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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.

(210) 821-6499

Cross Financial Services is an independent financial planning and wealth management firm serving individuals and businesses headquartered in San Antonio, Texas. In addition to comprehensive financial planning and investment management, they offer business and exit planning as well as 401(k) fiduciary consulting. The Cross Financial Services team of specialists includes fee-based advisors acting in a fiduciary capacity to do what’s in the client’s best interest. It’s their goal to help their clients pursue financial freedom and enjoy what’s most important in life.

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.