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Golden Goose Wealth Planning
Golden Goose Wealth Planning was founded in Grand Rapids, Michigan, in 2020 by President Eric C. Smith. The firm emerged from Smith's prior role as an advisor...
Golden Goose Wealth Planning
Golden Goose Wealth Planning was founded in Grand Rapids, Michigan, in 2020 by President Eric C. Smith. The firm emerged from Smith's prior role as an advisor at a large registered investment advisor where he managed portfolios for ultra-high-net-worth families. The launch coincided with a period of demographic wealth transfer in Western Michigan, a region with a high density of privately held manufacturing and real estate fortunes. The firm pursues direct investments across private credit, private equity, and real estate. In 2021, Golden Goose executed a notable transaction by acquiring the historic Flat Iron Building in downtown Grand Rapids, a 20,000-square-foot mixed-use property the firm operates as both headquarters and a direct real estate holding. Sourcing is driven by Smith's network across the Midwest, targeting founder-owned businesses and specialty real estate within a 200-mile radius of West Michigan. The firm prefers structured equity and mezzanine debt positions in lower-middle-market manufacturing, logistics, and multi-family residential assets. Golden Goose operates with a lean team and no additional offices beyond its Grand Rapids headquarters. In January 2022, the firm's real estate arm purchased a neighboring commercial lot for expansion, reinforcing a buy-and-hold posture toward high-quality urban real estate in its home market. The firm does not publicly disclose its assets under management. The firm's structure blends a single-family office's permanent capital base with the operational footprint of a local direct investor. By co-locating its own balance-sheet investments with its advisory practice, Golden Goose creates an unusual alignment structure: the principal's capital sits in the same deals as client capital, a feature typically associated with multi-billion-dollar asset managers rather than regional wealth planners.
General information
Firm type
Single Family Office
Year founded
2020
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Grand Rapids
Corporate office
Grand Rapids, MI, United States
Principals
Eric C. Smith
President
Sector focus
Frequently asked questions
Who runs investment decisions at Golden Goose Wealth Planning?
President Eric C. Smith directs all investment activity. Smith previously managed portfolios for ultra-high-net-worth families at a $20 billion registered investment advisor before launching Golden Goose in 2020. The firm has not publicly disclosed additional investment committee members.
How does Golden Goose source proprietary deal flow?
Sourcing relies on Smith's personal network developed during his tenure advising wealthy Midwest families. The firm targets founder-owned businesses and real estate within roughly a 200-mile radius of Grand Rapids, a region dense with privately held manufacturing, logistics, and real estate holdings. Golden Goose does not participate in auction processes.
Does Golden Goose participate in fund commitments or only direct deals?
Golden Goose primarily executes direct investments in real estate and private companies. The 2021 acquisition of the Flat Iron Building in downtown Grand Rapids demonstrates a preference for owning and operating assets directly rather than committing to blind-pool funds. The firm has not publicly disclosed any third-party fund commitments.
What investment stages does Golden Goose typically target?
Golden Goose focuses on existing cash-flowing assets rather than early-stage ventures. Its real estate investments, including the Flat Iron Building and an adjacent lot acquired in 2022, are stabilized income-producing properties. Private equity and credit deals target lower-middle-market businesses, typically with established operating histories.
Which sectors does Golden Goose explicitly avoid?
Golden Goose has not publicly disclosed explicit sector exclusions. However, its investment activity — centered on commercial real estate in Grand Rapids and Midwest operating businesses — suggests an avoidance of pre-revenue technology, biotech, and speculative resource extraction. The firm's geographic concentration in Western Michigan further implies a focus on industries present in that regional economy.
How is Golden Goose Wealth Planning structured relative to Eric Smith's prior firm?
Smith left a large registered investment advisor to launch Golden Goose as an independent entity in 2020. The new firm operates with a different model: rather than managing discretionary portfolios for a broad client base, Smith co-invests his own capital alongside clients in direct deals. This alignment structure was not present at his prior firm.
What is Golden Goose's known posture on co-investments alongside external GPs?
Golden Goose serves as the lead investor in its transactions rather than co-investing alongside external general partners. The firm's real estate acquisitions are made directly through its own balance sheet, and its private company investments do not appear to involve third-party sponsors. This self-originated, self-underwritten model minimizes fee leakage.
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