My first inclination is a smaller/medium dog (20-40lbs) but I want family friendly and not aggressive and easto train. Is there any other breed I'm overlooking?
There are a ton of breeds that fit that description.
What you need to do though is sit down and consider other things - for example grooming.
Goldens are a better "first dog" than a breed like rough collies on the basis that if you sit down and brush the dog once a month, that's all you need. A dog with a correct coat does not need too much fuss and golden retrievers are NOT a salon dog.

Rough collies, need to be groomed daily.
Rough collies are a better first dog than goldens on the basis of them being soft, sensitive, and very gentle to walk on leash. A golden retriever will pull your arm out of socket. A rough collie may pull, but it's basically nothing compared to goldens.
This is my youngest boy. He is also my lap dog. Generally speaking, all I need to do is open my arms and he comes running to curl up in my lap with his face tucked in under my chin.... he melts into your arms almost the same way he did back when he was a baby pup that I was not supposed to bring home (but I couldn't resist him).
He is very smart, very sensitive, and very sweet.... oh and never barks. He takes after his dad that way, in that the only sounds he makes are squeaks or grunts. He doesn't bark.
You can tell by the picture that he's a very good dog in the house?
That is perhaps 25% of the time. The rest of the time - he's your pretty typical active (very active) young golden.
And he also is a completely wild man who mouths when he's very excited. He's very oral (like many goldens) and mouths instead of licks when happy. My other boy is a slobberbutt who can't meet new people without his tongue being involved.
If you watch Santa Clause 2 with Chet the reindeer... that is my youngest and how he greets people or responds when very happy. Letting him outside in the morning, he will literally be up on his back feet and repeatedly bouncing 3+ feet up off the ground. The other day we brought our Christmas tree in the house and Mr. Glee jumped lengthwise straight over the 7+ foot tree where I had it down on the floor getting a fresh cut.
All of that bounce-jump-force-of-nature joy is how he got his name.
And he really is not much different than most golden retrievers out there. They should not be slow witted, fat, and lazy. These should be flashes of joy is physical form. And they need to run.
Mr. Glee runs like the wind outside - and we have the space for him to run. He would not do well as an apartment dog. Some goldens may, but not mine. 2+ days in a hotel and they get very amped up and a little more difficult to manage.
I don't care what your weight is - as I come from a background where I owned a horse and helped at a barn where 3 year old babies got up on horses that were 1000+ pounds and could stay on. Same kids as 8 year olds could get up on stud colts and work those horses better than some inexperienced adult riders. You weight doesn't matter as much as knowing how to use your weight - and so on.
As far as the smarts of these dogs... goldens are one of the more intelligent breeds in the dog world. But the one thing that sets them apart is their desire to please. They are very biddable and eager to please - but you have to condition them the right way from the time they come home as baby pups.
If you are hard handed, whiny, crabby, etc... as a trainer, it teaches these dogs to shut off or tune you out. That's where you lose any or all advantage of owning one of the top breeds for obedience. That's why people are bringing up obedience training.
Going back to Glee - he is the type of dog who my obedience trainer who has won multiple OTCH's with different dogs (obedience trial champions) and she could not control him as a young pup who did not want to keep his feet on the ground and was constant rapid movement. My explanation to the trainer was that while this pup is more amped up than his dad ever was in his entire life, I knew that type of crazy activity and energy was behind his dad. I met his aunt (finished as a CH before she was a year old) and saw the very same "can't keep my feet on the ground" flying around with her. <= I guess what I'm trying to say here is even if you go with a breeder who picked a stud who was very well-behaved and considerate himself, there might be a lot of crazies behind that boy which might come out in the puppies.
So if you are OK with all that - yes, goldens are a wonderful gut first breed.
If the idea of that much energy gives you cold sweats and panic attacks - then please check around for a dog show and go to watch around 2PM, give or take (maybe smidge earlier than that). Idea is to go towards the end of a show day when the groups are competing against each other. You can see more breeds all in one place that way.
Things to consider are size of the dogs, coats on the dogs, and other attributes that you can see from outside the ring. Any dogs that catch your eye - see if you can talk to the handlers and get information as far as these breeds and what they are like.
Most dogs in the sporting ring are biddable and people focused - while also having drive to do stuff and work.
Most dogs in the toy dog ring were bred to be lap dogs and companions, but may not have the same drive to do stuff (Which helps with the obedience training). Many people who get toy dogs, unfortunately a lot of them skip training and it shows because lot of these dogs are poorly socialized and that gives them the yappy snappy reputation.
20-40 pound dogs, personally speaking I would be looking at beagles, springers, shelties, corgis, cockers or even some of the more rare type (as in, you don't see too many out in every home) breeds like keeshonds.
Beagles get bypassed by a lot of people who immediately think of dogs that run away - which yeah that is an issue with hounds.
Be aware that beagles and springers might be smaller than goldens, but they can still drag you down the street as much or if not more than goldens.

I used to watch a neighbor's Brittany for them. 40 pound dog, but he pulled a complete nightmare for walks - lot of which had to do with him having older owners who did not ever take him for walks.