Company Summary

Founded as Goodreid Investment Strategy in 1986 as part of a large North American brokerage, today Goodreid Investment Counsel is a private, employee-owned boutique investment management firm that focuses primarily on the needs of high net worth investors and institutions. They offer an active-managed portfolio approach enabling them to provide investment solutions for individual clients as well as pensions, estates, trusts, corporations, charitable and endowment funds, and all types of registered plans including RRSP, RRIF, and TFSA.

Source: Goodreid Investment Counsel

Unique Value Proposition

With many decades of combined industry experience, Goodreid’s portfolio managers employ a consistent disciplined investment process to ensure that an individual’s portfolio is made up of quality debt offerings and some of the world’s best companies. Asset allocation is personalized for each client, which ensures the appropriate balance between capital appreciation and preservation. In addition, Goodreid’s management expertise allows them to offer attractive and competitive opportunities to the institutional market. Over time, our goal is to outperform relevant indices and our competition.

Goodreid provides a complete investment management service beginning with the Goodreid Investor Discovery, a process that allows for a comprehensive assessment of each client’s circumstances. With this foundation of information, understanding and knowledge, an Investor Roadmap can be created which defines goals and objectives and sets risk parameters for the client’s account. Accounts are carefully constructed in accordance with the client’s stated objectives. Each quarter clients receive a comprehensive performance reporting package designed to show how the client’s account has performed in absolute terms but also when compared to their customized benchmark, which is synchronized with their asset mix.

What Makes Goodreid Different:

Tailored Portfolios: During onboarding, each client works with their dedicated Portfolio Manager to create a tailored portfolio made up of a personalized mix of Goodreid’s portfolio holdings.  To help identify client goals, Goodreid has developed a tool called the Goodreid Investor Discovery process –  it enables investors by discovering and defining financial and behavioral objectives so they can take a true business approach to financial success.  As a result, each client has a unique investment strategy that is in line with their financial goals, circumstances, and risk tolerance.

Proprietary Portfolios: Goodreid does not sell packaged financial products nor do they collect commissions.  Instead, the firm operates segregated accounts where each client directly owns a portfolio of individual securities. Fees are based on the market value of the assets managed.  Goodreid’s senior investment decision makers – Gordon Reid and Brian Madden – manage the firm’s 4 umbrella portfolios across Fixed Income, Canadian equities, U.S. Large Cap, and U.S. Small Cap equities.  Both Gordon and Brian are regular contributors on BNN Bloomberg’s Market Call.

Quality Investments:  Goodreid’s portfolios are highly focused and based on strong conviction, resulting in long average holding periods.  Goodreid believes in buying quality businesses, not in making speculative, high-risk stock purchases. They follow a strategic investment approach with rigorous discipline when choosing to both buy and sell securities.  As a result of this approach, Goodreid has achieved  superior returns.

Client Service: Goodreid prides itself on client service and communication.  Each client account is managed by a dedicated Portfolio Manager who provides regular and consistent communication.  Their portfolio reporting system offers clients meaningful feedback and easy access to their portfolios. Clients also have direct access to Goodreid’s senior investment decision makers (Gordon Reid & Brian Madden).  As a result, Goodreid has well informed clients, lasting client relationships, and manages wealth for multi-generational families.

Competitive Fees: Goodreid’s fees are competitive and straight forward. The fee structure is mutually beneficial as it is based on the portfolio’s market value, so when clients do well, they do well.

Source: Goodreid Investment Counsel

AUM ($Bil)


Year Founded


Key Personnel

Gordon Reid, President and CEO
D. Antony Brebner, Chairman
Brian Madden, Senior Vice President, Portfolio Manager


87 Front Street East, 2nd Floor
Toronto, ON M5E 1B8

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