What Good & Prosper Ltd. does

Good & Prosper Ltd. (legally Good & Prosper Advisory GmbH, registered in Bavaria, Germany) is a privately-held, founder-owned boutique strategic advisory firm founded by Steven Wilkinson. The firm serves owners of lower- to mid-market businesses — typically capital-intensive companies with $20-100M in revenue and $2-2.5M+ in net operating profit — who are navigating critical inflection points including successions, exits, and significant growth transitions. Geographic focus is the United States and Europe.

The core offering is a multi-year (approximately three-year) advisory engagement in which Wilkinson acts as a thinking partner, providing financial analysis, strategic clarity, access to a network of capital partners and operators, and guidance on leadership, organizational structure, business modeling, and financial fluency. Four interlocking practice areas — Financial Fluency Training, Business Modeling Advisory, Leadership Dynamics Advisory, and Organizational Structure Advisory — operationalize the engagement around specific owner challenges. The intellectual methodology draws on a multidisciplinary "lattice work" of constraint theory, family systems, history, biology, and capital markets, presented in a Charlie Munger mental-models tradition.

The business model is subscription/recurring advisory with annual fees disclosed at $250,000-$750,000 per year, capped at 10% of client net operating profit. Go-to-market is entirely relationship-driven — referrals, personal networks, thought-leadership content (Substack newsletter 'Pitchfork Papers,' articles, podcast), and inbound via a website consultation form. The firm does not operate a technology product, has no channel partners or resellers, and explicitly limits its active client roster to a deliberately small number to preserve engagement depth. Headcount is 1-10, with Steven Wilkinson as Managing Director and sole named practitioner.

Name

Good & Prosper Ltd.

Legal name

Good & Prosper Advisory GmbH

Website

https://goodandprosper.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Good & Prosper is a boutique advisory firm serving owners of $20-100M revenue mid-market businesses in the US and Europe, guiding them through successions, exits, and growth transitions via approximately three-year engagements at $250K-$750K per year.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Business Owner & Executive Financial Planning (FSAEAAAO)

akta.pro secondary industries

Organization Design & Operating Model Consulting (BPAHAGAB), Culture, Engagement & Employee Experience (EX) Consulting (BPAHAGAI)

Keywords

• Strategic advisory services
• Business succession planning
• Exit planning advisory
• Mid-market consulting
• Financial literacy coaching

Headquarters

HQ city

Valley

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Advisory Services: Good & Prosper earns revenue through annual advisory engagements with business owners navigating critical inflection points (succession, exit, or growth). Engagements typically run approximately three years. Fees are charged on an annual basis and are fixed for the engagement period, calculated as a percentage of the client's net operating profit, within a defined range.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels9 records

Core offering

Good & Prosper provides multi-year strategic advisory engagements to a deliberately small number of mid-market business owners navigating critical inflection points such as succession, exit, or growth trajectories. The offering centers on acting as a thinking partner that combines financial analysis, a multidisciplinary mental-models framework, and access to a curated network of operators and capital partners. Complementary practice areas address financial fluency, business modeling, leadership dynamics, and organizational structure.

Product overview

Good & Prosper is a strategic advisory firm, not a software product company. The company offers a unified set of advisory services centered on being a thinking partner for business owners at critical inflection points. The core offering is a multi-year strategic advisory engagement focused on succession, exit planning, and growth. This is complemented by four interconnected advisory practice areas: Financial Fluency Training (teaching owners to read and interpret their business financials), Business Modeling Advisory (identifying a business's single guiding truth), Leadership Dynamics Advisory (developing owner leadership capabilities), and Organizational Structure Advisory (building governance and advisory teams). Services are delivered through Sir Steven Wilkinson directly, with engagements structured as ongoing relationships rather than discrete software products. The company also publishes a weekly newsletter called Pitchfork Papers as a knowledge content brand.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Small businesses that outperform industry peers by factors of seven to ten in EBIT multiples through superior execution in finance, marketing, and focus
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Small Giants CommunitycoreStrategic or Co-development PartnerGood & Prosper co-founded the Small Giants Community, a network of companies that prioritize people, customers, and values over growth for growth's sake. Steven Wilkinson is the only European co-founder of this community.
• AshokaminorStrategic or Co-development PartnerSteven Wilkinson has been involved with Ashoka for more than 15 years, contributing knowledge through lectures and blog articles to support the successful development of social enterprises.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Verit Advisors: Verit Advisors provides succession, exit, and transition planning for privately held business owners. It is one of the closest direct peers to Good & Prosper in terms of both the owner-at-inflection-point ICP and the high-touch, multi-year advisory engagement model.
• Pinnacle Business Guides: Pinnacle Business Guides is a network of exit planning advisors serving mid-market owners. It directly competes for the same succession/exit engagement dollars as Good & Prosper, with a similar Values-Driven/Rules of Thumb methodology.
• Succession Institute: Succession Institute specializes in family business succession planning and owner transition advisory. It targets a closely overlapping ICP — mid-market owners facing succession and exit decisions — and competes for similar advisory engagements.
• Strategic Coach: Strategic Coach (Dan Sullivan) provides structured coaching for entrepreneurs and business owners focused on growth and personal development. Overlaps with Good & Prosper in serving owner-operators with multi-year engagement structures and pricing in a similar premium tier.
• Value Builder System: Value Builder System (founded by John Warrillow) is an advisor network helping business owners increase company value ahead of exit. It targets the same mid-market owner ICP and overlapping use cases around exit readiness, valuation improvement, and owner-led growth.
• B2B CFO Partners: B2B CFO Partners provides fractional CFO services to mid-market business owners. While more finance-operationally focused than Good & Prosper, it serves the same ICP and often sits adjacent in owner transitions and financial fluency conversations.
• Generational Equity: Generational Equity provides M&A advisory for mid-market business owners, with a strong succession/exit focus. It is a more transaction-oriented peer that intersects Good & Prosper's exit planning practice at the deal-execution stage.
• CEO Coaching International: CEO Coaching International provides 1:1 coaching and advisory for business owners and CEOs of mid-market companies. It shares Good & Prosper's high-touch, multi-engagement model and similar premium pricing tier.

Broad incumbents

• Vistage Worldwide: Vistage operates peer advisory groups for CEOs and business owners globally. It serves an overlapping ICP (mid-market owner-operators) but with a group/cohort model rather than the 1:1 thinking-partner approach Good & Prosper uses.

Emerging players

• FocalPoint Business Coaching: FocalPoint Business Coaching is a coaching franchise network serving small and mid-market business owners. It overlaps with Good & Prosper in the owner advisory category but typically at lower price points and broader use cases.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/SKNWilkinson
• Facebookfacebook.com/goodandprosper
• LinkedInlinkedin.com/company/goodandprosper/about

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Good & Prosper Ltd.