Kelli Cruz

Kelli Cruz

Founder & Managing Director

Kelli Cruz brings more than 20 years of experience to her role as the founder of Cruz Consulting Group (CCG), working closely with advisory firm owners and executives of financial services institutions. With a specialized focus and expertise in working with RIA and broker-dealer affiliated advisory firms, she leads consulting engagements in strategic planning and human capital, including organizational design, compensation planning, performance management, and business succession.She is a frequent speaker at national industry conferences and writes for the industry on practice management related topics.

Prior to founding CCG, Kelli lead InvestmentNews Adviser Solutions and oversaw advisor consulting engagements as well as the InvestmentNews/Moss Adams research studies, where she was responsible for creating and implementing the industry’s first study dedicated to Succession Planning. Prior to joining InvestmentNews, Kelli was a director in Advisor Services at Charles Schwab where she pioneered the industry’s first human capital practice management program covering issues from organizational strategy and design, recruiting, compensation design, talent management, and succession planning for RIA advisory firms.

All Kelli Cruz's Stories
Creating a performance management process will help firms get the most from staff members.
If you find yourself torn between serving clients and growing your practice, you may need some additional staff.
Firms need a strong recruitment process to remain competitive.
To keep your best advisors and other employees on board, you'll need invest strategically in the right people, offering them a rewarding career path.
Handing off responsibility can be scary and challenging. But it's the only way to empower staff and position your firm for growth. Use these tips to be more effective.
Want a better way to help staff improve? Here's how to turn the end-of-the-year ritual into an experience that's productive for you and your employees.
If you want your entire team focused on bringing in new clients, you'll need to restructure your organization to make that happen.
Are you attracting and retaining the best employees? Competition for top talent is heated. A firm with an effective compensation plan is better able to recruit and retain quality employees, engage them in making the firm successful, and reward them for their contributions. During this interactive session, you will learn how to: • Determine the correct compensation philosophy • Find the right balance of base pay and incentives • Develop an incentive plan that incorporate individual and...
Increasingly, firms are seeking to move toward an ensemble model to improve flexibility and ease the burden on top advisors.
Every firm needs to determine the unique compensation plan that will work best for executives, staff and clients. These guidelines should help you get started.
Make no mistake: Bringing on new talent is a high-risk endeavor. Be sure you get it right.
Succession planning is something every advisor should think about and make arrangements for, yet over half of advisors aren’t engaged in the process at all. To ensure your clients are taken care of to your highest standards after you leave your practice—either willingly or suddenly—having a comprehensive plan in place, and ideally in some level of process, is key. Studies have shown the best advisor match for your clients is made when your successor is chosen from within your own firm....
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Feb
10
Feb 10-12, 2016
Marriott Harbor Beach Resort, Ft. Lauderdale, Fla.
Jun
16
Jun 16-17, 2016
Sheraton New York
Jun
22
Jun 22, 2016
Convene, NYC, NY