An escrow or holdback is a portion of the price held back at closing for a period to cover indemnity claims.
In a sale
What comes back depends on claims: an escrow or holdback is set aside for a period after closing to cover claims under the purchase agreement, and returns to the founder less any claims made. It is part of the price that is agreed but not yet paid. Its size and length are best negotiated in the letter of intent, while several buyers are still at the table.
Where it comes up
The Go-To-Market Analysis (GTMA) builds the file a buyer would build on your business, before a buyer does.