Broker Check

Cross Financial Services has changed its name to Financial Life Advisors as part of a merger and to more accurately describe who we are: A Fee Only Financial Planning Firm, Making A Difference In The Lives Of Our Clients.

Cross Financial Services was founded in 1993 with a clear mission: make a difference in people's lives. As we begin our 23rd year, we remain committed to that simple principle. Our expertise and our services are especially useful to business and family business owners, and have evolved to be particularly meaningful to them. In addition to the Personal Financial Planning and Investment Management we also offer Business and Exit Planning, and 401(k) Fiduciary Consulting.

Founded on Independence

Kirk Francis founded Cross Financial Services with a goal of offering independent and objective financial advice free from conflicts of interest. The firm does not sell proprietary products or have quotas to meet. Kirk and his team are largely fee-based advisors that recommend solutions that are in the best interest of their clients.

A Team of Specialists

Cross Financial Services is designed to serve as a team of trusted experts with specialized expertise. Each member of the team contributes their own unique expertise, from succession planning to retirement plans to investment management to estate planning to Social Security and Medicare. The result is a collaborative team with deep knowledge to provide the highest level of service in each area.

Cowboy Ethics Culture

The Cross Financial Services team prides themselves on a philosophy that is reflected in the way they make decisions and treat people. The culture is based on a book by James P. Owen called Cowboy Ethics. Following these 10 principles is critical to doing the right thing for the client, always. They include:

Live Each Day with Courage

We challenge ourselves to be better tomorrow than we were today.

Take Pride in Your Work

We believe in being masters of our craft.

Always Finish What You Start

We get help if we need it, but we finish what we start.

Do What Has to Be Done

We first take care of the client, then solve the problem or handle the situation.

Be Tough, But Fair

We are tough enough to stand up for our principles, convictions, the client, the firm, or ourselves.

When You Make A Promise, Keep It

You are only as good as your word.

Ride For the Brand

We make a difference in our client’s lives and we’re proud of that.

Talk Less and Say More

We try to keep it simple but always keep it true.

Remember That Some Things Aren’t For Sale

We honor our principles, take care of the client, and honor the outfit. Nothing will sway us from our principles, allow us to tolerate abusive or rude behavior, or break any laws.

Know Where to Draw the Line

We abide by the rules and laws, but when they are too low of a standard, we raise the bar and do what is right.

Get in Touch

We only take on new clients we believe we can help. For a complimentary, no obligation meeting, please call our office at (210) 821-6499.

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