About Maxxelli — China's Largest Foreign-Owned DSP

Our Story

Two Decades of Destination Service

Maxxelli was founded in second-tier China as a residential real estate firm, providing support to our partners and partner companies. At the time, we didn't fully grasp our role as a Destination Service Provider. Our experience and knowledge grew over the years, but our belief in the value we added and the unique niche Maxxelli filled remained strong allowing Maxxelli to evolve into the firm it is today — China's largest DSP network.

We did not have a blueprint to follow or imitate other firms. We trusted our instincts and made decisions based on our own beliefs. Presently, Maxxelli operates as a comprehensive DSP covering all of Mainland China, Hong Kong, and now Thailand as we expand in Southeast Asia.

We deliver the utmost level of service to Traditional Assignees, Core Flex Assignees, and Domestic Assignees. Our pride lies in offering dedicated and comprehensive service in any city across Asia, while expanding our Mobility, Residential, and Consulting offerings. We would not be who we are today without our team of passionate consultants and their unwavering dedication.

Our History

How We Got Here

2005 – 2010

Discovering Maxxelli

In the early years, we focused on building the foundations of Maxxelli, including our systems, processes, and core values. Through initiatives such as the Maxxelli WOW Exxperience, we developed our unique voice and service standards. These early developments continue to shape Maxxelli and are an integral part of our operations today.

2011 – 2015

Service Expansion

During an immense growth period in China, we ambitiously expanded our network and service offerings. Despite the challenges that came with this growth, it was these five years that laid the foundation for our success today.

2016 – 2020

Grounded in Who We Are

We made it a priority to focus on perfecting our identity as a company. We embraced the mantra of 'Service Exxcellence, Our Culture - Operational Exxcellence, The Process' in all aspects of our operations. Our staff retention rate stands at an impressive 90% across China.

2020 – 2025

The Years Nobody Wants to Talk About

Nobody wants to discuss the Covid years, but they were a part of all our lives. 2019, Wuhan was our largest office — let that sink in. We had to be nimble and think quickly; we were forced to adapt, but the truth is, Maxxelli came out of those years even stronger and more focused than ever.

2026 – Present

Still Just Getting Started

We are in three countries, with coverage in over 70 cities. We have grown to become a globally award-winning DSP, but we feel like we are still just getting started. Our ambitions are not limited to our existing markets, but extend to continued expansion in Southeast Asia. Our goal, as always, is to be the best DSP in the world.

The Management Team

The People Behind Maxxelli

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Adam McWhirter

Adam McWhirter

CEO & Managing Partner

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Dan Huang

Dan Huang

China Operations Manager

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Clare Liu

Clare Liu

China Finance Manager

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Peter Kuppens

Peter Kuppens

Founder / Partner

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Ronnie Kuppens

Ronnie Kuppens

Partner

Join Our Team

We're always looking for passionate consultants. Send your CV to
a.mcwhirter@maxxelli-consulting.com

Learn More About Maxxelli