{"url":"https://nivawealth.com/firms/cross-financial-advisors-287686","iapdUrl":"https://adviserinfo.sec.gov/firm/summary/287686","regulatoryAum":481819342,"crd":"287686","adviserRoster":{"asOf":"2026-10-09","items":[{"crd":"6433575","suffix":null,"lastName":"ACQUAVIVA","firstName":"CHRISTOPHER","middleName":null},{"crd":"7278841","suffix":null,"lastName":"BILLETTE","firstName":"KARI","middleName":"ANNE"},{"crd":"3051523","suffix":null,"lastName":"CLARK","firstName":"BRIAN","middleName":"MATTHEW"},{"crd":"3004214","suffix":null,"lastName":"CONTI","firstName":"MATTHEW","middleName":"JOSEPH"},{"crd":"7186339","suffix":null,"lastName":"EGOROFF","firstName":"MIHEI","middleName":"M"},{"crd":"4189566","suffix":null,"lastName":"JENSEN","firstName":"CAMERON","middleName":"Lynn"},{"crd":"1878968","suffix":null,"lastName":"LEVINE","firstName":"COREY","middleName":"SCOTT"},{"crd":"5109451","suffix":null,"lastName":"LYDA","firstName":"JERALD","middleName":"DAVIN"},{"crd":"2009940","suffix":null,"lastName":"OUIMETTE","firstName":"THOMAS","middleName":"BYRNES"},{"crd":"6508933","suffix":null,"lastName":"PALAN","firstName":"ANKIT","middleName":null},{"crd":"4275993","suffix":null,"lastName":"TORGERSON","firstName":"JAY","middleName":"S."},{"crd":"3260502","suffix":null,"lastName":"WHITEAKER","firstName":"MATHEW","middleName":"DEAN"}],"total":12,"loadedAt":"2026-10-10T00:20:19.761928+00:00","sourceUrl":"https://reports.adviserinfo.sec.gov/reports/CompilationReports/IA_INDVL_Feed_10_09_2026.xml.zip"},"history":[{"filedOn":"2021-05-07","regulatoryAum":258051473,"clients":1044,"employees":15,"offices":5},{"filedOn":"2022-06-23","regulatoryAum":339791825,"clients":1168,"employees":17,"offices":8},{"filedOn":"2023-03-29","regulatoryAum":285800326,"clients":1785,"employees":16,"offices":8},{"filedOn":"2024-04-15","regulatoryAum":346251122,"clients":1830,"employees":14,"offices":8},{"filedOn":"2025-07-14","regulatoryAum":418897353,"clients":1932,"employees":14,"offices":8},{"filedOn":"2026-09-27","regulatoryAum":481819342,"clients":1873,"employees":12,"offices":7}],"secFileNumber":"801-110589","legalName":"Cross Financial Advisors, LLC","displayName":"Cross Financial Advisors","slug":"cross-financial-advisors-287686","website":"https://crossfinancialmgmt.com/","classification":{"segment":"individuals","segmentLabel":"Wealth management","type":"independent_wealth_manager","typeLabel":"RIA","feeDisclosure":"full"},"linkedinUrl":"https://www.linkedin.com/company/cross-financial-management/","founded":null,"organization":"Oregon limited liability company","fiscalYearEnd":"December","headquarters":{"street":"11600 SW Shilo Lane, Suite 100","city":"Portland","state":"OR","stateName":"Oregon","country":"United States","postalCode":"97225"},"tradeNames":["Abacus Wealth Management","By the Tree Financial, LLC","Clark Wealth Management","Hope Wealth Planning","Lyda Financial"],"registration":{"secApproved":"22 June 2017","noticeFilings":null,"latestNoticeFiling":null},"wealthAumPerClient":255583.96176952485,"staff":{"employees":12,"advisory":11,"brokerDealerReps":12,"insuranceAgents":10,"promoters":0},"aum":{"regulatory":481819342,"discretionary":481819342,"discretionaryAccounts":2907,"nonDiscretionary":0,"nonDiscretionaryAccounts":0,"wrapProgram":4364658,"nonUsClientsPct":0,"nonAumClients":7},"clientTypes":[{"label":"Individuals (other than HNW)","clients":1283,"regulatoryAum":163617754},{"label":"High-net-worth individuals","clients":548,"regulatoryAum":304356480},{"label":"Pension and profit-sharing plans","clients":17,"regulatoryAum":3707072},{"label":"Charitable organizations","clients":11,"regulatoryAum":2424761},{"label":"Corporations and other businesses","clients":14,"regulatoryAum":7713275}],"feePrograms":[{"role":"main","program":"Investment Management Fee","feeBasis":"ceiling","fee_tiers":null,"sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022553","versionId":1022553,"ratePeriod":"annual","fee_billing":"advance","submittedOn":"2026-03-20","documentName":"PART 2A BROCHURE","fee_rate_low":null,"fee_rate_high":2.5,"fee_negotiable":true,"minimum_account":null,"feeMinimumPeriod":null,"fee_minimum_annual":null},{"role":"other","program":"Consulting Services","summary":"Hourly, generally $200 to $500 per hour; fees are negotiable and the amount is agreed before the work.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022553","versionId":1022553,"submittedOn":"2026-03-20","documentName":"PART 2A BROCHURE"},{"role":"other","program":"Financial Planning","summary":"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.","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022553","versionId":1022553,"submittedOn":"2026-03-20","documentName":"PART 2A BROCHURE"}],"brochureCoverage":{"scope":"sec_inventory","status":"reviewed","checkedAt":"2026-10-22T10:19:15.717135+00:00","documents":[{"name":"PART 2A BROCHURE","status":"read","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022553","versionId":1022553,"submittedOn":"2026-03-20"},{"name":null,"status":"not_downloaded","sourceUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022552","versionId":1022552,"submittedOn":null}]},"custodians":[{"name":"LPL Financial LLC","shortName":"LPL Financial","location":"Boston, MA","smaAssets":481819342}],"custodyNote":"Cross Financial Advisors has custody of $48.5M for 232 clients.","otherCustodians":[],"leadership":[{"name":"Mathew Whiteaker","title":"Chief Compliance Officer","crd":"3260502"},{"name":"Jay Torgerson","title":"Alternative Regulatory Contact","crd":"4275993"}],"ownership":[{"label":"CF Advisory, LLC","detail":"Owner in the 75% or more ownership band and a control person, since June 2025."