Will Petter is the co-founder of American Dream Home Services and is a strategic advisor at B2B CFO. He recently reviewed the Certified Employee Ownership Advisor (CEOA) Program, an accredited employee ownership certificate program for business advisors.

Here’s what he had to say.

What inspired you to pursue the Certified Employee Ownership Advisor program, and how did it align with your professional goals as a business advisor or financial planner?

After over a decade in private equity, I saw firsthand how traditional exits often leave employees behind and owners feeling conflicted about their legacy. I was looking for a better way—one that balanced financial success with long-term impact. The Certified Employee Ownership Advisor program aligned perfectly with my vision of helping business owners transition confidently while creating shared prosperity for their teams.

How has becoming a Certified Employee Ownership Advisor impacted your work with clients?

It’s given me a clear and credible framework to help owners evaluate employee ownership as a real option—not just a feel-good idea. It’s opened doors to deeper conversations about legacy, values, and long-term sustainability. Clients appreciate that I can explain ESOPs [Employee Stock Ownership Plans] and worker cooperatives with both technical precision and a strong grounding in real-world impact.

Can you share a specific example of how this certification has benefitted one of your clients?

One of the biggest challenges in the traditional advisory world is that most exit advisors don’t present employee ownership as an option—largely because they don’t get paid for it. That means many business owners never hear about values-based exit paths that could be a better fit. This certification has allowed me to differentiate myself by offering a broader range of solutions, including employee ownership, when it aligns with the owner’s goals.

I recently worked with a client who had only been shown private equity and strategic buyer options. Once we discussed the ESOP strategy—financing, governance, tax benefits and long-term employee impact—he saw a way to preserve his company’s culture while still achieving a strong financial outcome. The ability to offer that alternative and walk him through it with credibility made all the difference.

What unique insights or skills did you gain from the program that you hadn’t encountered in other professional development opportunities?

The program bridges a rare gap between technical knowledge and values-driven advising. I’ve done financial modeling and M&A structuring for years, but this program deepened my understanding of employee ownership governance, communication strategies, and how to manage the emotional aspects of ownership transitions. That’s not something you get in traditional finance training.

How do you think employee ownership benefits businesses, and how do you convey this value to your clients?

Employee ownership leads to higher retention, stronger company culture, and better long-term performance. I often say: that when employees have a stake, they act like owners—and that changes everything. I use real-world examples and data to show how employee-owned companies outperform their peers and create wealth for working families, which resonates with values-driven owners.

What was the most valuable aspect of the program for you—whether it was the curriculum, the community, or the practical application of the content?

For me, it was the combination. The curriculum was thorough and well-designed, but the community of like-minded advisors and experts was just as valuable. I’ve built relationships with people across the country who are passionate about using business as a force for good—and that network continues to be a source of insight and collaboration.

What advice would you give other business advisors or financial planners considering this program? How has it positioned you as a thought leader in your field?

If you want to stand out by offering real alternatives to the status quo, this program is a no-brainer. It gives you the credibility and tools to lead high-stakes conversations about legacy and transition. For me, it’s positioned me as a trusted resource for owners who care deeply about what happens after they exit. That kind of trust leads to meaningful, lasting client relationships—and a greater sense of purpose in the work.

Want to go beyond the status quo and become an expert in employee ownership? Learn more about the CEOA Program or browse all of Project Equity’s learning products.