Max Modell first appeared in The Amazing Spider-Man #648 (January 2011), and was created by Dan Slott and Humberto Ramos.
Max Modell is the CEO of Horizon Labs, who gets Peter Parker a job there after he shuts down Sanjani Jaffrey's out-of-control machine.
[1] In later appearances, Modell assists Spider-Man, Mister Fantastic, and Yuri Watanabe, among others, in fighting crime.
[2] "Ends of the Earth" reveals that Modell is gay and in a relationship with Horizon Labs lawyer Hector Baez.
[4] In "Go Down Swinging", Modell accepts a job application at Horizon University under the alias Elliot Tolliver.