Financial clarity
Can a buyer trust your numbers?
Tax books don’t survive diligence. We build the picture a buyer expects — before they ask.
We exist to help business owners
Sell well.
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
Time to let someone else be captain, Captain.
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."
"Reif has a knack for understanding complicated processes and designing systems that streamline them and make them more efficient."
Meet with Reif→"Reif listened to my input and ideas, checked up on the team, and helped us accomplish great results within real constraints."
People who have worked with Reif
Trusted by operators, founders, and board members.
"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 is scrappy, extremely hardworking, and has a knack for making big things happen with very limited resources."
What readiness means
Every company is different.
Proof of earnings
Will your EBITDA hold?
Prepared sellers averaged 7.4× vs. 7.0× — a $2M gap on a $5M EBITDA business. We fix that before the process starts.
Diligence readiness
What will a buyer find?
1 in 4 LMM deals collapsed in diligence in 2025. We run the dry run first.
Owner dependence
Can this business run without you?
Buyers price that risk into the offer. We build the management layer that makes the business transferable.
Deal structure
What will you actually net?
Headline price and what you net are often different numbers. We model the structure before you negotiate.
Your transition
What happens the day after you sign?
Only 13% of owners had a formal exit plan. We help you build yours.
The personal side
A whole new world.
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.