the vision

Creating value through innovative real estate strategies for over 20 years.

Life Assets is a full-service development and privately-held real estate investment company. With a proven track record, Life Assets has built one of the best-in-class real estate firms driven by an internal team of talented real estate professionals. We focus on areas in which we can leverage our superior market knowledge and local relationships in order to identify and create asset value in any economic cycle. Clear communication and proficient execution enable us to successfully acquire, finance, develop, market, and manage the most sophisticated development projects.


Alberto Goncalves is the founder and Chief Executive Officer of Life Assets. Under his leadership and his 20 years of experience in the industry, Life Assets has developed a reputation for creating residential, retail, and mixed-use communities of lasting value in some of the state’s most desirable locations. Mr. Goncalves has developed over 900 residential units and multiple commercial properties during his career, with more than a dozen projects currently in various stages of approval or construction, ranging from downtown districts to urban and suburban communities.

Goncalves has acted as a governmental liaison to a variety of agencies at the municipal, state, and federal levels. In 2020, he served as a committee member to the County of Union and UCIA to help see the procurement process and ultimate responsibility of recommending a redeveloper to plan, design, and construct the new $123 million government complex. He currently serves on the Board of Trustees for United Home Foundation and previously served as a Board of Trustee at the Union County Workforce Development Board where he helped coordinate existing federal, state, and local workforce readiness policies and programs.

Mr. Goncalves understands the unique responsibilities and needs of all stakeholders involved in the development process, including local government officials, architects, construction managers, investment partners, and community members. This strategic approach to development has been vital to LA’s success, allowing the company to identify undervalued assets, forge strategic partnerships, and develop dynamic residential and commercial properties that enhance their communities.

"We strive to be the industry benchmark in all that we do. Our focus on sustainability, inclusion, and community impacts results in us being a stronger and more purposeful organization."