Meet Maximilian Clifford | Wealth Adviser

We had the good fortune of connecting with Maximilian Clifford and we’ve shared our conversation below.

Hi Maximilian, we’d love to hear more about how you thought about starting your own business?
What was your thought process behind starting your own business?

Growing up in a family business, I was involved from an early age—helping, learning, and absorbing the entrepreneurial spirit. But I also saw firsthand the effects of not having a financial plan. While my parents made enough to cover expenses and save for retirement, they never developed a clear vision for their financial future. That lack of clarity created ongoing financial tension.

When I finished college, I knew two things: I wanted to be self-employed, and I had a deep passion for finances. These two passions merged into Truly Aligned. My goal has always been to help families avoid the financial stress I witnessed growing up by guiding them toward intentional, value-driven wealth alignment. We built this business to help others connect their wealth journey with their life journey—so their wealth serves the life they truly want to live. Being able to support clients in aligning their deepest-held values and goals with their financial decisions is incredibly rewarding for me. Helping put them in a better place financially brings me fulfillment.

Starting my own business was also about personal growth. I knew it would push me out of my comfort zone and challenge me to grow. Every obstacle I’ve faced has been an opportunity for self-reflection and development. Early in my entrepreneurial journey, I doubted myself, particularly because of my dyslexia and ADHD. I worried I wasn’t smart enough to succeed. But over time, I realized that these differences are actually my superpowers—they allow me to approach problems from unique perspectives.

This lesson has been transformative for me. What I once saw as weaknesses have turned into gifts, and embracing them has shaped how I lead and operate. Business has taught me that success comes when you fully embrace who you are, lean into your strengths, and let go of what holds you back.

What should our readers know about your business?
I run a wealth management firm called Truly Aligned. Our vision is simple: for every client to live a truly aligned life. Our mission is to align your wealth journey with your life journey. We go beyond traditional wealth management by identifying your unique Financial Alignment™ and crafting a holistic strategy tailored to your values and goals. What sets us apart is our focus on creating a wealth plan that reflects your deepest values, empowering you to live a life that feels truly aligned.

What I’m most proud of is that we’ve closed a significant gap in the industry by incorporating emotions and values into financial planning. Our unique financial alignment experience gives clients more confidence in their financial decisions, helping them feel truly in sync with their goals.

How did you get to where you are today business-wise? Was it easy? If not, how did you overcome the challenges?

It hasn’t been easy, but I’ve learned that most business challenges are personal challenges in disguise. I’ve been self-employed for 12 years, and many of the struggles I’ve faced in business have been rooted in my own personal beliefs and traumas—often dating back to childhood. The biggest lesson I’ve learned is that the more I focus on my own self-awareness and healing, the easier running a business becomes.

What are the lessons you’ve learned along the way?

The most important lesson I’ve learned is that business is a reflection of who you are. Personal challenges often manifest as business challenges. The more I address my own blind spots and limiting beliefs, the more my business grows. Success isn’t just about strategy; it’s about personal growth.

What do you want the world to know about you or your brand and story?

Truly Aligned is more than just a name—it’s a lifestyle. We practice what we preach by aligning our own financial lives with our values, and that’s the authenticity that defines our brand. Our approach isn’t just about managing money—it’s about empowering clients to live a life where their financial decisions reflect who they truly are. That’s what makes our service and story so meaningful.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love starting my day with a cold plunge, either at home or at Boulder Creek. It’s a great way to wake up and energize. After the plunge, I like to go for a hike to connect with nature, leaving my phone behind to fully disconnect (and ideally bringing my dog, Grace, along for the adventure).

Once that’s done, I’d recommend grabbing food at Wild Pastures, one of my favorite restaurants because they don’t use seed oils in their menu. From there, a stroll through Pearl Street Mall, visiting the shops, and soaking in the local vibe is perfect. I like to finish the day with a relaxing dinner in downtown Boulder, enjoying the sunse

Who else deserves some credit and recognition?
My shoutout goes to my wife, Erin Cary. Erin is not only my business partner and best friend but, most importantly, my wife. We’ve certainly faced challenges in balancing marriage, running a business together, and managing a team. But over time, we’ve learned to respect each other’s strengths and found the best ways to work together. Sharing this journey with her has been incredibly rewarding and enjoyable.

People often ask how we make it work, and honestly, for the most part, it just flows naturally. I’m deeply grateful for Erin—she helps me see my blind spots, pushes me out of my comfort zone, holds space for me when I need it, and supports my personal growth. I wouldn’t have it any other way. Thank you, Erin, for helping me become the best version of myself.

Website: https://trulyalignedinc.com/

Linkedin: https://www.linkedin.com/in/maxclifford/