What Cross Financial does

Cross Financial is a solo financial advisory practice founded in 2005 by Michael P. Cross, CFP®, operating as a marketing name under the broker-dealer and registered investment adviser (RIA) infrastructure of Osaic Wealth, Inc. (Member FINRA/SIPC). Headquartered at 2999 N. 44th Street, Suite 120, Phoenix, Arizona, the firm serves individual investors and a secondary segment of small business owners across six U.S. states — Arizona, California, Kentucky, Illinois, Colorado, and Washington.

The firm's core offering is fee-based investment advisory and brokerage services delivered through a six-step advisory process: establishing relationship, gathering data and goals, evaluating financial status, reviewing recommendations, setting a plan to action, and monitoring portfolio progress. Products and services include personalized wealth management strategies, retirement planning (Traditional/Roth IRAs, 401(k)s, SEP & Simple IRAs, 401(k)/IRA rollovers), alternative investments, variable annuities, mutual funds, 529 plans, life/long-term care/disability insurance, estate planning, college planning, and profit sharing plans. Client-facing digital tools include a 200+ entry financial glossary, a tax resources center, and an extensive library of financial calculators spanning retirement, investment, estate, tax, and lifestyle topics.

Cross Financial monetizes through subscription-style advisory fees (likely percentage-of-AUM through Osaic Wealth) and transaction-based commissions on securities and insurance products; pricing is not publicly disclosed. The firm employs 1–10 people (effectively a single advisor with potential support staff), uses no proprietary technology platforms, has no disclosed funding, and has executed no M&A activity. GTM is direct/sales-led through Michael Cross personally, supported by content marketing via the firm's website and calculators. The firm achieved no AI capabilities of note — all technology is supplied through Osaic Wealth's vendor stack.

Name

Cross Financial

Legal name

Cross Financial

Website

https://crossfinancialservices.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Cross Financial is a solo Phoenix-based financial advisory practice (founded 2005) offering wealth management, retirement, insurance, and financial planning services to individual investors and small business owners across six U.S. states, operating under the Osaic Wealth broker-dealer and RIA umbrella.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Investment Advisory Services: Fee-based investment advisory services offered through Osaic Wealth, Inc., a registered investment adviser and broker-dealer. Services include wealth management, retirement planning, and portfolio monitoring.
2. Securities Transactions: Brokerage services for securities transactions including mutual funds, variable annuities, and alternative investments, offered through Osaic Wealth, Inc. member FINRA and SIPC.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Cross Financial is a small financial advisory firm that delivers personalized wealth management, retirement income planning, insurance, and estate and college planning services to individual investors and small business owners. Advisory and brokerage services are offered through Osaic Wealth, Inc. (Member FINRA & SIPC), with Michael P. Cross, CFP® acting as the primary Investment Advisor Representative. The firm follows a structured six-step advisory process focused on trust-building, comprehensive financial assessment, and ongoing portfolio monitoring.

Product overview

Cross Financial is a financial advisory firm offering comprehensive wealth management and planning services through a combination of investment products, retirement planning, insurance services, and financial planning tools. The core offering consists of Personalized Wealth Management Strategies and Retirement Planning services (including Traditional IRAs, Roth IRAs, 401(k)s, SEP & Simple IRAs, and 529 Plans), supplemented by Alternative Investment Strategies, Variable Annuities, and Mutual Funds. Insurance offerings include Life Insurance, Long Term Care Insurance, and Disability Income Insurance. Financial Planning services encompass 401k & IRA Rollovers, College Plans, Estate Plans, and Profit Sharing Plans. The firm also provides client-facing digital tools including a Financial Glossary (200+ terms), Tax Resources center, and Financial Calculators covering retirement, investment, estate, tax, and lifestyle planning. The business operates under Osaic Wealth, Inc., a registered broker-dealer and investment adviser, with Michael P. Cross serving as the primary Financial Advisor Representative.

