Max Murciano
I build products that make complicated things feel simple, with a focus on AI and the people who use it every day.
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I love the moment an idea stops being a slide and becomes something real people rely on.
For me, building a company is a craft: listening closely, shipping, learning, and doing it again a little better each time. I'm drawn to problems where technology can give people back time and clarity, and I care as much about how a product feels as what it does.
Today that means co-founding Simplicity and building AI for real estate. Tomorrow it will mean whatever problem is most worth solving, built with the same care.
I'm Max Murciano, a first-generation American born and raised in Miami, and I come from people who refused to quit.
My father escaped communism to come to the United States. My mother moved here from Mexico as a teenager. On her side, my great-great-grandfather was General Miguel Cástulo Alatriste, Governor of Puebla. In 1862, with just 500 men, he held his ground for six hours against a far larger force before he was captured and executed. He faced the firing squad saying:
“Tiren con valor, que muero por mi Patria.”
Those words have stayed with me my whole life. I'll never face what he faced, but I try to live with the same conviction: decide what you stand for and give it everything.
That spirit shows up in how I live day to day. I'm happiest outside, whether I'm in the ocean, running, or competing on the tennis court. I train at the gym, and I never miss a chance to catch the Heat. Sports taught me discipline and how to show up when it counts. Napoleon Hill and Robert Greene sharpened how I think about persistence and strategy.
Today I pour all of it into building companies, with the same relentless drive that runs in my family.
Featured
I spearheaded the initiative within Simplicity that signed a government deal, making Simplicity an official tourism partner of Mexico.
For Mexico, we built Explore Mexico: an all-in-one booking engine for hotels, restaurants, attractions and eSIM that creates a customized travel itinerary for each guest. It launches later this year at international airports throughout Mexico.
Press
Simplicity, the Steph Curry-backed AI company, is rolling out its platform to about 1,300 agents at ONE Sotheby's International Realty, automating property research, market analyses, listing preparation and client communication.
AI Product · Simplicity
Read article →Explore México, developed by Simplicity and promoted by Mexico's federal Secretaría de Turismo, was presented at the 50th Tianguis Turístico as a national digital travel platform.
El Economista
Read article →Interviews from the Tianguis Turístico in Acapulco. Max joins the show at 20:34.
Podcast Interview
Listen from 20:34 →“Explore México by Simplicity” is presented at the Tianguis Turístico as the new platform transforming the way to travel the country
Tianguis Turístico
Read article →Photographed with Chris Wands at the Miami launch event for Ocean Terrace Resort Residences.
Event Coverage · Miami
Read article →Launch of Elli AI, a white-labeled AI assistant app that lets agents search MLS listings in natural language and generate branded reports, debuting in Florida ahead of a 2026 national rollout.
AI Product Launch
Read article →Coverage of Elli AI, an AI assistant that searches MLS boards, public records and the web from natural-language prompts and generates market insights and reports.
AI Product Launch
Read article →Preview of Elli AI, an AI-assistant app designed to save time on manual searches and repetitive tasks, launching first in Florida before a national rollout.
AI Product Launch
Read article →Adriana Eschevarria, Max Murciano and Lourdes Alatriste attend the cocktail at The Bridge Club in Bridgehampton, New York.
Event Photo · Bridgehampton
View photo →Co-Founder & Partner
Simplicity builds AI products for real estate. Our flagship is Sara AI, a white-label AI assistant that brokerages give to their agents, so they can spend less time on busywork and more time with clients.
sarabroker.com →Official Tourism Partner of Mexico
An all-in-one booking engine for hotels, restaurants, attractions and eSIM that builds a customized travel itinerary for each guest. Launching later this year at international airports throughout Mexico.
See the partnership →Next
I'm always exploring new ideas at the intersection of AI, product, and entrepreneurship. Future ventures will live here.
The best AI disappears into the work. It should feel less like a tool you operate and more like a teammate who's always ready.
Simple is hard. Every feature you don't ship is a decision, and the good ones make the product feel inevitable.
Start before you feel ready, stay close to the people you serve, and let conviction and curiosity pull in the same direction.
Miami is home, and it's a city still writing its story.
I'm active in Miami's community and in its cultural and civic life, because the places we build in deserve builders who show up for them. The energy here, its mix of cultures, ambition, and openness, shapes how I think about work and about what's possible.
Building something, thinking about something, or just want to say hello? I'd love to hear from you.
