Cross Financial Advisors provides financial planning and portfolio management for individuals and small businesses. Financial planning was provided to 251–500 clients last fiscal year.
Cross Financial Advisors reports 1,873 clients. They include 1,283 individual clients, 548 high-net-worth individuals, and 17 pension and profit-sharing plans. Of its assets, 100.0% ($482M across 2,907 accounts) are managed with discretion. A wrap fee program the firm both sponsors and manages holds $4.36M. It advised 7 clients without assets under management last fiscal year.
| Client type | Clients | Assets |
|---|---|---|
| Individuals (other than HNW) | 68% | 34% |
| High-net-worth individuals | 29% | 63% |
| Pension and profit-sharing plans | <1% | <1% |
| Charitable organizations | <1% | <1% |
| Corporations and other businesses | <1% | 2% |
Client breakdown and activity details
| Client type | Clients | Regulatory AUM | AUM share | Avg. per client |
|---|---|---|---|---|
| Individuals (other than HNW) | 1,283 | $164M | 34.0% | $128K |
| High-net-worth individuals | 548 | $304M | 63.2% | $555K |
| Pension and profit-sharing plans | 17 | $3.71M | 0.8% | $218K |
| Charitable organizations | 11 | $2.42M | 0.5% | $220K |
| Corporations and other businesses | 14 | $7.71M | 1.6% | $551K |
| Total | 1,873 | $482M | 100% | $257K |
- Clients
- 1,283
- Regulatory AUM
- $164M
- AUM share
- 34.0%
- Avg. per client
- $128K
- Clients
- 548
- Regulatory AUM
- $304M
- AUM share
- 63.2%
- Avg. per client
- $555K
- Clients
- 17
- Regulatory AUM
- $3.71M
- AUM share
- 0.8%
- Avg. per client
- $218K
- Clients
- 11
- Regulatory AUM
- $2.42M
- AUM share
- 0.5%
- Avg. per client
- $220K
- Clients
- 14
- Regulatory AUM
- $7.71M
- AUM share
- 1.6%
- Avg. per client
- $551K
Total
- Clients
- 1,873
- Regulatory AUM
- $482M
- AUM share
- 100%
- Avg. per client
- $257K
- Clients outside the U.S.
- 0%
- Clients advised without assets under management last fiscal year
- 7
- Private funds advised
- 0
- Financial planning clients last fiscal year
- 251–500
Cross Financial Advisors charges up to 2.50% a year for its Investment Management Fee. The fee is billed in advance and is negotiable. The brochure also prices 2 other services, listed under fee details.
Fee details and sources
Other fees
- Consulting Services
- Hourly, generally $200 to $500 per hour; fees are negotiable and the amount is agreed before the work.
- Financial Planning
- Hourly, with a minimum of $200 and a maximum of $500 per hour; fees are negotiable and the amount is set in the planning agreement.
CF Advisory, LLC owns 75% or more of Cross Financial Advisors and is in turn owned by Crete Pa Holdco, LLC (50–75%) and CF Aggregatorco, LLC (25–50%). The leadership team of Cross Financial Advisors includes Chief Compliance Officer Mathew Whiteaker. It has 12 employees, 11 of them in advisory roles.
Staff
- 12 employees
- 11 in advisory functions
- 11 state-registered reps
- 12 broker-dealer reps
- 10 insurance agents
- Owns 75% or more of Cross Financial Advisors, LLC
CF Advisory, LLC
Control person · since June 2025
- Owns 50% to 75% of CF Advisory, LLC
Crete Pa Holdco, LLC
Control person · since June 2025
- Owns 75% or more of Crete Pa Holdco, LLC
Crete Pa Parent, LLC
Control person · since June 2025
- Owns 75% or more of Crete Pa Parent, LLC
Crete Professionals Alliance, LLC
Control person · since June 2025
- Owns 50% to 75% of Crete Professionals Alliance, LLC
ZBS Partners I LP
Control person · since June 2025
- Owns 25% to 50% of CF Advisory, LLC
CF Aggregatorco, LLC
Control person · since June 2025
- Owns 50% to 75% of CF Aggregatorco, LLC
Jay Torgerson
Control person · since June 2025
- Owns 50% to 75% of CF Aggregatorco, LLC
Mathew Whiteaker
Control person · since June 2025
Cross Financial Advisors’ regulatory assets grew 1.9× from $258M (May 2021) to $482M (September 2026); clients rose from 1,044 to 1,873 and employees fell from 15 to 12.
