{
  "company": {
    "name": "Maxwell",
    "website": "https://maxwell.app/",
    "record": "https://startuphistory.org/c/maxwell.app"
  },
  "status": null,
  "history_since": "2020-11-01T01:09:25.000Z",
  "baseline": {
    "snapshot_id": "f797cadb854a1fb810b39867e29cedf5a716caa57757db67ecf1dcfd98e11848",
    "observed_at": "2020-11-01T01:09:25.000Z",
    "headline": "GIVE YOUR EMPLOYEES TIME TO FOCUS & RECHARGE",
    "description": "Give your high-performers time to focus & recharge. Introducing the Work/Life management benefit powered by A.I.",
    "evidence": "https://web.archive.org/web/20201101010925/https://www.maxwell.app/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:40:08.559Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2021-02-12T17:27:25.000Z",
      "variants": [
        {
          "headline": "GIVE YOUR EMPLOYEES TIME TO FOCUS & RECHARGE",
          "subhead": "Give your high-performers time to focus & recharge. Introducing the Work/Life management benefit powered by A.I.",
          "observed_at": "2020-11-01T01:09:25.000Z",
          "evidence": "https://web.archive.org/web/20201101010925/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "GIVE YOUR EMPLOYEES TIME TO FOCUS & RECHARGE",
          "subhead": "Give your high-performers time to focus & recharge. Introducing the Work/Life management benefit powered by A.I.",
          "observed_at": "2021-02-12T17:27:25.000Z",
          "evidence": "https://web.archive.org/web/20210212172725/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "GIVE YOUR EMPLOYEES TIME TO FOCUS & RECHARGE",
      "subhead": "Give your high-performers time to focus & recharge. Introducing the Work/Life management benefit powered by A.I.",
      "from": "2020-11-01T01:09:25.000Z",
      "to": "2021-02-12T17:27:25.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20210212172725/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2020-11-01T01:09:25.000Z",
          "to": "2021-02-12T17:27:25.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2022-02-03T16:57:30.000Z",
      "variants": [
        {
          "headline": "EMPLOYEE BENEFITS TO CRUSH-IT AT WORK & HOME",
          "subhead": "Offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams productive and cared f",
          "observed_at": "2022-02-03T16:57:30.000Z",
          "evidence": "https://web.archive.org/web/20220203165730/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "EMPLOYEE BENEFITS TO CRUSH-IT AT WORK & HOME",
      "subhead": "Offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams productive and cared f",
      "from": "2022-02-03T16:57:30.000Z",
      "to": "2022-02-03T16:57:30.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20220203165730/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2022-02-03T16:57:30.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2023-02-20T03:31:53.000Z",
      "variants": [
        {
          "headline": "You have a diverse team. Give them benefits that meet their unique needs.",
          "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
          "observed_at": "2023-02-20T03:31:53.000Z",
          "evidence": "https://web.archive.org/web/20230220033153/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "You have a diverse team. Give them benefits that meet their unique needs.",
      "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
      "from": "2023-02-20T03:31:53.000Z",
      "to": "2023-02-20T03:31:53.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20230220033153/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2023-02-20T03:31:53.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2025-07-10T00:14:38.000Z",
      "variants": [
        {
          "headline": "Life-work benefits that create joy and teams that stick around.",
          "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
          "observed_at": "2023-08-06T05:32:58.000Z",
          "evidence": "https://web.archive.org/web/20230806053258/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Deliver an employee experience that creates joy and teams that stick around.",
          "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
          "observed_at": "2024-02-23T21:09:33.000Z",
          "evidence": "https://web.archive.org/web/20240223210933/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Deliver an employee experience that creates joy and teams that stick around.",
          "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
          "observed_at": "2024-12-21T04:17:08.000Z",
