What Liquid Asset Partners does

Liquid Asset Partners is a privately held asset monetization firm founded in 1974 and headquartered at 2700 Patterson Ave SE, Grand Rapids, Michigan. The company converts surplus, distressed, or underperforming assets into cash for clients including Fortune 500 corporations, mid-market businesses, retailers, manufacturers, banks, bankruptcy courts, trustees, lenders, and landlords. It operates four integrated service lines: Appraisals (Orderly Liquidation Value, Forced Liquidation Value, and Fair Market Value assessments), Liquidations (court-appointed sales, orderly liquidations, and going-out-of-business sales), Auctions (live, online, sealed bid, private treaty, and ongoing concern formats conducted through Proxibid and Bidspotter), and Finance (asset-based lending through a partnership with Liquid Finance Co.). Project sizes range from $100k to over $20M, and the firm has reviewed more than 35,000 facilities across all 50 U.S. states, Canada, and Mexico.

The firm's revenue model is primarily transaction-based, earning commissions on asset disposition sales, supplemented by asset-based lending referrals and direct e-commerce sales through its eBay storefront for medical equipment. Go-to-market combines a direct enterprise sales team with event-driven auctions and a small e-commerce channel. Notable historical engagements include Circuit City's eight distribution centers and world offices, Kmart World Headquarters assets, Indian Motorcycle Factory manufacturing assets, 300+ Builders Square home improvement stores, and a 12-week store closing sale for Rocky's Great Outdoors. In August 2025, the firm announced a $9 million branded furniture inventory liquidation at approximately 4% of original retail price, following prior sales of more than $75 million in home furnishings across six major brands over an 18-month period. In 2017, the company expanded into motorsports via the acquisition of Skip Barber Racing School. The firm remains privately held with no disclosed institutional investors or parent company.

Name

Liquid Asset Partners

Legal name

Liquid Asset Partners

Website

https://liquidap.com

Company type

Private

Founded year

1974

Operating status

Operating

Short description

Liquid Asset Partners is a Grand Rapids-based asset monetization firm founded in 1974, providing appraisals, liquidations, auctions, and asset-based lending to Fortune 500 companies, mid-market businesses, banks, and bankruptcy courts across North America.

Ownership category

akta.pro rank

Product category

Commercial Asset Disposition Services

NAICS

Miscellaneous Intermediation (52391), Sales Financing (52222)

akta.pro primary industry

Collateral Loan Servicing & Asset Disposition (Storage, Auction & Resale) (FSAKALAF)

akta.pro secondary industry

Debt Buying / Portfolio Acquisition & Recovery (Debt Purchasers) (BPAAAEAG)

Keywords

• Asset liquidation services
• Equipment appraisal services
• Surplus asset auctions
• Commercial asset disposition
• Asset-based lending

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Commission-based Asset Disposition: The company earns commissions on asset sales through liquidations and auctions. Services range from $100k to >$20M per project. They operate on both commission-based and cash purchase models for retail, industrial, wholesale, motorsports and equipment assets.
2. Asset-Based Lending (through Liquid Finance Co. partnership): Partnership with Liquid Finance Co. to offer asset-based lending platform. Companies use capital to fund growth, acquisitions, or turnarounds. Deals are based on asset value rather than cash flows.
3. E-commerce Medical Equipment Sales: Direct sales of surplus medical equipment through eBay storefront, with nationwide shipping and local pickup at warehouse.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Liquid Asset Partners is a nationwide asset disposition firm that helps businesses and financial institutions monetize surplus, idle, or distressed assets through certified appraisals, full-service liquidations, live and online auctions, and asset-based finance. The firm handles everything from single-piece consumer goods to enterprise-wide retail chain closures, with in-house logistics, warehousing, and refurbishment capabilities that allow clients to outsource the entire disposition process. Additional retail-facing resale activity occurs through an eBay storefront focused on medical and fitness equipment.

Product overview

Liquid Asset Partners is an asset monetization firm offering four core services: Appraisals, Liquidations, Auctions, and Finance. The company operates as a unified platform where appraisal expertise informs disposition strategies, liquidation and auction services convert assets to cash, and financing solutions help companies unlock asset value. Their services span all industries including retail, industrial, manufacturing, motorsports, medical, and real estate. The company also operates a Medical Equipment Storefront on eBay as an additional sales channel. Current project portfolio includes commercial vehicles, medical inventory, PPE equipment, candles, vehicles, landscaping equipment, and real estate across multiple auction formats.

Differentiator

Problem solved

Functional benefit

Products and services

• Certified Equipment Appraisals Independent, certified appraisal of consumer goods, commercial equipment, medical devices, and other assets for use by banks, lenders, bankruptcy trustees, and corporate clients needing defensible asset valuations.
• Full-Service Liquidation End-to-end liquidation engagement in which the firm manages pricing, marketing, sale, removal, and payment for clients disposing of surplus inventory, store-closing merchandise, or distressed assets.
• Online Auctions Timed and live online auctions hosted through third-party platforms (Proxibid, Bidspotter) selling consumer goods, commercial vehicles, industrial PPE, medical equipment, fitness equipment, furniture, candles, and other liquidated inventory to a broad buyer base.
• Asset Finance Asset-based finance solution in which the firm provides cash to clients against owned equipment or assets, allowing the client to convert idle assets into working capital without going through a full liquidation.
• Medical Equipment eBay Storefront Retail-oriented storefront on eBay selling medical, rehabilitation, sports medicine, and fitness equipment sourced from commercial liquidations; targets resellers and individual buyers seeking below-market equipment.

Quantifiable outcome

• Sold more than $75 million in home furnishings across six major furniture brands in an 18-month period
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Liquid Finance Co.coreStrategic or Co-development PartnerLiquid Finance Co. has partnered with Liquid Asset Partners to offer an asset-based lending platform. This partnership leverages Liquid's 40+ years of experience valuating complex assets to help companies maximize their borrowing power. The partnership focuses on helping companies that traditional banks cannot assist, with deals based on asset value rather than cash flows.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tiger Group: Asset disposition and valuation firm providing appraisals, liquidations, auctions, and financing. Strong overlap with LAP's service portfolio across retail, industrial, and consumer goods categories.
• Hilco Global: Diversified financial services firm specializing in asset valuation, monetization, and disposition across retail, commercial, and industrial sectors. Direct competitor in retail liquidation and appraisal with similar end markets.
• Liquidity Services: Public company (LQDT) operating online auction marketplaces for surplus and returned merchandise. Direct competitor in online surplus asset disposition with overlapping client base and auction platform model.
• Gordon Brothers: Global asset disposition, valuation, and advisory firm offering appraisals, liquidations, and auctions across retail, industrial, and consumer sectors. Closely comparable business model and client base to Liquid Asset Partners.
• Joseph Finn Co. Asset disposition and auction firm specializing in restaurant, retail, and industrial equipment liquidations. Similar business model with comparable services for distressed asset sellers and bankruptcy trustees.
• Merchandise Liquidators: Specialized liquidation firm handling department store, retail, and wholesale inventory dispositions. Comparable service offering in store-closing sales and bulk inventory liquidation for distressed retailers.

Broad incumbents

• B. Riley Financial: Diversified financial services firm whose Great American Group subsidiary offers asset disposition and valuation services. Competes with LAP in retail and commercial asset liquidation but operates as part of a much broader financial services platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/liquidassetpart
• Facebookfacebook.com/liquidassetpartnersllc
• LinkedInlinkedin.com/company/liquid-asset-partners-llc

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Liquid Asset Partners