MaxMyInterest
“Can a patented cash-allocation engine evolve into the private banking and lending OS for the RIA channel?”
Founded2013
HQPortsmouth, NH (operating entity Six Trees Capital LLC; originally NYC)
FoundersGary E. Zimmerman
IndustryFintech / Cash management
The story
Max launched in 2013 as a patented cash maximization service that helps individuals and advisors spread funds across FDIC-insured online savings accounts held in the client's own name, rather than co-mingled cash sweep products. Over time it built out an advisor channel (Max For Advisors) with deep integrations into RightCapital, eMoney, and Morningstar ByAllAccounts. In Feb 2026 it extended into Max Private — a private-banking and lending suite aimed at large RIAs — signaling a strategic move from pure deposit optimization to a broader white-glove banking-as-a-service layer for wealth managers.
Product timeline
2013
Max launched by Six Trees Capital LLC as a cash management platform allocating funds across FDIC-insured online banks.· banking
2020
Announced integration with Morningstar ByAllAccounts for advisor data aggregation.· banking
2024
RightCapital integration enabling held-away cash data within financial plans.· banking
2026
Launched Max Private — private banking and lending capabilities for RIAs and wealth management firms.· lending
The stack
4 layers disclosed in MaxMyInterest’s embedded-finance stack
Money movement
Banking / BaaS
in the full report
Lending
in the full report
Accounting
in the full report
Accounting gap: minor
5 more providers across 3 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.