When we started this company, we called it Maximal Learning, and the product was Max. 

That name wasn’t random. 

Back in the 90s, my co-founder and I built our first startup together. It was called Maximal Innovative Intelligence, and the product was also named Max. 

Years later, when we decided to build something new for students, returning to that name felt natural. 

It felt familiar. It felt right.
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But as this product grew, two things became clear. 

First, Max was hard to find and hard to talk about. Many of you told us you struggled to search for it or share it with friends. 

More importantly, the name stopped matching what you were actually asking for. “Max” sounds like doing more. Pushing harder. Always optimizing. 

You told us you want to stay on top of things — without burning out.

So, we asked our community to help us come up with a new name. Many of you pointed out the same thing: our mascot already looked like a flame. 

That led us to Wick. 

A wick isn’t about burning faster or brighter. It’s about keeping the light steady. Wick represents focus, direction, and staying on track — without burning out. 

So, we changed the name, not the mission. Same app. Same account. Same team. 

Just a name that’s easier to find and that better reflects what you asked us for. 

Wick is built for students, with students, and we’re continuing to shape it based on your feedback. 

Thanks for being here, whether you found us as Max or are meeting Wick for the first time. 

*Wick is the product name. Maximal Learning, Inc. remains our legal company name.