Meet Maximilian Clifford

We recently connected with Maximilian Clifford and have shared our conversation below.

Maximilian, thanks so much for taking the time to share your insights and lessons with us today. We’re particularly interested in hearing about how you became such a resilient person. Where do you get your resilience from?

Where Do I Get Resiliency From?

When I started my business, there were countless days when I felt like quitting. The weight of uncertainty, the setbacks, and the never-ending challenges felt overwhelming. During those moments, I developed a habit that became a lifeline: I’d tell myself, “If I still feel like quitting tomorrow morning, I can quit.” But every single time, I’d wake up with a renewed sense of possibility—a reminder that there’s always another day to keep trying, to keep showing up, and to keep building.

For me resilience isn’t about never wanting to quit; it’s about finding the strength to give yourself one more chance, one more day, one more effort. Over time, those “one more days” became the foundation of my growth, my confidence, and my success. It’s not about avoiding hard moments—it’s about trusting that tomorrow might bring a fresh perspective, a new opportunity, or even just a little more clarity. Resiliency, for me, comes from knowing that as long as I keep waking up and showing up, I’m moving forward.

Thanks, so before we move on maybe you can share a bit more about yourself?

I grew up in a household where financial stress was a constant presence. Conversations about money were often filled with tension, uncertainty, and fear. Even as a kid, I could feel how deeply it impacted not just our financial situation, but our relationships, our peace of mind, and our overall sense of security. I knew I didn’t want that for my own life, and I certainly didn’t want it for other families. That experience became a driving force behind why I started Truly Aligned—to help people create financial clarity, reduce stress, and build a sense of empowerment around their money.

What excites me most about the work we do is seeing the transformation in our clients when financial stress is replaced with financial confidence. It’s about more than just hitting savings goals or planning for retirement; it’s about creating a life where money becomes a tool for freedom, not a source of anxiety. Right now, I’m particularly proud of our Financial Personality Assessment, which helps people understand their unique financial mindset, and our Financial Alignment™ Experience, a process designed to align their wealth with their values. Every conversation, every plan, and every breakthrough is a reminder of why I started this journey—and why I’m so passionate about helping others create lives free from financial fear.

https://submit.jotform.com/Truly_Aligned/discover-your-financial-alignment

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, three qualities have been most impactful on my journey. The first is realizing that most business problems are personal problems in disguise. Early on, I noticed how my childhood experiences with financial stress would manifest in my business—whether it was hesitation around big decisions, fear of failure, or resistance to growth. It wasn’t until I started addressing those patterns, healing those wounds, and understanding how they influenced my mindset that things began to shift. The business became lighter, decisions became clearer, and growth felt more natural. My advice? Do the inner work. Therapy, coaching, or even journaling—whatever it takes to understand and heal your triggers. Your business will grow as you grow.

The second lesson is that every day is an opportunity to improve, learn, and evolve. Business, like life, isn’t about reaching a final destination—it’s about the daily process of growth. Some days bring big wins, others bring tough lessons, but every day offers a chance to refine your skills, expand your knowledge, and shift your perspective. For me, celebrating the small wins—like a client breakthrough or a process improvement—keeps me energized and motivated.

Lastly, I’ve learned that habits compound over time. Whether it’s daily financial check-ins, consistent learning, or prioritizing health and mindset, these small habits stack up to create massive results. Success isn’t built on one big moment—it’s built on the small, consistent actions you take every single day. Build habits that align with your goals, and over time, they’ll carry you further than motivation ever could. If you’re just starting out, focus on consistent progress, not perfection. The growth, the wins, and the joy all live in the day-to-day moments.

Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?

Over the past 10 years, I’ve done an annual review of my life, asking myself the same set of questions to reflect on growth, challenges, and lessons learned. One of those questions is always: “What’s been my biggest area of growth or improvement this year?” This past year, the answer is deeply personal. I’m in a unique position where my business partner is also my wife, my best friend, and truly my soulmate. People often ask, “How does it work?” The truth is, it just does—it’s been an incredible journey for both of us. But over the last six months, I realized how some unresolved shame and guilt from my childhood were subtly showing up in our relationship and in our business. These heavy feelings, built up over time, had a way of influencing my patterns, my reactions, and even my confidence.

Working through those emotions has been one of the most transformative experiences of my life. I’ve been able to release so much of that weight. The result? I feel lighter, clearer, and more present—both in my relationship and in the business. It’s shown me how deeply our personal growth impacts every area of our lives. Healing isn’t linear, and it’s not always easy, but it’s so worth it. If there’s one thing I’ve learned, it’s that addressing those inner struggles creates space for greater connection, clarity, and success—not just in business, but in every relationship that matters.

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