as their sell-side advisor. We verify the reviewer privately using work email, LinkedIn, and approximate engagement timing. The verified identity is never published. Only the rating, written review, and a generic sector label appear on the public page.
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Last updated: April 21, 2025