Cross Financial Advisors, Llc
- Regulatory AUM
- $482M
- Discretionary
- $482M
- Clients
- 1,873
- Avg AUM / client
- $257K
- Accounts
- 2,907
- Employees
- 12
AUM over time
Reported AUM from Form ADV filings, plotted by filing date · as of Jul 09, 2026
Who they serve
| Client type | Clients | AUM | % of AUM |
|---|---|---|---|
| Individuals (non-high net worth) | 1,283 | $164M | 34.0% |
| High net worth individuals | 548 | $304M | 63.2% |
| Pension and profit sharing plans | 17 | $3.7M | 0.77% |
| Charitable organizations | 11 | $2.4M | 0.5% |
| Corporations and other businesses | 14 | $7.7M | 1.6% |
People (11)
roster as of Jul 20, 2026| Name | Role / title | Credentials | With firm since | Ownership |
|---|---|---|---|---|
| Mathew Dean Whiteaker | Managing Member / Chief Compliance Officer | Apr 2017 (9y) | 50% – 75% | |
| Jay S. Torgerson | Managing Member / Alternative Regulatory Contact | Jun 2017 (9y) | 50% – 75% | |
| Brian Matthew Clark | Registered representative | Jun 2017 (9y) | ||
| Jerald Davin Lyda | Registered representative | Jun 2017 (9y) | ||
| Matthew Joseph Conti | Registered representative | Jun 2017 (9y) | ||
| Thomas Byrnes Ouimette | Registered representative | Jun 2017 (9y) | ||
| Corey Scott Levine | Registered representative | Jul 2017 (9y) | ||
| Ankit Palan | Registered representative | Nov 2017 (9y) | ||
| Mihei M Egoroff | Registered representative | Jan 2020 (7y) | ||
| Kari Anne Billette | Registered representative | Jun 2022 (4y) | ||
| Cameron Lynn Jensen | Registered representative | CFP | Feb 2026 (0y) |
Roster from the IAPD representatives feed; ownership and acquisition dates from Form ADV Schedule A/B. "Since" is the earliest filed registration or acquisition date.
Documents (1 archived)
| Form | Period | Size | |
|---|---|---|---|
| Form ADV (full filing) | 07/09/2026 | 1.01 MB | View · PDF · Source ↗ |
Archived copies of the firm's regulatory filings, versioned by content hash.
Disciplinary disclosures
No disciplinary events reported on the firm's latest Form ADV filing.
How they charge
- • Percentage of assets under management
- • Hourly charges
- • Fixed fees
Services
- • Financial planning services
- • Portfolio management for individuals/small businesses
Custody
Reported custodians
- LPL Financial $482M (100% of AUM) Jul 2026
- The Private Trust Company $134M (81% of AUM) Jan 2019
Amounts as reported in ADV Item 5.K.(3) (custodians holding 10%+ of SMA assets).
Firm reports having custody of client funds or securities (Item 9.A).
Source
All data on this page comes from this firm's Form ADV filings, reproduced without modification. Latest filing: Jul 09, 2026.
View current Form ADV (SEC/IAPD) ↗