About Matt
Matt Goff founded Tartan Road Wealth Advisory around a conviction: that professional craftsmanship, true independence, and deep, lifelong relationships still belong at the center of financial advice. In a world increasingly dominated by private-equity and bank-owned firms—where service is thin, planning is cookie-cutter, and profit comes first—Tartan Road was built to be the opposite: independent, tailored, and personal enough that the work never becomes routine.
Matt began his career as a broadcast news producer in Texas, a role that developed instincts he still relies on: investigate, validate, communicate clearly. His interest in investing took hold in the mid-1990s, while earning his MBA at Thunderbird, and after a decade in corporate management roles, he moved into personal finance in 2008—just as the Great Financial Crisis was unfolding.
He established a practice within a large national financial services firm where he learned the foundations of caring for clients, including the real limitations of corporate-owned advice channels. That lesson shaped everything that followed. Over the years he grew into comprehensive financial planning, then deeper into asset allocation, portfolio management, and the complex needs of highly successful families, seeking greater independence at each step in order to serve clients better.
In addition to serving personal clients, Matt serves as the outsourced chief investment officer to a mutli-family office, entrusted with the investment strategy for some of the most successful families in the country. His investment philosophy stays anchored in core principles while embracing customization and solutions built around each client's objectives, not arbitrary benchmarks. He is also a general partner of a venture capital fund created specifically to serve his clients.
And he still writes. A journalist at heart, Matt edits NetWorthy Publishing, where he turns years of practice into plain-spoken financial education—because people make better decisions when someone takes the time to explain things clearly.
Matt earned his MBA from Thunderbird and his Bachelor of Science from Texas A&M University. He has been married to Alexandra since 1997 and they have two children now pursuing careers of their own. Outside of work, you'll find him traveling with family, hiking, out on the water, at an Austin show, playing guitar, or deep in a book.
Our plans are as unique as you and your family.
Origin of "Tartan Road"
A tartan is a traditional Scottish woven plaid pattern unique to a single family. The pattern in our logo, for example, is the MacArthur tartan. A good financial plan is also unique, built for one family, matched to their circumstances, their goals, and the life they want to build.
Tartan Road is also a real place. In 1976, Matt's grandparents, the MacArthurs, retired to a beautiful home in Austin, Texas at the top of the hill on Tartan Road. This move is what led the family to settle in Austin.