          "evidence": "https://web.archive.org/web/20241221041708/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Deliver an employee experience that creates joy and teams that stick around.",
          "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
          "observed_at": "2025-07-10T00:14:38.000Z",
          "evidence": "https://web.archive.org/web/20250710001438/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Deliver an employee experience that creates joy and teams that stick around.",
      "subhead": "The easy way to offer personalized and modern benefits for everyone. A single platform for lifestyle benefits, traditional benefits, employee wellbeing, rewards, and engagement. Keep your teams produc",
      "from": "2023-08-06T05:32:58.000Z",
      "to": "2025-07-10T00:14:38.000Z",
      "captures": 4,
      "evidence": "https://web.archive.org/web/20250710001438/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2023-08-06T05:32:58.000Z",
          "to": "2025-07-10T00:14:38.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-03-26T21:35:00.000Z",
      "variants": [
        {
          "headline": "Maximize Your People ROI.",
          "subhead": "Maxwell is the AI-powered magic layer for your HR stack. We integrate your systems to deliver personalized benefits and rewards while providing 24/7 smart HR support. Maximize your People ROI and simp",
          "observed_at": "2026-03-26T21:35:00.000Z",
          "evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Maximize Your People ROI.",
      "subhead": "Maxwell is the AI-powered magic layer for your HR stack. We integrate your systems to deliver personalized benefits and rewards while providing 24/7 smart HR support. Maximize your People ROI and simp",
      "from": "2026-03-26T21:35:00.000Z",
      "to": "2026-03-26T21:35:00.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2026-03-26T21:35:00.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:40:08.559Z",
      "variants": [
        {
          "headline": "The Total Rewards Platform That Makes Every Benefits Dollar Count.",
          "subhead": "Maxwell is the AI-powered magic layer for your HR stack. We integrate your systems to deliver personalized benefits and rewards while providing 24/7 smart HR support. Maximize your People ROI and simp",
          "observed_at": "2026-10-16T18:55:22.000Z",
          "evidence": "https://web.archive.org/web/20261016185522/https://www.maxwell.app/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "The Total Rewards Platform That Makes Every Benefits Dollar Count.",
          "subhead": "Maxwell is the AI-powered magic layer for your HR stack. We integrate your systems to deliver personalized benefits and rewards while providing 24/7 smart HR support. Maximize your People ROI and simp",
          "observed_at": "2026-11-06T17:40:08.559Z",
          "evidence": "https://www.maxwell.app/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "The Total Rewards Platform That Makes Every Benefits Dollar Count.",
      "subhead": "Maxwell is the AI-powered magic layer for your HR stack. We integrate your systems to deliver personalized benefits and rewards while providing 24/7 smart HR support. Maximize your People ROI and simp",
      "from": "2026-10-16T18:55:22.000Z",
      "to": "2026-11-06T17:40:08.559Z",
      "captures": 2,
      "evidence": "https://www.maxwell.app/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-10-16T18:55:22.000Z",
          "to": "2026-11-06T17:40:08.559Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-f0bd090e2aa2a8660ea37dfd22c251129ed54d7a0e944470eac1613d2b18a2d7:d862a178edac05d449e61f7751980a0efae88d6a68eec004882c100b7c8cce9c:headline:747431eabb751357",
      "before_evidence": "https://web.archive.org/web/20210212172725/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “GIVE YOUR EMPLOYEES TIME TO FOCUS & RECHARGE” to “EMPLOYEE BENEFITS TO CRUSH-IT AT WORK & HOME”.",
      "between": {
        "from": "2021-02-12T17:27:25.000Z",
        "to": "2022-02-03T16:57:30.000Z"
      },
      "evidence": "https://web.archive.org/web/20220203165730/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 2,
      "id": "page-d862a178edac05d449e61f7751980a0efae88d6a68eec004882c100b7c8cce9c:a9108d4ce408161f5d6f8ed49cad586212096b4f38d7be14354f130c70d6a978:headline:ea5d61a80d3f3b3d",
      "before_evidence": "https://web.archive.org/web/20220203165730/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “EMPLOYEE BENEFITS TO CRUSH-IT AT WORK & HOME” to “You have a diverse team. Give them benefits that meet their unique needs.”.",
      "between": {
        "from": "2022-02-03T16:57:30.000Z",
