The Heart Behind MaxAssist: Culture, Connection, and the People Who Make It Work
- Culture
- 11/20/2025
- BY Lorie Streeter
Recently Jeff (CEO), and Rita (VP of Sales), and I had the opportunity to sit down for a candid, off-the-cuff chat about culture, connection, and the heart behind the organization I now call home.
You can watch the full video for all the insights (and more than a few laughs), but here are a few of my favorite takeaways.
The Culture That Made Me Say “Yes” To MaxAssist
When I decided to join MaxAssist, I didn’t take the decision lightly. I’m grateful that I had multiple opportunities available, but there was just something undeniably authentic and grounded about this organization’s culture.
Honestly? I wasn’t sure I’d ever find the kind of family I had at AADOM ever again. But I found it here.
Here’s what struck me most:
- At MaxAssist, we believe life (and dentistry) starts with connection.
- That means staying connected to each other, to our work, to our clients, and to the mission behind what we do.
- We support each other through thick and thin. We challenge each other. We bring out each other’s strengths.
- And because we’ve weathered wins and losses together, our success is shared and makes us all stronger.
Culture + belief + connection = success.
Jeff made an important point: for someone to have a consistent, meaningful experience with MaxAssist, the team has to be intentional. Whether a person talks to sales, onboarding, support, or leadership, the experience needs to be at the same level.
He said we’ve been meticulous about hiring for “the things you can’t train… a certain spirit.” And it’s true.
Sidebar: Ask Jeff and Rita to tell the story of how he forced her to take pizza home after her interview.
My own observation? As I meet each team member, I see their stories are all so wildly different. And yet, they all fit together like a beautiful puzzle.
Maxed Out and Maxed In: The Mindset Behind a Movement
When Jeff and I first started discussing the possibility of working together, I was struck by an idea: “Maxed Out”. The phrase popped into my mind and wouldn’t let go. I’ve spent years committed to serving office managers, and the idea of supporting maxed out managers in this new way lit me up.
So, what does “maxed out” really mean?
Let’s be clear: “maxed out” does not mean stressed out.
Here’s what it really means: You’re showing up fully. You’re stepping into your potential. You’re taking your role to its highest level.
Which then goes hand in hand with being “maxed in”: You’re dialed in to your work, your team, and your purpose. You’re connected and empowered.
Even though the phrase itself recently became a part of MaxAssist culture when I joined the team, the philosophy is not new to the organization. It drives how we build our software and how we show up for the industry.
Challenging the Status Quo: Staying Curious and Connected
I loved this quote from Rita:
“The industry is going to constantly evolve. Software’s going to constantly evolve. And we need to evolve with it.”
So, sometimes we need to step back and ask ourselves: “Are we doing this the best way that we possibly can?”
Rita continued: “We need our clients to challenge us to continue to evolve in the direction that’s going to ultimately allow them to be better connected to their patients, to the practice, to the industry.”
Why Connection Is Our North Star
Success in life (and dentistry) relies on connection: being connected to your patients, work, team, purpose, and vision.
And yes, we’re a dental software company. But here’s the truth:
We don’t mind selling software that helps you strengthen those connections.
Our sales philosophy isn’t: “We need to hit our numbers.” It’s: “We want to help your practice thrive, and connection is how that happens.”
This conversation with Jeff and Rita reinforced why I’m here.
I hope you enjoyed a few of my favorite moments from our chat. Truly, this is just the beginning. Watch the full interview for the unfiltered thoughts, shared stories, and the laughs.
