<PAGE>
                                                                    EXHIBIT 10.0


                        EXECUTIVE EMPLOYMENT AGREEMENT OF
                                   PETE SCULLY

        This Executive Employment Agreement ("AGREEMENT") is entered into
between PRIVATE BUSINESS, INC., a Tennessee corporation ("COMPANY"), and PETER
S. SCULLY, a resident of Brentwood, Tennessee ("EXECUTIVE"). The Company and
Executive are sometimes referred to herein as the "PARTIES."

1.      Introduction. The Company has employed Executive as President of its
division, RMSA ("RMSA"), since January 1, 2002. Prior to that date, Executive
was employed in various executive positions in the Company since June 2000.
Accordingly, the Company and Executive intend by this Agreement to specify the
terms and conditions of Executive's current employment relationship with the
Company.

2.      Employment. The Company confirms the employment of Executive and
Executive hereby confirms its acceptance of employment with the Company upon
terms and conditions set forth herein, in each instance effective January 1,
2003.

3.      Duties and Responsibilities.

        3.1 Extent of Service. Executive shall, during the term of this
Agreement, devote such of his entire time, attention, energies and business
efforts to his duties as an executive of the Company as are reasonably necessary
to carry out his duties specified in Paragraph 3.2 below. Executive shall not,
during the term of this Agreement, engage in any other business activity
(whether or not such business activity is pursued for gain, profit or other
pecuniary advantage) if such business activity would impair Executive's ability
to carry out his duties hereunder.

        3.2 Position and Duties. Executive shall report directly to the
Company's Chief Executive Officer. Subject to the power of the Company's Chief
Executive Officer to appoint and remove officers, Executive shall serve the
Company as President and CEO of RMSA; and shall perform, faithfully and
diligently, the services and functions relating to such office (or otherwise
reasonably incident to such office) as may be designated from time to time by
the Board of Directors or Chief Executive Officer of the Company; provided that
all such services and functions shall be reasonable and within Executive's area
of expertise, and provided further that Executive shall be physically capable of
performing the same.

        3.3 Place of Employment. During the term of this Agreement, the Company
shall maintain its principal executive offices in the Nashville, Tennessee area,
and Executive's primary place of employment shall be at such principal executive
offices. During the term of this Agreement, the Company will provide Executive
with a private office and other necessary services commensurate with the
services and functions to be performed by him hereunder.


<PAGE>

4.      Salary and Other Benefits. Subject to the terms and conditions of this
Agreement:

        4.1 Salary. From the effective date, as compensation for his services
during the term of his employment under this Agreement, Executive shall be paid
at an annual rate of not less than One-Hundred-Ninety-Eight Thousand Dollars
($198,000), payable in accordance with the then current payroll policies of the
Company. Effective April 1, 2003, as compensation for his services during the
term of his employment under this Agreement, Executive shall be paid at an
annual rate of not less than two-hundred-twenty-five-thousand dollars
($225,000), payable in accordance with the then current payroll policies of the
Company. Such salary shall be subject to increase by the Chief Executive Officer
of the Company (or the appropriate committee of the Board of Directors) on not
less than an annual basis. The annual salary payable by the Company to Executive
pursuant to this Paragraph 4.1 is herein sometimes referred to as his "BASE
SALARY."

        4.2 Incentive Bonus Eligibility. Beginning with calendar year 2003,
Executive shall be eligible to be paid an annual incentive cash bonus ("BONUS")
of up to one hundred percent (100%) of his Base Salary subject to written
performance criteria established from time to time by the Company's Chief
Executive Officer and Executive.

        4.3 Stock Option Grants. Executive may be granted options to acquire
shares of the Company's common stock at anytime at the direction of the
Company's Board of Directors. Such agreement will provide for vesting of such
options over four (4) years at the rate of 1/48th per month, unless otherwise
determined by the Company's Board of Directors. In all events all options shall
be subject to the terms and conditions of the Company's 1999 Amended and
Restated Stock Option Plan, as the same may be amended from time to time (the
"STOCK OPTION PLAN").

        4.4 Other Benefits. As long as Executive is employed by the Company,
Executive shall be entitled to receive the following benefits in addition to his
Base Salary:

                (a) Executive shall have the right to participate in all group
        benefit plans of the Company in accordance with the Company's regular
        practices with respect to its senior officers.

                (b) Executive shall be entitled to reimbursement from the
        Company for reasonable out-of-pocket expenses incurred by him in the
        course of the performance of his duties hereunder, subject to compliance
        with the Company's standard expense policies and procedures.

