Founder & Managing Director
Cruz Consulting Group
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.