Maxwell & Partners launches

Maxwell & Partners, a new technology company for UK financial advice firms, has launched to help firms reach more people. Its first two products, Maxwell for Clients and Maxwell.AI Workspace, are in development, and the company is inviting advice firms to help shape them as founding firms.

London, 10 November 2026. Maxwell & Partners is the trading name of Maxwell Partner Technology Ltd, a company registered in England and Wales. It builds software for independent advice firms, so they can support more people and spend more of their day advising.

Why Maxwell & Partners exists

Full financial advice often doesn’t pay for smaller portfolios, so many advice firms set a minimum. Three-quarters of advisers won’t take on new clients with less than £50,000 (Schroders, 2023), and the FCA estimates that around 23 million consumers are underserved by the markets for advice and guidance (FCA, 2025). People below a firm’s minimum are often left to work things out alone.

At the same time, much of an adviser’s day goes on process rather than conversation. Two-thirds (66%) of advisers say they would serve more clients if simpler processes freed up their time (intelliflo, 2026).

“I’ve spent more than ten years in UK wealth management and banking, and I’ve watched good firms turn people away because the numbers didn’t work for a smaller portfolio. Those people deserve support, and the firms would often like to give it. Maxwell & Partners exists to make that possible.”

Gregor Maxwell, Founder and CEO

What it’s building

Maxwell & Partners is developing two products, both designed with independent advisers rather than to replace them.

Maxwell for Clients is an app that advice firms offer to people below their minimum. It brings together their savings, investments and home in one place, and helps them build confidence with their money. When their life changes, the app will suggest it may be worth talking to an adviser, and bring them back to the firm. Clients control what they share with the firm. The app is provided on a grey-label basis for advice firms to launch a product that aligns with their brand guidelines.

Maxwell.AI Workspace drafts the admin around advice: file notes from meetings, tasks from the firm’s inboxes, and advice packs. Nothing reaches a client until an adviser approves it.

“Our objective is to make advice firms stronger. The adviser stays in charge of every piece of advice. Our part is to take the process off their desk and give them a way to look after the people they can’t yet serve profitably.”

Gregor Maxwell, Founder and CEO

The vision

“I’d like anyone in the UK who wants help with their money to be able to find it from a firm they trust, whatever they’ve saved so far. We’ll get there by building alongside advisers, one firm at a time.”

Gregor Maxwell, Founder and CEO

Founding firms

Maxwell & Partners is inviting UK advice firms to become founding firms. Founding firms get discounted access to Maxwell for Clients and Maxwell.AI Workspace when each product launches, a place in pilots as they open, and a direct line to the team building them. Firms can register their interest at maxwellpartner.ai/contact.

The team

Maxwell & Partners was founded by Gregor Maxwell, who has more than a decade of experience in UK wealth management and banking across strategy, product and risk, including at Hampden & Co., J.M. Finn and RBC Brewin Dolphin. He is a Chartered Accountant (ACA) and Associate Chartered Banker (ACIBS), and started the company during his Executive MBA at the University of Oxford.

Chloe Fairhurst, Chief Technology Officer (fractional), leads the technology behind both products. Chloe has more than three and a half years’ experience building software and AI for startups, SMEs and universities. Chloe architected the AI document-extraction pipeline that feeds Equine Match’s dataset of 4 million pedigrees and its proprietary predictive models. Chloe won a place on Oxford University Innovation’s entrepreneurship programme and raised investment.

References

• Financial Conduct Authority (FCA) (2025) PS25/22: Supporting consumers’ pensions and investment decisions: rules for targeted support. London: FCA, December. Available at: https://www.fca.org.uk/publication/policy/ps25-22.pdf (Accessed: 10 November 2026).
• intelliflo (2026) Advice Efficiency Survey 2026, 209 advice professionals.
• Schroders (2023) UK Financial Adviser Pulse Survey 2023.