                (c) Executive shall be entitled to such vacation, holidays and
        other paid or unpaid leaves of absence as are consistent with the
        Company's policy for other senior officers.

5.      Term. The term of this Agreement shall be for an initial period of one
(1) year and ending on January 1, 2004, and shall thereafter automatically be
extended for an additional period of one (1) year on a yearly basis, unless on
or before December 31 of any year or subsequent year, either Executive or the
Company gives the other party notice that the term of



                                     2 of 9
<PAGE>

this Agreement will not be so extended, in which case the term of this Agreement
will end on the end of the year designated in the notice.

6.      Termination and Resignation. Notwithstanding Section 5, the Company
shall have the right to terminate Executive's employment hereunder at any time
and for any reason, and upon any such termination Executive shall be entitled to
receive from the Company payment of the amount determined pursuant to the
applicable subparagraph of Paragraph 7 below. Executive shall have the right to
terminate his employment hereunder at any time by resignation, and he shall
thereupon be entitled to receive from the Company payment of the amount
determined pursuant to the applicable subparagraph of Paragraph 7 below.

7.       Payments Upon Termination and Resignation.

         7.1 Pro Rata Payments Upon Termination for Cause, Resignation Prior to
Change in Control, Death or Disability. If (a) the Company at any time
terminates Executive's employment for Cause (as defined below), or (b) prior to
the occurrence of a Change In Control (as defined below) of the Company,
Executive, except as otherwise specifically stated in Section 7.2, voluntarily
resigns for any reason other than because of a Constructive Discharge by the
Company, then in each case Executive shall be entitled to receive only his Base
Salary and unused accrued vacation days in the current calendar, according to
the current Company policy, on a pro rata basis to the date of termination plus
any amounts due Executive through the date of termination in accordance with
Paragraph 4.4. If the Executive during the term of this Agreement dies or
becomes disabled (being the inability of the Executive to perform his normal
employment duties for any six (6) months during any twelve (12) month period
because of either physical or mental incapacity), the Executive or his estate
shall be entitled to receive any amounts due Executive pursuant to Paragraph 4.4
and to receive his Base Salary on a pro rata basis to the date of termination or
resignation. For purposes of this Paragraph 7.1, "pro rata" shall mean the
product of the Executive's annual Base Salary that would have been payable had
the Executive's employment not terminated multiplied by a fraction the
denominator of which is 365 and the numerator of which is the number of days
during the calendar year that have passed through the date of the termination of
the Executive's employment.

        7.2 Base Salary Payment Upon Termination Prior to Initial Change in
Control Event or Upon Constructive Discharge Prior to Change in Control. If (a)
after the announcement of but prior to the occurrence of an Initial Change in
Control Event (as defined below), the Company terminates Executive's employment
because of a Discharge Event (as defined below), or (b) after the announcement
of but prior to the occurrence of a Change in Control of the Company,
Executive's employment ceases due to Constructive Discharge, or (c) after the
announcement of, but prior to the occurrence of an Initial Change in Control
Event, the Company terminates Executive's employment without Cause (other than
due to Constructive Discharge) and without a Discharge Event, then in each case
Executive shall be entitled to receive (a) his Base Salary in equal installments
on a monthly basis for a period of twelve (12) months; and (b) his unused
accrued vacation days in the current calendar, according to the current Company
policy,

        7.3 After Initial Change of Control Event. If after the occurrence of an
Initial Change of Control Event or a Change in Control of the Company, the
Company terminates Executive's employment hereunder because of a Discharge
Event, or without Cause and without any


                                     3 of 9
<PAGE>

Discharge Event, including by Constructive Discharge, then in either case
Executive shall be entitled to receive to his Base Salary in equal installments
on a monthly basis for a period of twelve (12) months, as well as his unused
vacation days as described in Section 7.2.

        7.4 Certain Definitions. The following terms not defined elsewhere in
this Agreement shall have the following definitions:

                (a) Termination by the Company of Executive's employment for
        "CAUSE" shall mean termination upon the willful misappropriation of
        funds or properties of the Company, other act of fraud or dishonesty
        adversely affecting the Company, or the willful contravention of the
        covenants in Sections 8 and 9 of this Agreement. For purposes of this
        definition, no act, or failure to act, on Executive's part shall be
        considered "willful" unless done, or omitted to be done, by Executive
        not in good faith and without reasonable belief that Executive's action
        or omission was in the best interest of the Company.

