Why we started Novak Financial Partners

After a decade of working at some of the most reputable names in wealth management and fintech, we saw a gap:

Most companies were either built for high-net-worth clientele or focused on mass-market automation rather than providing a high level of service to high-achieving individuals and families juggling careers, kids, and competing priorities.

We started Novak Financial Partners to provide something different.

Our goal is simple: to provide thoughtful, personalized financial advice without asset minimums, sales pressure, or unnecessary complexity. Just transparent flat-fee planning and a planning process that helps you align your money with your values and live more intentionally.

Max Novak, MBA, CFP®

Max is a CERTIFIED FINANCIAL PLANNER™ and co-founder of Novak Financial Partners. With a teacher’s heart and a strategist’s mind, he specializes in helping busy families design clear, personalized financial plans whether the goal is buying a home, funding education, reaching financial independence, or all of the above.

Max believes great planning starts with education. He’s passionate about helping clients feel confident in their choices by giving them the clarity, context, and tools to take action on what matters most.

Before launching Novak Financial Partners, Max earned his BS and MBA from Southern Illinois University and spent nearly a decade working at nationally recognized Registered Investment Advisors. Along the way, he saw firsthand how high-quality advice was often too exclusive or too expensive. His mission today: deliver that same level of excellence in a way that’s more personal, accessible, and aligned with your life.

Originally from Carterville, Illinois, Max spent time in Denver and St. Louis before returning home to be near family. When he’s not meeting with clients, you’ll find him reading, golfing, or cheering on Chicago sports teams.

“A goal without a plan is just a wish.” – Antoine de Saint-Exupery

Zach Novak, flat-fee fiduciary financial advisor and co-founder of Novak Financial Partners.

Zach Novak, CFP®, ABFP™

Zach is a CERTIFIED FINANCIAL PLANNER™ and Accredited Behavioral Finance Professional™ who helps clients align their money with their values so that they can live more intentionally now and in the future. With a background in psychology and a deep belief in access and equity, he brings both heart and strategy to every plan.

Zach’s approach is collaborative, thorough, and solution-oriented. He’s worked with hundreds of families over his 10+ year career, and he’s especially passionate about demystifying complex topics so clients feel confident making decisions that reflect what they care about most.

Prior to co-founding Novak Financial Partners, Zach spent over a decade at nationally recognized Registered Investment Advisors, where he became increasingly focused on delivering planning in a way that’s transparent, approachable, and deeply human.

Outside of work, Zach enjoys reading, exercising, traveling, and cheering on Chicago’s sports teams.

“The best way to predict the future is to create it.” – Peter Drucker

Our Core Values

  1. Fiduciary, Always
    We’re legally and ethically bound to put your best interests first.

  2. Transparent Flat Fees
    No commissions. No hidden costs. Just clear pricing that puts you in control.

  3. Education First
    We believe informed clients make confident decisions. We explain the “why” behind every recommendation.

  4. Clarity Over Complexity
    Your life is complex enough. We make your finances simpler, so you can move forward with confidence.

  5. Life-Centered Planning
    Financial planning isn’t just about money. It’s about helping you live a more fulfilling life today and tomorrow.

Powered by Core Planning

We are proud to be affiliated with Core Planning, a registered investment advisory firm built on values of collaboration, integrity, and generosity. Through this partnership, we gain access to a deep bench of experienced advisors, back-office support, and operational infrastructure that allows us to stay focused on what matters most: delivering exceptional planning and care to the families we serve.

As financial planners under the Core Planning umbrella, we maintain the freedom to serve you with transparency, personalization, and a fiduciary duty that always puts your best interests first.