Figures from each annual filing
| Filed | Regulatory AUM | Clients | StaffEmployees | Offices |
|---|---|---|---|---|
| Sep 2026September 2026 | $482M | 1,873 | 12 | 7 |
| Jul 2025July 2025 | $419M | 1,932 | 14 | 8 |
| Apr 2024April 2024 | $346M | 1,830 | 14 | 8 |
| Mar 2023March 2023 | $286M | 1,785 | 16 | 8 |
| Jun 2022June 2022 | $340M | 1,168 | 17 | 8 |
| May 2021May 2021 | $258M | 1,044 | 15 | 5 |
Besides its headquarters, Cross Financial Advisors has 6 offices (2 private residences, listed without an address), with 5 listed addresses in 1 state.
Oregon · 5 listed addresses
- 11600 SW Shilo Lane, Suite 100, PortlandHQ
- 11600 SW Shilo Lane, Portland
- 65 SW Yamhill St., Portland
- 3000 Market St. Ne, Salem
- 5200 Meadows RD #150, Lake Oswego
Other business names
Cross Financial Advisors has reported 5 other business names to the SEC.
- Abacus Wealth Management
- By the Tree Financial, LLC
- Clark Wealth Management
- Hope Wealth Planning
- Lyda Financial
Contact and registration details
- Legal name
- Cross Financial Advisors, LLC
- Headquarters
- 11600 SW Shilo Lane, Suite 100, Portland, OR 97225
- Website
- crossfinancialmgmt.com
- Phone
- 503-430-0563
- @cross-financial-management
- SEC file
- 801-110589
- Structure
- Oregon LLC
- Fiscal year end
- December
Cross Financial Advisors’ named custodian for separately managed accounts is LPL Financial ($482M). Cross Financial Advisors has custody of $48.5M for 232 clients.
- LPL FinancialLPL Financial LLC · Boston, MA · $482M100%
At year end, Cross Financial Advisors’ separately managed accounts were mostly in funds (89%).
What the accounts hold
- Stocks8%
- Funds89%
- Bonds1%
- Cash2%
How many clients does Cross Financial Advisors have?
Cross Financial Advisors has 1,873 clients and manages $482 million for them, as of September 2026. They include 1,283 individual clients, 548 high-net-worth individuals, and 17 pension and profit-sharing plans.
Source: Form ADV Part 1A, Items 5.D and 5.F, filed 27 September 2026
What services does Cross Financial Advisors offer?
Cross Financial Advisors provides financial planning and portfolio management for individuals and small businesses.
Source: Form ADV Part 1A, Item 5.G, from the SEC's 2 October 2026 data file
How much does Cross Financial Advisors charge?
Cross Financial Advisors charges up to 2.50% a year for its Investment Management Fee. The fee is billed in advance and is negotiable.
Which custodians does Cross Financial Advisors use?
Cross Financial Advisors’ separately managed account assets are held at LPL Financial LLC (Boston, MA), with $482M. Only custodians holding at least a tenth of those assets are named.
Source: Form ADV Part 1A, Schedule D, Section 5.K.(3), filed 27 September 2026
How many financial advisors does Cross Financial Advisors have?
Cross Financial Advisors has 11 investment adviser representatives registered with state securities authorities, out of 12 employees, and 11 perform investment advisory functions. 12 employees are registered representatives of a broker-dealer and 10 employees are licensed insurance agents.
Source: Form ADV Part 1A, Items 5.A and 5.B, from the SEC's 2 October 2026 data file
What does Cross Financial Advisors invest in?
At the end of its last fiscal year, Cross Financial Advisors’ separately managed accounts held 89% registered funds (mutual funds, ETFs, BDCs), 8% exchange-traded equities, 2% cash and equivalents and 1% investment grade corporate bonds.
Source: Form ADV Part 1A, Items 5.K.(1) and 7.B, from the SEC's 2 October 2026 data file
Who owns Cross Financial Advisors?
Cross Financial Advisors is owned through a chain of holding companies by Jay Torgerson, Mathew Whiteaker and ZBS Partners I LP. Its direct owner is CF Advisory, LLC (75% or more).
Source: Form ADV Part 1A, Schedules A and B, filed 27 September 2026
How does Cross Financial Advisors get paid?
Cross Financial Advisors is paid through a percentage of assets under management, hourly charges and fixed fees. Its Form ADV lists no commissions or performance-based fees among how it is paid.
Source: Form ADV Part 1A, Item 5.E, from the SEC's 2 October 2026 data file
How do I contact Cross Financial Advisors?
Cross Financial Advisors’ main office is at 11600 SW Shilo Lane, Suite 100, Portland, OR 97225. Its phone number is 503-430-0563. Its website is crossfinancialmgmt.com.
