BV183 A Tale of Personal Goodwill

Webinar Description

Personal goodwill continues to be a hotly-debated concept in family law from a legal and valuation perspective. Most states exempt personal goodwill from assets subject to equitable distribution. The historical view has been that all goodwill is either personal or corporate. Some states have case law that holds that one cannot separate the two. Join our featured speakers as they explore this topic further. One, a valuation expert and the other, an attorney in a case that successfully argued and presented evidence of a bifurcation of personal goodwill from enterprise goodwill, resulting in an award of value that included the enterprise portion. The presenters will discuss what worked this time and why.

Webinar Audience

Business valuation professionals

Instructor(s) Information

Robert B. Morrison, ASA | Morrison Valuation & Forensic Services, LLC

Robert B. Morrison, ASA BV/IA is the Managing Director of Morrison Valuation & Forensic Services, LLC in Orlando. Bob has served in leadership positions for the ASA including as the current International President of the ASA and has taught domestically and internationally for the ASA.  Bob is also an adjunct professor at the Stetson University Graduate School of Business where he developed and teaches business valuation.

Bob holds a BA in finance from Miami University (Ohio) and an MBA from the University of Central Florida. Prior to founding Morrison Valuation & Forensic Services, he was the market practice leader of forensic accounting and valuation consulting practices for three international public accounting and consulting firms.

Keersten Martinez, Esq. BCS | Heskin Martinez Law Group

Keersten Heskin Martinez is an attorney with over twenty years of experience helping families in all aspects of family law cases.  Keersten has been in Board Certified in Marital and Family Law since 2014. She specializes in Family Law including dissolution of marriage, custody proceedings, child support, paternity and modification proceedings.

Keersten graduated from the Florida Institute of Technology with a Bachelor of Science and majored in Aviation Management and Flight Technology. She received her J.D. in 1995 from the University of Florida College of Law with Honors. While there, she was a member of the Florida Law Review and served as Associate Articles Editor. 

Learning Outcomes

Upon webinar completion, the participant will be able to:

  • Understand the debate and its relevance;
  • Differentiate between drivers of personal goodwill and drivers of enterprise goodwill;
  • Recognize elements of enterprise goodwill and why it has value; and
  • Learn methods to value enterprise goodwill.


A Tale of Personal Goodwill
Open to view video.
Open to view video.
Webinar Course Certificate
2.00 CE credits  |  Certificate available
2.00 CE credits  |  Certificate available Open certificate for the option to print.