Building the digital partner for UK advice firms.
Two products, both in development: Maxwell for Clients, for the people below a firm’s minimum, and Maxwell.AI Workspace, which drafts the admin around advice for the adviser to approve.
Investing in an early-stage company is high risk. You could lose all the money you invest.
of advisers would serve more clients if simpler processes freed up their time.intelliflo Advice Efficiency Survey 2026, 209 advice professionals.
UK consumers underserved by current support.FCA estimate, PS25/22.
The rules are changing.
Targeted Support went live on 6 April 2026. For the first time, firms can make ready-made suggestions without full advice. We’re working towards permission to offer Targeted Support and Simplified Advice.
We believe AI should make financial advisers more capable. It should take on the admin, so advisers can spend their time with clients.
Two products for advice firms.
Maxwell for Clients
An app for the people a firm can’t yet serve profitably, with a route back to the firm when they need full advice.
See Maxwell for ClientsMaxwell.AI Workspace
File notes, inbox tasks, agents and advice packs, drafted for the adviser to approve.
See Maxwell.AI WorkspaceLed by Gregor Maxwell, Founder and CEO, and Chloe Fairhurst, Chief Technology Officer (fractional). Meet the team
Interested in investing?
Get in touch and we’ll reply personally. If you qualify to receive investment information, we’ll send you our investor pack.
Investing in an early-stage company is high risk. You could lose all the money you invest.
We only share investment information with people who qualify to receive it. Nothing on this page is an offer or invitation to buy shares.