23: How Robert Heil Doubled Growth by Rebuilding Strategy Around Client Value Creation
Robert Heil, CEO of Financial Aid Services
In this episode of From Angel to Exit, host Bruce Eckfeldt sits down with Robert Heil, CEO of Financial Aid Services, to unpack his journey through scaling EdTech companies, leading six acquisitions, and stepping into the CEO role following a founder exit to private equity. Starting with a political campaign background, Robert shares how a career detour led him deep into higher education and ultimately the EdTech consulting space.
Robert discusses how running a college mirrors the complexity of running a small city—and how this unique perspective shaped his approach to business. He emphasizes the importance of understanding not just financial metrics but also customer drivers and leading indicators when assessing company performance or preparing for M&A. He recounts hard-earned lessons from both sides of the transaction table, including the critical importance of cultural fit and integration planning.
As a “refounder” CEO, Robert outlines how he modernized Financial Aid Services post-acquisition, refreshed the mission, and implemented a strategic planning framework aligned with exit readiness. The result: a doubling of the company’s size and acceleration in earnings. His insights are particularly valuable for founder-CEOs planning for scale, preparing for liquidity events, or navigating the complexities of integrating people and systems after a deal.
Key themes include value creation, strategic alignment, M&A integration, leading indicators vs. trailing metrics, and balancing the goals of clients, employees, and shareholders.
Key Takeaways
Track leading indicators, not just lagging metrics, to create sustainable business value.
Successful M&A starts with understanding customer concentration and growth drivers.
Post-deal integration planning should begin before the ink is dry—especially around culture.
Private equity partners want growth, but strategic balance across stakeholders is key.
Use strategic planning frameworks like Metronomics to align internal teams and exit readiness.
Value creation for clients naturally leads to shareholder and team success.
The first 30 days post-acquisition are critical—have a plan, even if it’s not perfect.
Customer feedback often reveals the true cultural DNA of an acquisition target.
Contact Information:
https://www.robert-heil.com/
https://www.linkedin.com/in/robert-heil-88966623/
