Financial clarity
Can a buyer trust your numbers?
Tax books don’t survive diligence. We build the financial picture a buyer expects — clear profitability, clean reports — before they ask for it.
We exist to help business owners
Sell well.
75%of owners regret selling their company within a year.*
* Widely cited industry figure — EPI / PwC. Treat as directional.
Preparation
You've built a great business.
Deals fall apart because the company wasn't ready for what a buyer finds when they look closely.
Buyers are not the problem. Good businesses still get multiple offers. What breaks deals is the gap between what a seller believes their company is worth and what the evidence shows once diligence begins.
Preparation closes that gap.
~$2M
left on the table by unprepared sellers, on a typical $5M EBITDA business. The gap between those who prepared and those who didn't.
ACG · 360 transactions
24.5%
of 2025 lower-middle-market deals collapsed in diligence — not at the first meeting, but months in.
Axial · 2026
13%
of owners had a formal exit plan. The other 87% were figuring it out as they went.
EPI · 2025
3.17
average competing offers for $5M–$50M assets. The buyers are there. Readiness is what's missing.
IBBA / M&A Source
Who we work with
Owners who built real operating companies and want to handle the transition carefully.
Usually founder-led.
Usually carrying more responsibility than people realize.
Usually trying to protect both value and people.
Meet Reif
Operator first.
Reif spent years inside operating businesses — cleaning up reporting, building teams, and fixing the things that quietly destroy value in diligence.
He started Good + Co. because most owners reach the market before anyone has done that work.
"Reif helped steer Qualtry through a complex merger and a global pandemic. He can set vision at a high level and get scrappy in the weeds to execute."
"Reif uses technology and automation to fix problems with an outside-the-box approach. He takes challenges head on and isn't afraid to roll up his sleeves."
People who have worked with Reif
Trusted by operators, founders, and board members.
"Reif uses technology and automation to fix problems with an outside-the-box approach. He takes challenges head on and isn't afraid to roll up his sleeves."
"Reif helped steer Qualtry through a complex merger and a global pandemic. He can set vision at a high level and get scrappy in the weeds to execute."
"Reif has a knack for understanding complicated processes and designing systems that streamline them and make them more efficient."
"Reif is resourceful and has a knack for leveraging automation and technology to improve systems and processes."
"Reif possesses exceptional strategic vision and an impressive ability to navigate complex business challenges."
"Reif is entirely comfortable wearing many hats, adapting to various roles with ease and efficiency."
"Reif listened to my input and ideas, checked up on the team, and helped us accomplish great results within real constraints."
"Reif is scrappy, extremely hardworking, and has a knack for making big things happen with very limited resources."
What readiness means
Every company is different.
These things take time to strengthen. Usually more time than owners expect.
Proof of earnings
Will your EBITDA hold?
Sellers with sell-side quality-of-earnings work averaged 7.4× vs. 7.0×. On a $5M EBITDA business, that’s $2M. We build the earnings bridge before the process starts so the number doesn’t move.
Diligence readiness
What will a buyer find?
1 in 4 LMM deals collapsed in diligence in 2025 — months in, not at the first meeting. We run the dry run first and fix what we find.
Owner dependence
Can this business run without you?
Buyers price that risk heavily. We build the management layer and documented processes that make the business genuinely transferable.
Deal structure
What will you actually net?
Headline price and what lands in your account are often different numbers. We model the structure before you negotiate so nothing surprises you late.
Your transition
What happens the day after you sign?
Only 13% of owners had a formal exit plan. We help you build the personal picture alongside the business one.
The personal side
A transaction changes more than ownership.
Most owners are thinking about family, identity, and what comes next long before they're thinking about multiples. A sale solves the money question. It doesn't automatically solve the rest.
We make sure the structure accounts for both.
Good + Co.
Owned by The Good Project.
Profits support disaster readiness and community resilience initiatives.
You don't need to be sold.
You need an honest picture of where your company stands, what a buyer will find, and what can realistically be improved before a process starts. That's where we begin.