New firm. Honest about it.
Merge Lane was founded in 2026. We don't have a decade of closed deals to show you — and we won't pretend we do. What we have is a founder who has spent his career taking apart how deals actually work, and a promise: you'll always know exactly what you're getting, what it costs, and where our lane ends.
Puru Gaur, Founder
Puru founded Merge Lane under THERXSIGNAL LLC after years of watching the same story repeat: smart owners making avoidable mistakes at the most expensive moment of their business lives — the sale, or the purchase.
By day, he's Director of Commercial Intelligence & Research Services at Norstella, where he helps clients understand the data behind multi-billion-dollar decisions. His background is competitive intelligence, commercial strategy, and forecasting — the discipline of finding the signal in a deal before the money moves. That's the lens he brings to small-business transactions: game theory over gut feel, diligence over hope.
He'll also tell you plainly what he isn't: not a broker, not a lawyer, not an appraiser. When your deal needs one of those, he'll say so — and help you find the right one.
What you get working with Puru: one person who reads every page, asks the uncomfortable questions, and writes everything down in plain English. No junior team, no handoffs, no black box.
Three things, no fine print
Advisory means advice
We don't list businesses, we don't take transaction commissions, and we don't draft legal documents. Advice is the product — unconflicted by a closing check.
Preparation beats negotiation
The best deal leverage isn't at the table — it's the six months before, when clean books and documented operations make your business worth more to everyone.
Honesty is the moat
We're a new firm. We'd rather earn trust slowly than manufacture it. Every claim on this site is either about us (verifiable) or linked to a public source.
Ask us anything
The intro call is free and there's no pitch at the end of it. If we're not the right fit, we'll tell you who is.