Who We Serve

Max is an intelligent cash management solution that helps maximize yield and FDIC insurance coverage.

  • Max helps individual investors earn dramatically higher yield by harnessing the efficiencies of online banking.

  • Max helps financial advisors better serve their clients by providing a fully-liquid, higher-yielding, FDIC-insured solution for cash held outside the brokerage account.

  • Max helps businesses and non-profits keep cash safe with up to $200 million of FDIC insurance coverage.

  • Max helps banks operate more efficiently, enabling them to deliver higher yield to their customers.

What We Believe

We believe in efficient and transparent markets.
We believe you deserve a competitive rate of return on your cash.

We believe that privacy and security are paramount.
We believe you deserve financial services that are free from conflicts of interest.

We believe that your time is valuable, and that compounding is powerful.
We believe we can help you manage your cash more efficiently and effectively.

We believe that the same market forces that revolutionized e-commerce will revolutionize the banking system, to the benefit of banks and their customers alike.

Whether you are a self-directed investor or the client of a wealth management firm, Max can help you earn more while keeping cash safe.

Executive Leadership Team

Gary Zimmerman, Chief Executive Officer

Gary Zimmerman, Chief Executive Officer

Gary developed the idea for Max during the financial crisis and leads the strategic direction of the firm. Prior to founding Max, Gary was an investment banker at Citigroup, where he was a Managing Director and Global Head of Strategic Solutions for Sovereign Wealth Funds, responsible for advising these funds on their direct investment activities globally. In that role, he spent considerable time in Europe, the Middle East and Asia advising funds with more than $5 trillion of assets under management. Previously, Gary advised companies and private equity firms on mergers & acquisitions at Citigroup, Societe Generale and Merrill Lynch.

Gary graduated magna cum laude from Harvard University with a degree in Economics, and subsequently completed an executive education program at the Wharton School of The University of Pennsylvania.

Michael Halloran, Head of Business Development and Partnerships

Michael Halloran, Head of Business Development and Partnerships

Michael focuses on building relationships with registered investment advisers and other wealth management firms and manages our partnerships with other platforms.

Prior to Max, Michael worked at Morgan Stanley, where he focused on new product launch for banking and private wealth management. He also managed the team in charge of global wealth management’s technology partnerships.

Before Morgan Stanley, Michael was a Managing Director at Scient where he led digital strategy projects. He began his career as a consultant at Gemini Consulting (now Capgemini) where he worked on the launch of the UK’s first online bank. Michael graduated from Brown University and has an MBA from London Business School.

Celene Menschel, Head of Operations

Celene Menschel, Head of Operations

Celene is responsible for overseeing all operational aspects of Max, including supporting relationships with banks, wealth management firms and other external partners; managing Max’s customer success program; and identifying new areas for growth.

Previously, Celene worked at Goldman Sachs, in Investment Banking. Most recently, she was in Goldman’s Family Office coverage group, which served clients at the intersection of Goldman Sachs Asset Management, Private Wealth and Investment Banking. Prior to that she was a member of the Consumer Retail Healthcare Investment Banking team, where she advised companies on their capital structure needs.

Earlier, Celene was an analyst at Fortress Investment Group. Celene graduated cum laude from Harvard College and has an MBA from Harvard Business School.


Max is operated by Six Trees Capital LLC, a privately held financial technology company backed by a group of sophisticated investors who share a common vision for innovation in the financial services sector. Our investors include the former CEOs, COOs and CTOs of some of the world’s largest banks and asset management firms; general partners and investment professionals at leading private equity firms, hedge funds and venture capital firms; partners at leading law firms; experienced technology entrepreneurs; and family offices.