# Maximizer

> Maximizer is one of the world's oldest CRM software companies, founded in 1987 in Vancouver, Canada — predating Salesforce by 12 years. It provides a powerful, customizable CRM platform targeting sales teams, SMBs, and financial services professionals including wealth managers, financial advisors, and insurance brokers. With 120,000+ customers and 1 million+ users over its 35+ year history, Maximizer offers cloud, on-premises, and hybrid deployments with a strong focus on data sovereignty (Canadian and UK data centers). In 2023, the original founder Mark Loveys re-acquired the company, signaling a renewed focus on its core identity as a CRM built for sales leaders. In 2024–2025, Maximizer launched a purpose-built Financial Services Edition and IQ Boost, a Canadian-built AI tool helping financial advisors navigate Canada's $1-trillion intergenerational wealth transfer.

- **Founded:** 1987
- **Headquarters:** Vancouver, British Columbia, Canada
- **Founders:** Mark Loveys (Founder & Chairman)
- **Team size:** ~152 employees (2025); offices in Vancouver (Canada), Bracknell (UK), and Melbourne (Australia)
- **Products:** Maximizer CRM Platform, Financial Services Edition, IQ Boost, Max Partners Program
- **Notable:** Founded in 1987 — one of the oldest CRM companies in the world, predating Salesforce by 12 years, 120,000+ customers and 1 million+ users served over 35+ years, CRM Magazine 'Market Leader' Awards in both 'Sales Force Automation' and 'SMB Suite CRM' categories (multiple years)

## Products & services

- **Maximizer CRM Platform** — Full-featured CRM available as SaaS (cloud), on-premises, or hybrid. Includes contact and account management, sales pipeline management, marketing automation, customer service management, reporting and dashboards, workflow automation, and compliance tools.
- **Financial Services Edition** — Purpose-built vertical CRM edition for wealth management firms and insurance companies. Includes household structure tracking for generational wealth, KYC compliance management, insurance advisor suite with quote engine integrations, and referral tree management. Launched May 2024.
- **IQ Boost** — Canadian-built AI tool for financial advisors. Provides instant client record summaries (saving up to 5 hours/week on meeting prep), surfaces KYC compliance priorities, and identifies timely life-event opportunities such as RESP contributions and portfolio reviews. Launched October 2025.
- **Max Partners Program** — Global channel partner and reseller program with certified business partners in North America, EMEA, and APAC. Offers commissions, dedicated account managers, co-op marketing funds, and certification programs.

## Achievements

- Founded in 1987 — one of the oldest CRM companies in the world, predating Salesforce by 12 years
- 120,000+ customers and 1 million+ users served over 35+ years
- CRM Magazine 'Market Leader' Awards in both 'Sales Force Automation' and 'SMB Suite CRM' categories (multiple years)
- G2 High Performer Award — Fall 2023
- G2 Leader in Canada CRM category — Spring 2024
- Wealth Professional 5-Star Wealth Tech Provider award
- Notable enterprise deployments: HSBC, Siemens, Oxford University, TD Securities
- G2 rating of 4.0 stars from 668+ verified reviews
- CRM Guru.com 'CRM Solution Excellence' award
- ISM 'Top 15 CRM Software' recognition
- SIIA 'Codie Award Finalist for Best CRM Solution'
- December 2023: Re-acquired by original founder Mark Loveys, marking a strategic return to founder-led ownership

## Latest updates

- **2025-10** — Launched IQ Boost, a Canadian-built AI tool for financial advisors to help navigate Canada's $1-trillion intergenerational wealth transfer. Saves up to 5 hours/week on meeting prep.
- **2025** — Released M3 update with dynamic workflow improvements — fields can now show or hide based on defined conditions, reducing visual clutter for users.
- **2024-09** — Mike Curliss appointed as President, succeeding Iain Black who moved to Vice Chair role.
- **2024-05** — Launched the Financial Services Edition with a specialized Insurance Advisor suite targeting wealth management firms and insurance companies.
- **2024** — Released new Microsoft Outlook and Teams integrations providing a modern, secure experience for Microsoft 365 users, extended to on-premises deployments in the R26 release.
- **2023-12** — Re-acquired by original founder Mark Loveys and the existing management team, marking a strategic reset and return to core CRM-for-sales-leaders identity.
- **2023** — Won G2 High Performer Award (Fall 2023) and recognized as G2 Leader in Canada CRM (Spring 2024).

## Links

- Website: https://www.maximizer.com
- LinkedIn: https://www.linkedin.com/company/maximizer
- Twitter/X: https://twitter.com/maximizercrm
- YouTube: https://www.youtube.com/@MaximizerCRM
- Facebook: https://www.facebook.com/maximizercrm/

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Profile page: https://yespress.io/maximizer
Published by YesPress — https://yespress.io
Last updated: 2026-04-08