},{"label":"Crete Pa Holdco, LLC","detail":"Indirect owner: a owner of CF Advisory, LLC in the 50% to 75% band and a control person, since June 2025.","parent":"CF Advisory, LLC"},{"label":"CF Aggregatorco, LLC","detail":"Indirect owner: a owner of CF Advisory, LLC in the 25% to 50% band and a control person, since June 2025.","parent":"CF Advisory, LLC"},{"label":"Jay Torgerson","detail":"Indirect owner: a owner of CF Aggregatorco, LLC in the 50% to 75% band and a control person, since June 2025.","parent":"CF Aggregatorco, LLC"},{"label":"Mathew Whiteaker","detail":"Indirect owner: a owner of CF Aggregatorco, LLC in the 50% to 75% band and a control person, since June 2025.","parent":"CF Aggregatorco, LLC"},{"label":"Crete Pa Parent, LLC","detail":"Indirect owner: a owner of Crete Pa Holdco, LLC in the 75% or more band and a control person, since June 2025.","parent":"Crete Pa Holdco, LLC"},{"label":"Crete Professionals Alliance, LLC","detail":"Indirect owner: a owner of Crete Pa Parent, LLC in the 75% or more band and a control person, since June 2025.","parent":"Crete Pa Parent, LLC"},{"label":"ZBS Partners I LP","detail":"Indirect owner: a owner of Crete Professionals Alliance, LLC in the 50% to 75% band and a control person, since June 2025.","parent":"Crete Professionals Alliance, LLC"}],"branchOffices":null,"filedOffices":{"otherThanPrincipal":6,"privateResidences":2},"listedOfficeAddresses":5,"foreignOffices":[],"officesByState":[{"state":"Oregon","offices":5,"addresses":[{"street":"11600 SW Shilo Lane, Suite 100","city":"Portland","headquarters":true},{"street":"11600 SW Shilo Lane","city":"Portland"},{"street":"65 SW Yamhill St.","city":"Portland"},{"street":"3000 Market St. Ne","city":"Salem"},{"street":"5200 Meadows RD #150","city":"Lake Oswego"}]}],"advFacts":{"source":{"file":"ia100226.zip","asOf":"2 October 2026"},"telephone":"503-430-0563","stateRegisteredReps":11,"otherAdviserReps":0,"compensation":["A percentage of assets under management","Hourly charges","Fixed fees (other than subscription fees)"],"activities":["Financial planning services","Portfolio management for individuals and/or small businesses"],"financialPlanningClients":"251-500","assetMix":[{"label":"Exchange-traded equity securities","percent":8},{"label":"Investment grade corporate bonds","percent":1},{"label":"Securities issued by registered investment companies or business development companies","percent":89},{"label":"Cash and cash equivalents","percent":2}],"privateFunds":0},"sources":{"adv1FilingDate":"27 September 2026","adv1Url":"https://reports.adviserinfo.sec.gov/reports/ADV/287686/PDF/287686.pdf","brochureDate":"20 March 2026","brochureUrl":"https://files.adviserinfo.sec.gov/IAPD/Content/Common/crd_iapd_Brochure.aspx?BRCHR_VRSN_ID=1022553","iapdCompiledDate":null,"retrievedDate":"15 October 2026","retrievedOn":"2026-10-15","updatedOn":"2026-10-22","holdingsUpdatedOn":"2026-10-21","adv1Pages":{},"brochurePages":{}},"otherBusiness":[],"faq":[{"question":"How many clients does Cross Financial Advisors have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What services does Cross Financial Advisors offer?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How much does Cross Financial Advisors charge?","answer":"Cross Financial Advisors charges up to 2.50% a year for its Investment Management Fee. The fee is billed in advance and is negotiable.","source":"PART 2A BROCHURE, filed 20 March 2026","sourceRef":{"doc":"brochure","section":"fees"}},{"question":"Which custodians does Cross Financial Advisors use?","answer":"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","sourceRef":{"doc":"adv1","section":"custodians"}},{"question":"How many financial advisors does Cross Financial Advisors have?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"What does Cross Financial Advisors invest in?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"Who owns Cross Financial Advisors?","answer":"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","sourceRef":{"doc":"adv1","section":"scheduleA"}},{"question":"How does Cross Financial Advisors get paid?","answer":"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","sourceRef":{"doc":"adv1","section":"employees"}},{"question":"How do I contact Cross Financial Advisors?","answer":"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.","source":"Form ADV Part 1A, Item 1.F, filed 27 September 2026","sourceRef":{"doc":"adv1","section":"offices"}}],"holdings":null,"notice":"Compiled from public SEC Form ADV filings on the dates in `sources`. Facts as filed; not a rating, ranking, or recommendation. Niva is not affiliated with this firm. Disciplinary history is deliberately not included here or on the page; the SEC publishes the complete record at the `iapdUrl` above."}