Goodwill A type of intangible asset that consists of a company’s brand value, reliable customer base, good employee and customer relations, and proprietary technology (e.g., patents), and reflected in the assets section of a company’s balance sheet. Home Resources Startup Law Dictionary Goodwill Return to Glossary Need legal help? Schedule a free consultation with a world-class startup attorney on LawTrades. LET'S CHAT Roy G. Business Attorney Heather N. Business Attorney Jared S. Business Attorney Tell us about your project We'll connect you with a vetted attorney in just a few minutes. Trusted by top companies like :