                (b) A "CHANGE IN CONTROL" shall be conclusively deemed to have
        occurred if (and only if) any of the following shall have taken place:
        (i) a change in control is reported by the Company in response to either
        Item 6(e) of Schedule 14A of Regulation 14A promulgated under the
        Securities Exchange Act of 1934, as amended ("EXCHANGE ACT"), or Item 1
        of Form 8-K promulgated under the Exchange Act; (ii) any person (as such
        term is used in Section 13(d) and 14(d)(2) of the Exchange Act) is or
        becomes the beneficial owner (as defined in Rule 13d-3 under the
        Exchange Act) directly or indirectly, of securities of the Company
        representing forty percent (40%) or more of the combined voting power of
        the Company's then outstanding securities; or (iii) following the
        election or removal of directors, a majority of the Board consists of
        individuals who were not members of the Board two (2) years before such
        election or removal, unless the election of each director who was not a
        director at the beginning of such two-year period has been approved in
        advance by directors representing at least a majority of the directors
        then in office who were directors at the beginning of the two-year
        period;

                (c) The "CODE" shall refer to the Internal Revenue of 1986, as
        amended.

                (d) A "CONSTRUCTIVE DISCHARGE" by the Company shall mean either
        of the following: (i) a material diminution in the authority, status or
        responsibilities of Executive, (ii) failure to pay Executive's Base
        Salary for more than thirty (30) days after the regularly scheduled due
        date for any portion thereof (other than resulting from unintentional
        clerical error), or (iii) relocation of Company's principal executive
        offices outside of Davidson or Williamson Counties, Tennessee; provided
        that in no event will termination for Cause constitute Constructive
        Termination.

                (e) A "DISCHARGE EVENT" shall have occurred if Executive shall
        have received notice from the Company's Chief Executive Officer that
        Executive is no longer discharging his duties in a manner consistent
        with the effective administration of the affairs of the Company and
        hence the continued employment of Executive is no longer in the best
        interest of the Company.


                                     4 of 9
<PAGE>

                (f) An "INITIAL CHANGE IN CONTROL EVENT" shall be conclusively
        deemed to have occurred when any individual, group, partnership,
        corporation, trust or other entity ("PERSON") initiates a course of
        action or conduct that, in the good faith judgment of the Board of
        Directors of the Company, might reasonably be expected to lead to a
        Change in Control of the Company. For example and without limiting the
        scope of the foregoing, an Initial Change in Control Event would include
        the public announcement or other disclosure by a Person of its intention
        (i) to acquire by private or open market purchase, tender offer,
        exchange offer, or otherwise forty percent (40%) or more of the combined
        voting power of the Company's outstanding securities, or (ii) to solicit
        proxies or consents for the removal of a majority of incumbent directors
        or the election of persons to serve as a majority of directors of the
        Company in opposition to nominees proposed by the Board of Directors of
        the Company.

8.      Preservation of Business; Fiduciary Responsibility. Executive shall use
his best efforts to preserve the business and organization of the Company, to
keep available to the Company the services of present employees and to preserve
the business relations of the Company with suppliers, distributors, customers
and others. Executive shall not knowingly commit any act, or in any way assist
others to commit any act, which would directly injure the Company. So long as
Executive is employed by the Company, Executive shall observe and fulfill proper
standards of fiduciary responsibility attendant upon his service and office.

9.      Restrictive Covenants.

        9.1 Non-Compete. During the term of this Agreement (including any
renewal periods and extensions) and for a period of (12) twelve months following
the termination of Executive's employment with the Company under this Agreement,
whether Executive's employment terminates pursuant to the provisions of
Paragraph 6 of this Agreement or otherwise (collectively, the "RESTRICTED
PERIOD"), Executive covenants and agrees that he will not, without the express
approval of the Company's Chief Executive Officer or Board of Directors,
directly or indirectly anywhere in the continental United States engage in any
activity which is, or participate or invest in, or provide or facilitate the
provision of financing to, or assist (whether as owner, shareholder, member,
partner, director, officer, trustee, employee, agent or consultant, or in any
other capacity), any business, organization or person other than the Company (or
any subsidiary or affiliate of the Company) whose business, activities, products
or services (collectively, "BUSINESS ACTIVITIES") are competitive with either:

         (i) any of the Business Activities conducted or offered by the Company
         or its subsidiaries or affiliates during any period in which Executive
         is employed by the Company or any of its subsidiaries or affiliates,
         which Business Activities shall include in any event and without
         limitation providing retail consulting, inventory software, inventory
         management, software products and marketing, training, management,
         billing, collection and insurance brokerage services to entities in the
         business of purchasing or financing accounts receivable or in the
         factoring business, or

         (ii) any other Business Activities which the Company or its
         subsidiaries or affiliates conducts or offers within twelve (12) months
         after the date Executive's employment with the Company terminates.


