Pinnacle Taps Industry Veteran As Chief Executive – Affordable Housing To Strengthen, Grow Florida Operations

Pinnacle announced the appointment of Max Cruz as Chief Executive – Affordable Housing.

In this newly created role, Cruz will lead the continued growth and execution of Pinnacle’s affordable housing platform as the state faces an unprecedented affordability crisis.

Cruz brings more than 25 years of experience in Florida real estate development and a proven track record of delivering housing at scale. He has personally entitled, developed, and overseen the construction of more than 3,200 rental homes across the state, securing over $500 million in rental financing. His leadership also extends to the development of 2,300+ for-sale homes supported by $136 million in financing. Over the course of his career, he has worked extensively across both affordable and market-rate housing sectors in Florida.

“Pinnacle has always stood out because of its integrity, long-term vision, and genuine commitment to the communities it serves,” Mr. Cruz said. “In today’s environment, where families are being priced out across Florida, Pinnacle’s work has never been more important. I’m honored to join a company with such strong values and history, and I look forward to growing its impact and supporting the next generation of affordable housing leaders.”

The appointment comes as Florida’s housing shortage reaches critical levels, with Miami-Dade County alone projected to need over 160,000 additional affordable units over the next decade. With nearly three decades of experience and more than 11,000 completed units, Pinnacle is positioned to play a central role in meeting this demand.

“We’re excited to welcome Mr. Cruz as we expand our capacity to meet Florida’s growing affordable housing needs,” said David O. Deutch, Pinnacle Partner. “His deep relationships, operational expertise, and success navigating complex public-private partnerships make him uniquely qualified to help us scale our impact and accelerate project delivery.”

Founded nearly 30 years ago, Pinnacle is a Miami-based, full-service real estate development and construction firm with a portfolio of more than 11,000 high-quality multifamily units across the state. The company manages every phase of development in-house – from site acquisition and design to construction and long-term property management – ensuring efficiency, quality, and long-term impact.