Goodwill

What is Goodwill?

When you acquire a company, goodwill is the difference between what you paid and the fair value of the tangible assets you received. It represents intangible value like brand reputation, customer loyalty, and employee expertise.

Why Goodwill Matters

If you acquire a competitor for $2M but their identifiable assets (equipment, cash, receivables minus liabilities) are only worth $1.2M, the $800K difference is goodwill. You paid for something real even if you cannot touch it.

For founders considering acquisitions, understanding goodwill helps evaluate whether a purchase price is reasonable. High goodwill means you are paying mostly for intangibles, which carries more risk.

Goodwill Impairment

Unlike other intangibles, goodwill is not amortized. Instead, it is tested annually for impairment. If the acquired business underperforms, you may need to write down goodwill, creating a large expense hit.

Your SaaS company acquires a smaller competitor:

• Purchase Price: $1,500,000
• Fair Value of Assets: $600,000
• Fair Value of Liabilities: $200,000
• Net Identifiable Assets: $400,000

Goodwill = $1,500,000 - $400,000 = $1,100,000

You paid $1.1M for intangible value: their brand, customer relationships, and team.