                                     5 of 9
<PAGE>

Notwithstanding the foregoing, Executive may own, directly or indirectly, solely
as an investment, securities of any entity if Executive (A) is not a controlling
person with respect to such entity and (B) does not, directly or indirectly, own
five percent (5%) or more of any class of the securities of such entity.

        9.2 Trade Secrets; Confidential Information. Executive covenants and
agrees that, at all times during and after the Restricted Period, he shall keep
secret and not disclose to others or appropriate to his own use or the use of
others any trade secrets, or secret or confidential information or knowledge
pertaining to the Company Business or the affairs of the Company or any of its
affiliates including without limitation trade know-how, trade secrets,
consultant contracts, customer lists, pricing policies, operational methods,
marketing plans or strategies, product development techniques or plans, business
acquisition plans, new personnel acquisition plans, technical processes, designs
and design projects, inventions and research projects; provided, however, that
the following shall not constitute a breach or violation of this Paragraph: any
disclosure made by Executive in the course of his employment by the Company as
provided in this Agreement, or any disclosure reasonably believed by Executive
to be compelled by law or legal process. Information shall not be deemed
confidential or secret for purposes of this Agreement if it is generally known
in the industry in which the Company primarily operates.

        9.3 Employees of the Company. During the Restricted Period, Executive
shall not directly or indirectly hire away or solicit to hire away from the
Company or any of its affiliates any employee of the Company or its affiliates,
other than employment resulting from general media advertisements of employment
opportunities.

        9.4 Property of the Company. All memoranda, notes, lists, records and
other documents (and all copies thereof) made or compiled by Executive or made
available to Executive during his employment by the Company concerning the
business or affairs of the Company or any of its affiliates, other than any of
such which may pertain primarily personally to Executive, shall be the exclusive
property of the Company and shall be delivered to the Company promptly upon the
cessation of Executive's employment with the Company or at any other time on
request by the Board of Directors of the Company or such affiliates; provided,
however, that the Company shall allow Executive to make copies of any such
documents that are not directly related to the Business Activities of the
Company and are not likely to result in injury to the Company.

        9.5 Rights and Remedies Upon Breach. If Executive breaches, or threatens
to commit a breach of, any of the provisions of Paragraphs 9.1 through 9.4 of
this Agreement (collectively, the "RESTRICTIVE COVENANTS"), the Company shall
have the following rights and remedies, each of which shall be independent of
the other and severably enforceable, and all of which shall be in addition to,
and not in lieu of, any other rights and remedies available to the Company: (a)
the right and remedy to have any of the Restrictive Covenants specifically
enforced by any court having jurisdiction and in Tennessee by an arbitration
panel as provided in Paragraph 12 of this Agreement, it being hereby
acknowledged and agreed by Executive that any such breach or threatened breach
will cause irreparable injury to the Company and that money damages will not
provide an adequate remedy to the Company; and (b) the right and remedy to
require Executive to account for and pay over to the Company all compensation,
profits, monies, accruals,



                                     6 of 9
<PAGE>

increments or other benefits derived or received by Executive as a result of any
transactions constituting a breach of any of the Restrictive Covenants, and
Executive shall account for and pay over such benefits to the Company.

        9.6 Severability of Covenants. If it is determined that any of the
Restrictive Covenants, or any part thereof, is invalid or unenforceable, the
remainder of the Restrictive Covenants shall not thereby be affected and shall
be given full effect, without regard to the invalid portions. If it is
determined that any of the Restrictive Covenants, or any part thereof, is
unenforceable because of the duration of such provision, the geographical area
covered thereby, or any other determination of unreasonableness of the
provision, the arbitration panel making such determination shall have the power
to reduce the duration, area or scope of such provision and, in its reduced
form, such provision shall then be enforceable and shall be enforced.

