2018 Spring Conference Speaker

Kelli Cruz brings more than 20 years of experience to her role as the founder of Cruz Consulting Group (CCG), working closely with advisory firm owners and executives of financial services institutions. CCG is committed to building talent wealth and helping advisory firms realize their true potential, by providing consulting engagements in human capital, including organizational design, compensation planning, performance management, and succession planning.


Kelli is a frequent speaker at national industry conferences and a regular columnist for Financial Planning on practice management related topics. Prior to starting CCG, she founded InvestmentNews Adviser Solutions and oversaw advisor consulting engagements and the InvestmentNews/Moss Adams research studies. Kelli was a director in Advisor Services at Charles Schwab where she pioneered the industry’s first human capital practice management program for RIA advisory firms.


Before joining Schwab, Kelli also held a variety of management positions at Wells Fargo, including managing human resources for the Private Client Services Group.