Differentiator

Problem solved

Functional benefit

Products and services

• Personalized Wealth Management Strategies Customized investment strategies tailored to individual client needs, risk tolerance, and financial goals, delivered through Cross Financial's six-step advisory process. Targeted at individual investors seeking to grow and protect personal wealth.
• Retirement Planning Comprehensive retirement planning services covering Traditional IRAs, Roth IRAs, 401(k)s, SEP IRAs, and SIMPLE IRAs for individuals and small businesses, designed to preserve and grow retirement savings.
• Variable Annuities Insurance contracts with investment features that provide income payments, potentially adjusted based on market performance, offered through Osaic Wealth, Inc.
• Mutual Funds Pooled investment vehicles aggregating client capital to invest in diversified portfolios of stocks, bonds, and other securities, offered via Osaic Wealth, Inc.
• 529 Plans (Educational IRAs) Tax-advantaged education savings plans designed to encourage saving for future higher education expenses, marketed as part of Cross Financial's college planning services.
• 401(k) & IRA Rollovers Advisory service to manage the transfer of retirement assets from previous employers or IRAs into new accounts, including small business 401k rollovers.
• College Plans Strategic planning service helping families prepare for rising education costs through savings vehicles and investment strategies, including 529 plans.
• Estate Plans Strategies to manage and distribute client assets according to their wishes during lifetime and after death, delivered as part of Cross Financial's comprehensive planning services.
• Profit Sharing Plans Employer-sponsored retirement plans in which contributions are based on company profits, offered to small business owners.
• Life Insurance Financial protection product that pays a benefit to beneficiaries upon the policyholder's death, offered to prepare clients for unexpected life events.
• Long Term Care Insurance Insurance coverage for medical and non-medical services needed by individuals with chronic illness or disability.
• Disability Income Insurance Insurance that replaces a portion of a client's income when they are unable to work due to illness or injury.
• Alternative Investment Strategies Non-traditional investment options designed to diversify portfolio holdings beyond conventional stocks and bonds.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• Osaic Wealth, Inc.coreChannel Partner/ Reseller/ DistributorCross Financial is a marketing name for which Michael Cross is an Investment Advisor Representative. The firm offers securities and Investment Advisory Services through Osaic Wealth, Inc., a member of FINRA and SIPC. Osaic Wealth provides the broker-dealer and RIA infrastructure for the firm's advisory operations.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Edward Jones: Branch-based financial advisory firm serving individual investors with retirement, investment, and insurance planning. Shares Cross Financial's personal-advisor-led model and mid-market individual focus, but operates with thousands of advisors across thousands of offices.
• LPL Financial: Largest independent broker-dealer in the U.S., supporting thousands of independent financial advisors with platform, custody, and compliance infrastructure. Operates the same independent-advisor-through-IBD model that Cross Financial uses via Osaic Wealth.
• Cetera Financial Group: Independent broker-dealer and RIA platform supporting independent financial advisors with wealth management, retirement, and insurance products. Direct parallel to Osaic Wealth (Cross Financial's host platform) in the independent-advisor IBD segment.
• Ameriprise Financial: Large diversified financial services firm offering wealth management, retirement planning, and advisory services through a national network of advisors. Comparable to Cross Financial in target customer (mid-market individuals) and service mix, but operates at vastly greater scale.
• Northwestern Mutual: Insurance-led financial services firm with a large advisor network offering wealth management, retirement, and insurance products. Founder Michael Cross began his career as a Northwestern Mutual college agent, and the firm is a direct competitor in the same product set.
• Fidelity Personal Investing: Large broker-dealer and RIA offering both self-directed and advisor-led wealth management, retirement, and planning services. Comparable to Cross Financial in comprehensive wealth services for individuals, with much broader scale and brand recognition.
• Raymond James Financial: Diversified financial services firm with a sizable independent-advisor channel offering wealth management, retirement, and insurance. Comparable to Cross Financial in advisor-led service model and individual-investor focus.
• Cambridge Investment Research: Independent broker-dealer and RIA platform serving independent financial advisors nationwide. Highly comparable to Cross Financial in business model — independent advisors operating under a third-party broker-dealer umbrella.
• Vanguard Personal Advisor Services: Hybrid robo-advisor service combining digital portfolio management with human advisor access at low fee tiers. Represents the institutional, low-cost wealth management alternative competing for the same individual-investor client as Cross Financial.

Emerging players

• Wealthfront: Leading direct-to-consumer robo-advisor offering automated portfolio management, retirement, and financial planning at low fees. Represents the digital-native competitive threat to traditional independent advisors like Cross Financial for younger, tech-savvy clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/crossfinancialservices

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cross Financial