10.     Notice. All notices, requests, demands and other communications given
under or by reason of this Agreement shall be in writing and shall be deemed
given when delivered in person or when mailed, by certified mail (return receipt
requested), postage prepaid, addressed as follows (or to such other address as a
party may specify by notice pursuant to this provision):

                  (a)      To the Company:

                           Private Business, Inc
                           9020 Overlook Boulevard
                           Brentwood, Tennessee 37027
                           Attention: Chief Executive Officer

                           With a copy to:

                           Lee C. Dilworth
                           Harwell Howard Hyne Gabbert & Manner, P.C.
                           315 Deaderick Street
                           Suite 1800
                           Nashville, Tennessee 37238

                  (b)      To Executive:

                           Pete Scully
                           5103 Stoneleigh Circle (prior to March 1, 2003)
                           768 Sinclair Circle (as of March 1, 2003)
                           Brentwood, Tennessee 37027

11.     Controlling Law and Performability. The execution, validity,
interpretation and performance of this Agreement shall be governed by the laws
of the State of Tennessee.

12.     Arbitration. Any dispute or controversy arising under or in connection
with this Agreement shall be settled by arbitration in Nashville, Tennessee. In
the proceeding Executive shall select one (1) arbitrator, the Company shall
select one (1) arbitrator and the two (2) arbitrators so selected shall select a
third (3rd) arbitrator. The decision of a majority of the


                                     7 of 9

<PAGE>

arbitrators shall be binding on Executive and the Company. Should one party fail
to select an arbitrator within five (5) days after notice of the appointment of
the an arbitrator by the other party or should the two (2) arbitrators selected
by Executive and the Company fail to select an arbitrator within ten (10) days
after the date of the appointment of the last of such two (2) arbitrators, any
person sitting as a Judge of the United States District Court for the Middle
District of Tennessee, Nashville Division, upon application of Executive or the
Company, shall appoint an arbitrator to fill such space with the same force and
effect as though such arbitrator had been appointed in accordance with the first
sentence of this Paragraph 12. Any arbitration proceeding pursuant to this
Paragraph 12 shall be conducted in accordance with the rules of the American
Arbitration Association. Judgment may be entered on the arbitrators' award in
any court having jurisdiction.

13.     Additional Instruments. The Parties shall execute and deliver any and
all additional instruments and agreements that may be necessary or proper to
carry out the purposes of this Agreement.

14.     Entire Agreement and Amendments. This Agreement, together with stock
option agreements and the Stock Option Plan contemplated by Section 4.3,
contains the entire agreement of the Parties relating to the matters contained
herein and supersedes all prior agreements and understandings, oral or written,
between the Parties with respect to the subject matter hereof. This Agreement
may be changed only by an agreement in writing signed by the Party against whom
enforcement of any waiver, change, modification, extension or discharge is
sought.

15.     Separability. If any provision of the Agreement is rendered or declared
illegal or unenforceable by reason of any existing or subsequently enacted
legislation or by the decision of any arbitrator or by decree of a court of last
resort, the Parties shall promptly meet and negotiate substitute provisions for
those rendered or declared illegal or unenforceable to preserve the original
intent of this Agreement to the extent legally possible, but all other
provisions of this Agreement shall remain in full force and effect.

16.     Assignments. The Company may assign this Agreement and in the event of
an assignment of this Agreement, all covenants, conditions and provisions
hereunder shall inure to the benefit of and be enforceable against the Company's
successors and assigns. The rights and obligations of Executive under this
Agreement are personal to him, and no such rights, benefits or obligations shall
be subject to voluntary or involuntary alienation, assignment or transfer.

17.     Effect of Agreement. Subject to the provisions of Paragraph 16 with
respect to assignments, this Agreement shall be binding upon Executive and his
heirs, executors, administrators, legal representatives and assigns and upon the
Company and respective successors and assigns.

18.     Execution. This Agreement may be executed in multiple counterparts each
of which shall be deemed an original and all of which shall constitute one and
the same instrument.


                                     8 of 9
<PAGE>

19.     Waiver of Breach. The waiver by either Party of a breach of any
provision of the Agreement by the other Party shall not operate or be construed
as a waiver by such Party of any subsequent breach by such other Party.


        IN WITNESS WHEREOF, the Parties have executed this Executive Employment
Agreement as of the date(s) below, effective as set forth above.

                                       PRIVATE BUSINESS, INC.


                                       By: /s/ Henry M. Baroco
                                           -------------------------------------

                                       Title: Chief Executive Officer

                                       April 1, 2003


                                       EXECUTIVE

                                       /s/ Peter S. Scully
                                       -----------------------------------------
                                       Peter S. Scully

                                       April 1, 2003




                                     9 of 9