Fair Value in Deals: Hot Button in Purchase Price Allocations (PPAs)

by | Nov 4, 2025

Key Highlights for Finance Function

Auditors are intensifying their focus on fair value measurements in M&A transactions, particularly in purchase price allocations (PPAs). PCAOB inspection findings consistently cite deficiencies in auditing fair value estimates, especially around management’s assumptions, the reliability of third-party specialists, and the sufficiency of analysis/ documentation. For PE-backed companies, where add-on acquisitions and roll-ups are frequent, getting fair value right is critical not only for compliance but also for investor credibility.

Specifically, auditors are probing on: 

  • Synergies vs. market participant value: Auditors expect clear documentation that valuations reflect market participant assumptions, not sponsor-specific synergies. 
  • Customer relationships & trade names: Determining economic life and attrition assumptions; support for royalty rate benchmarks. 
  • Technology & software intangibles: Capitalization of R&D and obsolescence risk. 
  • Contingent consideration (earn-outs): Probability-weighted scenarios, consistency with board/IC materials, and updates each period. 
  • Inventory step-ups: Evidence of obsolescence reserves, unit margins, and turnover assumptions. 
  • Discount rates & WACC: Corroborating with market comparables and reconciling to weighted average return on invested capital (WARA). 

    Why it Matters to Finance:

    • Audit pressure: Inspectors are challenging how auditors test management’s fair value models, especially around discount rates, market participant assumptions, and internally prepared forecasts.  This will likely result in additional asks of management.   
    • P&L impact: Missteps in allocating purchase price to intangibles vs. goodwill, remeasurement of acquired lease arrangements and estimation of contingent consideration can swing EBITDA, amortization expense, and potentially impact covenant compliance.   
    • Exit readiness: Fair value conclusions today set the baseline for future impairments, earn-out settlements, and exit multiples. 
    • New standards in play: PCAOB has signaled increased scrutiny on use of pricing services and specialists; FASB’s disclosure projects are adding transparency requirements for fair value methods and key assumptions.  

    How Virtas can help

    Virtas has extensive expertise in technical accounting and financial reporting. We work alongside your team to ensure complex transactions, policies, and disclosures are properly assessed, documented, and communicated.  

    Our Professionals Provide:

    • Expertise in U.S. GAAP and SEC reporting requirements 
    • Support to meet close and reporting deadlines 
    • Guidance to strengthen disclosures and internal controls and reduce compliance risk 
    • Practical insight to enhance readiness for transactions and investor engagement