Audrey Neff sits down with Jordan White, founder of Urban Medical, for an honest conversation about one of the biggest forces reshaping medical aesthetics today: private equity.

Jordan shares why he explored traditional private equity opportunities before ultimately choosing a different path, offering a candid perspective on the potential pitfalls of PE, what he wishes he knew before entering platform discussions, and the advice every med spa owner should hear as they navigate this rapidly changing landscape.

Together, Audrey and Jordan unpack why so many practice owners misunderstand private equity, the risk of selling too early without fully understanding the long-term implications, and why education and strategic planning are essential to making the right decision for your business and future.

The conversation also explores the strategies driving Urban Medical's success, including increasing consultation conversion rates, confidently presenting higher-value treatment plans, creating experience-driven marketing that patients remember, and leveraging personal branding to build trust, authority, and demand in an increasingly competitive market.

Whether you're evaluating private equity or a growth partnership, looking to improve profitability, or focused on building a practice that commands premium value, this episode is packed with practical insights every aesthetic practice owner can apply.