        "to": "2023-02-20T03:31:53.000Z"
      },
      "evidence": "https://web.archive.org/web/20230220033153/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "page-a9108d4ce408161f5d6f8ed49cad586212096b4f38d7be14354f130c70d6a978:42b4db17bdd38bb93f51599f40e6cad62c48b52ef516afe41e3238773696485a:headline:339499b9eea3f285",
      "before_evidence": "https://web.archive.org/web/20230220033153/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “You have a diverse team. Give them benefits that meet their unique needs.” to “Life-work benefits that create joy and teams that stick around.”.",
      "between": {
        "from": "2023-02-20T03:31:53.000Z",
        "to": "2023-08-06T05:32:58.000Z"
      },
      "evidence": "https://web.archive.org/web/20230806053258/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 4,
      "id": "page-ded36646081d2d44e36e6bf11d8759a9c9bcaa996b52ad9f06e1835fa8b1ad36:82ee61dcf98fe4508ef2fc4d52ea8627abb06d41e45703257dc71e1c8b49a3bf:headline:fda1f4184898f8f2",
      "before_evidence": "https://web.archive.org/web/20250710001438/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Deliver an employee experience that creates joy and teams that stick around.” to “Maximize Your People ROI.”.",
      "between": {
        "from": "2025-07-10T00:14:38.000Z",
        "to": "2026-03-26T21:35:00.000Z"
      },
      "evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-ded36646081d2d44e36e6bf11d8759a9c9bcaa996b52ad9f06e1835fa8b1ad36:82ee61dcf98fe4508ef2fc4d52ea8627abb06d41e45703257dc71e1c8b49a3bf:gtm:74f755ba679ab708",
      "before_evidence": "https://web.archive.org/web/20250710001438/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
        "from": "2025-07-10T00:14:38.000Z",
        "to": "2026-03-26T21:35:00.000Z"
      },
      "evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-free-trial"
    },
    {
      "n": 6,
      "id": "page-82ee61dcf98fe4508ef2fc4d52ea8627abb06d41e45703257dc71e1c8b49a3bf:dc9c4982a8159e8b999678fb7030791f18bbc9b286b5256caa2493e52a4e9f9e:headline:a16f9dca4355f785",
      "before_evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Maximize Your People ROI.” to “The Total Rewards Platform That Makes Every Benefits Dollar Count.”.",
      "between": {
        "from": "2026-03-26T21:35:00.000Z",
        "to": "2026-10-16T18:55:22.000Z"
      },
      "evidence": "https://web.archive.org/web/20261016185522/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-82ee61dcf98fe4508ef2fc4d52ea8627abb06d41e45703257dc71e1c8b49a3bf:dc9c4982a8159e8b999678fb7030791f18bbc9b286b5256caa2493e52a4e9f9e:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20260326213500/https://www.maxwell.app/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2026-03-26T21:35:00.000Z",
        "to": "2026-10-16T18:55:22.000Z"
      },
      "evidence": "https://web.archive.org/web/20261016185522/https://www.maxwell.app/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    }
  ],
  "update": {
    "headline": "Maxwell now presents itself as a total rewards platform",
    "summary": "Maxwell’s recent messaging emphasizes total rewards and benefits value, while its go-to-market has shifted from free sign-up to demo-based access.",
    "points": [
      {
        "text": "Between July 2025 and March 2026, Maxwell changed its homepage headline from “Deliver an employee experience that creates joy and teams that stick around.” to “Maximize Your People ROI.”.",
        "kind": "fact",
        "changes": [
          4
        ]
      },
      {
        "text": "Between March 2026 and October 2026, Maxwell changed its homepage headline from “Maximize Your People ROI.” to “The Total Rewards Platform That Makes Every Benefits Dollar Count.”.",
        "kind": "fact",
        "changes": [
          6
        ]
      },
      {
        "text": "Between July 2025 and March 2026, Maxwell added a free sign-up or free trial, and between March 2026 and October 2026 it dropped this and began asking visitors to book a demo.",
        "kind": "fact",
        "changes": [
          5,
          7
        ]
      },
      {
        "text": "These changes in headline and access model between July 2025 and October 2026 suggest Maxwell may be emphasizing its positioning as a total rewards platform and using a more sales-led approach to onboarding visitors.",
        "kind": "interpretation",
        "changes": [
          4,
          5,
          6,
          7
        ]
      }
    ],
    "written_at": "2026-11-07T20:54:19.494Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Maxwell” company record, https://startuphistory.org/c/maxwell.app"
}