Creative Planning Buys Maxwell

Creative Planning is acquiring Maxwell Wealth Strategies.

Based in Pleasanton, California, Maxwell Wealth Strategies works with clients seeking financial planning guidance. The deal was finalized on January 17, 2025.

“This acquisition marks the beginning of a transformative year ahead focused on expanding our reach and enhancing our commitment to exceptional client service. The Maxwell Wealth Strategies team has established themselves as trusted advisors through their dedication to client success,” said Peter Mallouk, CEO of Creative Planning. “Their client-centered philosophy and commitment to comprehensive financial planning make them a great addition to our team.”

Managing more than $290 million in assets as of December 2024, Maxwell Wealth Strategies brings financial advisory and wealth management services to their clients.

“Our clients have always been at the heart of every decision we make,” said Eric Maxwell, CEO of Maxwell Wealth Strategies. “Joining Creative Planning allows us to bring additional depth and resources to these valued relationships while maintaining the personal attention and customized service our clients expect.”

Decerno Advisors served as exclusive advisor while Carter West served as legal counsel to Maxwell Wealth Strategies in the transaction.

As of September 30, 2024, Creative Planning and its affiliates have combined assets under management (AUM) and advisement (AUA) exceeding $345 billion.