About Rapids Financial LLC
Based in Grand Rapids Michigan. At Rapids Financial, we help business owners, pre retirees, and retirees bring structure and confidence to their financial lives. We understand that managing money gets more complex as you build wealth or approach retirement. You may be juggling business cash flow, taxes, investments, or figuring out when and how to retire. Our job is to simplify that process and help you make clear, confident decisions. Combining investment management, retirement income planning, and proactive tax strategy to create a plan that fits your life. You’ll know where you stand, what to do next, and what’s coming around the corner. Our approach is steady and straightforward. Starting with understanding your goals and values, then build a plan designed to grow and protect your wealth over time.
With a focus on understanding each client’s unique challenges and aspirations, Rapids Financial helps business owners and retirees make confident financial decisions and plan with clarity.
As a business owner myself, I understand the complexities of running a business—balancing growth, cash flow, taxes, and long term goals. That perspective shapes how we guide clients: practical advice, transparent communication, and strategies built to adapt as life and markets change.
Why Choose Rapids Financial LLC
Why we're different
Rapids Financial LLC proudly differentiate ourselves from typical advisors. As a standalone company Rapids Financial is not affiliated with any banks, brokerages or insurance companies.
Retirement Planning
A lot of advisors try to be all things to all people - Rapids Financial does not. Our expertise is specifically in helping you make the most of your finances before and during retirement
Tax Planning
Most advisors aren't willing or able to give tax advice. At Rapids Financial we incorporate careful tax minimization planning into all aspects of our services.
Independent
Rapids financial is a standalone company not affiliated with any banks, brokerages or insurance companies.
Fiduciary
Unlike many advisors or financial salespeople who are affiliated with banks, brokerages or insurance companies, Rapids Financial is regulated solely as a fiduciary. This means we're ALWAYS required to act in YOUR best interest
Work Virtually
Located in Grand Rapids, Rapids Financial is able to provide our full suite of services virtually thanks to our use of best-in-class systems and software
Client Focus
Who Rapids Financial Serves
Individuals & Families
Life moves quickly, and financial priorities shift as families grow and goals evolve. Rapids Financial helps individuals and families create a clear path toward what matters most—whether that’s saving for retirement, funding college, or purchasing a first or second home. Planning focuses on maximizing savings opportunities, organizing accounts, and building a strategy that balances today’s needs with tomorrow’s goals. Reviews of insurance coverage and protection strategies help ensure that risks are managed and plans stay on track. The result is a coordinated approach that simplifies decision-making, keeps goals in focus, and builds lasting financial confidence for the years ahead.
Businesses
Running a business means every decision has a ripple effect—from how the company is structured to how profits are managed. Rapids Financial helps business owners bring clarity and strategy to every stage of growth. Guidance includes evaluating whether a sole proprietorship, S corporation, or C corporation best fits long-term goals; reviewing balance sheets and profit-and-loss statements for insight; and identifying ways to strengthen cash flow, reduce taxes, and build personal wealth alongside business success. Support also includes designing and maintaining owner and employee benefit plans such as Solo 401(k)s, SEP IRAs, and SIMPLE IRAs to optimize retirement savings and attract top talent. The result is a clear, coordinated financial plan that supports both the business and the life it’s meant to fund.
Retiree's
Retirement should bring freedom and peace of mind, not confusion about where income will come from or how long it will last. Rapids Financial provides structured guidance to help retirees turn savings into a reliable, tax-efficient income plan. Support includes evaluating Social Security timing, coordinating withdrawals across accounts, and identifying Roth conversion opportunities to reduce future tax exposure. Planning also extends to Medicare and long-term care considerations, ensuring healthcare costs don’t disrupt financial stability. Legacy and estate planning discussions help align financial decisions with family goals and charitable intent. The result is a thoughtful, tax-aware plan designed to sustain income, protect assets, and provide lasting confidence throughout retirement.
The Person Behind Rapids Financial
Jason Goosen, Financial Advisor
Jason Goosen is the owner and operator of Rapids Financial, with over seven years of advising experience. A graduate of Grand Valley State University, Jason is passionate about helping clients make confident, informed financial decisions. His work blends a deep interest in tax strategy and investment analytics with a practical, down-to-earth approach to planning.
Driven by curiosity and lifelong learning, Jason enjoys exploring new ideas—whether that’s refining a financial plan, analyzing markets, or experimenting with a new recipe in the kitchen. Outside of work, he enjoys staying active through sports, attending local comedy shows and concert festivals, and discovering new places and restaurants across West Michigan. Jason finds joy in connecting with people, sharing stories, and learning from the experiences of others.
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